Showing 5 results for Urban Brand
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.
Zeinab Mohebbi, Dr Farzaneh Sasanpour, Dr Ali Shamaei, Dr Habib Fasihi,
Volume 0, Issue 0 (3-1921)
Abstract
Today, cities are looking for advanced ways to improve their individual personality and one of the most important strategies is to characterize the characteristics of city branding, which can be a solution for the development and improvement of the city. Qom metropolis, as one of the religious and historical cities of Iran with a cultural-religious role at the national level, hosts a large number of tourists every year, but the tourists who stay in the city are very few and it seems that the city can find a solution. Have. development of the city. This research analyzes the composition of branding of Qom in metropolitan areas and finally determines the position and level of the metropolis based on branding ranking. The current research is applied in terms of purpose and descriptive-analytical in terms of its nature and research method. The researcher's self-made questionnaire was used in the field method. The face validity of the questionnaire was confirmed by a panel of experts (30 people). The reliability of the questionnaire was obtained using Cronbach's alpha formula in SPSS 19 software equal to 0.76. TOPSIS method was used to rank the regions and Arc GIS 11 was used to produce the maps. Based on the obtained results, the 4th region of Qom city is in a favorable condition and the 2nd region is in an unfavorable condition, and the city of Qom is in an average condition in terms of management, physical and social, and in an unfavorable condition in terms of economy. Since the commercial and economic indicators of Qom metropolis are in a bad situation, paying attention to the increase of capital in the city can improve the urban environment, which as a result can be achieved as a resistance economy. From a physical point of view, it is necessary to pay attention to the fact that the elements and symbols of the city are permanent in the minds of the beneficiaries of the city.
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.
Nazli Pakru, Dariush Sattarzadeh, Lida Bolillan, Mir Saeed Mousavi,
Volume 21, Issue 60 (3-2021)
Abstract
In order to achieve a sustainable competitive advantage to overcome the prevailing have been proposed competition between cities, various strategies; Urban branding is one of these strategies. Urban branding is considered as an important asset in the development of the city as well as an effective tool to differentiate, improve the position and increase the influence and prestige of the city. This study was conducted to investigate the effect of the Sense of place and quality of green spaces in urban branding. The present study is applied in terms of purpose and descriptive-analytical in terms of method. In order to collect the required data and information, library and field methods and questionnaire tools were used. The statistical population of the study consists of citizens living in Tabriz; the sample size was estimated 384 people using Cochranchr('39')s formula. SPSS and Lisrel software were used to analyze the data. The results showed that the Sense of place and quality of urban green spaces has a positive and significant effect on urban branding. It was 0.37. According to the value of the obtained path coefficient, the effect of the Sense of place is greater than the quality of urban green space in urban branding.
Azam Salehi, Masoud Pourkiyani, Mehdi Mohamad Bagheri, Sanjar Salajegheh,
Volume 24, Issue 73 (6-2024)
Abstract
Every city, according to its assets, seeks to develop and consolidate its position at national, regional and international levels, since city branding is one of the most dynamic activities in the field of policy making in the present era, which plays an important role in sustainable development of the region and due to the increasing growth of city development in cultural, economic, environmental and etc. There is a need for a targeted and comprehensive planning to keep pace with sustainable development. Considering the development components and its impact on city branding indicators, this research deals to improve the development and city branding status in the province by examining their situation. The statistical population of this study consisted of two groups: the first group was experts with knowledge that the number of people in this population is uncertain and the sample size is 60 people. The second group consists of policy-making and senior managers, employees with higher education in Bushehr province with 37,751 people and the sample size has been determined by using The Cochran formula of 382 people. Data were collected through 4 questionnaires confirming their validity and reliability. To measure structures and relationships between them, structural equations with partial least squares approach and SMART PLS software have been used. The results indicate that at 95% confidence level, the city branding policy variable has a positive and significant relationship with the development model. Therefore, it is suggested that the policy makers and urban management should plan for the urban branding of the province and improve the development dimensions according to the relationship of the urban branding policy with the dimensions of development.
Key words: Model, Development, Policy, city Branding.
