Small towns with big dreams,Targeted and creative ranking of cities With ISM structural interpretive technique,case study:Semnan city

Document Type : Original Research

Authors
K. zeyari 1
A. ehsanifard 2
1 Professor at the University of Tehran
2 Professor of Urban Planning, Semnan University
Abstract
One of the solutions of urban management in order to progress in the competitive world market, planning to achieve sustainable urban branding for a city and ranking the city purposefully and creatively, while introducing the face of the city, is being able to attract audiences or tourists. Developed cities operate as competing companies, all of which seek to capture more capital market share, outstanding talent, and global attention. To achieve this, it is necessary to pay attention to urban branding issues. Urban branding is an attempt to design, shape or change the mental images of the audience (tourists), focusing on the unique attractions and potentials of a city, providing value creation for tangible and intangible assets of cities. Urban branding is a good way to describe and implement urban marketing. Just as dealing with the city occurs through the perception of images, so the application of urban marketing is largely dependent on infrastructure, communications and urban image management. So the goal of urban marketing, which in turn is the starting point for the development of urban branding, is the urban image. Urban branding, on the one hand, provides the basis for evolving policies to pursue economic development, and at the same time, is used as a tool for city dwellers to identify their city.

In this study, by carefully examining the factors involved in different tourism models and combining them to extract the basic factors and criteria with the ISM structural interpretation technique, the aim is to study the brands of Semnan city (Dar ol-marhame) in order to rank and attract the audience (tourists) and to present a model. Pays for purposeful and creative ranking (branding) of this city.The purpose of this study is to identify and prioritize the urban brand of Semnan Dar ol-marhame and its role in the development of tourism in the city of Semnan and how these urban symbols can be transformed into a strong international brand in the field of urban tourism in Semnan, and what is the position of these symbols and if it plays a role in urban branding and attracting tourists from their point of view. ISM is an interactive learning process that structures a set of interpretive, diverse and interrelated structural modeling factors into a comprehensive systematic model. To design the model, after analyzing the variables with a sample of 22 elites and field experts, various urban planning, urban planning and urban management, economics, tourism and marketing was done, and filling out a questionnaire from domestic and foreign tourists entered Semnan, which was distributed among 28 tourists in an initial questionnaire, the validity and reliability of the questionnaire was confirmed. Then, the main questionnaire, which was based on the available sample size, was distributed to 221 people, and after analyzing it, the dimensions of purposeful and creative ranking of Semnan's mercy center were examined. ISM structural interpretive technique was done to purposefully and creatively rank the city of Semnan Dar ol-marhame; giving first priority to points and unique features of the city with pivotal and contextual conditions and with physical-historical image and brand element of historical buildings and brand mark, Holy Shrine Imamzadeh Yahya, Soltani Mosque and Sheriff's Mansion were determined with a score of 0. 893, and then the infrastructure and legal facilities of travel and tourism with moderating conditions and with socio-economic image and brand element of accommodation centers and leisure centers and brand mark of Gut Kamal Hotel with A score of 0. 886 were recognized as the second priority in ranking Semnan Dar ol-marhame. The financial, investment, exchange and commercial infrastructures of the city with strategic and strategic conditions and with the economic image and brand element of large shopping centers and the brand of Phoenix Tower and the traditional market with a score of 0. 823 were recognized as the third priority in ranking Semnan. The international position of the city with competitive conditions and the global environment and with the economic image and brand element of the city's medical and medical facilities and the brand, Kosar Educational, Research and Treatment Center with a score of 0. 798 were recognized as the fourth priority. Also holding ritual festivals and exhibitions, museums, streets, boulevards, squares, parks and green spaces (alleys) and elements of collective memory, symbols and urban signs were identified as the next priorities in ranking the sanctuary, which should be aimed at the targeted development of tourism and the development of all comprehensively and sustainably, basic attention should be paid to them and they should be implemented and operated in the city.

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The Journal of Spatial Planning and Geomatics
Volume 25, Issue 1
March 2021
Pages 1-44