Evaluation of urban environment quality indicators from the perspective of urban branding (Case study: Isfahan metropolis)

Document Type : Research Paper

Author

univercity Isfahan,Isfahan.iran

10.22034/gp.2024.61620.3260

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.

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هدف: اهمیت کیفیت محیط شهری به عنوان یکی از نوین‏ترین پارادایم‏های باززنده‏­سازی نواحی شهری، تأثیر شگرفی در کیفیت زندگی و پایداری ساکنان آن دارد که تلفیق آن با رویکردهای خلاقانه‏ای نظیر برندسازی شهری، می‏تواند باعث رشد و تعالی نواحی شهری و افزایش ضریب رقابت‏پذیری شهر شود. بر این اساس، هدف پژوهش حاضر، تحلیل و ارزیابی کیفیت محیط شهری کلانشهر اصفهان از منظر برند­سازی شهری است که برای این منظور، مناطق شهری کلان­شهر اصفهان به عنوان مورد مطالعاتی انتخاب شد.

روش پژوهش: پژوهش حاضر، بر مبنای هدف از نوع کاربردی و از لحاظ روش از نوع توصیفی-همبستگی و نحوۀ گردآوری داده‏ها بصورت اسنادی و میدانی می­باشد. حجم نمونه آماری شامل شهروندان ساکن مناطق پانزده­گانه کلان­شهر اصفهان که حجم نمونه با توجه به جمعیت 3072642 سال 1395برابر 337 پرسشنامه برآورد و با توجه به جمعیت هر منطقه توزیع شده است. در پژوهش حاضر برای تحلیل داده‏ها از آزمون کولموگروف–اسمیرنف و نیز روش معادلات ساختاری در محیط نرم‏افزارSmart PLS استفاده گردید.

 نتایج : نتایج بدست‏آمده از پژوهش، نشان از تأثیرگذاری مثبت، قوی و معنی‏دار متغیر برندسازی بر کیفیت محیط شهری با ضریب تأثیر (833/0) است، بدین معنی که با تغییر یک واحد در عوامل و شاخص‏های برندسازی شهری، متغیرهای کیفیت محیط شهری نیز به صورت زیادی در جهت موافق تغییر می‏کنند.

نتیجه‌گیری: یافته­های پژوهش نشان می­دهد که اگر بستری فراهم شود که شاخص­های برندسازی شهری افزایش یابد و مداخلات فضایی و غیرفضایی و بازاریابی و بازار نمود بارزی در جامعه داشته باشند، کیفیت محیطی شرایط بهتری را تجربه می­نماید.  

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