Explaining the Pattern of Identifying Urban Brands in the Direction of Developing Culture-based Tourism )Case study: Tabriz City)
محورهای موضوعی : Space Ontology International Journal
Asghar Molaei
1
,
Kasra Ketabollahi
2
1 - Department of Urban Planning , Faculty of Architecture and Urban Planning, Tabriz Islamic Art University, Iran
2 - Department of Architecture and Urban Study, Polytechnic University, Milan, Italy
کلید واژه: Tourism, Tabriz, City Brand, Urban Development and Architecture,
چکیده مقاله :
Urban branding is an important topic in the fields of urban planning; architectural signs; natural and geographical factors; events and occurrences; It is considered mass media. Considering the importance of this issue in urban identity building, tourism, and urban economy, the current research aims to investigate important options at the level of Tabriz metropolis based on the criteria identified in this area and to specify the brand for one of the most important cities in northwest Iran.Therefore, using the snowball sampling method, 50 experts were identified in this field and the eleven criteria of the research included "Historical Landscape, Ritual Landscape, Cultural Landscape, Symbolic Landscape, Narrative Landscape, and Common Memories, Facilities and Services, Access, Economic Affordability, significance, personality and reputation, readability" based on 3 components "identity, function, distinction" were asked for 15 important elements of Tabriz in a qualitative rating scale of seven FUZZY degrees.By using the method of positive and negative preference, the aforementioned criteria, people's opinions were entered into the MsExcel software, and by calculating the steps of the FUZZY TOPSIS method, they were visualized graphically in the ArcMap software, and finally, the historical market of Tabriz, Eynali Collection and Eel Goli Park was assigned the first to third options in the branding of the city.
Urban branding is an important topic in the fields of urban planning; architectural signs; natural and geographical factors; events and occurrences; It is considered mass media. Considering the importance of this issue in urban identity building, tourism, and urban economy, the current research aims to investigate important options at the level of Tabriz metropolis based on the criteria identified in this area and to specify the brand for one of the most important cities in northwest Iran.Therefore, using the snowball sampling method, 50 experts were identified in this field and the eleven criteria of the research included "Historical Landscape, Ritual Landscape, Cultural Landscape, Symbolic Landscape, Narrative Landscape, and Common Memories, Facilities and Services, Access, Economic Affordability, significance, personality and reputation, readability" based on 3 components "identity, function, distinction" were asked for 15 important elements of Tabriz in a qualitative rating scale of seven FUZZY degrees.By using the method of positive and negative preference, the aforementioned criteria, people's opinions were entered into the MsExcel software, and by calculating the steps of the FUZZY TOPSIS method, they were visualized graphically in the ArcMap software, and finally, the historical market of Tabriz, Eynali Collection and Eel Goli Park was assigned the first to third options in the branding of the city.
Avraham, E. and Ketter, E. (2007). Media Strategies for Marketing Places in Crisis: Improving the Image of Cities, Countries and Tourist Destinations. Oxford: Butterworth Heinemann. ISBN: 978-0-7506-8452-1
Ashworth, G.J. and Voogd, H. (1990). Selling the City: Marketing Approaches in Public Sector Urban Planning. London: Belhaven.
Burns N, Grove SK. The practice of nursing research. 2nd ed. Philadelphia: W.B. Saunders Company; 1993; 4.
Berg, L. van den and Braun, E. (1999). ‘Urban Competitiveness, Marketing and the Need for Organising Capacity’. Urban Studies, 36(5–6): 987–9.
Bramezza, I. (2003). Competiveness of the European City and the Role of Management. West Lafayette, IN: Purdue University Press.
Breen, A. and Rigby, D. (1996). The New Waterfronts: A Worldwide Success Story. London: Thames and Hudson.
Cavalcanti M. de Betânia Uchôa (1997). ‘Urban Reconstruction and Autocratic Regimes: Ceausescu’s Bucharest in its Historical Context’. Planning Perspectives, 12: 71–109. Christian, S. (2007). Eco-friendly city branding.
Duhnke, C. (2008). ‘Harvesting Success’. ASU Magazine, 11(3): 58–67.
Ertugrul, I, and N. Karakasoglu., (2007). "Performance evaluation of
Turkish cement firms with FUZZY analytic hierarchy process and TOPSIS methods", Journal of Expert Systems with Applications, 36: 702-715.
Florida, R. (2002). The Rise of the Creative Class and How It Is Transforming Work, Leisure, Community and Everyday Life. New York: Basic Books.
Galdini, R. (2007). Tourism and the city: Opportunity for regeneration. Tourismos: an international multidisciplinary journal of tourism, 2(2), 95-111.
Gelder, S. van and Allan, M. (2006). City Branding: How Cities Compete in the 21st Century. PlaceBrands
Gold, J.R. and Ward, S.V. (Eds) (1994). Place Promotion: The Use of Publicity and Marketing to Sell Towns and Regions. Chichester: John Wiley and Sons.
Grandi, Roberto (2015): Bologna city branding project, e-Revisit LOGO - v.4 n.1 2015 - ISSN 2238-2542.
Henderson, J.C. (2000). ‘Selling Places: The New Asia-Singapore Brand’. The Journal of Tourism Studies, 11(1): 36–44.
Kavaratzis, M. and Ashworth, J.W. (2005). ‘City Branding: An Effective Assertion of Identity or a Transitory Marketing Trick?’ Tijdschrift voor Economische en Sociale Geografi e, 96(5): 506–14.
Inskeep, E. (1994). National and regional tourism planning: methodologies and case studies. London: Routledge.
Kotler, P., Haider, D. and Rein, I. (1993). Marketing Places: Attracting Investment, Industries, and Tourism to Cities, States, and Nations. New York: The Free Press.
Kotler, P., Haider, D. and Rein, I. (1996). Marketing for Hospitality and Tourism. Englewood Cliffs. NJ: Prentice Hall. CITY BRANDING 551.
Lang, J. (2005). Urban Design: A Typology of Procedures and Products Illustrated with Over 50 Case Studies. Oxford: Architectural Press.
Law Christopher, M. (1996). Urban tourism attraction visitors to large cities, Mansell. Publishing, LONDON, 29(18): 168.
Mohammadi, A., A. Mohammadi, and H. Aryaeefar., (2011) "Introducing a new method to expand TOPSIS decision making model to FUZZY TOPSIS. Journal of Mathematics and Computer Science", 2: 150-159.
Marshall, R. (2003). Emerging Urbanity: Global Projects in the Asia Pacifi c Rim. London: Spon Press.
Nasim Rezvanpour, Ashkan Bayat 2017, determining effective urban design factors within the branding strategy due to brand city spaces and evaluating city spaces by comparing them to the presented factors. A case study of ChaharBagh Avn, Isfahan, Iran. International Conference- Alternative and Renewable Energy Quest, AREQ 2017, 1-3 February 2017, Spain. https://doi.org/10.1016/j.egypro.2017.05.002
Pengfei, Ni. Marco, Kamiya. Ruxi, Ding (2017): Cities Network Along the Silk Road the Global Urban Competitiveness Report 2017, Springer Nature Singapore Pte Ltd.
Rehan, Reeman Mohammed, 2013, Urban branding as an effective sustainability tool in urban development, housing, and Building National Research Center HBRC Journal, http://dx.doi.org/10.1016/j.hbrcj.2013.11.007
Tridib Banerjee and Anastasia Loukaitou-Sideris, (2011). Companion to Urban Design, by Routledge 270 Madison Avenue, NewYork, NY 10016
Twigger, R. & Uzzell, D. (1996). Place and Identity processes. journal of Environmental Psychology,61.
Winfi eld-Pfefferkorn, J. (2005). ‘The Branding of Cities: Exploring City Branding and the Importance of a Brand Image’. Unpublished Master of Arts in Advertising Design thesis, Graduate School of Syracuse University, New York.
Winfield- Pfefferkorn, Julia (2005), “The Branding of Cities: Exploring City branding and the importance of brand image”. Master thesis in Advetising Design at the graduate school of Syracuse University. https://doi.org/10.1016/j.hbrcj.2013.11.007
