The process of branding a city-Antakya as a model

Abstract

In studies about the branding of destinations, one finds the need to involve all the local and international stakeholders in the process of SWOT analysis and prepare a unique action plan. The Brand Destination Project of the Ministry of Culture and Tourism in Turkey is interested in making various famous cities culturally attractive to tourists. They expect economic and social development as they carry their historical values into the future. Antioch, the ancient name of Antakya, is one of the destinations targeted for branding in this project. Antioch was once the third largest trade and tourism center in the Roman Empire. It was also one of the first places to become a center for Christianity, drawing many pilgrims. It was a melting pot for many ancient civilizations in Anatolia. The purpose of this paper is to brand Antioch as a place where people have been living in the spirit of tolerance and brotherhood for many centuries against the backdrop of different religions and ethnicities. Furthermore, this paper includes suggestions for branding processes, responsibilities of stakeholders, and conclusions which may be realized by SWOT analysis and other exploratory research.