بررسی وتبیین مؤلفه‌های برندینگ شهری با تأکید بر ابعاد گردشگری (نمونه موردی؛ کلان شهر همدان)

نوع مقاله : مقاله پژوهشی استخراج ازرساله و پایان نامه

نویسندگان

1 دانشجوی دکتری شهرسازی، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران

2 استادیار گروه جغرافیا و برنامه‌ریزی شهری، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران

3 استادیار گروه معماری و شهرسازی، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران

4 استادیار گروه شهرسازی، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران

چکیده

امروزه شهرها با پیشرفت تکنولوژیکی، افزایش سطح آگاهی و اطلاعات و ارتقا سطح زندگی، در حال تغییرند. یکی از راهکارهای مدیریت شهری جهت پیشرفت در بازار رقابتی جهان، برنامه ریزی جهت دستیابی به «برندینگ شهری پایدار» است که باعث معرفی قابلیت های شهر و دستیابی به منافع اقتصادی برندینگ شهری، عواملی چون قطب گردشگری، فضای فیزیکی شهر و... می باشد. در این پژوهش کلانشهر همدان به عنوان یک مقصد گردشگری با گونه تاریخی و گردشگری و پایتخت تاریخ و تمدن ایران، جهت برند، برای شهر انتخاب و مورد بررسی قرار گرفته است. این تحقیق کاربردی و از روش تحقیق توصیفی - تحلیلی استفاده شده است. ابزار اندازه گیری، پرسشنامه ای است که بر مبنای چارچوب مفهومی تحقیق مطالعات مرتبط طراحی و با تأکید بر ابعاد اجتماعی، اقتصادی، فرهنگی وکالبدی شناسایی و با استفاده از نظر 30 نفر از متخصصان شهری (دانشگاهی، اجرایی و تصمیم ساز) و با استفاده از تحلیل نرم افزاری SPSS25 درسطح معناداری استفاده شده است. نتیجه این تحقیق نشان می دهد که در برندسازی کلانشهر همدان: مقوله‌های؛ بازار قدیمی همدان و آب و هوای کوهستانی مناسب در تابستان و پیاده راه خیابان بوعلی و اکباتان، قطب گردشگری و کانون اصلی گردشگری و سابقه تولید صنایع دستی و خانگی، قطب علمی و دانشگاهی غرب کشور، پارک علم و فناوری، کاربری صنعتی مراکز و قطب‌های تجاری فراشهری، میدان مرکزی و خیابان‌های ششگانه، بازارهای مرکزی، راسته بازار و ابنیه تاریخی وگردشگری در همدان دراولویت هستند.

کلیدواژه‌ها


References
Aaker, D, A. (2014), Win the Brand Relevance Battle and then Build Competitor Bariers, Callifornia Mangement Riview, New York, 52(2), pp. 43-57.
Aaker, D, A. (1996), Building Strong, London: Simon & Schuter, pp. 20-35.
Akhavan Sales, Sharareh, (2010), Feasibility Study of Creating an Urban Brand, A Case Study of Tehran's 12th Urban District [In persian] , M.Sc. Thesis, University of Tehran, Tehran.
Ameri, Mehdi, (2017), Identifying the Effective Factors of Urban and Countr Planning with Strategic Approach (Case Study of Mashhad Metropolis), 4th International Congress of New Research in Management Studies, Shiraz. (in Persian)
Anholt, Simon, (2013), Competitive Identity of New Brand Management for Nations, Tahan Publishers, First Edition, pp. 1-120. (in Persian)
Anholt, S. (2010), Place-Identify, Image and Reputation. London. Palgrave Macmillan.
Anholt, S. (2009), Competitive Identity the New Brand Management for Nations, Cities and Regions. Cities, 19(1), pp. 31-50.
Anhoit, S. (2006), The Anholt – GMI City Brands Index: How the World Sees the World, S Cities. Place Branding, Vol.2,(1), pp. 18-31.           
Ashworth, G. & kavaratzis, M. (2009), Beyond the Logo: Brand Management for Cities, Journal of Brand Manegement, 16(8), pp. 520-531.
Avraham, E, Ketter, E. (2008), Media Strategies for Marketing Places in Crisis: Improving the Image of Cities, Countries, and Ttourist Destinations. Butterworth Heinemann, 10(8), pp. 32-40.
Biker, Bill, (2014), Branding Tourism Destination (Necessities for Success in landscaping), Dunya Eqtesad Publications, Tehran, Iran.
Brandley, A, Hall, T, Harrison, M, (2008), Selling Cities: Promoting New Images for Meeting Tourism, 17(19), pp. 20-32. (in Persian)
Cai, L. (2002), Cooperative Branding for Rural Destinations Anais of Tourism Research, Vol.13, No.9, pp. 810-811.
Cutler, Philip, (2006), "Marketing Management", Translated by Bahman Forouzandeh, Amokhteh Publications, Isfahan, Iran. (in Persian)
Dabiri, Somayeh, Alimoradi, Hamed, (2014), Tourism in Hamedan Province in Order to Sustainable Development, The First National Conference on New Horizons in the Capability and Sustainable Development of Architecture,  Civil, Tourism, Energy and Urban Environment. (in Persian)
Dinnie,K. (2011), City Branding: Theory and Cases (First Published). Palgrave   Macmillan.  
Dinnie, Kit. (2013), Urban branding: Theories and Cases, Translated by Mohammad Reza Rostami, Tabloor Publications, Tehran.
Ebrahimi, Parvin, (2003), Hamedan Cultural Heritage TV, Hamedan Cultural Heritage Organization, Tehran, Iran. (in Persian)
Eshuis, J. & Edwards, A. R. (2008), Branding the City, the Democratic Legitimacy of a New Mode of  Governance, 5 & the Political Studies Association(PSA) Annual Conference Democracy, Governance and Conflict: Dilemmas of Theory and Practice Swansea, United kingdom.
General administration of road and urban development of Hamadan Province, Hamadan, Iran.
G Gonzalez‐Gil ,K Urmann, , MH Schroth… - Vadose Zone …,( 2007), Identification of Candidate Genes Associated with Beef Marbling Using QTL and Pathway Analysis in Hanwoo (Korean Cattle),  Cities,Vol.19,(4), pp.150-190.
Hankinson, G. and Cowking, P. (2007), Branding in Action, McGraw-Hill, London, Uk.
Hankinson, G. (2004), The Brand Images of Tourism Destinations: A Study or the Saliency of Organic Images, Journal of Product & Brand Management, Vol .13(1), pp. 6-12.
Inch, A, (2011), Branding the City as an Attractive Place to Live, in City Branding, Palgrave Macmillan Uk, pp. 8-14.
Julier, G. (2005), Urban Design Spaces and the Production of Aesthetic Consent, Urban Studies, Vol. 42, pp. 689-888.
Johansson, J.,  Power, D. (2007), The Image of the City-Urban Branding as Constructed Capabhlities in Nordic City Regions, Department of Social and Economic Geography, Uppsala University, Sweden.
Kavaratzis, M. (2009), What Can We Learn from City Marketing Practice? European Spatial Research and Policy 16(1), pp. 41-59.
Kavaratzis ,M, (2008), From City Marketing to City Building; An Interdisciplinary Analysis with Refrence to Amesterdam, Budapest, and Athens. Phd Dissertation, Faculity of Spatial Sciences, University of Groniongen, The Netherlands, pp. 117-205.
Kavaratzis M, Ashoworth, G.J. (2007), Partners in Coffeeshops, Canals and Commerce: Marketing the City of  Amesterdam. In Cities; Vol 24, No .1. pp. 16-25.
Keshavarz, Yousef, (2013), Globalization and the Necessity of Global Citizenship Education, Quarterly Journal of Global Strategic Studies, 6 (3), pp.  179-194.
Kian, M. (2010), A Study of Success Factors in City Branding: The ISE Conceptual Model.  Journal of Chinese Marketing, pp. 58-66.
Kharazmi, Omid Ali, Rahnama, Mohammad Rahim Vaqbali, Negin, (2014), "Comparative Study of Global Experiences of Urban Branding Process and Providing Solutions for the Metropolis of Mashhad". The First National Conference on Geography, Tourism, Natural Resources and Sustainable Development.
Khodadad Hosseini, Seyed hamid, Rezvani, Mehran, (2013), Comprehensive Brand Management Schools, Valuation and Development of the National Brand), Second Edition, Gisum Publications, Tehran. (in Persian)
Kotler P., Hamlin M.A., Rein I & Haider D.H, (2002), Maketing Asian Places, Singapore. John Wiley & Sons, p.183.
Lynch ,J.and de Chernatony ,L, (2004), The Power of Emotin: Brand Communication in Dusiness-to-Markets. Journal of Brand Management, Vol. 11, (5), pp. 30-48.
Masoudnia, A. (2014) Investigation and Determination of the Most Important Effective Factors of Urban Brand in Tehran and Providing Appropriate Solutions, Master's Thesis, Payame Noor University, Faculty of Social Sciences and Economics.  (in Persian)
Management and Planning Organization, Statistics and information deputy of the planning and budget organization of the countr,  Hamedan, Iran. (in Persian)
Merrilees, B., D., and Miller, D., and Herington, (2012). Multiple Stakeholders and Multiple City Brand Meaning. Eurupan Journal of Marketing. 45(7-8). pp. 1032-1047.
Mohammadpour Zarandi, H., Hassani, A., Aminian, N., (2016), Factors Affecting Urban Brand and its Priorities from the Perspective of International Ttourists (Case study: Milad Tower, Tehran), Quarterly Journal of Economics and Urban Management, No. 14. (in Persian)
Mommaas, H. (2004), "Cultural Clusters and the Post-Industrial City: Towards the Remapping of Urban Cultural Policy". Urban Studies, Vol. 41,(3), pp. 507-532.
Manourian, A, Ayobi, M, Pourmousavi, Musa, Rarimian, A, (2013), Model of Urban Branding Process for Metropolises of Iran, pp. 41-63.
Mirmoinin, A, Azari, A, (2018), Strategic City Branding, from Theory to Practice, Armanshahr Archhtecture & Urban Development, 11(24), pp. 97-108.
Nehchiri, Abdolhossein, (1991), Historical Geography of Cities, Madrasa Publications Affiliated with the Educational Aid Publishing Office Tehran, Iran. (in Persian)
Oktay, D. (2002), The Quest for Urban Identity in the Changing Context of the City Northern Cyprus,    Cities,Vol.19,(4), pp.261-271.
Qaraguzlu, Gholam Hossein, (2013), Hegmataneh to Hamedan, Iqbal Publications, Tehran, Iran. (in Persian)
Rainisto, S. (2003), Success Factors of Place Marketing: A Study of Place Marketing Practicees in Northern Europe and the United States Heisinki University. Doctoral Dissertation, Helsinki, University of Tecnology.
Ren, C., & Blichfeldt, B. S. (2011). One clear image? Challenging simplicity in place branding.Scandinavian Journal of Hospitality and Tourism, 11(4), 416–434.
Statistical Yearbook of Hamadan Province (2016), Hamadan Province Management and Planning Organization, Deputy of Statistics and Information of the Planning and Budget Organization of the Country.
Sadeghpour Gildeh, Bahram, Moradi, Wahab, (2013), Statistical Analysis with SPSS and AMOS Software, Mazandaran University Press, Second Edition.
Tarfiei, Mehdi, (2015), Urban Branding, A New Approach in Urban Management, (Case Study of Barcelona, ​​Spain), Annual International Conference on Civil Engineering, Architecture and Urban Planning, Shiraz, Iran. (in Persian)
Tajzadeh Namin, Abolfazl, Esmaeel Mosharafi, Fatemeh, (2013), Prioritization of Special Components of Brand Value in Tourism Destination from the Perspective of Foreign Tourists, Journal of Tourism Management Studies, No. 24. (in Persian)
Tiwari, A, Bose, S. (2013), Place Branding: A Review of  Literature, The Journal of Sri krishna Reserch & Educational Consortium, Vol 4, pp. 15-24.
Ulke Evrim Uysal, (2016), A Brief Histort of City branding in Istanbul., Master Thesis, Beykent University, Turkey, pp. 117-130.
Vigro B. & Chernatory L. (2006), Delfic Brand Visioning to Align Stakeholde buy-hn to the City of Birminghham Brand , Brand Management , Vol.13, No.6, pp. 379-392.
Zenker, S. & Beckman, S. (2013), My Place is not in your Place Different Place Brand knowledge by Different Target Groupe. Journal of Place Management and Development, 6, pp. 6-17.
Zenker,S. & Rutter, N. (2014), Is Satisfaction the Key? The Role of Citizen Satisfaction, Place Attachment and Place Brand Attitude on Positive Citizenship Behavior. Cities 38, pp. 11-17.
Zokaee, Parviz, (2008), Quarterly Journal of People's Culture, Special for Hamedan, Tehran, Iran,Vol. 26, pp. 21-41. (in Persian)