THE IMPORTANCE OF URBAN RECREATION SERVICES IN CREATING A BRAND CITY

Abstract

This paper aims to identify the role of activities in recreational areas in the city in creating and directing a brand city and to verify that tourist values have a significant impact on city branding. In this regard, the study was planned for people living in Turkestan or coming from outside the city and visiting recreation areas in the city, and the sample of the study was carried out with 165 visitors selected by random method. Throughout this investigation, one of the methods of data collection was used the survey method. Findings showed a positive and significant relationship between attractiveness, which are the criteria for City branding, and city’s image (r=0.629; pp<0.001). It is suggested that city’s locals and administrating authorities should take actions considering the factors of this research. From the viewpoint of diverse tourists, especially local cuisine is important in attracting tourists individually and collectively.