چکیده:
امروزه برندسازی شهری به عنوان یکی از مهمترین و متنوع ترین صنایع درآمدزا در شهر و مدیریت درآمدی شهرهای دنیا مطرح است. از این رو لزوم توجه به عوامل مؤثر بر تبین برند مقاصد سفر اهمیت چشمگیری دارد. هدف اصلی پژوهش، ارزیابی مولفه های برندسازی شهری برای شهر زنجان است. این پژوهش کاربردی و از دسته پژوهش های توصیفی تحلیل برمبنای داده های کیفی است. ابزار گردآوری اطلاعات در پژوهش، مصاحبة نیمه ساختاریافته و پرسش نامه است که برای روایی و پایایی آن به ترتیب از ضریب CVR و روایی محتوا، و بازآزمون استفاده شده است. نمونه آماری پژوهش شامل 20 پرسش نامه برای متخصصین و 20 پرسشنامه برای مدیران شهری در زنجان است که با استفاده از روش نمونه گیری گلوله برفی انتخاب شده اند. پژوهش حاضر به منظور برندسازی و طرح اصلی تحقیق از مدل پنج فازی برندینگ مورگان و پریچارد (2004) استفاده می کند که دارای سه مرحله است: شناسایی هویت بارز شهر زنجان برای برندسازی با استفاده از تکنیک تحلیل سلسله مراتبی فازی؛ برندسازی با استفاده از مدل پنج فازی و تحلیل نیروهای پنجگانه پورتر؛ معرفی هویت، عنوان و نشان برند شهر زنجان. به علاوه، نتایج نشان می دهد جاذبه های فرهنگی و تاریخی، منجر به القای مجموعه ای منحصر به فرد از تداعی هایی از فرهنگ و تاریخ شهر زنجان در ذهن همة ذی نفعان است. نمره بدست آمده از ارزیابی عوامل داخلی و عوامل خارجی مؤثر بر تبین برند شهری در شهر زنجان نشان دهنده غلبه نقاط قوت بر نقاط ضعف موجود در محیط داخلی و غلبه فرصت ها بر تهدیدهای موجود در محیط خارجی میباشد. بر این اساس در این پژوهش برای تبین برند شهری، استراتژی شناسایی و بهره گیری از جاذبه ها و مزیتهای طبیعی و تاریخی برای تبین برند شهری پیشنهاد گردید.
Today, the tourism industry is one of the most important and diverse income-generating industries in the world. The lack of a proper image of the tourist destination for many parts of Iran has led to limited travel to these areas. Therefore, the need to pay attention to the factors affecting the brand definition of tourism destinations is of great importance. A good city image is a meaningful synthesis of activity and structure. Image planning strategies have become essential for cities that seek to thrive in the global economy. Such branding often stresses unique aspects of city culture and creativity; attractive urban images are promoted. In the West, experience dictates that city marketing in terms of urban development, tourist destinations, cultural festivals, entertainment events, and promotion of investment, can play important roles in strategic planning of economic, urban, touristic, and cultural development.“The making of a good city image is a meaningful synthesis of activity and structure. The use of image planning strategies has become an essential need for cities in order to survive in the global economy. Since successful brands give benefit beyond the physical aspects of cities, there is a big desire to transfer the visual image into a unique brand image through certain strategies. There are different urban branding strategies that could be developed based on diverse city development objectives and visions, such as large scale urban projects, signed architecture, events, media, etc”. To understand the concept of a sustainable urban image, it is first necessary to define visual image, urban image and sustainability. First “visual image is legible, real and tangible” , “it contains many elements, defined by Lynch as paths, edges, districts, nodes, and landmarks” . Then an urban image is an attribute (or set of attributes) combined with special characteristics that define the scope of a particular urban setting. These include format interfaces, colors, the skyline and cultural content. Cultural and economic use of a venue can greatly affect physical character. It is important to ask (and answer): “What is the advantage of a good urban image, and should such an image be sought?”. On the other hand, sustainability embraces social, economic, and cultural aspects of a developmental process. In addition, “sustainability implies the protection of non-renewable resources at an acceptable cost to benefit the society and the state” .“Sustainability requires a comprehensive vision; it requires multi-dimensional indicators to show the relationship between economic, social and cultural aspects”. “Sustainable development implies development to meet the needs of current generations without negative impact on meeting the needs of future generations” . To create a sustainable urban image it is necessary to link the physical character of the built environment with the environmental, social, economic, and cultural aspects of that environment. Urban branding integrates socio-cultural, economic, and environmental themes into the city. The cities of today evolve constantly and compete intensely to project an attractive image. Cities first seek to strengthen the visual image, and, next, to link that content to cultural and economic activity. The vision of branding is to promote a city as an excellent venue in which to seek success. The main purpose of the research is urban branding with emphasis on the tourism industry brand for the city of Zanjan. This research is applied and descriptive research based on qualitative data analysis. The data collection tool in the research is a semi-structured interview and a questionnaire that for its validity and reliability, CVR, content validity, and retest were used, respectively. The statistical sample of the research includes 20 questionnaires for specialists and 20 questionnaires for city managers in Zanjan that were selected using the snowball sampling method. The present study uses the five-phase modeling of Morgan and Pritchard (2004) branding in order to brand and the main design of the research, which has three stages: identifying the obvious identity of Zanjan city for branding using fuzzy hierarchical analysis technique; Branding using five-phase model and SWOT analysis; Introducing the identity, title and brand of Zanjan. In addition, the results show that cultural and historical attractions lead to the induction of a unique set of associations with the culture and history of Zanjan in the minds of all stakeholders. The score obtained from the evaluation of internal and external factors affecting the definition of urban tourism brand in Zanjan shows the dominance of strengths over weaknesses in the domestic environment, the dominance of opportunities over threats in the external environment. Accordingly, in this study, to explain the urban tourism brand, a strategy for identifying and using natural and historical attractions and advantages to explain the urban brand was proposed.