‌ آینده‌نگاری برندسازی کلان‌شهر تبریز با رویکرد برنامه ریزی سناریومبنا

نوع مقاله : مقاله استخراج از رساله و پایان نامه

نویسندگان

1 استادیار گروه جغرافیا و برنامه ریزی شهری دانشگاه تبریز، تبریز، ایران.

2 دانشجوی دکتری گروه جغرافیا و برنامهریزی شهری، دانشگاه آزاد اسلامی واحد تبریز، تبریز، ایران.

3 استادیار گروه جغرافیا و برنامه ریزی شهری، دانشگاه آزاد اسلامی واحد تبریز، تبریز، ایران.

4 استادیار گروه جغرافیا و برنامهریزی شهری، دانشگاه آزاد اسلامی واحد تبریز، تبریز، ایران.

چکیده

روندها نشان می‌دهد که شهرها و کلان‌شهرها در حال تبدل شدن به بازیگران اصلی در بین نواحی جغرافیایی به‌جای کشورها هستند. رقابت بین شهرها برای نشان دادن و متمایزکردن خود به‌عنوان بهترین انتخاب برای گردشگران آینده نگر، سرمایه گذاران، دانشجویان و بازرگانان و همچنین افراد مستعد هر روز شدت می گیرد و شهرها تمرکز خود را بر این می‌گذارند که چطور در این رقابت گوی سبقت را از سایر رقبا بربایند. در زمینه‌ی رقابت‌های روزافزون دنیای امروز، برندها باارزش‌ترین دارایی‌ها تلقی می‌شوند و مدیران و مسؤولان در شهرها و سازمان‌های مختلف از شاخص محبوبیت برند خود به‌عنوان عاملی برای موفقیت استفاده می‌کنند. در این راستا، یکی از گام های کلیدی و آغازین برای خلق برند برای هر شهر، ارزیابی تصویر شهر موجود و عوامل مؤثر بر آن است. در این گام باید ابعاد و عوامل مهم و تأثیرگذار بر تصویر شهری شناخته و ارزیابی شوند. باید توجه داشت که در فرایند برندینگ شهری و شناخت ابعاد تصویر شهری باید به مزیت رقابتی شهر توجه شود. با عنایت به این امر، در این پژوهش با رویکرد آینده‌پژوهی به شناسایی مهم‌ترین پیشران‌های مؤثر بر برندسازی کلان‌شهر تبریز و تدوین سناریوهای محتمل پرداخته‌ شده است. براساس نتایج حاصل از تحلیل‌های نرم‌افزار میک مک از مجموع 31 عامل اولیه، 10 عامل به‌عنوان پیشران‌های کلیدی تأثیرگذار شناسایی شدند. همچنین، براساس تحلیل‌های کمّی نرم‌افزار سناریو ویزارد، 3 سناریوی قوی، 16 سناریوی باورکردنی و 250 سناریوی ضعیف به دست آمد. در بین این سه گروه سناریو، بالاترین روایی مربوط به سناریوهای گروه اول، یعنی سناریوی طلایی بود.

کلیدواژه‌ها


عنوان مقاله [English]

An Investigation of the Future of Tabriz Metropolitan Branding Using Scenario-Based Planning Approach

نویسندگان [English]

  • firouz jafari 1
  • hasan bahadori 2
  • Hasan ahmadzade 3
  • ali panahi 4
1 Assistant Professor in Geography and Urban Planning, University of Tabriz, Iran
2 PhD in Geography and Urban Planning, Islamic Azad University, Tabriz Branch, Iran
3 Assistant Professor in Geography and Urban Planning, Islamic Azad University of Tabriz,
4 Assistant Professor in Geography and Urban Planning, Islamic Azad University, Tabriz Branch, Iran
چکیده [English]

Nowadays, cities and metropolises are becoming major players in geographical areas instead of countries. The cities compete seriously to show and differentiate themselves as the best choice for prospective tourists, investors, students and businessmen as well as talented people. In today's increasingly competitive world, brands are considered the most valuable assets, and managers and officials in various cities and organizations use their brand popularity index as a factor for success. In this regard, one of the key and initial steps to create a brand for each city is to evaluate the image of the existing city and the factors affecting it. In this step, important dimensions and factors affecting the urban image must be identified and evaluated. It should be noted that in the process of urban branding and recognizing the dimensions of the urban image, the competitive advantage of the city should be considered. Given that, in this research, with a future research approach, the most important drivers of Tabriz Metropolis branding have been identified and possible scenarios have been developed. Based on the results of Mic Mac Software analysis, out of 31 primary factors, 10 factors were identified as key effective drivers. Also, based on the quantitative analysis of Scenario wizard Software, 3 strong scenarios, 16 plausible scenarios and 250 weak scenarios were obtained. Among these three groups of scenarios, the highest validity was related to the first group scenarios, namely the golden scenarios.

کلیدواژه‌ها [English]

  • Future
  • Branding
  • Scenario-Based Planning
  • Tabriz Metropolis
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