Document Type : Research Paper
Author
univercity Isfahan,Isfahan.iran
Abstract
The urban environment quality approach, as one of the newest paradigms for the revitalization of urban areas, has a tremendous impact on the quality of life and sustainability of its residents, and its combination with creative approaches such as urban branding can lead to growth and excellence. urban areas and increasing the competitiveness of the city. Based on this, the aim of the present research is to analyze and evaluate the quality of the urban environment of Isfahan metropolis from the perspective of urban branding, and for this purpose, the urban areas of Isfahan metropolis were selected as a study case. The current research is based on the objective of the applied type and in terms of the method, the descriptive-correlation type and the method of data collection is documentary and field. The statistical sample size includes citizens living in the 15 districts of Isfahan metropolis. The sample size is estimated to be 337 questionnaires based on the population of 3072642 in 2015 and distributed according to the population of each region. In the present study, the Kolmogorov-Smirnov test and the structural equation method were used in the Smart PLS software environment for data analysis. The results obtained from the research show the positive, strong and significant impact of the branding variable on the quality of the urban environment with an impact coefficient of (0.833), which means that with a change of one unit in the factors and indicators of urban branding, the variables The quality of the urban environment also changes in a favorable direction.
Keywords
Main Subjects
)