Evaluation of Elements of Islamic-Iranian Cities in Spatial Branding of Historical Contexts (Case Study: Historical Context of Shiraz)

Document Type : Research Paper

Authors

1 Professor, Faculty of Art and Architecture, University of Kurdistan, Sanandaj, Iran.

2 . PhD student in Urban Planning, Faculty of Art and Architecture, University of Kurdistan, Sanandaj, Iran.

3 PhD student in Urban Planning, Faculty of Art and Architecture, University of Kurdistan, Sanandaj, Iran.

Abstract

A city often has certain identifiable ideas or inner values perceived by its inhabitants. Urban branding is rooted in creating and highlighting an identity of diverse values, which always evokes a favorable or unfavorable image in our minds when we hear the name of a city; This image can originate from our interaction with the residents of the city, or from advertisements, etc., and dimensions such as social image (people, behaviors, norms, symbols and rituals of that society), or economic image (level of development) , business space, economic capacities, etc.), or the physical image (urban furniture, geographical location, architecture and tourism, etc.) or the image we have of the historical past of that cit. The purpose of this research is to investigate the elements of Iranian Islamic cities in branding a place in the historical context of Shiraz. This research is a descriptive-analytical study and data analysis was done in a descriptive way using TOPSIS multi-criteria decision making models. The method of data collection has been obtained in two forms, through data collection (including books, Persian and Latin articles, theses) and field (questionnaire and field observations). After explaining the indicators related to the subject, a structured questionnaire in the form of a Likert scale was compiled and completed by experts. In this research, 9 elements of the historical context of Shiraz, which are among the building blocks of the Iranian Islamic city, were examined. The findings of the research show that Shah Cheragh ranks first with a priority index of 0.85, Karim Khan Citadel ranks second with a priority index of 0.83, Vakil Bazaar ranks third with a priority index of 0.64, and Madrase Khan ranks third with a priority index of 0.83. have the ninth place in Shiraz's historic place branding. Based on the obtained results, issues related to the pleasantness, stimulation and excitement of the space have had a great impact on creating a favorable mental image. Shah Cheragh is the biggest advantage of Shiraz tourism that visitors can use this special gift by planning and providing suitable environmental conditions. However, extensive destructions and constructions outside the principles of urban planning can cause irreparable damage to this special branding potential of Shiraz. In line with urban branding of Shiraz, a disciplined approach and based on the principles of urban planning, identifying the realities of the society and trying to eliminate obstacles and deficiencies, participation and supervision of stakeholders, participation and cooperation of all influential economic organizations, urban management, organizations Cultural and educational and non-governmental organizations are essential.

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