ESKİŞEHİR DESTİNASYON MARKASININ GELİŞTİRİLMESİNDE LÜLETAŞI
MEERSCHAUM IN THE DEVELOPMENT OF ESKIŞEHIR DESTINATION BRAND

Summary/Abstract: Aim: The development of the destination brand requires that the characteristics that give the destination a difference be managed in order to provide a competitive advantage. Eskisehir has a strong image with its distinctive identity from other destinations with its regional elements. Eskişehir is also known as the center of meerschaum quarries with the best properties in the world. Almost all of the commercially machinable meerschaum deposits are in Eskişehir. However, the contribution of meerschaum in the development of the Eskişehir destination brand is not at the desired level. The aim of the research is to determine the problems and offer suggestions by evaluating the meerschaum processing in terms of Education, Product Design, Promotion, contribution to the destination brand image and the economy of the city in order to develop the Eskisehir destination brand. Method: Exploratory research was conducted in line with the purpose of the research. Data obtained through semi-structured interviews with eight experts on meerschaum selected by the snowball sampling method were subjected to content analysis. Findings: It was observed that the value added by meerschaum to the destination brand of Eskişehir is not at the desired level. Due to the lack of awareness of the meerschaum, the fact that most masters are limited to classical motifs, the inability to provide economic gain to Eskisehir, the lack of education, product design and promotion efforts, the contribution of the meerschaum to the development of the Eskişehir destination brand has been limited. Result: It is seen that Eskisehir’s meerschaum, which has gained prominence in the world due to its characteristics, is under the responsibility of all stakeholders to increase its contribution to the brand value of this city. All kinds of activities related to meerschaum should be recorded, programmed and given unique experiences to visitors as an element of tourism.

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