تجزیه و تحلیل اهمیت شهر هوشمند در ارائۀ تصویر مطلوب از کلانشهر اهواز به منظور برندآفرینی موثر
محورهای موضوعی : فصلنامه علمی و پژوهشی پژوهش و برنامه ریزی شهریمهیار سجادیان 1 * , محمد علی فیروزی 2 , احمد پوراحمد 3
1 - دکتری جغرافیا و برنامه ریزی شهری، دانشگاه شهید چمران اهواز، اهواز، ایران.
2 - دانشگاستاد جغرافیا و برنامه ریزی شهری، دانشگاه شهید چمران اهواز، اهواز، ایران.اه شهید چمران اهواز
3 - استاد گروه جغرافیا و برنامه ریزی شهری، دانشکدۀ جغرافیا، دانشگاه تهران، تهران، ایران.
کلید واژه: اهواز, شهر هوشمند, برند شهر, تصویر شهر,
چکیده مقاله :
در عصر شهرنشینی کنونی که رقابت میان شهرها برای جذب سرمایه به‌شدت فزاینده است، بهره‌گیری از فناوری اطلاعات و ارتباطات در قالب شهر هوشمند به‌عنوان ابزاری راهبردی برای تصویرسازی مطلوب از شهر و دستیابی به برندآفرینی مؤثر شناخته می‌شود. با این حال، بررسی تأثیر تبدیل کلانشهر اهواز به شهری هوشمند در راستای بهبود تصویر ذهنی آن و دستیابی به برندسازی شهری، کمتر مورد توجه قرار گرفته است. این پژوهش با هدف ارزیابی و تحلیل الزامات شش مؤلفۀ اصلی شهر هوشمند (حکمروایی، محیط، اقتصاد، تحرک، زندگی و مردم هوشمند) در جهت تقویت تصویر مطلوب از اهواز انجام شده است. مطالعه حاضر در زمرۀ تحقیقات کاربردی-توسعه‌ای و از نوع اکتشافی-سؤالمحور است که با روش‌های اسنادی، پیمایشی و آماری (آزمون تی تک‌نمونه‌ای، آزمون نیکویی برازش کای‌دو، مدل IPA و آزمون ویلکاکسون) انجام شده است. داده‌های توصیفی از طریق مطالعات کتابخانه‌ای و داده‌های تحلیلی با استفاده از پرسش‌نامه گردآوری گردید. اعتبار محتوایی پرسش‌نامه پس از اصلاحات تأیید و پایایی آن با ضریب آلفای کرونباخ ۰٫۹۰۶ تأیید شد. جامعه آماری شامل ۱۴۲ نفر از متخصصان دانشگاهی بود که به روش خوشه‌ای دو مرحله‌ای انتخاب شدند.یافته‌ها نشان می‌دهند که تبدیل اهواز به شهر هوشمند در بهبود تصویر ذهنی و برندآفرینی شهری تأثیرگذار است. با این حال، تمامی مؤلفه‌های شهر هوشمند نیازمند اصلاح سیاستگذاری‌اند؛ به‌ویژه در حوزه‌های حکمروایی هوشمند، محیط هوشمند و اقتصاد هوشمند که در اولویت توجه برای تصویرسازی مثبت از کلانشهر اهواز قرار دارند.
In today's era of rapid urbanization, where cities are fiercely competing to attract circulating capital, the use of information and communication technology in the framework of smart cities is regarded as a strategic tool for creating a desirable city image and achieving effective city branding. However, the impact of transforming Ahvaz into a smart city—aimed at enhancing its mental image and advancing urban branding—has received limited scholarly attention. This study aims to evaluate and analyze the requirements of the six core components of a smart city (smart governance, smart environment, smart economy, smart mobility, smart living, and smart people) to strengthen the favorable image of Ahvaz.The present study is classified as applied-developmental research with an exploratory and question-driven approach. It employs documentary, survey-based, and statistical methods, including one-sample t-test, Chi-square goodness-of-fit test, the Importance-Performance Analysis (IPA) model, and the Wilcoxon test. Descriptive data were gathered through library and documentary studies, while analytical data were collected using a structured questionnaire. The content validity of the questionnaire was confirmed after revisions, and its reliability was verified with a Cronbach’s alpha coefficient of 0.906. The statistical population consisted of 142 academic experts, selected through a two-stage cluster sampling method.The findings indicate that transforming Ahvaz into a smart city significantly contributes to improving the city’s image and achieving effective urban branding. Nevertheless, all six components of the smart city framework require policy reform—particularly smart governance, smart environment, and smart economy—which demand prioritized attention for positively shaping the mental image of the metropolis of Ahvaz.
Extended Abstract
Introduction
The prestigious McKinsey Institute believes that the 21st century is the century of cities. Therefore, cities have a central role in the economy and the driving force in global competition, information, development and innovation, and are becoming globally integrated hubs and service-based communities with influence, greater responsibility, and also a place to concentrate capital. They are physical and human. Therefore, managers and urban policy makers are forced to formulate future vision and urban development strategies. In this regard, competitiveness is the specific response of international communities in reviving the strategic thinking of economic and social development as well as promoting the national and transnational status of cities and countries. Among the most important strategies to achieve urban competitiveness, "Urban Imagery", in order to achieve effective branding; In other words, creating a positive image of the city, and managing the image of the city. In the framework of this strategy, the attractiveness and competitiveness of a city depends on the image management of that city, and city image planning strategies have become necessary for cities that seek economic growth. In such an environment, information and communication technology, and its spatial embodiment, i.e. "smart city", due to its impressive capabilities, is considered a powerful tool in order to achieve efficiency, productivity and effectiveness, and as a result, an acceptable quality environment. become The result of which - potentially - is a proper image of the city, in order to achieve effective branding, and finally achieve urban competitiveness. A city that is competitive attracts more capital; And a city that has more capital is more successful in implementing its development plans. With these words, many cities in the world are trying to link between the smart city, a favorable mental image of the city and the promotion of urban competitiveness; And in this direction, logically, research related to measuring the importance of this link and analyzing its dimensions, separately for each city (according to the coordinates of each city), including in relation to the area studied in this research, namely the metropolis of Ahvaz, is a priority. Is; And addressing it has great necessity and importance. Therefore, this research - due to the importance and necessity of conducting research in this field - conducted research with an exploratory method with the aim of answering the following questions:
- Is it important to transform Ahvaz into a smart city, in presenting a favorable image of this metropolis, in order to achieve effective branding?
- What is the importance of transforming Ahvaz into a smart city (by separating the components of a smart city) in presenting a favorable image of this metropolis, in order to achieve effective branding?
- Considering the current situation of Ahvaz metropolis, which of the components of the smart city is the priority in presenting a favorable image of this metropolis, in order to achieve effective branding?
Methodology
developmental researches. It is question-oriented and it has been done in a document-library and survey form, which is exploratory by using Kolmogorov-Smirnov, Shapiro-Wilk, one-sample t-test, goodness of fit chi-square; And the IPA model combined with the Wilcoxon statistical test has been done in response to the research questions. In order to collect descriptive data, library and documentary studies were used, and survey method and questionnaire tool were used to collect analytical data. The data collection tool in the survey section is an electronic questionnaire made by the researcher, which was set up based on a five-point Likert scale, which was provided to the respondents through the Internet. The final content validity of the questionnaire was confirmed by the opinion of the professors, after some corrections, and the Cronbach's alpha coefficient of 0.906 for the questionnaire showed the desirability and acceptability of the reliability of the questionnaire.The statistical population of the research included academic experts. This group consisted of university professors (professors, associate professors, assistant professors, instructors) and postgraduate students, provided they were familiar with Ahvaz metropolis, smart cities and branding. The sampling method was a two-stage cluster. ; Finally, 142 samples of academic experts were selected.
Results and discussion
All the six components of the smart city are placed in the first quarter, which shows their poor condition; And they should be prioritized for corrective action and improvement. None of the components are placed in the second quadrant, and this means that fundamental revisions should be made in policies, processes and actions. Also, none of the components are placed in the third and fourth quadrants; And this means that all the components of the smart city are important in order to present a favorable image of the metropolis, and efforts to improve them are not a waste of resources.
Conclusion
Based on the results of the research, transforming Ahvaz into a smart city is important in presenting a favorable image - in total and separately of the six components of a smart city - of this metropolis, in order to achieve effective branding.Based on other research results, all six components of the smart city in Ahvaz metropolis are placed in the first quarter; which is a sign of their poor condition; And they should be prioritized for corrective action and improvement. Among them, the reform and improvement priorities, respectively, include: smart governance, smart environment, smart economy, smart mobility, smart life and smart people, based on the results of the present research.
1. Albert,S.(2006).smarten up:a guide to creating a smart community,Trafford Publishing
2. Kaveh Nejad, A., Ghafari Gilande, A., Yazdani, M. H., & Mohamadi, A. (2020). Analysis of the bases and obstacles to the realization of intelligent city: A case study of Sanandaj city. Journal of Studies of Human Settlements Planning, 15(3), 841–856. https://dorl.net/dor/20.1001.1.25385968.1399.15.3.11.1[In Persian].
3. Arena Consulting Engineers Company (2017), Ahvaz Metropolis Master Plan, Ministry of Housing, Roads and Urban Development Publications.
4. Baloglu,S., McCleary, K.W. (1999). A model of destination image formation, Annals of Tourism Resrearch, 26(4), 868-897. https://doi.org/10.1016/S0160-7383(99)00030-4
5. Begmoradi, R., Rousta, A., Doshmanziyari, E. (2020). Presenting a brand personality marketing model ti increase customer loyalty in tourism destinations (case study: Kish Island), Journal of Research and Urban Planning, 11(43), 223-240.
6. Dinnie,K. (2011). City branding:theory and cases, Palgrave MacMillan, London, UK.
7. Divandari, A., Elhiari, A., Brari, M. (2011). Identifying and evaluating the factors affecting organizational image with a mixed approach, Perspective Journal of Business Management, 39, 52-33.
8. Firoozi,M.., Pourahmad,A., Sajadian,M. (2021). A study of the obstacles to the perform of a smart city in the metropolis of Ahvaz from the perspective of Chaos Theory, Journal of Urban Social Geography, 8(2), 155-181.
9. Gallarza, M.G., Gill, I.S., Calderon,H.G. (2002). Destination image towards a conceptual framework, Annals of Tourism Research, 29(1),56-78.
10. Gholami, H., Mirehe, M., Javid,A. (2022). Explaining the model of smart governance with the approach of popular participation in urban decision making (case study: Tehran), The Journal of Spatial Planning (MJSP 2017), 26, 119-139.
11. Heydari Chianeh, R., Ahmadian, M. (2020). Comparative study of the process of tourism destination image changes before and after traveling case study: Tabriz Metropolis image, Tourism and Development, 9(24), 47-60.
12. Hosseini, S., Nader Khani, Z., Yazdan Bakhsh, B. (2017). Evaluation of the environmental sustainability of Ahvaz with an emphasis on air pollution (using FPPSI method), Journal of natural Environment, 70(2), 309-317.
13. Khozarai Sholaifar, M., Karke Abadi, Z. (2017), Investigating factors affecting urban competitiveness based on Saez's proposed model, relying on the concept of coopetition (case study: Tehran city), New Attitudes in Human Geography, 11(1), 111-130
14. Khuzestan Province Planning and Budget Organization (2013), Khuzestan Province Study, Natural Resources Report, Environmental Surveys of the Province, Supporting Report (Volume 9), Publications of Iran Urban Planning and Architecture Studies and Research Center.
15. Liugailite- Radzvickene,L.Robertas,J.(2014).going to be an intelligent city,Social and Behanioral Science,Vol.15,PP.116-120.
16. Madadinia, M., Monavari,M., Karbasi, A., Bagher Nabavi, M., Rajabzade, E. (2014). Study on water quarterlity of Koroun River (Ahvaz Region) using water quality index, Journal of Environmental Science and Technology, 16(1), 49-60.
17. Majlis Research Center, Vice President of Research and Infrastructure Production Affairs, New Communication Technologies and Studies Office (2015), Smart City Report and its Legal Requirements, serial number 14971.
18. Molaei A. (2021). Definition the Principles and Strategies of Smart City Approaching Sustainability and Crisis Management Problems (Case study of Tehran metropolis). Disaster Prev. Manag. Know. 2021; 11 (3) :255-273.
19. Moosavi, S.H., Sabet, A., Feili, A. (2022). Investigating the impact of smart city on urban vandalism with the mediating role of happy city and social justice (Case study: shiraz), Journal Research and Urban Planning, 13(49), 250-266.
20. Moradi, Gh., Alalhesab,M. (2020). Evaluation of branding techniques in image formation of Bushehr city with emphasis on three groups of tourists, Citizens and urban experts, Journal of Research and Urban Planning, 11(42), 69-82.
21. Nadali, S. (2019). Studying the feasibility of smart tourism with emphasis on the essentials and infrastructure requirements (case study of Mashhad metropolis), Geographical Journal of Tourism Space, 7(28), 125-145.
22. Naghizadeh M. (2007), the perception of the beauty and identity of the city in the light of Islamic thought. Isfahan, Isfahan Municipality Urban Development Vice-Chancellor.
23. Nourian, F., Mikaeili, M. (2018). Modeling the city,s image in order to determine the priorities of city branding case study: Urmia City, HONAR-HA-YE-ZIBA MEMARI_ VA_SHAHRSAZI, 13(1), 31-40.
24. Pilenska,V. (2012). City branding as a tool for urban regeneration: towards a theoretical framework, Architecture and Urban Planning, 6, 12-16.
25. Pourahmad,A., Ziari, K., Hataminejad, H., Parsa, Sh. (2018). Smart city: explaining the needs and requirements of Tehran city for smartness, New Attitudes in Human Geography, 10(2),1-22.
26. Rehan, R.M. (2014). Urban branding as an effective sustainability tool in urban development, HBRC Journal, 10(2), 222-230.
27. Sajadian, M. (2021), Explaining a brand-building model of a riverside smart techno-city in line with urban humanism (Case study: Ahvaz metropolis), PhD thesis, under the guidance of Mohammad Ali Firoozi, Department of Geography and Urban Planning, Shahid Chamran University of Ahvaz.
28. Sajadian, M., Firouzi, M.A., Pourahmad, A. (2022), Identifying the policy solutions for the transition to a smart city (case study: Ahvaz metropolis), Public Policy Strategic Studies Quarterly, 43, 1-23.
29. Sasanpour, F., Movahed,A., Latifi,O. (2017). Analyzing the capacity of livability in metropolitan areas of Ahvaz, Journal of Urban Structure and Function Studies, 4 (14), 141-161.
30. Seild Gad,J. (implementing IT governance: a practical guide to global best practices in IT management, Tehran, Publications of Information and Communication Technology Organization of Tehran Municipality.
31. Tavakali Rad, R., Sadat Miri, H. (2021). Transformational governance: from E- Government to digital governance, Supreme Governance, 7, 115-162.
32. Tarihi, Ali (2016), Smart City Workshop and its Requirements, Information Technology and Technology Organization of Tehran Municipality and Faculty of Engineering and Computer Science, Shahid Beheshti University.
33. Zangouei, F., Kharazi Mohammadvandi Azar, Z., Saleh Sadaghian, J. (2020). Identifying the components of tourism smartization in Iran, BI Management Studies, 8(32), 239-272.
34. Future Ban Research Group (2017), Iran Future Research 2017, Tehran, Future Ban Research Group Publications.
35. Rafiei, N et al. (2017). Strategic problemology of development in Khuzestan Province, Publications of the Presidential Strategic Studies Center.
36. Borruso, G., Balleto, G. (2022). The image of the smart city: new challenges, Urban Science, 6(5), 1-12.
37. Grebosz-Krawczyk, M.(2021). Place branding (r)evolution: the management of the smart city,s brand, Place Branding and Public Diplomacy, 17, 93-104.
38. Nursanty, E. (2019). Smart city branding: gazing and sensing place, The International Science Conference.
39. Augustyn, A. (2013). Smart cities: brand cities of the future, The Conference of Business of Place: Critical, Practical and Pragmatic, Manchester, England.
40. Rashidi, H., Rahmani, Z. (2012), Brand and its effect on customer loyalty, 9-10, 65-80.
41. Mohammadpour Zarandi,H., Hassani, A., Aminian N. (2016). Effective factors on urban brand and their prioritization from perspective of international tourists (case study: Tehran,s Milad Tower), Journal of Urban Economics and Management, 4(14), 115-135.