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1- phd student of Geography and Urban Planning, Faculty of Geosciences, Kharazmi University, Tehran
2- Associate Professor of Geography and Urban Planning, Faculty of Geosciences, Kharazmi University, Tehran , sasanpour@khu.ac.ir
3- Associate Professor of Geography and Urban Planning, Faculty of Geosciences, Kharazmi University, Tehran
4- assistant Professor of Geography and Urban Planning, Faculty of Geosciences, Kharazmi University, Tehran
Abstract:   (1209 Views)
Today, cities are looking for advanced ways to improve their individual personality and one of the most important strategies is to characterize the characteristics of city branding, which can be a solution for the development and improvement of the city. Qom metropolis, as one of the religious and historical cities of Iran with a cultural-religious role at the national level, hosts a large number of tourists every year, but the tourists who stay in the city are very few and it seems that the city can find a solution. Have. development of the city. This research analyzes the composition of branding of Qom in metropolitan areas and finally determines the position and level of the metropolis based on branding ranking. The current research is applied in terms of purpose and descriptive-analytical in terms of its nature and research method. The researcher's self-made questionnaire was used in the field method. The face validity of the questionnaire was confirmed by a panel of experts (30 people). The reliability of the questionnaire was obtained using Cronbach's alpha formula in SPSS 19 software equal to 0.76. TOPSIS method was used to rank the regions and Arc GIS 11 was used to produce the maps. Based on the obtained results, the 4th region of Qom city is in a favorable condition and the 2nd region is in an unfavorable condition, and the city of Qom is in an average condition in terms of management, physical and social, and in an unfavorable condition in terms of economy. Since the commercial and economic indicators of Qom metropolis are in a bad situation, paying attention to the increase of capital in the city can improve the urban environment, which as a result can be achieved as a resistance economy.  From a physical point of view, it is necessary to pay attention to the fact that the elements and symbols of the city are permanent in the minds of the beneficiaries of the city.
     
Type of Study: Applicable | Subject: Geography and Urban Planning
Received: 2021/08/26 | Accepted: 2022/08/16

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