شناسایی و اولویت‌بندی عوامل مؤثر بر برند شهری، شهر سهند

نوع مقاله : مقالات مستقل پژوهشی

نویسنده

دانشیار گروه معماری و شهرسازی، دانشکده هنر و معماری، دانشگاه آزاد اسلامی تبریز، تبریز، ایران.

چکیده

شهر سهند علی‌رغم دارا بودن پتانسیل‌هایی برای حضور در عرصۀ برندسازی شهری و خلق برندی منحصربه‌فرد برای بهره‌مندی از مزیت‌های برندینگ شهری، هنوز جایگاه مناسب خود را در این زمینه نیافته است. در همین راستا هدف پژوهش حاضر شناسایی و اولویت‌بندی عوامل مؤثر بر برند شهری،شهر سهند است. ازنظر هدف‌گذاری کاربردی و ازنظر روش‌شناسی به‌صورت توصیفی- تحلیلی است. در روند تهیه و تولید داده‌ها ابتدا مؤلفه‌های تببین‌کنندۀ برند شهری با استفاده از نظرات 30 نفر از اساتید و کارشناسان سازمان‌های مربوطه از طریق روش دلفی شناسایی شده‌ است. برای تجزیه‌وتحلیل اطلاعات 18عامل به‌عنوان عوامل تأثیرگذار قوی بر برند شهری، شهر سهند از مدل‌سازی تفسیری-ساختاری ISM و سپس با نرم‌افزار میک‌مک بهره گرفته شده است. نتایج پژوهش نشان داد که شاخص‌های رسانه‌های جمعی، کالبدی و محیط‌زیست جزو تأثیرگذارترین مؤلفه‌های برند شهری و شاخص‌های شهرت مطلوب، حس غرور و افتخار به شهر، حس تعلق، جذابیت شهر، تسهیلات گردشگری، مهاجرت و مشارکت جزء تأثیرپذیرترین عوامل به شمار می‌آیند. همچنین نتایج حاصل از میک‌مک نشان می‌دهد که شاخص‌های تأثیرگذار جزء متغیرهای کلیدی هستند که این عوامل از قدرت نفوذ بالا و وابستگی پایینی برخوردارند و بیشترین تأثیر را بر توسعۀ برند شهری در شهر سهند می‌گذارد و همچنین سایر شاخص‌ها جزء متغیرهای پیوندی است که از قدرت نفوذ و وابستگی بالایی برخوردارند. بنابراین جهت انجام اقدامات لازم نیازمند توجه جدی مدیران و برنامه‌ریزان شهری و منطقه‌ای است

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Identifying and Prioritizing Factors Affecting the Brand of Sahand City with an Interpretive Structural Modeling Approach

نویسنده [English]

  • lida balilan asl
Associate Professor, Department of Architecture, Islamic Azad University of Tabriz, Tabriz, Iran
چکیده [English]

Despite the fact that the new city of Sahand has high a potential for an all-around presence in the field of urban branding and creating a unique brand to benefit from the advantages of urban branding, it has not yet found its proper place in this field. The current research aims to identify and prioritize factors affecting the city brand of Sahand. This study is practical in terms of targeting and descriptive-analytical in terms of methodology. In the process of data preparation and production, first, the explanatory components of the city brand were identified using the opinions of 30 professors and experts from the relevant organizations through the Delphi method. To analyze the information of 18 factors as strong influencing factors on the brand of Sahand city, ISM interpretive-structural modeling and Mic Mac software were used. The results of the research showed that mass media and physical and environmental indicators are among the most influential components of the urban brand and indicators of favorable reputation, sense of pride in the city, sense of belonging, attractiveness of the city, tourism facilities, migration, and participation are among the most susceptible factors. Moreover, the results obtained from Mic Mac show that the influential indicators are part of the key variables, which have high influence power, low dependence, and the greatest impact on the development of a city brand in Sahand city, and other indicators are part of the linked variables that have high influence and dependence. Therefore, taking the necessary measures requires the serious attention of urban and regional managers and planners.

کلیدواژه‌ها [English]

  • Urban brand
  • branding
  • competitiveness
  • interpretive structural modeling
  • Sahand City

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  • تاریخ دریافت: 11 تیر 1402
  • تاریخ بازنگری: 05 شهریور 1402
  • تاریخ پذیرش: 09 مهر 1402

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