Explain the Components of Urban Branding, Emphasizing the Dimensions of Tourism (Case Study: Hamadan City)

Currently, change in cities is advancing due to technological advances, information floods, increasing awareness and raising living standards. Although the development of a city depends on the activation of urban marketing, an important and well-known city stands out as a brand. One of the strategies of urban management in order to progress in the competitive world market is to plan for sustainable urban branding for the city, which while introducing the capabilities of the city, the most important factor in achieving economic benefits of urban branding are factors such as tourism, physical space and ... is. The metropolis of Hamedan has been selected for this purpose, including urban tourism destinations with historical and touristic species and the capital of Iran's history and civilization. The measurement tool in this study is a questionnaire that will be designed based on the conceptual framework of the research as well as related studies. For this purpose, the components and indicators of urban branding have been identified with emphasis on social, economic, cultural and physical dimensions and have been used with the opinion of 30 urban experts and specialists and using SPSS25 software analysis at a significant level. Conclusion In the main categories of "existence of the old market of Hamedan" and "suitable mountainous climate in summer" and "sidewalk on Bouali and Ekbatan streets", "tourism hub and the main center of tourism and history of handicrafts and home production", " Scientific and Academic Center of the West of the Country In Hamedan ", ie the respondents in response to these cases have mostly chosen very high and high responses with codes 4 and 5. Therefore, it can be said that according to the respondents, these variables have a great impact on branding the metropolis of Hamedan.