فهرست مطالب نازنین فرهودیان

The transformation of traditional shopping spaces from bazaar and street to the irregular construction of shopping centers has made "Shopping mall construction" the dominant approach to urban management. Types of shopping spaces are taking over the city without a comprehensive understanding of their formation philosophy and typology. Therefore, the purpose of this research is to identify the construction patterns and types of shopping spaces in the city of Tabriz from the beginning until now. The strategy used in this research is logical argumentation, with typological technique based on a certain theoretical framework. In this regard, first documentary studies were conducted to determine typological criteria. Then, 40 selected shopping centers in the city as a study sample were analyzed in two components: morphological and functional. A diagram of the composition of the construction patterns for each type was drawn and finally a typological diagram of shopping spaces was presented. According to the results, this research identifies two patterns of "commercial pedestrian street" and "commercial street" as the main construction patterns. In the evolutionary process of shopping spaces, six other construction patterns, including "Passage", "Underground Development", "Market Bridge", "Shopping Center", "Shopping Plaza", and "Mall" in combination with the two main patterns, form nine hybrid types. In addition, the type of independent malls that are the product of the last decade make up a total of ten types of shopping space. Most types are combined with commercial street. The most common hybrids include "Commercial Street-Passage Network" and "Commercial Street-Shopping Center". Technical superiority, scale advantage, network effects, and branding in the type of independent malls have monopolized the production of shopping spaces, however, urban life is more intense in hybrid types than in these types.

Shopping spaces in Tabriz have experienced various construction patterns over time, from the bazaar to the commercial street and in the last two decades, malls. Considering the importance of the position of citizens as consumers of commercial spaces in determining the path of development strategies of shopping spaces, the purpose of this research was to evaluate the preferences of citizens regarding the construction patterns of urban shopping spaces. The current research was conducted with field method and case study type in 1401 in the statistical population of Tabriz citizens. Sampling was done randomly and according to the diversity of demographic characteristics, including age and gender. The sample size was obtained by Cochran's formula of 385 people. First, by conducting field studies, Tabriz shopping centers were classified based on eight identified construction patterns. Then, among them, 15 prominent shopping spaces in terms of historical record, functional scale, size and attraction of local residents and tourists in ten areas of the city were selected as case studies. The collected data through the questionnaire tool were analyzed with SPSS software and Friedman's test. The findings of the research show that the five shopping spaces of Valiasr, Lale-Park, Atlas, Tarbiat and Shariati (Shahnaz) have higher priority according to the respondents. People's interest and preference is more towards shopping spaces with the construction pattern of commercial pedestrian street, mall and commercial street. The construction patterns of Shopping Plaza, Underground Development and Market Bridge have not been able to get a good rating. According to the results, it can be said that the the construction pattern of "Pedestrian Street" is highly acceptable due to its integration with the urban context and the possibility of establishing social interactions and combining shopping and recreation. On the other hand, the construction pattern of "Mal" has been accepted by the people because it has been able to fill the void of social spaces to a certain extent and provide various uses to the user in the form of a package. The construction pattern of "Commercial Street" has always been preferred by the people due to the ease of access. Based on the results of people's preferred construction patterns and with a comprehensive look at the advantages and disadvantages of emerging shopping spaces, it can be said, Using the construction pattern of mall independently and isolated from the urban context in a way that has been the focus of urban management in the last two decades; Copying of international examples is considered without any connection with the existing context. In order for today's shopping spaces to be able to properly fulfill their role as an urban space, it is necessary to maintain their connections with original shopping spaces. On the other hand, the pedestrian street and commercial street construction patterns have a high potential to be combined with the mall construction pattern. Therefore, mandating the private sector on the part of the urban management to build shopping spaces in connection with the surrounding urban context through the construction patterns of pedestrian street and commercial street, can repair the gap created in the experience of shopping in the city.

Taking strategy of urban branding is considered the basic need of cities to survive in the global economy. For this purpose, building and managing the city image is necessary because it is through perception and image that actions are formed. The purpose of this research was to investigate the relationship between effective components on the image in the form of a case study including 15 shopping centers in Tabriz.

The current research was conducted with the field method and exploratory analysis type in 1401 in the statistical population of Tabriz citizens. By conducting documentary studies in the field of urban branding, the constructive components were identified and formulated in the form of a five-factor model. The relationship between variables was tested using structural equation modeling with partial least squares and data were analyzed using SmartPLS3 software.

  At a significance level of 0.01, "perceptual quality" and "awareness" have a direct effect on the "mental image" and at level of 0.05, "personal characteristics" have a direct effect on the "mental image". At level of 0.01, "mental image" has a direct effect on "loyalty". 73.8% of the total effect of "perceptual quality" variable, 43.3% of "personal characteristics", 32.1% of "awareness" on "loyalty" is explained through the mediating variable of "mental image".

"Mental image" as the center of gravity in urban branding is directly influenced by three components; "perceptual quality", "personal characteristics" and "awareness". Among these "perceptual quality" is considered the most influential component. "Loyalty" as the final goal of branding is not directly related to aforementioned components and influencing it is possible through the mediation of "mental image". Therefore, the application of design measures in order to improve "perceptual quality" causes the formation of a powerful "mental image" of shopping spaces, which in turn leads to "loyalty" and provides the grounds for branding of such spaces.

The purpose of this research is to develop a landscape design guide for Mehranrood based on the theory of environmental preferences of Kaplans and with a participatory design approach. The edge of Mehranrood near the historical bazaar of Tabriz is surrounded by a circle of inefficient spaces due to the design approach without the participation of the people. Citizen participation requires the intervention of people's preferences in the design process of this ecological area of ​​the city. For this purpose, first, the visual qualities of urban design were classified based on Kaplan variables and became the basis for selecting images. The images were then scored using the VPT technique. The statistical population of the study was residents, merchants and passers-by in the study area. Sampling was done by simple random method and the sample size was determined to be 200 according to the Cochran's formula. This study shows that citizens' visual preferences are more prone to variables of complexity and readability. Although qualities related to coherence and mystery variables must also be present in the environment, they have a lower priority. There is also a relationship between Kaplan's variables and equivalent visual qualities in urban design. The degree of correlation between the variables of coherence and rhythm, complexity and variety, readability and visual permeability, mystery and wave motions is more than other variables in their respective group. The innovation of this research has been the simultaneous attention to the inseparable dimensions of objective and subject in landscape evaluation.