نوع مقاله : علمی - پژوهشی
نویسنده
عضو علمی
کلیدواژهها
عنوان مقاله English
نویسنده English
The aim of the present study is to investigate the role and position of urban management in urban branding of Shahrekord. The study was applied in terms of purpose and was conducted in a descriptive-survey manner. The statistical population of the study included 700 managers, experts, and urban officials of Shahrekord, with a sample size of 248 people based on the Cochran formula and a proportional random method. The research tool included two questionnaires: urban management with 13 items and urban branding with 26 questions, whose validity was confirmed by face and construct methods and its reliability was confirmed by Cronbach's alpha at 0.84. The collected data were analyzed using Smart PLS software. The results showed that at a significance level of 95%, all hypotheses were confirmed and in general, urban management has a positive effect on urban branding. Also, urban management in unique urban features and assets, urban management in service and tourism facilities, urban management in investment and trade, urban management in basic infrastructure and public facilities of the city, urban management in transportation services and appropriate access and Urban management has an impact on the international status of Shahrekord city. On this basis, urban management has the greatest impact on the city's basic infrastructure and public facilities, and urban management has the least impact on the international status of Shahrekord city. Therefore, Shahrekord, as the center of Chaharmahal and Bakhtiari province in Iran, with its own characteristics and capacities, can achieve appropriate branding through effective urban management. Urban management can determine the necessary directions for branding by creating strong leadership and effective policies. Strategic decisions in the field of infrastructure development, preserving cultural heritage, and designing public spaces can help strengthen urban identity.
کلیدواژهها English
