جستجوی مقالات مرتبط با کلیدواژه « urban branding » در نشریات گروه « هنر و معماری »

The aim of the present research is to identify the most effective indigenous identity components in order to brand the creative city of Rasht. The method used in this research is descriptive-analytical, and data collection was done through a survey. Five (5) indicators were extracted from the theoretical foundations. The statistical population in this research was the tourists of Rasht City. In calculating the sample size, Cochran's formula was used, and its number was calculated as 384. Also, the information obtained from the questionnaire has been analyzed using SPSS and Smart PLS3 software. The findings of the research indicate that the average of all indicators is higher than the average (number 3), and among them, natural attractions and food culture had the highest averages, making them more attractive to tourists. In this regard, according to the averages obtained for all research subjects, the level of interest in the natural attractions of this city and choosing this city as a tourist destination is of the utmost importance considering its tourist attractions and it has been assigned to itself among tourists. On the other hand, the results of modeling and the impact of the indicators mentioned in this research on the branding of Rasht City indicate the importance and high impact of the food culture of this area on the branding of Rasht City. Based on this, in order to promote the branding of the creative city, after the index of food culture, native customs have the greatest effect on branding, and then local architecture and urbanism are also placed in the next place of influence on the branding of Rasht City; in contrast to the natural attractions of this city, due to its very low route coefficient, it has a very small effect on the branding of this city, which is very significant from the point of view of tourists, despite the high capacity of natural attractions, due to not paying enough attention to the natural capacities of the city, this index does not have much effect on the branding of the city of Rasht. Since the city of Rasht has been mentioned as a creative city of food and food and this title is considered as a brand of the city, it was determined by the surveys conducted in the field of branding index that the citizens consider the city of Rasht worthy of this title. They know the brand, but the brand of the destination has not been a reason for them to visit. Also, in the investigation of the index of the local custom, according to the statistical results, although this component is known as the main symbol of the city after the natural attractions, the level of familiarity with the customs and The customs of the city is at a low level, which can be concluded that the management of the city of Rasht has performed poorly in introducing and presenting a favourable image of the native and cultural components of the city at the national level.

Problem:

 The problem addressed in this research is the potential conflict between economic goals in urban branding and the long-term health of urban ecosystems. Specifically, there is concern that focusing solely on economic aspects in urban design may jeopardize the health of the urban ecosystem and lead to severe damage over time.

Target:

 The primary objective of this research is to develop an urban brand that prioritizes sustainability and enhances the health of the ecosystem within cities. The aim is to provide solutions for maintaining and strengthening social and environmental interactions through landscape design in urban green infrastructures.

The research adopts an applicable-science approach with a descriptive-analytical method. Data collection is primarily library-based, focusing on gathering information about urban green infrastructure, particularly paths and spaces, and their role in fostering sustainability and social and environmental interactions.

Based on the collected information, the research identifies the key components and principles of urban green infrastructure. The two major components are paths and spaces, which form the structure of green infrastructure. Additionally, the research outlines principles such as multi-functionality, communication, synchronization, process-oriented design, and strategic planning as fundamental to the development of sustainable urban branding through landscape design.

Currently, the development of urban creativity is one of the newest and most important paradigm regarding increase of competitiveness and economic development based on urban entrepreneurship. Meanwhile, Sanandaj City has recently been registered as UNESCO’s creative city of music. Thus, important opportunities have been provided for stakeholders to let them represent Sanandaj’s brand in collaboration with each other. Therefore, the main aims of this research are to investigate this process, propose a branding framework, and contribute a creative city of music to the tourism development of Sanandaj. The current study is a quantitative-qualitative research with a practical approach evaluating the creative city and branding indicators in order to facilitate the branding process of the creative city of music. In this research, information has been collected through surveys and documents. The tool for collecting research are library data and a questionnaire that includes 5 general questions and 44 5-choice questions on the Likert scale. The questions are designed in 11 sections, in each section, questions related to each index are included. The sample size of the research was 384 people obtained through the Cochran method, and the questionnaire was distributed among 390 citizens. To ensure validity, the questionnaire was approved by experts. In the following, Cronbach's alpha method was used to check the reliability of the questionnaire. Then, by using binomial tests, Friedman, correlation and exploratory factor analysis, the findings have been analyzed. The findings showed that the socio-cultural indicator is in the best and the quality of service indicator is in the worst condition. Therefore, by maintaining the quality of the culture, it is necessary to develop strategic planning for the city of Sanandaj to improve the quality of services. Based on the findings of the research and considering the value and importance of culture in Sanandaj among the citizens and the fact that the main axis of Sanandaj's creativity is music, these items are recommended as central issues in the branding process of this city: 1) Networking and exchange of experience and knowledge with creative music cities International success 2) Depicting the best social and cultural features of the city and integrating these images with the urban landscape and natural and historical attractions 3) Focusing on the titles of hospitable city and technological city in the field of music in order to create top place brands 4 ) Improving the level of urban services with emphasis on features and attractive places for residents and tourists 5) Using popular social capital (general public as well as influencers and famous people) in social networks in order to promote Sanandaj city brand as much as possible in social networks 6) expansion and development of place brands to urban spaces on a smaller scale and creating a comprehensive network of place images and brands with emphasis on the variety of attractions and different topics 7) creation of lasting and memorable images, symbols and signs Remaining of the characteristics and brands of the place and its advertisements in Rasan Collective, environmental and internet issues.

The choice of cities for life, tourism, education, and investment depends on their perceived images, and the process of creating a positive image of a city is called urban branding. Urban branding is one of the most important factors in the development of the tourism industry. In Iran, this issue has received less attention despite the high potentials of many cities for branding (Dinnie, 2013, p. 16). Therefore, the purpose of this article was to examine the various aspects of this issue in order to provide a model to facilitate urban branding in the development of tourism.

A brand is a concept designed to develop a product (Chan et al., 2021, p. 331), and involves two definition categories. In the first category, a brand is defined as a set of related assets and liabilities and a brand name (Gómez et al., 2018, p. 191). In the second category, it is defined as a collection of perceptions that are there in people’s minds (Hildreth, 2012, p. 4). The brand of a city, like that of a product, is an external signal that evokes emotions, increases awareness, and influences behaviors (Gómez et al., 2018, p. 191), but it may be more complex because of ownership, stakeholder participation, and brand development (Herget et al., 2015, p. 120; Yang et al., 2018, p. 1).

Since official branding plans are not very common in Iran, and no official branding plan was developed in the city of Yazd, a qualitative method has been used in the present study along with the grounded theory. For this purpose, the first group was selected for in-depth semi-structured interviews, which included professionals in urban management, tourism, and academics, based on criteria such as familiarity with the concepts of branding and tourism and with the city of Yazd and availability and preparedness for cooperation. The next groups were introduced for interview by the same group. Sampling continued until no more new idea was created, and the research achieved theoretical saturation and adequacy. It should be noted that the twelfth sample achieved partial saturation, but the research process continued until the fourteenth.

Many studies concerning urban branding and tourism indicate that urban branding has a positive effect on tourism prosperity–including (Feyzi et al., 2020; Herget et al., 2015; Jojic, 2018; Mousavi et al., 2017; Shutaieva et al., 2020). The present research was conducted to facilitate branding in Yazd based on the results of these studies and in line with some others–including (Ghanbari et al., 2021; Hankinson, 2007; Menvariyan et al., 2013; Mohammadifar, 2018; Setiadi et al., 2021)which have sought to provide strategies and present a model for further prosperity of tourism through creation or enhancement of branding. Thus, it can be effective in the creation or enhancement of urban branding and monitoring of its proper implementation besides formation of a special working group on branding or establishment of a destination management organization to adopt strategies such as attracting the participation of public institutions in development and implementation of branding plans, training managers and employees to better implement branding projects, holding international celebrations and events for brand development, and developing the tourism infrastructure. This will also have positive consequences from various economic, social, environmental, physical, and urban management aspects.

- The five groups of citizens, tourists, students, investors, and urban management are the stakeholders who benefit in the short term and in the long term from urban branding if the city is properly branded. Therefore, different cities in the world need to adopt appropriate branding and competition strategies to attract the above stakeholders for life, tourism, education, and investment.- Despite their high potentials for branding, many cities in Iran do not have urban branding administrators, and the tourism sector is even spread in organizations such as municipalities, directorates for cultural heritage, and chambers of commerce. A destination management organization must be established to enhance integrated urban management, and its branches in different cities must undertake to create or enhance an urban brand and monitor its continuity.- In urban branding, it is important to consider the distinctive, competitive identity of the city, so it is necessary to manage several brands that are sometimes developed unofficially and unilaterally in different cities (as in Yazd), as brand confusion in cities indicates a lack of coordination between different organizations, and creates challenges that outweigh its benefits.

In the past few decades, branding has attracted plenty of attention in tourism planning. In globally competitive markets, the need of destinations to create a unique identity, that is, to differentiate themselves from competitors, has become more vital than ever. Tourism destination branding is a relatively new strategy in attraction of tourists because the brand gives the tourism destination identity and personality, and distinguishes it from other tourist destinations. According to the above, this study sought to address the role of the brand in the development of creative tourism and to help identify the city of Junqan, Iran as a brand using the city brand management (CBM) model. The research also attempted to specify the role and position of urban branding in the identification of the tourism in this city in terms of creativity.

Branding and urban branding A brand is a rich source of emotional communication and cognition that leads to memorable experiences of a place such as a city. Urban branding is a relatively new concept that cities have adopted to differentiate themselves from other cities, to develop civic pride among their citizens, and to help tourists and business owners make decisions. Branding a city requires recognition of and information on the believable and realistic features of the city. That includes the historical, social, political, and international identity of the city, how it functions economically, and its amenities. Urban branding has turned into an essential topic in the field of tourism and a main factor affecting the tourism industry. Successful branding for cities and urban tourism destinations is based on their potentials and talents, so that the possibility of replacing it with other destinations is excluded. Creative tourism Creative tourism means to travel to an original, exciting experience and to learn art, get to know the heritage or special features of the place, and establish a relationship between tourists and locals. A creative tourist develops their creativity capacity by approaching locals through informal participation in interactive workshops and learning the experiences that the destination culture plots for their vacation. In creative tourism, tourists engage in the cultural prospects of the destination, so that they can participate in various creative activities including agriculture, art, cooking, dance, and music. That creates new opportunities to learn new skills and establish closer relationships between tourists and locals and their cultural heritage.

In the present applied, development-oriented research, a theoretical framework was first presented for the field of urban branding and creative tourism, and the role of urban branding in tourism was expressed using the methods of descriptive and library research for data collection. Then, the key factors influencing the generation of an image of Junqan and identification of its brand for development of creative tourism were studied using the city brand management model (CBM), the library method, and semi-structured interviews with urban and tourism experts. The interpretive analysis method was also used for analysis of the interviews.

The purpose of branding in tourism is to create and maintain a favorable image of the destination, increase tourists’ awareness, create positive attitudes toward the destination, and modify tourists’ behavior of visiting the destination. In addition to its positive economic aspects, the development of tourism in Iran can lead to a rapprochement between people of different nationalities. The study attempted to create a brand and manage it for the city of Junqan by examining the concepts of brand, urban brand, and creative tourism using the urban brand management model. The brand can help the city to enhance each of the indicators of creativity, leading to the development of creative tourism. The findings demonstrated that Sardar Asad Bakhtiari Castle was identified as the brand of the city of Junqan. For development of creative tourism aided by the city brand, a tourism route was provided that combined the historical and natural sights of the city to create innovative products and attract entrepreneurs who would find competitive advantages over other destinations. This could reflect the reputation and vision of the city around the world and support and guide creativity in the city, leading to the promotion of tourism, exports, and investment in the city.

We are currently facing the changing needs of tourists around the world, looking for new experiences and seeking to discover their talents. Urban branding is a strategy adopted to add a competitive advantage by providing a clear picture, cultural and political importance, and economic and social development. The main purpose of the discussion was to generate greater appeal for investment and to attract tourists and potential residents with an emphasis on community development and reconstruction of local identity in Junqan. Therefore, the achievement of the research could be addressed in terms of the dimensions of creative tourism. In the field of cultural development and measures, we attempted in this research to introduce, develop, and apply the people’s traditions, customs, and clothing, arts, and handicrafts and to introduce the way of life and interactions of the civil society in order to provide the requirements of tourism in Junqan. Moreover, with today’s development of technology and the information society, the need to employ talented native specialists having graduated in urban management is felt more than ever before. The development of public spaces to increase interactions and establish exhibitions is another infrastructure needed in the city of Junqan, which is in line with the development of creative tourism. Each of the above factors can be important and helpful both in the management and in the economy of the city, so they can be considered in line with the role of the brand in the development of creativity in tourism in Junqan.

Urban concepts and spatial changes in urban environments have been developed in parallel with economic, political and social changes, as well as changes in the approaches to scientific knowledge. The concept of city image is also one of the city-related concepts. Image is shaped and developed in the interaction between man and the environment Along with the changing economic, political, social and scientific developments this concept has also changed.

The three modern, postmodern, and globalized periods, according to the circumstances and conditions of that period, have focused on the image of the city from a particular angle. Therefore, the aim of this research is to examine the process of evolution of the concept of city image during the three periods of modernism, postmodernism and, ultimately, the era of technology and information and globalization.

This research has been done as a descriptive-analytical theoretical-practical study.

By analyzing the resources, it became clear that the image of the city during the three periods mentioned has been changed so that in the period of modernism, the image presented by Lynch and his followers focused on subjects like environment perception and city imagery, and visually emphasizing on the physical factors of the environment.  In the postmodern period, the image of the urban environment, which sought to extract the perceived meaning of the environment and its emotions, was followed. With the start of the era of communication and globalization and the competitiveness of cities to attract capital, tourists and visitors to the image of the city were considered an important component in marketing and branding.

The image of the city is now somewhat distant from its original concept in the modern era, which is derived from physical issues, and is considered an important component in marketing and branding in combination with communication and information technology.

Nowadays, considering the age of globalization, urban branding is reflected very important by means of a great opportunity for cities existing in global competition. In this regard, the main purpose of urban branding is creating an attractive image for the city and the urban branding approach has centered on the concept of the city’s image. For urban branding and effectiveness of city, the image of the city can be a tool and even a goal.

Regarding the importance of this issue, the objectives of this research are theoretical explanation of the components of city image and their relation to urban branding.

The present study was conducted as a descriptive-analytic theoretical-practical study. The method of data collection is documentary-libraries.

The image of the city is formed in two ways: direct (experience of the environment) and indirect (influenced by the advertisement). Undoubtedly, it has a primary component which includes the design dimensions, physical structures, cognition, awareness, and the functional dimension of the environment. On the other hand, it includes the complementary component that encompasses the evaluative, affective, likeability, and emotional dimensions. They are formed after understanding the primary component. Branding focuses on the concept of image and utilizes physical, socio-cultural and infrastructural techniques to influence the primary component of the image. By this way, it also makes the space more attractive for the complementary component to emerge. The advertising technique also enhances the influence and impact of the two mentioned components in branding and ultimately enhances the image from the exterior point of view (tourists) and the interior point of view(citizens).