Analyzing the «Evaluative Mental Image» Components of Citizens from Quran Gate in Shiraz and its Surrounding Area

Evaluative image is the result of development in lynch’s mental image concept, that has added "meaning" indicator to the two 'identity' and 'structure' components and therefore considers emotional aspects. The present research considers citizens evaluative image indicator of Quran Gate in shiraz area that contains a wide region of historical, natural, memorable and social features. This research is carried out by qualitative and case study. Citizens' evaluation of colored aerial photos of the area with regards to "likable" and "un-likable" areas was drawn by themselves. Also, a semi-structured and deep interview was carried out with each of them. Overall 53 citizens were randomly selected by considering the amount of familiarity with the area. The results were evaluated and analyzed by content analysis and critical deductive approach. The composite maps of graphic responses and content analysis of interviews show that "Hafez tomb" and "Jahan Nama garden" and "Quran gate and the area surrounding it" were respectively the likable places. The expressed indicators in interviews are respectively classifiable to "emotional reactions", "natural elements", "historical elements", "memorable", "appropriate urban management" and "social" factors. Unlikable areas in the final map are limited to "physical edges on urban street" and "Haftanan residential context". The content analysis of interviews shows that "weak urban management", "social issues", "mentality and bad memories" and "negative emotional reactions" are some of the reasons referred to about unlikable areas. Historical and natural elements didn't have any effect on preference and choosing unlikable places. Finally, suggestions and solutions are provided from two dimensions: 1) design and 2) physical and functional.