Faranak Behdost, Professor Keramatollah Ziari, Dr Hossein Hataminejad, Dr Hassan Ali Faraji Sabokbar,
Volume 0, Issue 0 (3-1921)
Abstract
Today, due to the conditions of globalization, branding of cities is very important due to the tourism potential and most areas with planning in this area try to further economic development and deprivation through tourism. In this study, the research strategy is deductive and its purpose will be practical. The required data and information are from library resources and survey (questionnaire and interview) of experts. The meta-swat technique is based on an inside-out approach and a resource-based perspective and provides competitiveness to cities and regions. The city of Kermanshah has high capabilities to attract tourism in order to be urban, regional and global competitiveness. The findings of this study show that among the capabilities and capabilities of Kermanshah, the existence of historical and cultural monuments such as, Taq-e Bostan, pillars, historic houses, museums, etc., the role of the center of handicrafts, cultural similarities with people living in Iraq and Turkey, culture, Beliefs and customs as tourism potentials of Kermanshah have four characteristics (VIRO) and in fact, this feature is the most strategic fit with macro variables affecting tourist attraction and urban competitiveness through tourism in the city of Kermanshah. Among the major influential variables of the Corona pandemic, the existence of sanctions against Iran, climate change and natural disasters and lack of funding, have the greatest impact on the urban competitiveness of Kermanshah. According to the sources and macro variables, a strategic fit map was drawn and appropriate solutions were provided.
Fereydoon . Babaei Aghdam, Rahim Rahim Heydari Chianeh, Qassem Rahimifard,
Volume 0, Issue 0 (3-1921)
Abstract
The aim of this study was to investigate the effect of destination image and service quality on the competitiveness of tourism destinations studied: Tabriz city was written. This research is applied in terms of purpose and analytical in terms of descriptive method. The statistical population consisted of incoming tourists to the city of Tabriz, the sample size of which was estimated to be 384 using the Cochran's formula for an unlimited population. In order to collect field information, a researcher-made questionnaire was used, the validity of which was confirmed by experts. Cronbach's alpha method and combined reliability were also used to evaluate the reliability, and the results of these tests confirmed the reliability of the questionnaire used. In order to analyze the data and information of this research, SPSS and LISREL software were used. The results of the research hypotheses showed that the destination image and service quality have a positive and significant effect on the competitiveness of tourism destinations. According to the path coefficient obtained for these two independent variables, the effect of the destination image variable on the competitiveness of tourism destinations was higher than the quality of services.
Mr Alireza Shojaei Nouri, Dr Gholamreza Janbazghobadi, Dr Sadrodin Motevalli,
Volume 0, Issue 0 (3-1921)
Abstract
Coastal environmental degradation as a result of Caspian Sea water level fluctuation are very probable and human behaviors in non-optimal choice of the land use locate intensify these losses. Coastal tourism, as one of the coastal land uses is heavily influenced by fluctuations in sea level in both marine transgression-regression statuses. In current study, to investigate the Caspian Sea water level fluctuation impacts on coastal land use and urban tourism (Noor and Royan Cities), at first, sea level historical recorded data in Baku, Bandar Anzali and Nowshahr tide gauge stations were studied during 1840 to 2019. Landsat and Sentinel-2 satellite images and histogram filtering were used to extract the shorelines corresponding to the mentioned levels. Survey the tide gauge data showed that the lowest and highest water levels were recorded in 1977 (-28.5 meter) and 1993 (25.24 meter), respectively. According to the latest water level data, its value on November 2019 has reached the lowest level in the last three decades (-27.31 meter). 214 hectares of coastal lands of Noor and Royan Cities have been submerged due to the Caspian Sea water level rising from 1977 to 1995. Analyzing the Royan city land use in relation to the shoreline of July 1995 shows that 11 city blocks have went beyond this shoreline and have expanded to the sea. Interesting facts about these 11 blocks is that they are residential and tourism land uses. Also, in the coastal zone of Noor city, three important utilities of coastal tourism, including groin built in the breakwater of Noor recreational port, Negin Noor coastal complex and floating pier of Aryan Hotel, are the most important utilities related to Caspian Sea water level fluctuation that their performance is strongly influenced by these fluctuations.
Morteza Ramezani, Mahdi Vatanparast, Ezatolah Mafi,
Volume 0, Issue 0 (3-1921)
Abstract
Abstract
Due to the increasing importance of tourism, determining the location of Bojnourd is an inevitable necessity. The city of Bojnourd has been affected by this phenomenon by having special capabilities and opportunities for tourism in different economic, social, environmental and physical dimensions. The present research is of applied type and is a descriptive-analytical research method. SPSS, AMOS and Expert choice software were used to analyze the data. The statistical population of the study is the citizens of Bojnourd. The sample size was calculated to be 384 people using the Cochran's formula and was randomly distributed in Bojnourd. Research findings show; With 95% confidence, tourism development has affected the urban development of Bojnourd.
Also, among the variables explaining urban development, the growth of cultural services with a factor load of 0.67 had the highest correlation with the hidden variable of urban development. The index of development of infrastructure and construction facilities and services with a factor load of 0.66 is in the second place and the variable of improving the livelihood of residents with a factor load of 0.56 is in the next place. Finally, the index of increase in public services has a factor of 0.52 and has the lowest correlation with its hidden variable. The results of the structural model also show this Tourism has played an important role in the urban development of Bojnourd.
Somayeh Jahan Tigh Mond, Dr Mostaf Hadavand Mirzaei,
Volume 0, Issue 0 (3-1921)
Abstract
The development of nature-based tourism is dependent on the introduction and attention to the attraction of natural tourism attractions. In fact, identifying the factors affecting the increase in the attractiveness of ecotourism and geotourias places is among the most important issues in the development of tourism and naturalization of an area. According to this, the purpose of the present paper is also to investigate the factors affecting the attractiveness of tourist and geotorrhean locations in the study area. The present research is applied in terms of purpose and in terms of its method, descriptive-analytic. The data collection tool and information questionnaire and interview are. The statistical population of the research is experts and specialists in Tourism in Khorramabad in Lorestan province. In this research, 50 experts and natural tourism specialists were selected as samples. The research results indicate that four factors of ecotourist and geotourist tourism products, natural assets, and development of tourism infrastructure and create opportunities of nature-centered tourism boom are the most important factors in increasing the attractiveness of tourist places and geotorrhea. Also, the results showed that the strengthening of regional tourism infrastructure, private sector investment in tourism and the recognition of natural tourism capacities and tourism attractions, and planning for its development, are the most important strategies for development of natural tourism in Khorramabad.
Saleh Ghorbani, Elham Nazemi, Amir Gandomkar, Zeynab Talebi,
Volume 0, Issue 0 (3-1921)
Abstract
Recognizing the benefits and advantages of tourism development has created a kind of competition to attract these benefits among cities. To achieve these benefits, urban policymakers have focused on new tools in their planning strategies and taken steps to use new concepts such as branding goals. Such conditions have made the position of destination branding as an influential factor in the development of urban tourism important and vital. Urban branding is a powerful tool in the hands of governments to attract visitors and investors and thus economic growth and prosperity. Of course, it should be noted that establishing an urban brand strategy is not an easy task. The most important problem in relation to tourism and urban branding is the tourism infrastructure and socio-cultural identity of today's cities, which affects tourism destinations. The purpose of this study is to develop the brand of Zanjan city with a focus on tourism destinations. In this regard, using a set of quantitative and qualitative tools and questionnaire and interview tools, an attempt was made to introduce a city brand appropriate to the identity and tradition of Zanjan. Based on this, the urban brand "Zanjan, the pristine city of culture and religion" was selected as the tourism brand of this city, and finally suggestions and policies were presented to promote tourism in Zanjan. The results and achievements of this research lead to providing a sustainable model for the establishment, promotion and protection of the tourism brand of Zanjan city and middle scale cities.
Dr Mahdi Charaghi, Dr Hossein Tahmasebi Moghaddam, Master's Student Mohammad Reza, Nemati, Phd Saeed Nasiri Zare,
Volume 0, Issue 0 (3-1921)
Abstract
Undoubtedly, the development of tourism in any region requires a precise identification of the area and the provision of facilities and services needed by tourists, which is essential for the purpose of planning at all levels in order to achieve the successful development of tourism. This research deals with the pathology of service provision and prioritization of tourist destinations in terms of tourism potential in Zanjan province. The research was a combination of qualitative and quantitative, which was the method of collecting information in the form of interviews and questionnaires. In order to analyze the interviews from MaxQuda, the hierarchical analysis model was used to evaluate the criteria and the geographic model was used for the geographical distribution of tourist destinations. According to the findings of the research, Zanjan province, despite having suitable capacities for tourism, suffers from many problems such as lack of facilities, instability in policies to improve the quality of tourism services, and lack of management and planning in tourism development, and has not yet enjoyed proper progress in this field. The low general level of services and inconsistency in planning and different views on tourism are the two main problems of the tourism services sector in Zanjan province. But according to the geographical distribution, tourist destinations: Soltanieh dome, gen chimneys, Angoran mine, Oljaito ecotourism resort, Soltanieh ecotourist resort, boutique hotel, Zulfaqari mansion, El Daghi, Seyed Mohammad bridge, Zanjan Jame Mosque, Khedevi house, colorful mountains in the first cluster This means that the tourist destinations in question are surrounded by high capabilities and more population, which should be placed as priority areas in the planning and development of services.
Ziba Kadkhodaei, Hamidreza Rakhshani Nasab, Mojtaba Rakhshani Nasab,
Volume 0, Issue 0 (3-1921)
Abstract
One of the contemporary approaches to tourism is the use of virtual space and information technology in tourism, which has created a new attitude to tourism and removed the boundaries between the real world and virtual space. In this regard, the aim of the current research is to investigate the capabilities of virtual space in the development of tourism in Konarak County. This research is "applied" in terms of its purpose and "descriptive-analytical" in terms of its nature and method, and the method of collecting information is "documents and survey (questionnaire)". The statistical population under study is in the field of experts, and 35 people were selected as a sample using the two-stage Delphi method. The content validity of the questionnaire was calculated and confirmed by the professors and its reliability with Cronbach's alpha test at the level of 0.852. To analyze the data, a sample T-Tech test, path analysis and DEMATEL technique were used. The results of the sample T-Tech test showed that the virtual space with an average of 4.22 is more than the base limit (3), so the virtual space has influenced the tourism development of Konarak County. The results of the path analysis indicate that information technology infrastructure with a factor of /608 has the greatest impact and e-commerce with a factor of 250/ has the least impact on the tourism development of Konarak County. The results of the DEMATEL technique showed that among the indicators affecting the tourism of Konarak County, the telecommunication platform index with the value of 5.971 has the most interaction and the information index with the value of 5.671 has the least interaction, the social network index with the value of 1.402 is the most effective factor. And the telecommunication platform index with the value of 2.088 is the most influential factor. According to the results, it can be concluded that by creating technological infrastructure and introducing the attractions of Konarak County through programs such as (TV, news sites, etc.), an important step was taken in the direction of the development of this city.
Dr Saeedeh Fakhari,
Volume 0, Issue 0 (3-1921)
Abstract
Investigating the awareness of the local community towards the development of ecotourism is very important and necessary for future planning. Ecotourism in any region affects the lifestyle of local people and their economic-cultural conditions. On the other hand, ecotourists are also influenced by the culture of the host society and its values. Therefore, this study examines the local community's awareness of supporting ecotourism development in Damavand City. Due to the preservation of unique biological diversity, climatic conditions, and the frequent visits of tourists and ecotourists to this region, the local community needs to know about ecotourism, which made this research necessary. The target community of this study is the local community of residents of Damavand city. Therefore, using Cochran's formula, the sample size was estimated to be 384 people. The data was collected through a researcher-made questionnaire, which was used to determine its validity, in addition to seeking opinions from experts (face validity), convergent validity was used. To calculate its reliability, Cronbach's alpha method and composite reliability were used. The results of the inferential statistics that were conducted using confirmatory factor analysis (Smart PLS software) showed that the four components of the research (local community awareness, economic poverty, cultural poverty, and ecotourism development) have homogeneity and reliability, and the awareness of the local community It has a significant relationship on the development of ecotourism with the mediating role of cultural poverty with the test statistic value of 4.195 and economic poverty with the test statistic value of 5.397. The results showed that the awareness of the local community on the development of ecotourism with the test statistic value of 2.032 indicates the low level of awareness of the local community towards the development of ecotourism
Ahmad Reza Ghasemi,
Volume 16, Issue 43 (12-2016)
Abstract
Air temperature is one of the most frequently used parameters in the assessment of climate change at global and regional scale. So researchers have tried to modeling and predicting it with different models. This study also aims to model and predict the country's monthly minimum and maximum temperature. Investigates of temporal temperature changes is done by Sen’s estimator and Pettit method and predicting made by Holt-Winters model. The results indicated that the minimum temperature during 1961 to 2010 increased by 2.9º C . This rate is more in stations located in the warm and dry regions (3.1°C) than any other stations (1.8°C). While the maximum temperature gradient changes are lower and is about 2.1°C. The results also confirmed the performance of Holt-Winter's forecasting model. Beside a few exceptions, the minimum and maximum temperature will be increased until 2020. The highest increase of temperature will occur in Khoy, so that the minimum and maximum temperature will be increased about 0.6°C and 0.28°C, respectively.
Mohsen Hamidianpour, Abass Mofidi, Mohammad Saligheh, Bohloul Alijani,
Volume 16, Issue 43 (12-2016)
Abstract
In this study, the interaction between atmosphere and earth surface and its effect on the simulation of Sistan wind structure in the East of Iranian plateau is investigated. For this purpose, four experiments have been carried out with RegCM4, with horizontal resolution of 20 km. In non-topography experiments, the model was implemented in three different conditions. The results indicated that the Sistan wind is a multi-scale climate phenomenon which will be affected by topography both in wind intensity and in wind direction in the lower troposphere. In the synoptic scale, the pressure gradient which dominates between Pakistan heat low and the Turkmenistan anticyclone (Caspian Sea high pressure) can create a large scale background northerly flow in the lower troposphere which will be passing through the whole area in the east of Iranian Plateau. Furthermore, in meso to regional scales, the topography of the area would be responsible for creation and maintenance of a Low Level Jet (LLJ) through a mechanical and thermal forcing. the mechanical forcing of mountains are responsible for appearance of two LLJ cores across eastern borders of Iran which their preference locations would be around Atishan Desert in the north and upstream of Hamon Lake in the south. As a general result, by eliminating the topography in all non-topography experiments, the LLJ core will disappear on upstream of Hamon Lake as the most important mechanical forcing of the mountains. However, eliminating only the southern Khorasan Mountains will accelerate the north LLJ core in the Atishan Desert, while the LLJ core on the upstream of Hamon Lake will disappear over the Iran Borders at the same time. To evaluate the influence of thermal forcing of the mountains on Sistan wind structure, the total heating, as a residual term of thermodynamic equation, is calculated. The results indicate that mountains have a significant role to building a local low level circulation in the east of Iranian Plateau.
Dr Abazar Solgi, Dr Heidar Zarei, , ,
Volume 18, Issue 50 (3-2018)
Abstract
Estimating and predicting precipitation and achieving its runoff play an important role to correct management and exploitation of basins, management of dams and reservoirs, minimizing the flood damages and droughts, and water resource management, so they are considered by hydrologists. The appropriate performance of intelligent models leads researchers to use them for predicting hydrological phenomena more and more. Therefore, in this study, the Gene Expression Programming (GEP) and Support Vector Regression (SVR) models were used to model monthly precipitation of Nahavand City. In this study, precipitation, temperature, and relative humidity data were used in a 32-year period (from 1983 to 2014). The results showed that the same and good performance of both models (R2= 0.92), but according to different evaluation criteria, GEP model showed a little better performance (RMSE= 0.0478 and 0.0486), while the running GEP model is so easier than the SVM model. Totally, it can be said that GEP model had been suitable for modeling monthly precipitation of Varayeneh station in Nahavand City. Finally, the monthly precipitation was predicted the GEP which showed a decrease in precipitation in compared with previous months.
Alireza Entezari, Fatemeh Mayvaneh, Khosro Rezaie, Fatemeh Rahimi,
Volume 18, Issue 51 (6-2018)
Abstract
Human thermal comfort and discomfort of many experimental and theoretical indices are calculated using the input data the indicator of climatic elements are such as wind speed, temperature, humidity, solar radiation, etc. The daily data of temperature، wind speed، relative humidity، and cloudiness between the years 1382-1392 were used. In the First step، Tmrt parameter was calculated in the Ray Man software environment. Then UTCI and PMV index values were calculated using Bioklima software. The results showed that the most severe cold temperature stress on PMV index is in the winter and late autumn and UTCI index in January and February are the coldest stress. The power of neural networks, prediction of future performance network (generalized orientation) it simply is not possible and the new model presented in this paper have been restricted Boltzmann machine-based neural networks or neural networks is used deep belief. Using this structure, metrics Mean Squared Error (MSE) and mean absolute percentage error (MAPE) benchmark ate for seven indexes derived from data gathered by three factors related to the occurrence of weather conditions and other indicators of thermal comfort of human the system was evaluated. Assessment by dividing the data into training and testing parts, and the ratios have been of two-thirds, fifty percent and one-third And two benchmark MSE and MAPE were calculated. The proposed system performance in forecasting the human thermal comfort is desirable.
Doctor Maryam Ilanloo, Sir Hosein Bicgarian, Sir Mohsen Yahya Soltani, Sir Mohammad Mehdi Bahramian,
Volume 19, Issue 52 (3-2019)
Abstract
Solid waste is an integral part of human life, generation of various quantities and qualities of which is one of the greatest environmental problems of the current era. Application of modern tools and technology to find the right place for recycling, where the volume of recyclable materials can be reduced, seems vital for reusing the recoverable materials contained in normal waste and their recycling and reusing in the cycle of industry. The study aimed to find a location for recycling and its converting industries in Kelardasht, Iran. This was a descriptive and analytical research with a survey approach. At first, experts of the field were recognized and a scientific panel was formed to identify the relevant criteria through Delphi method. In this respect, five criteria of the distance from residential and commercial areas, the distance from urban streets, the distance from the river, the distance from the hospital and education centers, and the distance from hotels, banks, and offices were selected. After that, the permitted distances for these criteria were determined by Delphi technique, followed by the application of the centroid method to determine the exact distances. Moreover, the analytical hierarchy process (AHP) and geographic information system (GIS) were exploited to determine the and use weights in raster maps and generation of the zoning map. Furthermore, the best locations for recycling were selected in Kelardasht using field survey method and based on the zoning map. According to the results, four sites were selected for recycling of recoverable solid waste in this region
Mrs. Mina Ranjbar Fard, Ms. Hourieh Aarabi Moghaddam,
Volume 19, Issue 52 (3-2019)
Abstract
Nowadays almost all big cities are confronting heavy traffic and suffering from lack of parking lots which leads in traffic jam. According to the significant role of vertical parking in reducing the traffic load and smoothing the traffic current; this study was carried out with the purpose of presenting a decision support system for vertical parking site selection for mechanical and constructive parking lots by using Fuzzy-DANP method. Each criterion’s correspondent GIS data was acquired from Tehran Municipality for district no.3, 6, 7, 10, 11 and 17 which were chosen according to the corresponding mayors’ opinions of those districts and converted into its specific layer. Each criterion’s weigh was exerted to its determined GIS layer and eventually all those layers were integrated with each other. The final map of GIS output demonstrated a spectrum which determined the most appropriate to inappropriate locations to establish a parking of each type. The final results were shown within a user interface, including the GIS map and the estimated location of the chosen district and parking type. The overall steps mentioned above are forming the DSS of the study. The results showed that setting up mechanical parking in districts no. 3, 6 and 7 is proper. For building constructive parking; all districts are appropriate.
Dr Amir Karbassi Yazdi, Dr Bahar Beishami,
Volume 19, Issue 54 (9-2019)
Abstract
The aim of this research is to identify and prioritize impact factors of service quality in Tourism Industry. Today, Tourism knows as the most important factors for incoming of countries and Iran is one of the 10th best countries about site seeing. Hence, based on rules, the dependency of Iran’s budget on oil have to decrease. The trip is one of the most important things for each Iranian's family. Therefore, the quality of services in the tourism industry can effect on the quantity of trips. So, these factors must be identified and then the rare resources of travel agencies are allocated to them. One of the evaluation models of service quality is Servqual that has 5 criteria such as reliability; responsiveness; assurance; empathy and tangibles which each of these criteria has sub-criteria. Travel agencies can implement this model and evaluate the service quality of them. But after identification of these factors, allocation of these rare resources such as HR, budget, time for implementing improvement programs is the most important factors for each agency. Hence, for allocating rare resources of travel agencies, Rembrandt method is used. Statistics society of this research is all passengers who travel in other in the internal or external city of Iran during Esfand month. This research is done by survey and sampling did by random. The result shows that among five criteria, sympathy criterion has high priority and among sub-criteria, creating trust in customer has high priority.
Mr Hojjat Mohamadi Torkamani, , ,
Volume 19, Issue 55 (12-2019)
Abstract
Ecotourism, as the leading sector of the tourism industry, relies on utilizing environmental capabilities, and needs proper management decisions. In this context, the identification of ecological and environmental power is the most basic step. This study by considering the middle of the city as the sample of this province due to its ecological superiority and using the hierarchical analysis process, attempts to zon the city based on ecological power using the system Geographic Information (GIS). This zoning is done using 11 indicators. The results indicate that about 78 percent of the city's area is in an appropriate and even better condition for the development of ecotourism, and in contrast, about 23 percent of its area faces limitations for the development of ecotourism. In a general conclusion, it can be admitted that the city of Midian has a variety of sub-climates as it covers a wide range, and, in terms of ecotourism potential, there is a significant difference between sectors and regions of existence has it.
Masoud Yazdanpanah, Tahereh Zobeidi, Hajar Zaery,
Volume 20, Issue 58 (9-2020)
Abstract
Greenhouse emissions from agricultural as a consequence of human activities are causing climate change. Small changes in agricultural practices have a large potential for reducing greenhouse gas emissions. Intention of Agriculture Experts in order to mitigation climate change Can play an important role in finding appropriate solutions for each region in climate change mitigation and deliver them to their farmers. However Intentions to take mitigation actions are, most likely, influenced by a range of factors. The purpose of this study was to investigate of factors influencing on Agriculture Experts in order to mitigation greenhouse gases. This research in terms of purpose is an applied research and in terms of methodology is survey research. The statistical population of this research consisted of 520 Agriculture Experts in Khuzestan Province. A sample of 320 persons was selected through Random Stratified Sampling method. The survey instrument was a questionnaire which its validity confirmed by experts. The reliability of the questionnaire using Cronbach's alpha coefficient (α= 0/67-0/87) has been approved. Our analysis reveal, direct experience were predictors of risk perception, self-efficacy and environmental attitude. The changes in self-efficacy and environmental attitude were also strong predictors of changes in intention. The variables of self-efficacy and environmental attitude could predict 61 percent of variations in willingness to mitigating climate change. Therefore experience indirectly affected on the mitigation intention. Lastly we provide recommendations on how these findings can be used to climate change mitigation.
Mehdi Mohammadi Kuchesfahani, Mohammad Jalili, Mahmoud Nouraie,
Volume 20, Issue 58 (9-2020)
Abstract
Despite Iran's capabilities in the field of tourism, unfortunately, it has not been able to achieve a worthy position in this industry. One of the factors that can develop and improve the country's tourism industry is the use of effective marketing tools and parameters, including introverted marketing. This research is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of the study consisted of incoming tourists to hotels and restaurants active in the city of Rasht who were active in social networks. The sample size was estimated to be 384 using the Cochran's formula. The data collection tool was a researcher-made questionnaire whose validity was confirmed as qualitative and quantitative validity and its reliability was confirmed using Cronbach's alpha method and combined reliability. In this study, in order to analyze the research data from the software SPSS and Amose were used. The findings of this study showed that the components of social construction, social listening and online content of introverted marketing have a positive and significant effect on the intention of electronic advertising. The results of this study also showed that the components of introverted marketing, ie social construction, social listening and online content have a positive and significant effect on the selection of tourism destinations. Other results of this study can be the positive and significant effect of advertising intentions on the choice of tourism destinations and also the mediating role of this variable in the relationship between the components of introverted marketing with the selection of tourism destinations.
Mr Salman Feizi, Dr. Rahim Heydari, Dr. Shahrivar Rostaei,
Volume 20, Issue 59 (12-2020)
Abstract
Tourism is an strategy for increasing the community revitalization of encouraging social revival and improving living conditions in urban areas. Accordingly, urban development planners focus on new tools in their planning strategies to achieve these benefits and move towards new concepts such as branding. Such an approach has added to the importance of branding in urban tourism development. In this research, efforts have been made to evaluate the impact of branding on tourism development and its dimensions in the Tabriz metropolitan area. The present study based on the purpose is the applied research and in terms of method is descriptive-analytical research. The statistical population of this study is tourists entering the city of Tabriz in 2018. The required sample size was considered using Cochran formula and 384 people. The questionnaire used in the research has been constructed by the researcher whose indices are derived from relevant studies and literature and then localized. Validity and reliability of the research model and analysis of the data were done using structural equation modeling and confirmatory factor analysis in Smart PLS software. The research findings showed that destination branding has a positive and significant impact on the development of urban tourism and its dimensions (perceived value and benefits, support and participation and sustainability of tourism development) in Tabriz metropolitan area. The results also indicated that the branding of urban tourism destinations in metropolitan cities could increase the support of tourism through increased value and perceived benefits, thereby contributing to sustainability.
