An analysis of the role of image and urban landscape and its effect on the behavioral patterns of citizens in Rahnamaei Street of Mashhad

Today, many urban spaces in our country, including urban streets, face many problems and one of the most important is the quality of image and urban landscape that can affect various aspects of citizens' lives, including the type of behavioral patterns. The present article aims to identify the factors affecting the image and urban landscape and its effect on the behavioral patterns of citizens in a case study of Rahnamaei Street of Mashhad. For this purpose, by developing criteria in various fields (physical, perceptual and behavioral) that are affected by the cultural and social conditions of the study area, they have been tested and evaluated in this street. Then, in order to achieve the objectives of the research by filling out a questionnaire and analyzing it using the Friedman test, we have presented solutions and final conclusions. The results obtained through the analysis of the questionnaire are that there is a lot of dissatisfaction among citizens due to issues such as: decorations and visual proportions of facades, floor quality, framework qualities and physical qualities in this street, lack of urban furniture, improper placement of vegetation, lack of element, there are indicators and identities of the environment, etc. Therefore, this street needs operational proposals in order to improve the quality of image and urban landscape and promote the desirability and satisfaction of citizens.