Evinç Doğan holds a PhD in Management and Development of Cultural Heritage from IMT Institute for Advanced Studies Lucca (Italy). Graduate of Istanbul Technical University and Bogazici University, she has been a visiting research fellow at Regent’s University London, Kadir Has University, Bocconi University and the University of Belgrade. Currently, she is full-time Assistant Professor at Boğaziçi University Tourism Administration Department. Her research interests include place marketing, city branding, cultural heritage, tourism, and visual culture. Supervisors: Aleksandra Stupar (University of Belgrade), Goran Petkovic (University of Belgrade), İbrahim Sirkeci (Regent's University London), and Stefano Baia Curioni (Bocconi University)
The aim of this paper is to present an overarching theoretical perspective on the paradox of ineq... more The aim of this paper is to present an overarching theoretical perspective on the paradox of inequalities and the paradigm shift in mobilities by reflecting on the challenges and opportunities in urban areas faced by the COVID-19 measures. The question of blurring boundaries between the human and the technological aspects and the ways in which they alter the form of communication and action is tackled reflecting on the digital divide and socio-spatial inequalities. In order to connect theory and practice, implications from different cases are provided for shedding light on the expected impacts and scenarios for the changing patterns of mobility and accessibility. The results indicate hybridization of the on-site and online forms of mobilities, as well as new approaches to make culture and leisure more inclusive and accessible. Promoting local integration, emerging forms of local tourism such as staycations, using digital tools to foster co-creation, co-curation, and audience engagement, developing new models of business and consumption reflect the changing patterns of mobility and accessibility. There are avenues for further research that revolve around the questions of inequalities, over-consumption, sociality and sustainability.
This paper aims to investigate how the industrial heritage is represented on a cultural bicycle t... more This paper aims to investigate how the industrial heritage is represented on a cultural bicycle trail and used as a tool for constructing tourist gaze. A qualitative case study methodology is used, where the analysis is two-fold. A phenomenological approach is adopted at first step. The bicycle route is explored to get first-hand experience and familiarize with the data in the physical urban context. The second step is document analysis. Texts are collected and analysed for interpreting the meaning by digging deeper into socio-cultural context. The cycling route is a form of experience bridging the spatio-temporal gap between tangible heritage (monuments, landmarks) and intangible dimensions (symbols and meanings). The findings reveal shifts in meaning drawing on relations between the physical space and represented space. The cultural routes are of interest as applied tourism products. They provide opportunities for creating a strong destination image. This exploratory research is a...
Istanbul “took the stage” as one of the three European Capital of Culture (ECoC) cities in 2010. ... more Istanbul “took the stage” as one of the three European Capital of Culture (ECoC) cities in 2010. In this spectacle, the urban spaces were projected as the theatre decor while residents and visitors became the spectators. The aim of the study is to understand the ways in which ECoC 2010 influenced the city image of Istanbul as a core component of the city brand. The research employs qualitative methods in its analysis of the visual data. The analysed research material is provided by a sample of posters released during Istanbul 2010 among 549 events throughout the year. The researcher adapts a hermeneutic approach to the representations, signs and language as the means of symbolic meaning. The symbolic production and visual representation are therefore investigated firstly through the authoritative and historically constituted discourses in the making of Istanbul image and secondly through the orders of cultural consumption and mediatization of culture through spectacular events. The ...
Istanbul “took the stage” as one of the three European Capital of Culture (ECoC) cities in 2010. ... more Istanbul “took the stage” as one of the three European Capital of Culture (ECoC) cities in 2010. In this spectacle, the urban spaces were projected as the theatre décor while residents and visitors became the spectators. The images of Istanbul pile up in videos and posters to show the city in every aspect in which everything becomes mishmash and the message gets lost in the chaos. While Istanbul is depicted as a mystified city through Orientalist representations, this image of Istanbul moves between the opposite ends of the contrasting pairs, and in contestation. "Culture, defined as making sense of the world (Hall, 1997: 2), is an integral part of branding a place, which involves cultural exchange (Anholt, 2005: 140). Mega-events may be used as forms of advertising for city marketing and branding, where the signification is not only about production of meaning but also staging of the meaning. The cities hosting mega-events can be turned into the protagonists of the spectacle by showcasing their cultural products as well as cultural being. Thus, what staged there are the city, its image as well as the events. The mega-events are helpful to spread the word about the city, but the meaning is created also through imaging the city and positioning this image in the minds of the people."
In this special issue of Transnational Marketing Journal, we brought together a selection of arti... more In this special issue of Transnational Marketing Journal, we brought together a selection of articles drawn from presentations at the Taste of City Conference 2016: Food and Place Marketing which was held at the University of Belgrade, Serbia on 1st September 2016. We have supported the event along with Transnational Press London. We thank to Goran Petkovic, the Faculty of Economics at the University of Belgrade, and Goran’s volunteer students team who helped with the conference organisation. Mobilities are often addressed within social sciences varying across a wide range of disciplines including geography, migration studies, cultural studies, tourism, sociology and anthropology. Food mobilities capture eating, tasting, producing and consuming practices as well as traveling and transferring. Food and tastes are carried around the world, along the routes of mobility through out the history. As people take their own culture to the places, they take their food too. Food meets and ming...
The aim of this study is exploring the challenges in place branding through raising a debate on t... more The aim of this study is exploring the challenges in place branding through raising a debate on the transitory nature of mega-events vis-à-vis sustainable strategies for image-building. Food and cuisine, as part and parcel of cultural values, play a significant role in marketing places. In this context, The National Tourism Organization of Serbia (TOS) strives for building a positive and memorable image of the country based on “Soul Food” campaign. On the other hand, EXPO Milano 2015 is the case of a transitory event for analyzing the ways in which Serbia’s brand image is positioned and promoted through values, narratives, and manifestations. Unlike the examples of scholarly research focusing on countries hosting mega-events, this study investigates Serbia as a participating country in EXPO Milano 2015. The success of place branding is often attributed to long-term vision rather than short-term oriented promotion activities. Similarly, legacy is an important aspect for the success o...
Food and gastronomic values of a country are distinguished assets in marketing places. The aim of... more Food and gastronomic values of a country are distinguished assets in marketing places. The aim of this article is exploring the ways in which Serbia rebrands itself through promoting the local food and culture and positions the nation brand in a transnational marketing context. The key concepts for this research originate from the literature in place marketing and branding. The gastronomic offer is an instrument shaping people’s perceptions about Serbia that is represented and communicated through values, narratives and manifestations. Accordingly, semiotics is adopted for analysing the data, which builds on three levels: axiological, narrative and discursive. Content analysis is used as a supportive method to infer meanings from codes and to determine emerging themes overarching the units of meaning. The tourism marketing strategy of The National Tourism Organization of Serbia (TOS) is closely examined through the touristic promotion materials (i.e. catalogues, posters, Soul Food ...
This study examines the ways in which the city image of Istanbul is re-created through the mega-e... more This study examines the ways in which the city image of Istanbul is re-created through the mega-events within the context of the European Capital of Culture (ECoC) 2010. Istanbul “took the stage” as one of the three ECoC cities (Essen for the Ruhr in Germany and Pécs in Hungary), where the urban spaces were projected as the theatre décor while residents and visitors became the spectators of the events. Organisers and agents of the ECoC 2010 seemed to rebrand Istanbul as a “world city” rather than a “European capital”. With a series of transnational connotations, this can be considered as part of an attempt to turn Istanbul to a global city. In this study we examine posters used during the ECoC 2010 to see whether this was evident in the promoted images of Istanbul. The research employs a hermeneutic approach in which representations, signs and language are the means of symbolic meaning, which is analysed through qualitative methods for the visual data (Visual Analysis Methods), name...
Changing patterns of mobility and accessibility to culture and leisure: Paradox of inequalities, 2023
The aim of this paper is to present an overarching theoretical perspective on the paradox of ineq... more The aim of this paper is to present an overarching theoretical perspective on the paradox of inequalities and the paradigm shift in mobilities by reflecting on the challenges and opportunities in urban areas faced by the COVID-19 measures. The question of blurring boundaries between the human and the technological aspects and the ways in which they alter the form of communication and action is tackled reflecting on the digital divide and socio-spatial inequalities. In order to connect theory and practice, implications from different cases are provided for shedding light on the expected impacts and scenarios for the changing patterns of mobility and accessibility. The results indicate hybridization of the on-site and online forms of mobilities, as well as new approaches to make culture and leisure more inclusive and accessible. Promoting local integration, emerging forms of local tourism such as staycations, using digital tools to foster co-creation, co-curation, and audience engagement, developing new models of business and consumption reflect the changing patterns of mobility and accessibility. There are avenues for further research that revolve around the questions of inequalities, over-consumption, sociality and sustainability.
Advances in Hospitality and Tourism Research (AHTR), 2020
This article aims to explore the ways in which heritage sites can be brought to life for visitors... more This article aims to explore the ways in which heritage sites can be brought to life for visitors through immersive experience, and attempts to build a conceptual framework. It is based on a multidisciplinary project carried out by scholars of different backgrounds, which means that it relied more on knowledge and expertise sharing, rather than statistical data, even though a further research on consumer behaviour is planned. In heritage sites, the tangible aspects enable first-hand experience with the phenomena, providing a strong sense of reality. On the other hand, intangible aspects, which can be felt and evoked through the medium of heritage, are equally important. The sense of place is generated by those feelings and the meaning as a product of interpretation obtained by first-hand experiences as well as any kind of medium. Getting sense of place is based on physical features making the place special or unique, stories and memories abiding connection to the place, as well as the spirituality or spectral aspects also called as hauntings. The essence of heritage interpretation lies in bringing the meaning to the surface as a result of cultural interfaces and engagements with our environment. The conceptual framework is threefold tackling with phenomenological, narrative and semantic levels of exploration, storytelling and meaning making. This article helps to elucidate the nascent field of immersive heritage exploring the experience (physical vs. virtual), the narratives (content vs. context) and the meaning (interpretation vs. action). In doing so, it suggests the ways in which immersive heritage can build up meaningful relationships in understanding and valuing heritage sites while enriching our experience through the absent presence between the physical and imaginary worlds.
Food and gastronomic values of a country are distinguished assets in marketing places. The aim of... more Food and gastronomic values of a country are distinguished assets in marketing places. The aim of this article is exploring the ways in which Serbia rebrands itself through promoting the local food and culture and positions the nation brand in a transnational marketing context. The key concepts for this research originate from the literature in place marketing and branding. The gastronomic offer is an instrument shaping people’s perceptions about Serbia that is represented and communicated through values, narratives and manifestations. Accordingly, semiotics is adopted for analysing the data, which builds on three levels: axiological, narrative and discursive. Content analysis is used as a supportive method to infer meanings from codes and to determine emerging themes overarching the units of meaning. The tourism marketing strategy of The National Tourism Organization of Serbia (TOS) is closely examined through the touristic promotion materials (i.e. catalogues, posters, Soul Food video). In sum, the analysis results reveal how the country branding strategy of Serbia is handled in terms of the impact on the perceptions with a focus on food as a tourist attraction. The research is valuable for place-marketers, strategists, governments, and scholars from different fields of academia.
Bu makale, Guy Debord’un Gösteri Toplumu başlıklı eserinden yola çıkarak kent imgesini gösteri ka... more Bu makale, Guy Debord’un Gösteri Toplumu başlıklı eserinden yola çıkarak kent imgesini gösteri kavramı üzerine inşa etmeye ve İstanbul imgesinin Türk sineması örneklerinde nasıl temsil edildiğini keşfetmeye çalışmaktadır. Metnin bölümleri, kent imgesini merkez alarak Italo Calvino’nun Görünmez Kentler isimli kitabındaki bölümlerin adları üzerinden tematik olarak kurgulanmıştır. İlk bölüm, Kentler ve Arzu, gösteri tanımının içindeki düşlerden ve arzulardan bahsetmektedir. Arzu kavramı, meta fetişizminden yola çıkarak tüketim alışkanlıkları ve tüketilmiş kent hayatı ile ilişkilendirilmektedir. İkinci bölüm, Kentler ve Göstergeler, mekân üretimini göstergeler zinciri ile açıklamaya çalışır. Üçüncü ve son bölüm olan Kentler ve Gözler ise masalsı anlatım ve düşsel imgelerin yerini alan suçun kol gezdiği karanlık arka sokakları, acımasız hayat koşullarını ve kent imgesinin çöküşünü betimlemektedir. Bu üç tematik kategori paralelinde ilerleyen kurgusal yapıda, Türk sinemasından seçilen üç örnek film, Eşkıya (Yavuz Turgul, 1996), Ağır Roman (Mustafa Altıoklar, 1997) ve Anlat İstanbul (Kudret Sabancı, Ümit Ünal, Ömür Atay, Selim Demirdelen, Yücel Yolcu, 2004) sundukları farklı temsil biçimleriyle kent imgesinin barındırdığı anlamları ortaya koymaktadır.
This paper aims to investigate how the industrial heritage is represented on a cultural bicycle t... more This paper aims to investigate how the industrial heritage is represented on a cultural bicycle trail and used as a tool for constructing tourist gaze. A qualitative case study methodology is used, where the analysis is twofold. A phenomenological approach is adopted at the first step. The bicycle route is explored to get first-hand experience and familiarize with the data in the physical urban context. The second step is document analysis. Texts are collected and analysed for interpreting the meaning by digging deeper into socio-cultural context. The cycling route is a form of experience bridging the spatio-temporal gap between tangible heritage (monuments, landmarks) and intangible dimensions (symbols and meanings). The findings reveal shifts in meaning drawing on relations between the physical space and represented space. The cultural routes are of interest as applied tourism products. They provide opportunities for creating a strong destination image. This exploratory research is an initial examination of how cultural routes can shape tourism experience. It presents a framework to tackle with heritage and representation, while offering further avenues for investigating urban tourism where tourists can be co-creators for adding other layers of meaning. This helps increase awareness about urban heritage and offers an alternative tourist gaze and perception.
Öz: 14. yy.dan 19. yy.a kadar Osmanlı İmparatorluğu'nun egemenliği altında bulunan Sırbistan'ın b... more Öz: 14. yy.dan 19. yy.a kadar Osmanlı İmparatorluğu'nun egemenliği altında bulunan Sırbistan'ın bugünkü başkenti Belgrad'da günümüzde de Osmanlı kültürünün izleri hâlâ canlılığını korumaktadır. Öte yanda gerek savaşlar gerekse sonraki yıllarda Batılı şehircilik anlayışının benimsenmiş olması nedeniyle özgün karakterini koruyarak bugüne kadar gelebilmiş, Osmanlı mimarisine sahip yapıların sayısı çok fazla değildir. Bu bağlamda, tipik bir eski Osmanlı konutunun ev sahipliği yaptığı Vuk ve Dositej Müzesi, önce Osmanlı defterdarının ikametgâhı, ardından yüksekokul (lyceum) olarak kullanılmış olması bakımından zaman içerisinde yüklendiği yeni işlevlerle varlığını devam ettirmiş bir kültürel miras örneğidir. Sırp kültürünün çok önemli figürlerinden, ilk Millî Eğitim Bakanı Dositej Obradovic, dönemin en önemli yükseköğrenim kurumu olan bu okulda öğretmenlik yapmış, Sırp dili reformunu gerçekleştiren Vuk Karadžić ise Obradovic'in öğrencisi olarak bu okulda öğrenim görmüştür. Giriş katı Obradovic'e, üst katı ise Karadžić'e adanmış olan iki katlı müze, Sırp ve Osmanlı kültürlerinin gelecek nesillere aktarılmasına önemli rol oynamaktadır. Dolayısıyla, bu çalışmanın amacı, örnek olay (durum) çalışması yoluyla Vuk ve Dositej Müzesi örneği üzerinden, Müze'nin tarihi boyunca Osmanlı ve Sırp kültürlerindeki etkileşim ve değişimleri göstermektir. Araştırmanın sonuçları mevcut yapı stoklarına yeni işlevler kazandırmanın kültürel mirası korumanın etkili bir yolu olduğunu ortaya koymaktadır. Abstract: Being under the rulership of Ottoman Empire from 14 th until 19 th century, the tracks of Ottoman culture are still visible today in Belgrade, the capital of Serbia. On the other hand, the number of preserved structures that feature authentic Ottoman architecture is not significant because of wars, as well as the adoption of a western urbanism approach in the later years. In this context, hosted in a typical old Ottoman house, Vuk and Dositej Museum is an example of cultural heritage which sustained its existence until today with various functions in the course of time, first being the residence of the Ottoman provincial treasurer and then as a Higher School (Lyceum). Being two of the most important figures of Serbian culture, the first Ministry of Education of Serbia Dositej Obradović lectured at this institution which had the highest rank at that time, whereas Vuk Karadžić, the reformer of modern Serbian language had taken education here as a student of Obradović. The two-storey Museum, dedicated to the works of Obradović and Karadžić, plays an important role in transferring the Serbian and Ottoman cultures to the next generations. Accordingly, the aim of this study is to demonstrate the changes and interactions in the Ottoman and Serbian cultures throughout the history in the case of Vuk and Dositej Museum. The results of the research reveal that adaptive reuse of existing building stocks stands out as an efficient tool for the conservation of cultural heritage.
The aim of this paper is to present an overarching theoretical perspective on the paradox of ineq... more The aim of this paper is to present an overarching theoretical perspective on the paradox of inequalities and the paradigm shift in mobilities by reflecting on the challenges and opportunities in urban areas faced by the COVID-19 measures. The question of blurring boundaries between the human and the technological aspects and the ways in which they alter the form of communication and action is tackled reflecting on the digital divide and socio-spatial inequalities. In order to connect theory and practice, implications from different cases are provided for shedding light on the expected impacts and scenarios for the changing patterns of mobility and accessibility. The results indicate hybridization of the on-site and online forms of mobilities, as well as new approaches to make culture and leisure more inclusive and accessible. Promoting local integration, emerging forms of local tourism such as staycations, using digital tools to foster co-creation, co-curation, and audience engagement, developing new models of business and consumption reflect the changing patterns of mobility and accessibility. There are avenues for further research that revolve around the questions of inequalities, over-consumption, sociality and sustainability.
This paper aims to investigate how the industrial heritage is represented on a cultural bicycle t... more This paper aims to investigate how the industrial heritage is represented on a cultural bicycle trail and used as a tool for constructing tourist gaze. A qualitative case study methodology is used, where the analysis is two-fold. A phenomenological approach is adopted at first step. The bicycle route is explored to get first-hand experience and familiarize with the data in the physical urban context. The second step is document analysis. Texts are collected and analysed for interpreting the meaning by digging deeper into socio-cultural context. The cycling route is a form of experience bridging the spatio-temporal gap between tangible heritage (monuments, landmarks) and intangible dimensions (symbols and meanings). The findings reveal shifts in meaning drawing on relations between the physical space and represented space. The cultural routes are of interest as applied tourism products. They provide opportunities for creating a strong destination image. This exploratory research is a...
Istanbul “took the stage” as one of the three European Capital of Culture (ECoC) cities in 2010. ... more Istanbul “took the stage” as one of the three European Capital of Culture (ECoC) cities in 2010. In this spectacle, the urban spaces were projected as the theatre decor while residents and visitors became the spectators. The aim of the study is to understand the ways in which ECoC 2010 influenced the city image of Istanbul as a core component of the city brand. The research employs qualitative methods in its analysis of the visual data. The analysed research material is provided by a sample of posters released during Istanbul 2010 among 549 events throughout the year. The researcher adapts a hermeneutic approach to the representations, signs and language as the means of symbolic meaning. The symbolic production and visual representation are therefore investigated firstly through the authoritative and historically constituted discourses in the making of Istanbul image and secondly through the orders of cultural consumption and mediatization of culture through spectacular events. The ...
Istanbul “took the stage” as one of the three European Capital of Culture (ECoC) cities in 2010. ... more Istanbul “took the stage” as one of the three European Capital of Culture (ECoC) cities in 2010. In this spectacle, the urban spaces were projected as the theatre décor while residents and visitors became the spectators. The images of Istanbul pile up in videos and posters to show the city in every aspect in which everything becomes mishmash and the message gets lost in the chaos. While Istanbul is depicted as a mystified city through Orientalist representations, this image of Istanbul moves between the opposite ends of the contrasting pairs, and in contestation. "Culture, defined as making sense of the world (Hall, 1997: 2), is an integral part of branding a place, which involves cultural exchange (Anholt, 2005: 140). Mega-events may be used as forms of advertising for city marketing and branding, where the signification is not only about production of meaning but also staging of the meaning. The cities hosting mega-events can be turned into the protagonists of the spectacle by showcasing their cultural products as well as cultural being. Thus, what staged there are the city, its image as well as the events. The mega-events are helpful to spread the word about the city, but the meaning is created also through imaging the city and positioning this image in the minds of the people."
In this special issue of Transnational Marketing Journal, we brought together a selection of arti... more In this special issue of Transnational Marketing Journal, we brought together a selection of articles drawn from presentations at the Taste of City Conference 2016: Food and Place Marketing which was held at the University of Belgrade, Serbia on 1st September 2016. We have supported the event along with Transnational Press London. We thank to Goran Petkovic, the Faculty of Economics at the University of Belgrade, and Goran’s volunteer students team who helped with the conference organisation. Mobilities are often addressed within social sciences varying across a wide range of disciplines including geography, migration studies, cultural studies, tourism, sociology and anthropology. Food mobilities capture eating, tasting, producing and consuming practices as well as traveling and transferring. Food and tastes are carried around the world, along the routes of mobility through out the history. As people take their own culture to the places, they take their food too. Food meets and ming...
The aim of this study is exploring the challenges in place branding through raising a debate on t... more The aim of this study is exploring the challenges in place branding through raising a debate on the transitory nature of mega-events vis-à-vis sustainable strategies for image-building. Food and cuisine, as part and parcel of cultural values, play a significant role in marketing places. In this context, The National Tourism Organization of Serbia (TOS) strives for building a positive and memorable image of the country based on “Soul Food” campaign. On the other hand, EXPO Milano 2015 is the case of a transitory event for analyzing the ways in which Serbia’s brand image is positioned and promoted through values, narratives, and manifestations. Unlike the examples of scholarly research focusing on countries hosting mega-events, this study investigates Serbia as a participating country in EXPO Milano 2015. The success of place branding is often attributed to long-term vision rather than short-term oriented promotion activities. Similarly, legacy is an important aspect for the success o...
Food and gastronomic values of a country are distinguished assets in marketing places. The aim of... more Food and gastronomic values of a country are distinguished assets in marketing places. The aim of this article is exploring the ways in which Serbia rebrands itself through promoting the local food and culture and positions the nation brand in a transnational marketing context. The key concepts for this research originate from the literature in place marketing and branding. The gastronomic offer is an instrument shaping people’s perceptions about Serbia that is represented and communicated through values, narratives and manifestations. Accordingly, semiotics is adopted for analysing the data, which builds on three levels: axiological, narrative and discursive. Content analysis is used as a supportive method to infer meanings from codes and to determine emerging themes overarching the units of meaning. The tourism marketing strategy of The National Tourism Organization of Serbia (TOS) is closely examined through the touristic promotion materials (i.e. catalogues, posters, Soul Food ...
This study examines the ways in which the city image of Istanbul is re-created through the mega-e... more This study examines the ways in which the city image of Istanbul is re-created through the mega-events within the context of the European Capital of Culture (ECoC) 2010. Istanbul “took the stage” as one of the three ECoC cities (Essen for the Ruhr in Germany and Pécs in Hungary), where the urban spaces were projected as the theatre décor while residents and visitors became the spectators of the events. Organisers and agents of the ECoC 2010 seemed to rebrand Istanbul as a “world city” rather than a “European capital”. With a series of transnational connotations, this can be considered as part of an attempt to turn Istanbul to a global city. In this study we examine posters used during the ECoC 2010 to see whether this was evident in the promoted images of Istanbul. The research employs a hermeneutic approach in which representations, signs and language are the means of symbolic meaning, which is analysed through qualitative methods for the visual data (Visual Analysis Methods), name...
Changing patterns of mobility and accessibility to culture and leisure: Paradox of inequalities, 2023
The aim of this paper is to present an overarching theoretical perspective on the paradox of ineq... more The aim of this paper is to present an overarching theoretical perspective on the paradox of inequalities and the paradigm shift in mobilities by reflecting on the challenges and opportunities in urban areas faced by the COVID-19 measures. The question of blurring boundaries between the human and the technological aspects and the ways in which they alter the form of communication and action is tackled reflecting on the digital divide and socio-spatial inequalities. In order to connect theory and practice, implications from different cases are provided for shedding light on the expected impacts and scenarios for the changing patterns of mobility and accessibility. The results indicate hybridization of the on-site and online forms of mobilities, as well as new approaches to make culture and leisure more inclusive and accessible. Promoting local integration, emerging forms of local tourism such as staycations, using digital tools to foster co-creation, co-curation, and audience engagement, developing new models of business and consumption reflect the changing patterns of mobility and accessibility. There are avenues for further research that revolve around the questions of inequalities, over-consumption, sociality and sustainability.
Advances in Hospitality and Tourism Research (AHTR), 2020
This article aims to explore the ways in which heritage sites can be brought to life for visitors... more This article aims to explore the ways in which heritage sites can be brought to life for visitors through immersive experience, and attempts to build a conceptual framework. It is based on a multidisciplinary project carried out by scholars of different backgrounds, which means that it relied more on knowledge and expertise sharing, rather than statistical data, even though a further research on consumer behaviour is planned. In heritage sites, the tangible aspects enable first-hand experience with the phenomena, providing a strong sense of reality. On the other hand, intangible aspects, which can be felt and evoked through the medium of heritage, are equally important. The sense of place is generated by those feelings and the meaning as a product of interpretation obtained by first-hand experiences as well as any kind of medium. Getting sense of place is based on physical features making the place special or unique, stories and memories abiding connection to the place, as well as the spirituality or spectral aspects also called as hauntings. The essence of heritage interpretation lies in bringing the meaning to the surface as a result of cultural interfaces and engagements with our environment. The conceptual framework is threefold tackling with phenomenological, narrative and semantic levels of exploration, storytelling and meaning making. This article helps to elucidate the nascent field of immersive heritage exploring the experience (physical vs. virtual), the narratives (content vs. context) and the meaning (interpretation vs. action). In doing so, it suggests the ways in which immersive heritage can build up meaningful relationships in understanding and valuing heritage sites while enriching our experience through the absent presence between the physical and imaginary worlds.
Food and gastronomic values of a country are distinguished assets in marketing places. The aim of... more Food and gastronomic values of a country are distinguished assets in marketing places. The aim of this article is exploring the ways in which Serbia rebrands itself through promoting the local food and culture and positions the nation brand in a transnational marketing context. The key concepts for this research originate from the literature in place marketing and branding. The gastronomic offer is an instrument shaping people’s perceptions about Serbia that is represented and communicated through values, narratives and manifestations. Accordingly, semiotics is adopted for analysing the data, which builds on three levels: axiological, narrative and discursive. Content analysis is used as a supportive method to infer meanings from codes and to determine emerging themes overarching the units of meaning. The tourism marketing strategy of The National Tourism Organization of Serbia (TOS) is closely examined through the touristic promotion materials (i.e. catalogues, posters, Soul Food video). In sum, the analysis results reveal how the country branding strategy of Serbia is handled in terms of the impact on the perceptions with a focus on food as a tourist attraction. The research is valuable for place-marketers, strategists, governments, and scholars from different fields of academia.
Bu makale, Guy Debord’un Gösteri Toplumu başlıklı eserinden yola çıkarak kent imgesini gösteri ka... more Bu makale, Guy Debord’un Gösteri Toplumu başlıklı eserinden yola çıkarak kent imgesini gösteri kavramı üzerine inşa etmeye ve İstanbul imgesinin Türk sineması örneklerinde nasıl temsil edildiğini keşfetmeye çalışmaktadır. Metnin bölümleri, kent imgesini merkez alarak Italo Calvino’nun Görünmez Kentler isimli kitabındaki bölümlerin adları üzerinden tematik olarak kurgulanmıştır. İlk bölüm, Kentler ve Arzu, gösteri tanımının içindeki düşlerden ve arzulardan bahsetmektedir. Arzu kavramı, meta fetişizminden yola çıkarak tüketim alışkanlıkları ve tüketilmiş kent hayatı ile ilişkilendirilmektedir. İkinci bölüm, Kentler ve Göstergeler, mekân üretimini göstergeler zinciri ile açıklamaya çalışır. Üçüncü ve son bölüm olan Kentler ve Gözler ise masalsı anlatım ve düşsel imgelerin yerini alan suçun kol gezdiği karanlık arka sokakları, acımasız hayat koşullarını ve kent imgesinin çöküşünü betimlemektedir. Bu üç tematik kategori paralelinde ilerleyen kurgusal yapıda, Türk sinemasından seçilen üç örnek film, Eşkıya (Yavuz Turgul, 1996), Ağır Roman (Mustafa Altıoklar, 1997) ve Anlat İstanbul (Kudret Sabancı, Ümit Ünal, Ömür Atay, Selim Demirdelen, Yücel Yolcu, 2004) sundukları farklı temsil biçimleriyle kent imgesinin barındırdığı anlamları ortaya koymaktadır.
This paper aims to investigate how the industrial heritage is represented on a cultural bicycle t... more This paper aims to investigate how the industrial heritage is represented on a cultural bicycle trail and used as a tool for constructing tourist gaze. A qualitative case study methodology is used, where the analysis is twofold. A phenomenological approach is adopted at the first step. The bicycle route is explored to get first-hand experience and familiarize with the data in the physical urban context. The second step is document analysis. Texts are collected and analysed for interpreting the meaning by digging deeper into socio-cultural context. The cycling route is a form of experience bridging the spatio-temporal gap between tangible heritage (monuments, landmarks) and intangible dimensions (symbols and meanings). The findings reveal shifts in meaning drawing on relations between the physical space and represented space. The cultural routes are of interest as applied tourism products. They provide opportunities for creating a strong destination image. This exploratory research is an initial examination of how cultural routes can shape tourism experience. It presents a framework to tackle with heritage and representation, while offering further avenues for investigating urban tourism where tourists can be co-creators for adding other layers of meaning. This helps increase awareness about urban heritage and offers an alternative tourist gaze and perception.
Öz: 14. yy.dan 19. yy.a kadar Osmanlı İmparatorluğu'nun egemenliği altında bulunan Sırbistan'ın b... more Öz: 14. yy.dan 19. yy.a kadar Osmanlı İmparatorluğu'nun egemenliği altında bulunan Sırbistan'ın bugünkü başkenti Belgrad'da günümüzde de Osmanlı kültürünün izleri hâlâ canlılığını korumaktadır. Öte yanda gerek savaşlar gerekse sonraki yıllarda Batılı şehircilik anlayışının benimsenmiş olması nedeniyle özgün karakterini koruyarak bugüne kadar gelebilmiş, Osmanlı mimarisine sahip yapıların sayısı çok fazla değildir. Bu bağlamda, tipik bir eski Osmanlı konutunun ev sahipliği yaptığı Vuk ve Dositej Müzesi, önce Osmanlı defterdarının ikametgâhı, ardından yüksekokul (lyceum) olarak kullanılmış olması bakımından zaman içerisinde yüklendiği yeni işlevlerle varlığını devam ettirmiş bir kültürel miras örneğidir. Sırp kültürünün çok önemli figürlerinden, ilk Millî Eğitim Bakanı Dositej Obradovic, dönemin en önemli yükseköğrenim kurumu olan bu okulda öğretmenlik yapmış, Sırp dili reformunu gerçekleştiren Vuk Karadžić ise Obradovic'in öğrencisi olarak bu okulda öğrenim görmüştür. Giriş katı Obradovic'e, üst katı ise Karadžić'e adanmış olan iki katlı müze, Sırp ve Osmanlı kültürlerinin gelecek nesillere aktarılmasına önemli rol oynamaktadır. Dolayısıyla, bu çalışmanın amacı, örnek olay (durum) çalışması yoluyla Vuk ve Dositej Müzesi örneği üzerinden, Müze'nin tarihi boyunca Osmanlı ve Sırp kültürlerindeki etkileşim ve değişimleri göstermektir. Araştırmanın sonuçları mevcut yapı stoklarına yeni işlevler kazandırmanın kültürel mirası korumanın etkili bir yolu olduğunu ortaya koymaktadır. Abstract: Being under the rulership of Ottoman Empire from 14 th until 19 th century, the tracks of Ottoman culture are still visible today in Belgrade, the capital of Serbia. On the other hand, the number of preserved structures that feature authentic Ottoman architecture is not significant because of wars, as well as the adoption of a western urbanism approach in the later years. In this context, hosted in a typical old Ottoman house, Vuk and Dositej Museum is an example of cultural heritage which sustained its existence until today with various functions in the course of time, first being the residence of the Ottoman provincial treasurer and then as a Higher School (Lyceum). Being two of the most important figures of Serbian culture, the first Ministry of Education of Serbia Dositej Obradović lectured at this institution which had the highest rank at that time, whereas Vuk Karadžić, the reformer of modern Serbian language had taken education here as a student of Obradović. The two-storey Museum, dedicated to the works of Obradović and Karadžić, plays an important role in transferring the Serbian and Ottoman cultures to the next generations. Accordingly, the aim of this study is to demonstrate the changes and interactions in the Ottoman and Serbian cultures throughout the history in the case of Vuk and Dositej Museum. The results of the research reveal that adaptive reuse of existing building stocks stands out as an efficient tool for the conservation of cultural heritage.
Border Crossing: Transnational Working Papers, No 1303, pp.29-50, 2013
This study examines the ways in which the city image of Istanbul is re-created through the mega-e... more This study examines the ways in which the city image of Istanbul is re-created through the mega-events within the context of the European Capital of Culture (ECoC) 2010. Istanbul “took the stage” as one of the three ECoC cities (Essen for the Ruhr in Germany and Pécs in Hungary), where the urban spaces were projected as the theatre décor while residents and visitors became the spectators of the events. Organisers and agents of the ECoC 2010 seemed to rebrand Istanbul as a “world city” rather than a “European capital”. With a series of transnational connotations, this can be considered as part of an attempt to turn Istanbul to a global city. In this study we examine posters used during the ECoC 2010 to see whether this was evident in the promoted images of Istanbul. The research employs a herme-neutic approach in which representations, signs and language are the means of symbolic meaning, which is analysed through qualitative methods for the visual data (Visual Analysis Methods), namely Semiotics and Discourse Analysis. The analysed research material comes from a sample of posters released during the ECoC 2010 to promote 549 events throughout the year. Using stratified random sampling we have drawn 28 posters (5% of the total) reflecting the thematic groups of events in the ECoC 2010. Particular attention is also paid to the reflexivity of the researchers and researchers’ embeddedness to the object of research. The symbolic production and visual representation are therefore investigated firstly through the authoritative and historically constituted discourses in the making of Istanbul image and secondly through the orders of cultural consumption and mediatisation of culture through spectacular events. Hence enforcing a transnationalisation of the image of the city where the image appears to be almost stateless trans-cending the national boundaries. Findings and methodology used in this study can be useful in understanding similar cases and further research into the processes of city and place branding and image relationships.
Istanbul “took the stage” as one of the three European Capital of Culture (ECoC) cities in 2010. ... more Istanbul “took the stage” as one of the three European Capital of Culture (ECoC) cities in 2010. In this spectacle, the urban spaces were projected as the theatre décor while residents and visitors became the spectators. The images of Istanbul pile up in videos and posters to show the city in every aspect in which everything becomes mishmash and the message gets lost in the chaos. While Istanbul is depicted as a mystified city through Orientalist representations, this image of Istanbul moves between the opposite ends of the contrasting pairs, and in contestation.
"Culture, defined as making sense of the world (Hall, 1997: 2), is an integral part of branding a place, which involves cultural exchange (Anholt, 2005: 140). Mega-events may be used as forms of advertising for city marketing and branding, where the signification is not only about production of meaning but also staging of the meaning. The cities hosting mega-events can be turned into the protagonists of the spectacle by showcasing their cultural products as well as cultural being. Thus, what staged there are the city, its image as well as the events. The mega-events are helpful to spread the word about the city, but the meaning is created also through imaging the city and positioning this image in the minds of the people."
Öz: 14. yy.dan 19. yy.a kadar Osmanlı İmparatorluğu'nun egemenliği altında bulunan Sırbistan'ın b... more Öz: 14. yy.dan 19. yy.a kadar Osmanlı İmparatorluğu'nun egemenliği altında bulunan Sırbistan'ın bugünkü başkenti Belgrad'da günümüzde de Osmanlı kültürünün izleri hâlâ canlılığını korumaktadır. Öte yanda gerek savaşlar gerekse sonraki yıllarda Batılı şehircilik anlayışının benimsenmiş olması nedeniyle özgün karakterini koruyarak bugüne kadar gelebilmiş, Osmanlı mimarisine sahip yapıların sayısı çok fazla değildir. Bu bağlamda, tipik bir eski Osmanlı konutunun ev sahipliği yaptığı Vuk ve Dositej Müzesi, önce Osmanlı defterdarının ikametgâhı, ardından yüksekokul (lyceum) olarak kullanılmış olması bakımından zaman içerisinde yüklendiği yeni işlevlerle varlığını devam ettirmiş bir kültürel miras örneğidir. Sırp kültürünün çok önemli figürlerinden, ilk Millî Eğitim Bakanı Dositej Obradovic, dönemin en önemli yükseköğrenim kurumu olan bu okulda öğretmenlik yapmış, Sırp dili reformunu gerçekleştiren Vuk Karadžić ise Obradovic'in öğrencisi olarak bu okulda öğrenim görmüştür. Giriş katı Obradovic'e, üst katı ise Karadžić'e adanmış olan iki katlı müze, Sırp ve Osmanlı kültürlerinin gelecek nesillere aktarılmasına önemli rol oynamaktadır. Dolayısıyla, bu çalışmanın amacı, örnek olay (durum) çalışması yoluyla Vuk ve Dositej Müzesi örneği üzerinden, Müze'nin tarihi boyunca Osmanlı ve Sırp kültürlerindeki etkileşim ve değişimleri göstermektir. Araştırmanın sonuçları mevcut yapı stoklarına yeni işlevler kazandırmanın kültürel mirası korumanın etkili bir yolu olduğunu ortaya koymaktadır. Abstract: Being under the rulership of Ottoman Empire from 14 th until 19 th century, the tracks of Ottoman culture are still visible today in Belgrade, the capital of Serbia. On the other hand, the number of preserved structures that feature authentic Ottoman architecture is not significant because of wars, as well as the adoption of a western urbanism approach in the later years. In this context, hosted in a typical old Ottoman house, Vuk and Dositej Museum is an example of cultural heritage which sustained its existence until today with various functions in the course of time, first being the residence of the Ottoman provincial treasurer and then as a Higher School (Lyceum). Being two of the most important figures of Serbian culture, the first Ministry of Education of Serbia Dositej Obradović lectured at this institution which had the highest rank at that time, whereas Vuk Karadžić, the reformer of modern Serbian language had taken education here as a student of Obradović. The two-storey Museum, dedicated to the works of Obradović and Karadžić, plays an important role in transferring the Serbian and Ottoman cultures to the next generations. Accordingly, the aim of this study is to demonstrate the changes and interactions in the Ottoman and Serbian cultures throughout the history in the case of Vuk and Dositej Museum. The results of the research reveal that adaptive reuse of existing building stocks stands out as an efficient tool for the conservation of cultural heritage.
Xanthos archaeological complex is located in the
southwestern part of Anatolia and represents
dis... more Xanthos archaeological complex is located in the southwestern part of Anatolia and represents distinctive funerary art and architecture tradition in Lycia blended with Eastern and Hellenic influence. The site was inscribed on the UNESCO World Heritage List in 1988 together with Letoon (the cult center of Xanthos and the federal sanctuary of Lycian League). Xanthos is selected for this study with the aim of exploring the story of ancient Lycian site and narratives embedded therein. This will be achieved by bringing these stories to the surface and establishing the nature of storytelling most suited to Virtual Reality (VR). The use of VR in cultural engagement and heritage interpretation has the potential for both bringing visitors closer to past through connecting people to places and revoking their imaginations, while at the same time bringing heritage back to life (even if virtually). By uncovering the layers of Xanthos, the stories develop a deeper understanding of history and culture. The field study is realized in November 2018 through the participation of project team members from Birmingham University and Akdeniz University. While exploring the site and taking photographs, they also heard about the history of Xanthos. This stage is defined as ‘touching the phenomena’ in heritage interpretation. Although this signifies the physical presence of the researcher and the object under investigation, there is an irony since few monuments were taken to England in the 19th century. Nereid Monument, Tomb of Payava, and Monument of Harpy are part of the collection at the British Museum. In this respect, to be able to touch the real phenomena, the British Museum must be visited. If we add a third dimension, it would be the virtual one through VR introducing an imaginary world. This study focuses on storytelling in order to understand the ways in which stories can be adapted to VR content with the aim of creating an immersive experience for users. In doing so, the study opens new avenues for innovative approaches to redesigning user experience to bolster engagement with history and make heritage sites more accessible.
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Papers by Evinc Dogan
"Culture, defined as making sense of the world (Hall, 1997: 2), is an integral part of branding a place, which involves cultural exchange (Anholt, 2005: 140). Mega-events may be used as forms of advertising for city marketing and branding, where the signification is not only about production of meaning but also staging of the meaning. The cities hosting mega-events can be turned into the protagonists of the spectacle by showcasing their cultural products as well as cultural being. Thus, what staged there are the city, its image as well as the events. The mega-events are helpful to spread the word about the city, but the meaning is created also through imaging the city and positioning this image in the minds of the people."
southwestern part of Anatolia and represents
distinctive funerary art and architecture tradition
in Lycia blended with Eastern and Hellenic
influence. The site was inscribed on the UNESCO
World Heritage List in 1988 together with Letoon
(the cult center of Xanthos and the federal sanctuary
of Lycian League). Xanthos is selected for
this study with the aim of exploring the story of
ancient Lycian site and narratives embedded
therein. This will be achieved by bringing these
stories to the surface and establishing the nature
of storytelling most suited to Virtual Reality
(VR). The use of VR in cultural engagement and
heritage interpretation has the potential for both
bringing visitors closer to past through connecting
people to places and revoking their imaginations,
while at the same time bringing heritage
back to life (even if virtually). By uncovering the
layers of Xanthos, the stories develop a deeper
understanding of history and culture. The field
study is realized in November 2018 through the
participation of project team members from
Birmingham University and Akdeniz University.
While exploring
the site and taking photographs,
they also heard about the history of Xanthos. This
stage is defined as ‘touching the phenomena’ in
heritage interpretation. Although this signifies
the physical presence of the researcher and
the object under investigation, there is an irony
since few monuments were taken to England
in the 19th century. Nereid Monument, Tomb
of Payava, and Monument of Harpy are part
of the collection at the British Museum. In this
respect, to be able to touch the real phenomena,
the British Museum must be visited. If we add
a third dimension, it would be the virtual one
through VR introducing an imaginary world.
This study focuses on storytelling in order to
understand the ways in which stories can be
adapted to VR content with the aim of creating
an immersive experience for users. In doing so,
the study opens new avenues for innovative
approaches to redesigning user experience
to bolster engagement with history and make
heritage sites more accessible.