Urban branding with the aim of tourism development

Abstract

The approach of urban branding is considered an important issue in the fields of urban planning, urban planning, urban economy, architecture, etc. Due to the importance of this issue in urban identity building, tourism and urban economy are of interest. The aim of the current research is to investigate the effect of brand and branding in the development of tourism. Therefore, by using the snowball sampling method, 20 experts were identified in this field and from the eleven criteria of the research "Historical view, ritual view, cultural view, symbolic view, narrative view and common memories, facilities and services, access, economic efficiency, significance , personality and reputation, readability" in the form of three components "identity, function, differentiation" were asked in the qualitative rating scale of seven fuzzy degrees and by using the method of positive and negative preference of the aforementioned criteria, people's opinions were entered into MsExcel software and The step-by-step calculation of the steps of the Fuzzy Topsis method revealed that the component of architectural signs is the first priority.