بررسی وتبیین مؤلفه‌های برندینگ شهری با تأکید بر ابعاد گردشگری (نمونه موردی؛ کلان شهر همدان)
الموضوعات :مریم وهابیان 1 , نوذر قنبری 2 , سید علی نوری 3 , بیژن کلهرنیا 4
1 - دانشجوی دکتری شهرسازی، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران
2 - استادیار گروه جغرافیا و برنامه‌ریزی شهری، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران
3 - استادیار گروه معماری و شهرسازی، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران
4 - استادیار گروه شهرسازی، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران
الکلمات المفتاحية: گردشگری, برندینگ شهری, کلانشهر همدان, برندینگ مکان,
ملخص المقالة :
امروزه شهرها با پیشرفت تکنولوژیکی، افزایش سطح آگاهی و اطلاعات و ارتقا سطح زندگی، در حال تغییرند. یکی از راهکارهای مدیریت شهری جهت پیشرفت در بازار رقابتی جهان، برنامه ریزی جهت دستیابی به برندینگ شهری پایدار است که باعث معرفی قابلیت های شهر و دستیابی به منافع اقتصادی برندینگ شهری، عواملی چون قطب گردشگری، فضای فیزیکی شهر و... می باشد. در این پژوهش کلانشهر همدان به عنوان یک مقصد گردشگری با گونه تاریخی و گردشگری و پایتخت تاریخ و تمدن ایران، جهت برند، برای شهر انتخاب و مورد بررسی قرار گرفته است. این تحقیق کاربردی و از روش تحقیق توصیفی - تحلیلی استفاده شده است. ابزار اندازه گیری، پرسشنامه ای است که بر مبنای چارچوب مفهومی تحقیق مطالعات مرتبط طراحی و با تأکید بر ابعاد اجتماعی، اقتصادی، فرهنگی وکالبدی شناسایی و با استفاده از نظر 30 نفر از متخصصان شهری (دانشگاهی، اجرایی و تصمیم ساز) و با استفاده از تحلیل نرم افزاری SPSS25 درسطح معناداری استفاده شده است. نتیجه این تحقیق نشان می دهد که در برندسازی کلانشهر همدان: مقوله‌های؛ بازار قدیمی همدان و آب و هوای کوهستانی مناسب در تابستان و پیاده راه خیابان بوعلی و اکباتان، قطب گردشگری و کانون اصلی گردشگری و سابقه تولید صنایع دستی و خانگی، قطب علمی و دانشگاهی غرب کشور، پارک علم و فناوری، کاربری صنعتی مراکز و قطب‌های تجاری فراشهری، میدان مرکزی و خیابان‌های ششگانه، بازارهای مرکزی، راسته بازار و ابنیه تاریخی وگردشگری در همدان دراولویت هستند.
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