The Role of Native and Local Identity in Promoting Creative City Branding (Case Study: Rasht City)

Subject Areas : urbanism

Aliakbar  Salaripour ¹ (Assistant Professor, Department of Urban Planning, Faculty of Architecture and Art, Guilan University.)
Arman  Hamidi ² (Ph.D Candidate, Department of Urban Planning, Faculty of Architecture and Art, Gilan University.)
Mohammad  Nouripour Sadhi ³ (M.A. in Urban Planning, Department of Urban Planning, Faculty of Architecture and Art, Gilan University.)
Mohammad Hossein  Maqrour Porkar Abatari ⁴ (M.A. in Urban Planning, Department of Urban Planning, Faculty of Architecture and Art, Gilan University.)
Erfan  Khani Kolsarki ⁵ (M.A. in Urban Planning, Department of Urban Planning, Faculty of Architecture and Art, Gilan University.)

Received: 2023-01-03 Accepted : 2024-02-12 Published : 2024-02-12

Keywords: Urban branding, Native identity, Creative city, Tourism, Rasht City,

Abstract :

The aim of the present research is to identify the most effective indigenous identity components in order to brand the creative city of Rasht. The method used in this research is descriptive-analytical, and data collection was done through a survey. Five (5) indicators were extracted from the theoretical foundations. The statistical population in this research was the tourists of Rasht City. In calculating the sample size, Cochran's formula was used, and its number was calculated as 384. Also, the information obtained from the questionnaire has been analyzed using SPSS and Smart PLS3 software. The findings of the research indicate that the average of all indicators is higher than the average (number 3), and among them, natural attractions and food culture had the highest averages, making them more attractive to tourists. In this regard, according to the averages obtained for all research subjects, the level of interest in the natural attractions of this city and choosing this city as a tourist destination is of the utmost importance considering its tourist attractions and it has been assigned to itself among tourists. On the other hand, the results of modeling and the impact of the indicators mentioned in this research on the branding of Rasht City indicate the importance and high impact of the food culture of this area on the branding of Rasht City. Based on this, in order to promote the branding of the creative city, after the index of food culture, native customs have the greatest effect on branding, and then local architecture and urbanism are also placed in the next place of influence on the branding of Rasht City; in contrast to the natural attractions of this city, due to its very low route coefficient, it has a very small effect on the branding of this city, which is very significant from the point of view of tourists, despite the high capacity of natural attractions, due to not paying enough attention to the natural capacities of the city, this index does not have much effect on the branding of the city of Rasht. Since the city of Rasht has been mentioned as a creative city of food and food and this title is considered as a brand of the city, it was determined by the surveys conducted in the field of branding index that the citizens consider the city of Rasht worthy of this title. They know the brand, but the brand of the destination has not been a reason for them to visit. Also, in the investigation of the index of the local custom, according to the statistical results, although this component is known as the main symbol of the city after the natural attractions, the level of familiarity with the customs and The customs of the city is at a low level, which can be concluded that the management of the city of Rasht has performed poorly in introducing and presenting a favourable image of the native and cultural components of the city at the national level.

References:

1. بسته¬نگار مهرنوش؛ و قمری، رضوان. (1399). شناسایی و اولویت بندی جاذبه های موسیقیایی موثر در توسعه گردشگری کودک(مطالعه موردی: شهر خلاق سنندج)، فصلنامه علمی - پژوهشی گردشگری و توسعه، 10(4)، 279-295. DOI: 10.22034/JTD.2021.255252.2162
2. جعفری مهرآبادی، مریم؛ اکبری ، مجید؛ عطایی، فرزانه؛ و رازقی، فرزانه. (1396). مدل یابی ساختاری- تفسیری عوامل موثر بر توسعه گردشگری غذا(مطالعه موردی شهر رشت). مطالعات برنامه‌ریزی سکونتگاه‌های انسانی، 12(3)،681-698.
3. حمیدی، آرمان؛ سالاری پور، علی اکبر؛ و حسام، مهدی. (1400). ارزیابی سیاست‌های مدیریت شهری در بهره‌برداری از برند شهر خلاق (مطالعۀ موردی: رشت). پژوهش‌های جغرافیای برنامه‌ریزی شهری، 9(2)، 439-461. DOI: 10.22059/JURBANGEO.2021.314497.1412
4. دوستی، فرشته؛ زال، محمدحسن؛ و رمضان زاده لسبویی، مهدی.(1398). سنجش ظرفیت های گردشگری خلاق در کلان شهر تبریز. فصلنامه گردشگری شهری، 6(2)، 1-13. DOI: 10.22059/JUT.2018.253316.461
5. سالاری پور، علی اکبر؛ حسام، مهدی؛ حمیدی، آرمان؛ و برادران سقرلو، آرش.(1399). تبیین راهبرد های توسعه گردشگری خلاق در رشت. فصلنامه گردشگری شهری.7(3)،127-142. DOI: 10.22059/JUT.2020.303292.801
6. فریدی فشتمی، عالیه؛ سالاری پور، علی؛ حسام، مهدی. (1399). تبیین عوامل موثر بر دلبستگی و وفاداری گردشگران به مقاصد گردشگری مطالعه موردی: شهر رشت. نشریه هنرهای زیبا- معماری و شهرسازی، 25(4)، 71-83.‎ DOI: 10.22059/JFAUP.2021.328339.672665
7. لینچ، کوین. (1395). سیمای شهر (ترجمه منوچهر مزینی)، تهران: موسسه انتشارات و چاپ دانشگاه تهران.
8. محمدپور زرندي، حسين؛ حسني، علي؛ و امينيان، ناصر.(1395). عوامل موثر بر برند شهري و اولويت بندي آنها از ديدگاه گردشگران بين¬المللي (مطالعه موردي: برج ميلاد تهران). فصلنامه اقتصاد و مدیریت، 4(14)، ‎115-135. DOI: 20.1001.1.23452870.1395.4.14.8.1
9. محمودپور، محمد؛ گلیجانی مقدم، ندا؛ و خلیلی فر، سمانه. (1396). تأثیر عوامل جغرافیایی در شکل‌گیری و وجه تسمیه «رشت». پژوهش نامه تاریخ اسلام (فصلنامه انجمن ایرانی تاریخ اسلام)، 1(25)، 97-111.‎ DOI: 20.1001.1.22519726.1396.1.25.6.6
10. محمودی آذر، شیرزاد؛ و داود پور، زهره.(1397). برندسازی شهری برای تحقق شهر خلاق؛ ارائه نظریه ای داده بنیاد ( مطالعه موردی: شهر ارومیه). توسعه محلی(شهری-روستایی)، 10(1)، 115-136. DOI: 10.22059/JRD.2018.68414
11. محمودی‌آذر، ‌شیرزاد؛ و داودپور، زهره. (1398). بررسی نقش برندسازی شهری در تحقق مفهوم شهر خلاق؛(مورد مطالعه: ارومیه). مطالعات ساختار و کارکرد شهری، 18(6)، 109-141.
12. منوریان، عباس؛ ابوئی اردکان، محمد؛ پورموسوی، سیدموسی؛ و رحیمیان، اشرف. (1392). مدل فرآیندی برندسازی شهری برای کلانشهرهای ایران. چشم انداز مدیریت دولتی، 13، 41-63.
13. موسوی، سید نجم الدین؛ سپهوند، رضا؛ و شریعت نژاد، علی.(1396). تبیین مؤلفه های برندسازی شهری با تاکید بر صنعت گردشگری. فصلنامه علمی-پژوهشی گردشگری و توسعه، 6 (4)، 160-179.‎
14. مولائی، اصغر. (1398). بازشناسی ظرفیت های رقابت پذیری شهری و منطقه ای هویت محور (مطالعه موردی: شهر ارومیه). فصلنامه علمی مطالعات راهبردی سیاست¬گذاری عمومی، 9(32)، 128-155.
15. وثوقی، لیلا؛ عبدلی، مریم؛ خزایی، فاطمه؛ و سارانی، مجید.(1399). واکاوی ظرفیت برندسازی شهری و عناصر برند در مقصد گردشگری مبتنی بر رویکرد هویت مبنا. فصلنامه گردشگری شهری، 7(3)، 143-159. DOI: 10.22059/JUT.2020.301342.788
16. وثوقی، لیلا؛ یزدانی، محمدرضا؛ و توانایی، عاطفه. (1397). ارزیابی تأثیر هویت شهر بر رضایت و وفاداری گردشگران (مطالعه موردی: شهر کرمان). نشریه گردشگری شهری، 5(3)،17-31.‎ DOI: 10.22059/JUT.2018.240434.378
17. Al-Ababneh, M. M. (2019). Creative cultural tourism as a new model for cultural tourism. Journal of Tourism Management Research, 6(2), 109-118, DOI:10.18488/journal.31.2019.62.109.118
18. Ashworth, G. J., & Kavaratzis, M. (2015). Rethinking the roles of culture in place branding. In Rethinking place branding (pp. 119-134). Springer, Cham, DOI:10.1007/978-3-319-12424-7_9
19. Baeker, G., & Murray, G. (2008). Creative City: Planning Framework. a Supporting Document to the Agenda for Prosperity: Prospectus for a Great City. Pauline Couture, PCA Associates.
20. Barani, M. (2021). Creating a New Experience for Tourists through City Branding (Case Study: City of Shiraz in Iran). Space and Culture, India, 9(1), 138-148, DOI:10.20896/saci.v9i1.1132
21. Campbell, C. (2010). Creative tourism providing a competitive edge. Tourism Insights, (February).
22. Caneen, J. M. (2014). Tourism and cultural identity: The case of Polynesian Cultural Center. Athens Journal of Tourism, 1(2), 101-120. DOI:10.30958/AJT.1-2-1
23. Chen, C. F., & Phou, S. (2013). A closer look at destination: Image, personality, relationship and loyalty. Tourism management, 36, 269-278. DOI:10.1016/j.tourman.2012.11.015
24. Dudek-Mańkowska, S., & Grochowski, M. (2019). From creative industries to the creative place brand: some reflections on city branding in Poland. Place Branding and Public Diplomacy, 15(4), 274-287. DOI:10.1057/s41254-019-00141-7
25. Ellisa, E. (2011). Enhancing City Branding through Public Spaces. In 12th International Conference on Quality International Research, Bali, Indonesia.
26. Fahmi, F. Z., Ramadhani, D., Dwicahyani, A. A., & Aritenang, A. F. (2021). Informality and the branding of creative places: the case of Suci screen-printing kampong in Bandung, Indonesia. International Development Planning Review, 43(1), 89-114. DOI:10.3828/idpr.2019.38
27. Gatean, A., Aubry, F., & Tardif, M. (2020). The role of urban food networks in city branding: A qualitative inquiry. Sustainability, 12(19). DOI: 10.3390/su12198333
28. Gomez, M., Lopez, C., & Molina, A. (2015). A model of tourism destination brand equity: The case of wine tourism destinations in Spain. Tourism management, 51, 210-222. DOI:10.1016/j.tourman.2015.05.019
29. Greenberg, M. (2000). Branding cities: A social history of the urban lifestyle magazine. Urban affairs review, 36(2), 228-263. DOI:10.1177/10780870022184840
30. Grodach, C. (2017). Urban cultural policy and creative city making. Cities, 68(2017), 82-91.
DOI:10.1016/j.cities.2017.05.015
31. Herezniak, M., & Anders-Morawska, J. (2015). City brand strategy evaluation: in search of effectiveness indicators. Journal of Place Management and Development. vol. 8 No. 3, pp. 187-205. DOI:10.1108/JPMD-06-2015-0023
32. Jegdic, V., & Gradinac, O. (2016). Cities as destinations of urban ecotourism: The case study of Novi Sad. Acta Economica Et Turistica, 2(2), 155-166. DOI:10.1515/aet-2016-0014
33. Kakiuchi, E. (2016). Culturally creative cities in Japan: Reality and prospects. City, Culture and Society, 7(2), 101-108. DOI:10.1016/j.ccs.2015.11.003
34. Kavaratzis, M. (2017). The participatory place branding process for tourism: linking visitors and residents through the city brand. In Tourism in the City (pp. 93-107). DOI:10.1007/978-3-319-26877-4_6
35. Kavaratzis, M., & Hatch, M. J. (2013). The dynamics of place brands: An identity-based approach to place branding theory. Marketing theory, 13(1), 69-86. DOI:10.1177/1470593112467268
36. Landry, C. (2006). The Art of City Making, earthscan. DOI:10.1080/07293682.2006.9982528
37. Landry, C. (2012). The creative city: A toolkit for urban innovators. Routledge.
38. Lin, Y. C., Pearson, T. E., & Cai, L. A. (2011). Food as a form of destination identity: A tourism destination brand perspective. Tourism and Hospitality Research, 11(1), 30-48. DOI:10.1057/thr.2010.22
39. Miftahuddin, A., Hermanto, B., Raharja, S. U. J., & Chan, A. (2021). City branding and its variables: The evidence from Indonesia. Geo Journal of Tourism and Geosites, 34(1), 240-244. DOI: 10.30892/gtg.34132-643
40. Nagaynay, C., & Lee, J. (2020). Place branding and urban regeneration as dialectical processes in local development planning: A case study on the Western Visayas, Philippines. Sustainability, 12(1), 369.
DOI:10.3390/su12010369
41. Ongul, Z. (2012). Analysing the City Identity of Nicosia from a Historical Perspective: External Effects, Solutions Proposed. Procedia-Social and Behavioral Sciences, 35, 284-292. DOI:10.1016/j.sbspro.2012.02.090
42. Rehan, R. M. (2014). Urban branding as an effective sustainability tool in urban development. Hbrc Journal, 10(2), 222-230. DOI:10.1016/j.hbrcj.2013.11.007
43. Richards, G. (2014). Creativity and tourism in the city. Current issues in Tourism, 17(2), 119-144.
DOI:10.1080/13683500.2013.783794
44. Richards, G., & Wilson, J. (2006). Developing creativity in tourist experiences: A solution to the serial reproduction of culture?. Tourism management, 27(6), 1209-1223. DOI:10.1016/j.tourman.2005.06.002
45. Rodrigues, C., & Schmidt, H. J. (2021). How the Creative Class Co-creates a City’s Brand Identity: A Qualitative Study. Journal of Creating Value, 7(1), 19-43.
46. Scott, A. J. (2006). Creative cities: Conceptual issues and policy questions. Journal of urban affairs, 28(1), 1-17.
47. Su, X., Li, X., Chen, W., & Zeng, T. (2020). Subjective vitality, authenticity experience, and intangible cultural heritage tourism: an empirical study of the puppet show. Journal of Travel & Tourism Marketing, 37(2), 258-271.
DOI:10.1080/10548408.2020.1740141
48. Suna, B., & Alvarez, M. D. (2021). The role of gastronomy in shaping the destination’s brand identity: an empirical analysis based on stakeholders’ opinions. Journal of Hospitality Marketing & Management, 30(6), 738-758. DOI: 10.1080/19368623.2021.1877587
49. Tsaur, S. H., Yen, C. H., & Yan, Y. T. (2016). Destination brand identity: scale development and validation. Asia Pacific Journal of Tourism Research, 21(12), 1310-1323. DOI:10.1080/10941665.2016.1156003