فصلنامه محیط شناسی
سال چهل و ششم شماره 3 (پیاپی 95، پاییز 1399)

The development of countries and the accelerated industrialization has many advantages however they have many problems including the discharge of pollutants into water bodies. therefore the study of quantity and quality of water resources especially groundwater resources which are the main source of drinking water supply worldwide can help us to solve water resources problem.Problems of water resources pollution in Iran like other developing countries due to growth of population and the accelerated industrialization are increasing. Among water source pollutants, heavy metals cause serious environmental problems. Heavy metals are important because of their properties such as high toxicity, carcinogenicity, non-degradability and mutagenicity. The density of heavy metals is 5 times higher than water. They accumulate in living tissues and eventually enter the human food chain. Due to the bioaccumulation of heavy metals, their release into the environment, even in low concentrations, is a serious threat to plants, animals and humans.Heavy metals enter the human body through different ways, including food chain, water, skin contact, and inhalation of smoke and particles. Neurological disorders, types of cancer, respiratory disorders, cardiovascular disorders, damage to the liver, kidneys and brain, Hormone imbalance, abortion, arthritis, osteoporosis and death are the effects of entering heavy metal to the human body.Therefore, due to the toxic effects of heavy metals on the human body, risk assessment of exposure to these compounds is important. Health risk assessment is an important tool for assessing potential adverse health effects of being exposed to contaminated water. Health risk assessment consists of 4 basic steps 1) hazard identification 2) dose response assessment 3) exposure assessment 4) risk characterizationThe quality of surface and groundwater resources in Varamin plain is threatened due to the reduction of high quality surface water resources such as Jajrud River in the Varamin plain, using the effluent of the wastewater treatment plant in the south of Tehran to irrigate agricultural lands and population growth as a result of increasing urbanization as well as the development of agriculture and industry. In this study, cancer and non-cancer risk assessment of heavy metals, which had been measured in groundwater resources of Varamin plain before, has been performed for both age groups of children and adults.

The concentration of heavy metals in groundwater in Varamin plain has been measured for two wet and dry seasons by Nejati Jahromi et al. Here, carcinogenic and non-carcinogenic human health risk assessment of heavy metals in groundwater for both age groups of children and adults were investigated.Equation 1 and 2 were used for non-cancer risk analysis via oral and dermal exposure respectively. Finally total non-cancer risk was calculated according to equation 3.Reference dose (RfD) value of cadmium (Cd), lead (Pb), chromium (Cr), manganese (Mn), zinc (Zn), iron (Fe) and copper (Cu) were taken 0.0005,0.0035, 0.003, 0.14, 0.3, 0.7 and 0.04 respectively as per EPA guideline. For dermal risk analysis, RfDdermal were calculated by IRIS formula (equation 4), where ABSGI for cadmium (Cd), lead (Pb), chromium (Cr), manganese (Mn), Zinc (Zn), iron (Fe) and copper (Cu) were taken 0.05, 0.15, 0.025, 0.04, 0.2, 0.2, and 0.57 respectively as per EPA guideline.Cancer and non-cancer risk were calculated by evaluating chronic daily intake (CDI) in mg/kg/days according to equation 5 and 6.Where C is the concentration of heavy metal in mg/L, IR is the daily ingestion rate in L/d, EF is exposure frequency in day/years, ED is exposure duration in year, BW is the body weight in kg, SA is exposed skin area in cm2, Kp is dermal permeability coefficient incm/h, ET is exposure time in hour and AT is the average time in days.For cancer risk analysis via oral and dermal exposure we used equation 7 and 8 respectively. Finally total cancer risk was calculated according to equation 9.CSForal value of hexavalent chromium was taken 0.19 as per EPA guideline. For dermal risk analysis, CSFdermal were calculated by IRIS formula (equation 10). Moreover cancer cases were calculated by using equation 11.
Discussion of

Comparison of the concentrations of heavy metals, which are measured by Nejati Jahromi et al. and the standard values demonstrate that the average concentration of cadmium in both wet and dry seasons and the average concentration of lead in wet seasons are higher than the standard value . The results of the non-cancer risk assessment demonstrated that the hazard index (HI) for cadmium due to the lower RFD value of cadmium is higher than other heavy metals. According to EPA guideline if Hazard Index (HI) is more than 1,it may result in adverse effects on human health. In this investigation, the HQoral and HQdermal values of heavy metals for both age groups were less than 1. However the HI of Cadmium for children age group was found 1.024 that is higher than the threshold limit . According to EPA guideline, the cancer risk less than 10-6 and the cancer risk between 10-6 and 10-4 were classified as ‘negligible’ and ‘acceptable’ respectively whereas the cancer risk more10-4 was classified as ‘high’. In this study, the cancer risk through oral and dermal exposure of chromium were estimated to be 1.07×10-5 and 4.5×10-6 respectively that classified as ‘acceptable’ cancer risk as per EPA. The cancer cases in this area with a population of 990447 people were estimated 15 people.

Comparison of the concentration of heavy metals and standard values demonstrated that the concentration of cadmium (Cd) and lead (Pb) is higher than standard values. However the concentrations below the standard cannot guarantee the absence of risk. Therefore, risk assessment is essential. The results revealed that the cancer and non-cancer risks for oral exposure of heavy metals are higher than dermal exposure due to the lower exposure time of dermal. The results of carcinogenic risk assessment of chromium demonstrated that its cancer risk is acceptable as per EPA guideline. The results of the non-cancer risk assessment of heavy metals demonstrated that the total hazard index (HItotal) of heavy metals for children age group is higher than threshold limit, therefore it is necessary to use preventive methods to restrict the entry of these heavy metals into the groundwater source or use a suitable treatment method to remove them.

The geographical location of Tehran, its position among the Alborz mountains and the large number of vehicles in circulation are among the factors that have endangered the comfort of residents and brought chaos to urban life. These issues have doubled the need for tranquility and access to nature. Due to the high value of land, the use of unused surfaces, including buildings’ roofs, is an appropriate way to expand green spaces. In this regard, the present study was conducted with the aim of investigating the economic and economic-environmental justification of the construction of a green roof in District 9 of Tehran Municipality. For this purpose, the Discrete Choice Experiment method is used for green roof evaluation. And also, three criteria of benefit to cost ratio (BCR), net present value (NPV), and internal rate of return (IRR) are used in order to accept or reject the investment plan in the framework of this analysis. According to the results of calculating the willingness to pay, the highest amount that people are willing to pay is equal to 6.2 million rials per square meter and the lowest amount willing to pay equals to 4.69 million rials per square meter. It can also be said that people are willing to pay an average of 5.44 million rials per square meter for a green roof. Meanwhile, the highest willingness to pay with a figure equal to 6.2 million rials per square meter is related to the percentage of greenery more than 60% and the lowest willingness to pay is related to the percentage of greenery between 30% to 60%, which is equal to 4.69 million Rials per square meter. It is worth mentioning that due to the insignificance of the coefficients for the characteristics of the implementation method and the negation of the coefficients of the type of coating, these coefficients are not included in the analysis and as a result the willingness to pay is equal to the willingness of individuals to pay for green roof percentage. Finally, the results of economic evaluation indicators were calculated. These indicators are first calculated from an economic point of view, meaning that only the costs and economic benefits of a green roof are taken into account. Then, by introducing environmental benefits, the construction of a green roof has been examined from an economic-environmental point of view. From a purely economic point of view, the numbers related to financial indicators indicate that if we consider only the economic benefits and costs of building a green roof, this plan in this region is not justifiable. So that in the period under review, the net present value for this numerical region is less than zero and the internal rate of return is not defined for it. But these numbers improve with the introduction of environmental benefits. So that in the state of maximum willingness to pay, the net present value has reached 14.385 million rials. In this case, the internal rate of return reaches 61%. Taking into account the average willingness to pay the net present value reaches 11.349 million rials. In this case, the internal rate of return reaches 53%. Taking into account the minimum willingness to pay, the net present value reaches 8.353 million rials, in which case the internal rate of return will reach 46%. The results showed that the construction of a green roof was unjustifiable only in terms of economic benefits and costs, so that the net present value was -10.385 million rials per square meter, which is less than zero, indicating unjustifiability, and therefore the internal rate of return is not defined for it. By adding environmental benefits and costs, taking into account the maximum willingness to pay, the net present value reaches 14.385 million rials. In this case, the internal rate of return is equal to 61%. Taking into account the average willingness to pay, the net present value reaches 11.349 million rials. In this case, the internal rate of return is 53%. Taking into account the minimum willingness to pay, the net present value reaches 8.353 million rials, in which case the internal rate of return will reach 46%. According to the theoretical foundations of the field of economic evaluation, the positive net present value, higher domestic rate of return than the current interest rate in the country (bank interest rate) and greater than one cost-benefit ratio, make a project economically justifiable, which Considering only two benefits (beauty, recreation, health and economic added value) among all the benefits of green roof, in District 9 of Tehran Municipality, this project is purely economically unjustifiable and is justified by the inclusion of environmental benefits. According to the results of collecting the questionnaire in the section of individual-economic attitude, the majority of people believe that in Tehran there is no culture of using green roofs collectively, so the need for culture in this area is felt and it is necessary to negotiate and consult with organizations such as The Environmental Protection Organization and the municipality should be trained and cultured in the field of using these common spaces. Also, the majority of people believe that using this technology is costly and its use requires the support of government organizations and the existence of incentives. Therefore, it is suggested that the district municipality take action through incentive policies in areas such as toll collection, completion of work, obtaining permits and density. 

Global warming due to greenhouse gas emissions has been one of the most challenging issues of the last century and many warnings have been issued to prevent it. On the one hand, the development of industries and cities will increase the emission of greenhouse gases; On the other hand, increasing regional greenhouse gases will pollute the environment and increase the mortality of living things.In general, it can be said that with extreme emissions, pollutants accumulate in the earth's atmosphere and affect its ecosystem. According to studies, the accumulation of some gases such as carbon dioxide and methane in the atmosphere catches a fraction of the heat light reached to the earth from the sun. Although the rising temperature of the planet is slow, it will have a significant impact on future human life in different regions. Many solutions have been proposed to reduce greenhouse gas emissions. Meanwhile, some solutions have overcome technical challenges and can be implemented to reduce emissions. But often due to high costs, they have not been able to develop in the market. One of these strategies is carbon sequestration after capturing from factory exhaust. In this process, carbon dioxide is captured and consumed to produce useable products. One way conversion of carbon dioxide to mineral carbonates. For this purpose, minerals with compounds such as calcium, magnesium, and iron are used to produce mineral carbonates.The examination of different sources shows that the use of calcium for the sequestration of carbon dioxide has received much attention.Because calcium carbonate is a feed of the cement production process that is most widely used in industrials and urban areas. On the other hand, studies have shown that cement waste can be used as a rich source of calcium, and calcium carbonate produced in this process can be made an integrated cement process [7]. This process is called the calcium cycle in cement production, which is technically really feasible; But economically, parameters such as the energy required in the crushing stage of waste cement and low conversion efficiency in carbonation reaction are the most important economic barriers in this process. Natural limestone found in nature is currently the main source of calcium carbonate in the cement industry. Moreover, cement waste is often disposed of in the environment and is sometimes reused as a building material. The addition of calcium cycle to the cement industries, in addition to integrating the cement industry and eliminating the limestone extraction, reduces the emission of concrete waste, and prevents the release of carbon. It's well-known that cement production is one of the most polluting industries. It should be noted that according to the information provided in the references, the cement industry produces more than 5% of atmospheric carbon dioxide. According to the International Energy Agency (IEA), the volume of carbon dioxide emissions in the cement industry should be reduced by about 33%. This reduction in greenhouse gas emissions is only possible by using carbon sequestration. Carbon sequestration is applicable in industries such as cement production and power plants.

Hydrochloric acid (HCl), sodium hydroxide (NaOH), carbon dioxide gas, and distilled water were used to prepare the solutions. All of these materials were laboratory grade. The required sodium carbonate (Na2CO3) is obtained from the direct adsorption of carbon dioxide gas in a caustic solution inside a laboratory scrubber. Also, Respin and Magno mineral residues have been used as a source of calcium in this research. A laboratory centrifuge equipment, vortex, heater stirrer, pH-meter, oven, and laboratory vessels were used in different steps of the experiment.Respin and Magno are two types of calcium-rich wastes produced in the cement industry. In this research, Respin and Magno samples were achieved from the "Gilan Sabz Cement Industries". The samples were grinded for testing by a ball mill and sieved with a mesh size of 50 (equivalent to 300 μm).A stirred balloon containing hydrochloric acid was used to extract calcium. The balloon was equipped with a condenser due to the concentration of material in the balloon did not change during the experiment. 25 g of sample powder (Magno or Respin) was extracted by 500 ml of 2 M hydrochloric acid into the balloon at a temperature of 80℃ and 500 rpm.The solution was then poured into a beaker and its undesirable metal ions (iron, aluminum, titanium, etc.) were precipitated in a two-step pH-swing process. The filtration solution was then titrated with 1 N sodium carbonate solution until the pH of the solution reached 11. During the titration, calcium ions precipitated in solution as calcium carbonate. At the end of the reaction, the resulting precipitate was washed twice, centrifuged, and dried in the oven. Finally, it was found that from 25 gr solid Magno feed (or Respine), can produce 6.4 gr calcium carbonate-rich product (white precipitate).

The calcium carbonate-rich precipitates obtained from Magno and Respin were examined by SEM-EDX, XRF, XRD, and TGA analysis. As shown in EDX analysis, magnesium, aluminum, silicon, phosphorus, chlorine, potassium, calcium, chromium, manganese, and iron are present in the Magno white precipitate feed.Also, XRF analysis was used to obtain the weight percentage of the components in the white precipitate from Magno and Respin. XRF analysis proved that the precipitate obtained from Magno has the lowest impurities and the highest amount of calcium compounds. Also, magnesium compounds are the highest amount of impurity in this product. On the other hand, manganese compounds are the highest impurity in white precipitate from Respin.The morphology of white precipitate obtained from Magno and Respin feed was investigated by SEM analysis. Three types of morphology including porous spherical, amorphous, and rod-type are observed in the Magno product. On the other hand, there is a porous spherical and rod-type morphologies are recognized in white precipitate from the Respin. As mentioned above, the spherical morphology is related to the vitrite crystals and rod-type morphology represents aragonite crystals. Comparing the SEM images of Magno and Respin white precipitate, it can be stated that crystals have appeared more in the Respin product.The crystalline phase of the white precipitate composed of the Magno and Respine product was examined by X-ray diffraction. Short peaks on the XRD patterns indicate the amorphous nature of products.TGA analysis was used to examine the chemical structure and its stability of products. The graph TGA showed that the Respine product is more stable in thermal reduction. This analysis showed that the thermal reduction of the products up to 800 reduced 65.12 and 63.85% of the weight of Magno and Respin products, respectively.

In this study, two types of waste from wastes of cement production were used to trap carbon dioxide as mineral compounds. After extracting calcium from cement wastes, the pH-swing method was used to produce calcium carbonate. The results showed that cement waste can trap carbon dioxide and produce a stable component. In this process, calcium carbonate-rich precipitate with an average efficiency of 25.6% was produced.

Wetlands are known as valuable ecosystems that have programmable functional values ​​(economic, social, ecological) due to their diverse functions. Wetland conservation is a priority for most governments and communities. Wetland extinction is associated with the extinction of the functions and services of these ecosystems. Among the valuable services and functions of wetlands can be water storage and flood prevention, nutrient stabilization, plant and aquatic harvesting, biodiversity conservation and nature development, primary production, waste decomposition, food networks, element and gas rotation (phosphorus, nitrogen rotation). , Sulfur) pointed out. . Considering the importance of wetlands in the protection of biodiversity and emphasizing the approach and the role they play in meeting the needs of human societies, also for the wise use of these ecosystems, the Convention on the Conservation of Wetlands of February 2, 1971 ( 13 February 1349) was formed in the city of Ramsar. The purpose of the Ramsar Convention is to ensure the protection and reasonable use of wetlands through local, regional, national and international cooperation to achieve sustainable development around the world. Currently, 171 countries, covering 2,409 wetland sites, with a total area of ​​more than 254 million hectares, are participating in the protection of these bodies of water under the Ramsar Convention. Iran has registered 25 sites in total with an area of ​​about 1.5 million hectares in the list of Ramsar Convention. However, the areas registered in the Ramsar Convention from the collection of wetlands and lakes of the country, do not include only the water body and include service areas around the natural wetland and even a collection of natural and man-made wetlands (such as the site of Fereydoun) A title is listed in Ramsar. Therefore, Iran's registration sites in the Ramsar list include 41 different lakes and wetlands. The Ramsar Convention for the Selection of Wetlands Eligible for Entry into International Aquatic Formations has established standards since 1980, which it revised in 1996. The recent criteria consist of 9 criteria in two separate groups. According to the first group of criteria of the convention, the wetland must be "rare or unique sample specimens". Following the introduction of eligibility criteria for the Ramsar Convention, the same criteria will be used for the optimal management of wetland host countries. Accordingly, a list is published in the Ramsar Convention called the Montreux List, which refers to wetlands that have deviated from the Ramsar Convention criteria and are temporarily removed from the Ramsar Wetlands List. The Montreux Index is a list of international wetlands where changes in the environmental characteristics of wetlands have occurred or are occurring, which may be the product of technological developments, pollution or other human interventions. Host countries have the opportunity to improve management and improve conditions. Improve and return the wetland to the Ramsar list. Currently, 47 wetlands from 26 countries are on the Montreux list, with the most Montreux sites belonging to Greece with 7 sites, followed by Iran with 6 sites. Currently, one of the challenges facing the country in the field of wetland management is the existence of 6 Ramsar sites in the Montreux list, and many efforts are being made by the Wetlands Office in the Environmental Protection Agency to remove these wetlands from the Montreux list. However, achieving a coherent and programmable methodology can accelerate this process and be based on scientific principles. Shadegan International Site is one of the wetlands registered in the Ramsar Convention, which together with Khoralamieh and Khor Musa with an area of ​​400,000 hectares in 1975 (04/02/1354 solar) four years after the conclusion of the Ramsar Convention with reference number 2100 Ramsar was registered. After developing the criteria of Ramsar Convention, this wetland was identified as complying with criteria 1 to 6 of the Convention. Unfortunately, in the last two decades, the development of human activities in the field of industry and agriculture has disrupted the natural conditions of this wetland and has caused a decrease in the quality of environmental conditions and loss of the wetland's eligibility in some criteria of the convention. . One of the criteria of the Ramsar Convention for considering an international wetland as its index is its rarity and uniqueness. Shadegan wetland, which is in accordance with the first criterion of Ramsar Convention, has turned it into an index wetland with unique features. The purpose of this study is to use linear programming in optimizing Shadegan wetland in fulfilling the first criterion of Ramsar Convention, in order to evaluate the status of this criterion in Shadegan site in order to help it be removed from the Montreux list. In this research, the linear programming model with the objectives 1- Determining the values ​​of target variables in the three zones of sweet, salty and lush of the wetland 2- Determining the optimal total value of the wetland of the wetland within the criteria of Ramsar Convention 1, will be examined. This research seems to be the first use of linear programming to analyze the status of Ramsar Convention criteria, and no other similar approach is observed both at home and abroad. The minimum acceptable area with respect to the highest area of ​​the wetland water body was defined as the objective function of this criterion. The variables and constraints of this objective function were identified based on the three zones mentioned and the coefficient of each variable was calculated according to the habitat dependence of birds. The results of the research using Lingo software show the minimum frame area

We perceive the world through our five senses as the receptors. It seems everything that comes into the brain enters through one of these doors. However, not paying attention to correlation between these senses, expose an incidental interaction between people and architectural space.Furthermore, architectural design practice incorporates our growing understanding of the human senses. The real landscapes were treated as multi-sensory ambiance. Until now, there has been little recognition of the growing understanding of the multisensory nature of the human mind that has emerged from the field of cognitive neuroscience research. This article, therefore, provides an investigating of the role of the human senses in Iranian garden landscape, both when considered individually and more importantly, when studied collectively. This research is quantitative, descriptive based on questionnaire surveys involving 96 visitors were administered to understand how different environmental sensory perceptions relate to each other and to the multisensory landscape quality. The research findings illustrate five correlative factors in the landscape sensory perception. Furthermore, it illustrates high level of sensory landscape quality in Bagh-e-Eram of Shiraz. The results of this study recognizes the fundamental multisensory nature of the perception. Multisensory perception explains a number of surprising cross modal environmental or atmospheric interactions.

Landscape is considered as an objective-subjective phenomenon that is the result of human interaction with the environment, society or history. Landscape interpretation and reading can depend on the values and beliefs of individuals, so it is said that landscape tastes are also a reflection of nationality. The importance of landscape in tourism studies began when some researchers considered urban landscape as a link interface between tourists and urban attractions. Over the past decades, there has been widespread interest in the image of the country and the image of the destination in both international marketing and tourism. However, limited research in the field of tourism has examined the differences and interactions between landscape and tourism. Tourists consider the destination of tourism as a perceptual concept that can be interpreted subjectively and through experience. A strong and sustainable image created in the tourist's mind from the tourist destination can lead to the creation of a tourism brand. Urban branding in many cities, especially tourist destinations, is one of the management priorities. In a competitive environment, cities try to gain more market share, outstanding talent and global attention. Good and prominent urban landscapes, apart from their role in shaping the form of the city, serve as a tool for governments to increase their ability to attract tourists and global investment. Cities with a favorable visual environment are able to enhance their mental image and strengthen civic pride by increasing the aesthetic experience of the visitors. In such a competitive environment, paying attention to the urban brand is more important than ever. In fact, urban and tourism managers have realized that in order to promote tourism, they must pay attention to various aspects of urban branding. Urban landscape is one of the factors with a great impact on the urban brand and its development and progress.The purpose of this study is to evaluate the urban landscape from the perspective of domestic and foreign tourists in order to explain the tourism brand in the destination image scale. Therefore, among the 6 main indicators that can define the competitive advantage and brand identity of a place, including historical landscape, natural landscape, souvenirs and handicrafts, customs, celebrities and food, examine the situation of Isfahan from the perspective of domestic and foreign tourists and image of Isfahan brand based on the characteristics of the destination brand image. In this way, we will examine the most enduring image of Isfahan in the minds of the visitors.This article examines the visual knowledge of domestic and foreign tourists from Isfahan

The city of Isfahan with a rich historical, cultural, artistic, natural background, etc. is one of the most significant tourist destinations in Iran. Isfahan is a city in central Iran, south of Tehran and is the capital of Isfahan Province. The city became the capital of Iran in the 16th century during the Safavid dynasty and flourished.There are many works of art, architecture, and history in the city of Isfahan. But there are three very important monuments in this city that have a global value and are considered part of the human heritage. One is the Naghsh-e Jahan Square Complex, the other is the Atigh Grand Mosque, and the third is the Chehel Sotoun Palace. These three valuable works are among the World Heritage Sites of Isfahan that have been registered in the UNESCO list. All three of these monuments are a stunning representation of Islamic art and architecture in Iran.As a hub of art and architecture of Iran, especially in Islamic period, Isfahan became the twin town to other famous cultural cities in the world which Flagrance of Italy and Barcelona in Spain are two of them. Isfahan joined the UNESCO Creative Cities Network as a creative city of handicrafts and folk arts in 2015. In the same year, Isfahan was also selected by the World Crafts Council as the World Crafts City. Becoming a member of a selected group of cities that have chosen creativity as a key driver for their sustainable urban development, improved the international image of Isfahan.The present study is applied in terms of purpose and descriptive-survey with regard to a method. The statistical population of the study includes all tourists who visited the city of Isfahan in 2019. The study sample based on Cochran's formula is 384 tourists, including 307 domestic tourists and 77 foreign tourists from August to November 2019. After conducting library studies and forming the research literature, a questionnaire consisting of two visual and non-visual sections was prepared. In the visual questions section, according to the visit statistics of the Cultural Heritage Organization and the questionnaire of the experts of the Cultural Heritage Organization, 30 images of the sights and tourist places of Isfahan were randomly arranged in colored form. Tourists were asked to carefully prioritize the images based on their knowledge and interest in each image and review their recorded mental images.Also 16 indicators of Isfahan brand image including natural landscape and beautiful scenery, recreational and mountain spaces, quiet urban environment, suitable space for rest, favorable weather, events and celebrations, historical attractions and sights, cultural attractions, hospitable people, local food, handicrafts, appropriate shopping facilities, suitable adventure spaces, celebrities and artists, and fascinating and mysterious stories in the form of questions in a 5-part Likert scale were rated by respondents from very low to very high. Friedman test was used to rank the images and the scores were analyzed in the tourism destination brand image.
Discussion of

According to the prioritization of images by tourists, it can be seen that Naghsh-e Jahan Square and Khajoo Bridge have been among the highest priorities of tourists in the images of Isfahan and form more important parts of the mental image of tourists in Isfahan.Regarding the uniqueness of the destination or the main reason for traveling to Isfahan in the group of domestic tourists and in that of foreign tourists, 57.3% and 55.8% of tourists travel to Isfahan to see the historical sites, and the existence of events and exhibitions, clean air and celebrated or famous men have the lowest scores in the image of Isfahan brand, which shows the need to plan and hold celebrations and festivals and make decisions to improve the air pollution situation in Isfahan and introduce celebrities.

Tourists consider the destination of tourism as a perceptual concept that can be interpreted subjectively and through experience. A strong and sustainable image created in the tourist's mind from the tourist destination can lead to the creation of a competitive identity and tourism brand. Urban landscape is one of the main factors that can have a significant impact on urban brand. Because the urban landscape attracted attention at first, and the first judgment of the city in the minds of tourists creates. Given that the image of the destination has a positive effect on the intention to visit. In this study, we examined the level of visual recognition of domestic and foreign tourists from Isfahan. We also examined the image of Isfahan brand based on the image indicators of the destination brand based on the views of domestic and foreign tourists. Results show the image of Isfahan tourist destination in the minds of tourists is an image of a historical tourist destination. In fact, the historical landscape of Isfahan is a distinctive and unique feature of Isfahan compared to competing destinations. The historical and historical-natural landscape of Isfahan have the ability to define the brand for Isfahan and among the sights visited by tourists, Naghsh-e Jahan Square and Khajoo Bridge are the most enduring images of Isfahan in the minds of tourists. Among the 6 main branches that can explain the identity of the destination, historical landscape, natural landscape and handicrafts in the case of Isfahan are considered competitive advantages.