رسول بیدرام

Historical contexts are the relative advantage of old cities, which can attract both human and economic capital in urban competitiveness approaches. However, this advantage becomes a competitive one when the place brand can create a unique valuable image in the minds of its stakeholders. Therefore, any planning and designing to promote the brand of the place requires accurate identification of the current situation and perception of the beneficiaries of that place. Consequently, it is very important to examine the mental image of the internal stakeholders of that place, including residents, business owners, and citizens, all of which determine the internal brand of the context. The urban context is only successful in satisfying external stakeholders, including tourists and investors, once it creates value, a positive image, or satisfaction for its internal stakeholders. Therefore, this study was first conducted to investigate the perception of the internal brand of the historical context of Isfahan and to know what factors shape the mentality of internal stakeholders in the perception of the brand of the historical context of Isfahan and also what the current status of its brand image is.

The methodology used is organized and implemented based on the grounded theory of Strauss and Corbin. Considering this theory, recognition of the phenomenon or the presentation of the theory comes from the data collected. Based on their systematic collection and analysis, it is rooted in the conceptual data. The purpose of a grounded theory is to provide an abstract analytical framework for a process, action, or interaction. Based on this fact, in this research, the emotions, feelings, and behavior of the internal stakeholders in the context are investigated using open-ended qualitative interviews. The data gathered is used to analyze and interpret the perception of the context for discovering their concepts and relations and organize them in the form of a necessary theoretical explanatory plan. Therefore, by conducting in-depth interviews with 245 people in five historical neighborhoods of Jubareh Dardasht, Jolfa, Takht-e Foulad, and Naqsh-e Jahan, the internal image of the place brand was investigated and analyzed. 

The data gathered helped us extract 72 key concepts and 19 main categories. The results indicate that the brand image of the historical context of Isfahan -from the stakeholders’ internal point of view- is consisted of tangible and intangible cultural heritage attractions, social compatibility versus social conflict, economic activities, and social interaction that is affected by factors such as physical and social issues. These involve the degree of desire to reach the context in various aspects, such as residence, investment, and visiting and spending leisure time. However, in some historic neighborhoods, it leads to economic stagnation, lack of social vitality, and capital withdrawal. The dominant mental image of the audience in Jubareh neighborhood is based on its social identity and the Jewish residence. In Jolfa neighborhood, it is based on the social and economic identity of the Armenian population. The entertainment and leisure activities and shopping in Dardasht neighborhood are considered because of its tangible and intangible cultural identity, including religious occasions and historical monuments. In Naqsh-e Jahan neighborhood, it is based on its cultural and economic identity, including its great square and large handicrafts market. And finally, in Takht-e Foulad neighborhood, in its ritual religious, cultural ceremonies, and identity.

In a comparative study of the related literature review with the findings of this grounded theory research, the conceptual model of the internal brand image creation of the historical context of Isfahan indicates two stages of cognitive factors and emotional factors. The cognitive stage includes tangible and intangible cultural heritage attractions, economic activities, social and physical issues, structural capital of urban management, and local lifestyle. The emotional stage also indicates interaction and adaptation versus social conflict, stakeholders’ religious values on the one hand, and the manifestation of religious values in the place. On the other hand, belonging to the context versus not belonging and the existence and symbolic human capital causes motivation or lack of motivation to participate in the context. These two stages create an attitude of the place in the mind of the stakeholders that leads to the process of creation of the brand image in the behavioral stage. Then, based on the interests of the stakeholders, willingness or unwillingness to live, invest, spend leisure time, do shopping, and visit is manifested, and of course, it is associated with the existence or lack of economic and human capital, economic and social vitality in the context.

In 2017, in the city of Tehran, 107 theaters with a total capacity of 26,568 seats have been performing continuously, most of which have been opened by the municipality of Tehran, the government and the private sector or by these three the department is managed. In each of these three institutions, there are potentials and shortcomings in the building and management of theaters. This research, has been written in a descriptive-analytical method using libraries and Internet resources. The main question in this research is how active the government, the municipality of Tehran and the private sector have been in building theaters in Tehran from 1978 to 2017? The main hypothesis in this article is that the passive policies of the government and the municipality of Tehran in the field of building artistic theater halls are in clear contradiction with the support of the private sector and the audience’s acceptance of this type of theater. For this purpose, first the information of Tehran active theater halls in 2017, including the year of establishment, capacity, managing institution and type of executive works have been collected and categorized. In the first stage of the analysis, the number of active theater seats per year in Tehran between 1978 and 2017 has been calculated and the trend of changes in comparison with the population of Tehran in these years has been examined, Then, the contribution of each of these three institutions in increasing or decreasing the number of theater seats in these years has been determined. In the second stage of the analysis, we have dealt with the issue of how many of the constructed theaters have been dedicated to the performance of art theaters, and we have identified the gaps in the activities of each of these three sections. The article concludes that none of the few theaters that the government has opened in recent years have entered the art theater market. Despite its effective activity in the field of theater construction, Tehran Municipality has been incapable of constructing artistic theater halls, and after 2012, with the entry of the private sector into the field of hall construction, the number of Art theater halls and chairs in Tehran have increased significantly in a short period of time.

In recent years the business model has been attracted researchers' and practitioners' attention due to its impact on the success of every business. A collection of research in the field of art shows little attention to the selection and design of the art business model, and this issue can be considered as one of the reasons for not doing the right thing in the business of this area. This subject has been grounded to investigate business models to identify suitable methods for Iranian handicraft activities in the present study. Using mixed-method, after reviewing the literature related to the topic, the theoretical framework was identified. Then, in the quantitative section, using the Correlation method, we studied a set of methods used in the Laljin pottery business based on the Osterwalder model. We found that the Osterwalder model, does not cover handicraft business in several elements and there is a need for a different business model. In the qualitative section using grounded theory, based on the effectuation theory, we propose a new efficient business model, called "Fish Business Model". In this model, entrepreneurs are like fishes moving in the wavy sea, and using their real capabilities they build their business model. This model presents suitable managerial and executive methods of a business of production and supplying handicraft products as a coherent process and covers all international rules and regulations.

The present study aimed at the feasibility of sustainable rural development through the development of creative industries. The statistical population is Villages of Isfahan Economic Development and Employment Development Plan in the 6th Five-Year Development Plan. 122 villages were surveyed in the first year of the program, which, with the help of capacity-measuring, 50 villages, among them the potential of handicraft production, were selected as sample size. Using SWOT analysis and field studies, the feasibility of some weaknesses, strengths, threats and opportunities associated with the development of creative industries with regard to rural capital is examined. Of the 50 villages that have the potential for handicrafts, 7 villages do not manage to develop sustainable rural development through handicrafts. A village with a long-term sustainable development index is zero. It is suggested that each village, which has more points among the rest of the city's villages, is a place for a central workshop for production, supply of materials, quality control, training and supervision of handicrafts

As a geographical context, cities are expanded to meet the basic human needs, including the economic, cultural and social needs. In Iran, focusing on the concept of the creative city, with an emphasis on internal possessions, including human and cultural capital, is a low-cost way to strengthen the local economic foundations. In this regard, spatial creativity index was extracted through Landry's descriptive model with ten main indexes for Kashan. In order to determine the coefficients of importance of these indices, ten experts of urban economics and art economics were used. Also, to collect qualitative information, a questionnaire was used. The result shows that among the spatial creativity indices for Kashan areas, correlation index and attitude index have the highest value at 15,11,5 zones. Civic participation is also the highest in areas 14,13,6. In most of the indicator conversion areas, the idea conversion indicator was low, with about 60% of respondents citing lack of government support. In order to determine the degree of eligibility of each area, location creativity indices for Kashan were analyzed using ANP network analysis method and Super Decision software. The results show that zone 11 is ranked first in terms of spatial creativity indicators among the 16 zones of Kashan city.

Iranian painters had a closed and uncertain market in the late 1370’s, and the social conditions were not satisfying for emergence of an active art –however, after a while these conditions changed and improved. As the result, from Ordibehest 1384 ,big institutions such as Christies and Sotheby's established branches in the Middle East (Dubai) which paved the way for the Iranian and Arab artists. Iranian artists did well in this local market and got their position in international markets as well. This was the first huge step for the modern art of Iran. Certainly, Iranian artists’ participation in international markets in the early 21 century was significant, mainly in terms of sales. This auction has had a brilliant effect on the fate of Iranian artists and has linked them to international markets. Following that the presence of Iranian artists in the Middle East auctions began. Artists cannot easily participate in auctions, unless they have achieved the minimum requirements and the conditions for participation in the auctions. Individuals and institutions such as gallery owners and collectors, consultants, auction specialists, as well as other factors are to allow the works of art to be auctioned and give credit and role to artists. Therefore, economy and trade of the works of Iranian artists became an issue for governors. It is very important to pay attention to the questions such as: what are the causes of the success of Iranian artists in auctions? Which organizations and individuals were responsible for this participation and how? The purpose of this paper is to study the process of participation of Iranian contemporary painters in auctions. In this study the reasons for the Iranian artists’ success in terms of sales as well as the influence of people on this achievement (individuals and organizations (were explored. The descriptive and analytical methods have been used and data are collected from discovering interviews. The results show that artists participating in auctions were affected by four factors: cultural capital, social capital, economic capital and symbolic capital. These four factors can play different roles together and could make wealth in different combinations, but the best combination that could save the artists at the auction, gives them credit. It is first to know the cultural capital of the artist (for example, artist's background, creativity, intelligence and artistry, quality and variety in the artist's works), and the artist's social capital is absorbed (for example, the permanent and continuous presence of the artist in the art world, the artist's communication networks, the artist's character, the press attention, the taste of the agents of the auction, ...), then turn into symbolic capital (reputation). Finally, the combination of these capitals created economic capital. This kind of combination is a natural and correct process for participation in auctions. Artists can earn other combinations to achieve easier economic capital, but these capitals make a disproportionate combination which leads to the artist's failure in the next auction. Of course it may be that in a short period of time, obtaining the unreasonable emotional record of an auction, but that will not be permanent. Eight important groups considerably affect the cycle of art marketing: artists, inland gallery, dealer, inland counselors, external specialist, auction, external gallery and buyers. The most popular kind of participation of artists and artworks in auctions is through six categories of: artists, inland gallery, inland counselors, external specialist, auction and buyers.
The Iranian artists take part in sales events in two ways:1-Direct participating which is too difficult and lacks the guarantees.
2-Indirect participating that provides the guarantees and almost permanent participation. In the indirect participation method, there are many ways to get the artist's work to an auction, so that the artist himself may be unaware of his exposure to the auction. In this article, 17 types of participation are discussed. One of them is direct participation and the other 16 are indirect participation types. Of course, there are other paths that remain outside the scope of this article. Among these 17 indirect contributors to the auction, one is more conventional and well-known than the rest. In this research, the aim is to study the status and trends of the artist's presence from the first stage of production to selling it at auctions and determine what the current trend is and what is really going on

Sports clubs often generate some private and public goods, thus they are economically valuable for cities. The main objective of this study is to find economic value of Foolad Mobarakeh Sepahan football club for city of Isfahan. Both the use and non-use values of this professional sport team are estimated using the contingent valuation method (CVM). The study is based on a survey conducted through interview and obtaining information from citizens with the sample size of 344. The results show that the average willingness to pay for the existence of Sepahan football club in the premier league competitions is 164800 Rials (United States Dollar = 42,000 Iranian Rial), for winning the premier league cup is 139700 Rials, for winning the knockouttournament cup is 117600 Rials, and for winning the AFC Champions League cup is 24480 Rials. Also the average willingness to pay for watching Sepahan matches in the stadium and watching the games from Television respectively are 44330 and 27730 Rials.

Looking at the issues on urban literature in recent years and written numerous and various articles and books in field of "quality of residential environment" indicates the focus and attention of urban thinkers and theorists to this concept. In this survey with the aim of desirable residential environment analysis in Esfahan city we tried to identify the desirable residential environment and the parameters affecting the quality of the environment in order to improve the quality of residential environments. Survey data collected from the questionnaires in municipal senior executives have been analyzed with the use of analytical-descriptive method, Topsis technique and cluster analysis with in SPSS software. TOPSIS technique introduced that Abshar, Nazhvan, Mehr Abad, Abbas Abadand Dashtestan respectively, as the top five residential environments from the vision of municipal senior executives in the Esfahan city. Cluster analysis results classify desirable residential environments in four groups according to the survey index. Among factors affecting the quality of the desirable residential environment, various factors influence this quality among which, cleanliness and hygiene residential environment was the most important factor and access to historical-cultural complexes are considered as the lowest factors. According to the affecting factors on the quality of the desirable residential environment, seven ways have been presented for improving the quality of residential environments.

Urban effete textures are multiple problems at conspectus skeletal، environmental، social and economic that encounter life of inhabitants with problem in this texture. According to the research، almost 90% of population in country exposed hazard of occurrence earthquake. In this face، by reason of problems، effete textures are over damage if the earthquake happened. Nonetheless، to make provision urban effete textures plans and others of urban plan، non use in theories of earthquake disaster management related with urban vulnerability decrease strategy versus. The policy that offer earthquake crisis management for urban texture vulnerability decrease، related with conspectus that survey in urban planning specially improvement planning. Conspectus that are joint among improvement planning and earthquake crisis management are land use، network، density and campus. Purpose this research is urban effete textures improvement with survey joint policy between improvement planning and earthquake crisis management. Until can with incorporation this methods increase of life quality in effete textures likewise decrease their vulnerability inverse earthquake crisis. To sake Soufian neighborhood that is effete textures Borujerd city choice for case study. Type of research is descriptive، analytical and survey، that in information analysis use by AHP and SWOT methods. Results again this research indicate that Soufian neighborhood is high vulnerable for earthquake occurrence in variant context. Use in dominant strategies that can supply habitant welfare in normal terms and notice to critical too، sound is logical.

Attention and protection of certain factors such as comfort, physical and mental health, clean environment, and leisure that are increasingly being deteriorated, are the main concerns of metropolitan and big city authorities all over the world. Due to increasing population in Iran and the formation of metropolises, most suitable spaces in large towns get more dense, and consequently, less space will be left for residential complexes. On the other hand, due to land shortage and overpopulation crisis and destruction of land and gardens for residential apartments and naturally, increase of pollution and lack of green space per capita, the idea of garden apartments is presented to show how nature can be combined with human environment. In this study, an overview of the basics of garden apartments using analytical – descriptive methods as well as CVM approach have been used to estimate the willingness in paying the residents of residential complexes. The collection of data is through the questionnaire. The results show that among the people interviewed about 89% people tend to reside in garden apartments, and 43% agree to pay the average housing price in the desired area and 32% agree to pay 150 dollars more than the average housing prices in the desired area and very small percentage of people are willing to pay more money.

Maintaining historical houses, as symbolic identity phenomena, is a must and today it seems as if the owners of such houses are the key figures in maintaining them; however, passing the laws and regulations for the maintenance of historical houses seem to have limited their ownership rights. Besides limiting factors in property development, there should be encouraging motives so that the maintenance process could be fostered. Thus, the current article, aiming at focusing on the individual benefit to help serve the social benefit, is to evaluate the passed law, numbered 28/91/2293, by Isfahan Islamic city council on exemptions for repair tax, parking-lot elimination, and VAT on function change of all historical buildings of the city of Isfahan. The current research was conducted on the historical district of Jolfa in Isfahan. The research is practical/applied, purpose-wise and among field research, method-wise. Data analysis was done upon opportunity-cost analysis and the required statistical data and documents were collected in Winter 2012. The results indicated that, by comparing maintaining opportunity-cost and the subsidy granted as a result of the passed law for the very district, for 47 percent of the historical properties, the granted subsidy is sufficient enough for opportunity-cost maintenance and for the other properties, by increasing the opportunity for land efficiency, the difference between maintaining opportunity-cost and the granted subsidy would increase; hence, the current law would not be effective enough to cover the maintaining opportunity-cost.

Iranian historical houses have been built based on lifestyle, behavior and beliefs, knowledge and art which are based on Islamic-Persian identity. Their conservation is like respecting national identity and recognizing their social benefit is a criterion for the amount of necessary facilities to preserve these valuable elements. Since assessment of the social benefit of any product or service requires economic valuation, the aim of this paper is economic valuation of valuable historical houses for recognizing the amount of their social benefit. This study is an applied research and its methodology is survey research. The case study is Julfa historic quarter. This study aims to answer this question: how much is the economic value of historic houses of Julfa quarter? And which factors do affect citizens’ willingness to pay for purchasing historic houses? Hence, economic valuation of historical houses based on the concept of willingness to pay is investigated by contingent valuation method (CVM). The results show that 90% of citizens were interested in historical houses and more than 70% of them said if they were rich, they would buy historical houses in the case study area. Meanwhile, they assessed the value of this area’s historical houses 4/7% more than the average value of neighboring non-historical houses. This means that quantized value of the social benefit of historical houses is 4/7% more than their financial value in non-historical conditions. Based on the estimation results of regression models, the family size and career variables have affected the citizens’ willingness to pay for the purchase of valuable historical houses.

The main objective of this paper is to analyse street network structure of the deteriorated areas in order to resolve permeability problem and spatial isolation of these areas. Previous researches that investigated the problems of deteriorated areas concern about land use per capita indicated that low permeability of these areas is not about area of streets but, it is because of inadvertence towards the urban street network in developing new areas or regeneration of deteriorated areas. In both cases, insufficient network of streets and roads have been produced. The common solution to encounter shortage of permeability was widening existing streets or creating new streets. Previous research regarding resolving lake of access and isolation on deteriorated areas, have been failed because they did not carried a methodical approach toward identifying the structure problems of deteriorated areas. Regarding the above theoretical and technical shortcomings, this paper would answer to two fundamental questions: How could weaknesses of urban street structure on deteriorated areas can be round and can be resolved? Are there similar structural problems about permeability on all of the urban deteriorated areas? In order to answer to these questions, at first urban street structure of Mashhad has been analyzed utilizing Space Syntax method. This method identified the weaknesses and deficiencies of Mashhad’s deteriorated structure. The results show that, there are significant differences between the structure of deteriorated areas and other parts of the city; this differentiation helps to identify weaknesses in these areas. Also, analysis of urban street structure indicated that reasons of access weakness and permeability problems in various deteriorated areas are different, especially between central and suburban deteriorated areas. So, the problems of deteriorated areas cannot be resolved similarly.

The primary spatial patterns and the main structures of cities are now changing, due to the present sprawl development patterns. These factors have deconstructed the unified structure of cities and have caused spatial segregation of different parts of these settlements, especially central and old fabrics and finally resulted in their socio- economic segregation. On the other hand, external urban expansion led to a complicated physical and spatial structure, which is impossible to perceive its morphology in its totality. One of the theories and methods for exploring urban spatial structure is space syntax. Space syntax theory and technique is able to analyze urban spatial structure in relation to all spatial characteristic of the city. Also, the main purpose of this research is to answer this question that is there a meaningful relation between changes in value of spatial integration (resulting from space syntax analysis) and changes in value of development quality (socio-economical, physical and environmental development) of neighborhoods?

People in all ages and times have been faced with the problem of scared resources and facilities; despite of the sciences and technologies they are still limited in resources. Therefore, organizations and institutions are forced to use their limited resources in the most efficient ways. In this study, the technical efficiencies of municipals in 30 provinces of Iran for the period of 2006-2008 is analyzed. The technical efficiency of each municipal is analyzed to subdivide the municipalities by efficiency. Holding the inputs total revenues, the number of personnel and area services constant; the increase in the urban development costs is calculated applying a non-parametric method of DEA technical efficiency under fixed and variable returns to scale. The estimated results indicate that less than 50% of the municipals are surrounded with complete technical efficiencies and they may be used as a model for inefficient ones. Based on the method of variable returns to scale and the output- oriented; the results also show that Ahvaz, Ilam, Kord, Qazvin, Tehran and Yasouj municipalities are a 100 percent efficient and they require no change in their inputs and outputs. On the other hand, Arak, Ardebil, Bandar Abbas, Bojnourd, Bushehr, Gorgan, Hamadan, Kerman, Khorram Abad, Qum, Rasht, Sanandaj, Sari, Shiraz, Urmia, Zahedan and Zanjan municipalities are all inefficient and they have never reached a complete efficiency.

Nowadays, according to lack of urban lands, redeveloping urban lands has become very important.Consequently,according to the importance of internal development of cities,it is necessary to recognize inefficient fabrics and take necessary actions to reuse them.One of the inefficient fabrics of Esfahan is the fifth area of region 8 which needsnew planning because of including worn out fabrics,informal settlements,vast area of arid lands,uneconomical agricultural lands and some other physical and environmentalconditions.The main purpose of this research is to present some techniquesto improve the conditions of inefficientfabric of the fifth area of region 8 of Esfahan by applying facilities and potentials available in the area of the study.The main question is how to improve the area's inefficient conditions.To achieve this purpose, the AIDA technique has been used to present suitable solutions,to choosethe best answer and to present some projects for different contents and for achieving the drawn up aims.The result is that we can help to improve the area's conditions through some techniques in different areas such associal, economical,physical, environmental,transportation,functional systems and distribution of facilities and urban management.

Budgeting system in large cities, the issue of costs and revenues in recent decades have been suggested as an important issue and challenge. Unexplained non-investment projects and social investment projects providing low-quality, spread half of all projects, and projects operating under capacity utilization duration of the project costs are too; over the past two decades, the income from the sale of excess density and better words, revenue from granting licenses to rent land for urban municipalities of the country's revenue base has. Municipalities, financial dependence and lack of regular income to the income, at least to meet the costs of permanent and long term financial planning and budget of the municipalities will disrupt. An indicator used to calculate the present value of rent seeking in the municipal budget for the years 1386 and 1387 is calculated using data. The results show that sales revenue code density as the main criterion to be considered as rent and share rent and expenses at about 12 percent of the budget has.