Document Type : Research Paper
Author
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Abstract
Considering the special values of the city of Sahand and especially the Hasht Behesht complex, this research has tried to identify the potentials as well as the weaknesses and limitations that this city faces in order to take advantage of its urban branding capacities and to identify the priorities for planning. and introduce and predict the direction of creating a city brand. The aim of the present research is to explain the key drivers effective on the branding of the Hasht Behesht complex in Sahand city. The present research is in terms of practical purpose, in terms of descriptive-analytical nature and as a combination of library and survey methods and is based on a future research approach. The scope of the research was the city of Sahand. The statistical population of this research is 30 experts in the field of urban and urban branding. For data analysis, the Delphi method, cross-effect matrix (MICMAC) was used. The findings of the research showed that among the 38 main factors influencing the branding of the Hasht Behesht complex in Sahand city, 14 variables are known as key and influential. that these variables have the most influence and the least influence on the future development of branding of Hasht Behesht Shahr Sahand. Also, the results showed that in terms of the direct influence of variables such as the creation of new spaces and mechanisms with a score of 79, the influence of the complex in creating a sense of relaxation and the different form and height of the existing green spaces and water features with scores of 73 and 72, respectively,
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