علی اصغر احسانی فرد

According to the chaos theory, there is a pattern of order within disorder and chaos. The city also acts as a complex and chaotic system that will try to achieve a new order with the arrival of disorder. "Covid-19 phenomenon" can also be considered as a chaos, disorder and shock on human civilization and creating an alien and unfamiliar situation in cities. In order to deal with this new and unusual virus, the conventional and existing methods of governance and management in our cities will not work, and a new urban order (smart governance) and new and targeted methods of management and governance should be examined and selected. The existing chaos and disorder should be moved towards self-order, self-organization, sustainable and reasonable development and excellence in the future. In the present study, to examine and identify the indicators and sub-indicators involved in the new urban order or smart urban governance and prioritize their role in reducing the harmful effects of Corona and its impact on progress, sustainable development and excellence in the city of Semnan with a confirmatory factor analysis model and SEM modeling is done with AMOS. It is also possible to turn "smart citizens" into a big opportunity in the post-corona era, along with smart urban infrastructure. After identifying and prioritizing the indicators and sub-indicators involved in this new urban order, a sample of 22 people including elites and experts in various fields of urban planning and smart city, urban planning and urban management was selected. A number of 38 questionnaires were also distributed among the residents of Semnan in order to confirm the validity and reliability of the questionnaire. Then, based on the sample size, the main questionnaire was delivered to 721 people. After analyzing the questionnaires, the smart governance variables were examined and prioritized using exploratory factor analysis in statistical software. Then, the extracted components were named and in the next step, the structural validity of the research was tested using confirmatory factor analysis in AMOS. The statistical relationship between the variables and its indicators was confirmed. In the final model of the research, using model fit tests, the relationships between variables and the influence of independent and dependent variables were confirmed. Based on the results, "smart citizens and smart infrastructure" will be the most important and influential variable of smart governance in Semnan city. The next positions will be for smart economy, smart life, smart mobility and smart environment, respectively. The findings indicate that the importance of the smart citizen index with 32.239% of explained variance is more significant than other factors. "Smart Citizens of Semnan" will be the first factor to achieving smart governance in Semnan. Making citizens smarter requires education, infrastructure and targeted planning. To achieve intelligent governance, people must be educated. By raising awareness, building culture, and creating infrastructures and encouraging citizens to use services and know modern technologies, it will cause sustainable and reasonable development and excellence of the city.

Global competitiveness is the name of the game of our time, and in today's world, competitiveness has become a fundamental force in the urban economy, just like gravity in physics. Today, the competitiveness of cities plays an essential role in the development of cities. Competitiveness arises from a combination of assets and processes. Assets are either a gift, such as natural resources or man-made resources, such as city infrastructure and processes that turn assets into economic benefits for cities and ultimately make them more competitive. With the formation of globalization and networking of the global economy, cities have always found a special place as nodes of network economy, and it is believed that this competition is on a par with national competition.

The rundown urban buildings and old neighborhoods with ancient, valuable constructions are like the beating heart of the cities. Nonetheless, they have lost their social, cultural, and economic functions. Urban regeneration is an approach that intends to revive and modernize these rundown buildings and traditional neighborhoods. The purposeful effort to reinject life into these areas and provide conditions for the public presence and participation in its practical process are among the valuable objectives of this approach. The main question of this study revolves around the way to choose intelligently and purposefully the type of regeneration, the intelligent and purposeful selection of the development-inducing uses and project, and the examination of the purposeful effects of the urban development-inducing projects on the process of urban regeneration in Semnan neighborhoods intended for regeneration. This study adopted a descriptive-analytical research method. In order to rate and prioritize regeneration types, land uses, and development-inducing projects in the process of neighborhood regeneration, COPRAS model was used, while CCDS was used to weigh the criteria. In the document analysis part, the main documents in the urban regeneration and development-inducing arenas were examined. Moreover, in the field study section, three committees – comprised of the experts of urbanism and urban regeneration, urban designing, and social and architectural studies – were formed and tens of meetings with the managers and officials of Semnan districts along with urbanism representatives were held during which the development-inducing regeneration capacities in these neighborhoods were discussed and investigated. The results of COPRAS test showed that the development-inducing regeneration with touristic and recreational uses along with the opportunity- and value-making factors of tourist attraction as well as the increase in the international ranking of the city through the purposeful, development-inducing plan of designing and constructing sidewalks and making the central part of the neighborhood walking-oriented, and the development-inducing project of the walking zone of Imam street with the score of 0.739 from the top factor of the purposeful regeneration of Semnan, which needs a serious resolution and precise planning. The first rank in the purposeful regeneration of Dar al-Marhama neighborhood in Semnan is the development-inducing regeneration with the purposeful touristic and recreational use that will increase the position of the city in the competitive and macro environments of Iran and international space. Attracting Iranian and international tourists, changing the nature of the rundown buildings, and preparing the mental state of the citizen about tourism development, this regeneration plan will increase the international status of the Semnan city at the international level and will create urban opportunities and values.

One of the solutions of urban management in order to progress in the competitive world market, planning to achieve sustainable urban branding for a city and ranking the city purposefully and creatively, while introducing the face of the city, is being able to attract audiences or tourists. Developed cities operate as competing companies, all of which seek to capture more capital market share, outstanding talent, and global attention. To achieve this, it is necessary to pay attention to urban branding issues. Urban branding is an attempt to design, shape or change the mental images of the audience (tourists), focusing on the unique attractions and potentials of a city, providing value creation for tangible and intangible assets of cities. Urban branding is a good way to describe and implement urban marketing. Just as dealing with the city occurs through the perception of images, so the application of urban marketing is largely dependent on infrastructure, communications and urban image management. So the goal of urban marketing, which in turn is the starting point for the development of urban branding, is the urban image. Urban branding, on the one hand, provides the basis for evolving policies to pursue economic development, and at the same time, is used as a tool for city dwellers to identify their city.In this study, by carefully examining the factors involved in different tourism models and combining them to extract the basic factors and criteria with the ISM structural interpretation technique, the aim is to study the brands of Semnan city (Dar ol-marhame) in order to rank and attract the audience (tourists) and to present a model. Pays for purposeful and creative ranking (branding) of this city.The purpose of this study is to identify and prioritize the urban brand of Semnan Dar ol-marhame and its role in the development of tourism in the city of Semnan and how these urban symbols can be transformed into a strong international brand in the field of urban tourism in Semnan, and what is the position of these symbols and if it plays a role in urban branding and attracting tourists from their point of view. ISM is an interactive learning process that structures a set of interpretive, diverse and interrelated structural modeling factors into a comprehensive systematic model. To design the model, after analyzing the variables with a sample of 22 elites and field experts, various urban planning, urban planning and urban management, economics, tourism and marketing was done, and filling out a questionnaire from domestic and foreign tourists entered Semnan, which was distributed among 28 tourists in an initial questionnaire, the validity and reliability of the questionnaire was confirmed. Then, the main questionnaire, which was based on the available sample size, was distributed to 221 people, and after analyzing it, the dimensions of purposeful and creative ranking of Semnanchr('39')s mercy center were examined. ISM structural interpretive technique was done to purposefully and creatively rank the city of Semnan Dar ol-marhame; giving first priority to points and unique features of the city with pivotal and contextual conditions and with physical-historical image and brand element of historical buildings and brand mark, Holy Shrine Imamzadeh Yahya, Soltani Mosque and Sheriffchr('39')s Mansion were determined with a score of 0. 893, and then the infrastructure and legal facilities of travel and tourism with moderating conditions and with socio-economic image and brand element of accommodation centers and leisure centers and brand mark of Gut Kamal Hotel with A score of 0. 886 were recognized as the second priority in ranking Semnan Dar ol-marhame. The financial, investment, exchange and commercial infrastructures of the city with strategic and strategic conditions and with the economic image and brand element of large shopping centers and the brand of Phoenix Tower and the traditional market with a score of 0. 823 were recognized as the third priority in ranking Semnan. The international position of the city with competitive conditions and the global environment and with the economic image and brand element of the citychr('39')s medical and medical facilities and the brand, Kosar Educational, Research and Treatment Center with a score of 0. 798 were recognized as the fourth priority. Also holding ritual festivals and exhibitions, museums, streets, boulevards, squares, parks and green spaces (alleys) and elements of collective memory, symbols and urban signs were identified as the next priorities in ranking the sanctuary, which should be aimed at the targeted development of tourism and the development of all comprehensively and sustainably, basic attention should be paid to them and they should be implemented and operated in the city.