An Examination of Likeability Criteria in Evaluative Image of Women in Cities (Case Study: Tehran City)

The image evaluation of environment is not just the result of impressions made by its external attributes on the mind of the observer. It is, however, created by the imagination of the observer. On one hand, the city is lodged by a wide variety of people whose evaluation of its images they form in their mind is critical. The desirability of the urban environments for various social strata, especially for women, depends on the relationship between human beings and the environment as well as their priorities and preferences. The aim of this study is to achieve women's image of urban environment and how to evaluate and identify priorities to select the desired location due to differences in values, emotions, experiences and inferential meanings of public space in Tehran. The research method is based on techniques developed by Jack L. Nasar in his research on the Evaluative image of the city (1990) at the first step. Then, a phenomenological hermeneutic approach oriented to describe the connotations and emotions image representation of women in the experience of urban spaces desirable / undesirable and nature of development of the city of Tehran. For this purpose, 15 women in-depth interviews were targeted for sampling. Recent interviews description of what the five locations stated desirable and undesirable fifth place. Interviews were recorded and the data obtained from it written in the form of tables were analyzed. The results indicate that the optimal site selection of the women’s evaluative image, with a focus on likability, the common meanings associated with the concepts of freedom, justice, respect of (dignity) Location, beauty, with socio-cultural prestige and class, stylish and full of detail being quiet and cozy, with privacy and space while having the breadth of the definition, being more likely to have a happy mood and health.