تحقیقات کاربردی علوم جغرافیایی

تحقیقات کاربردی علوم جغرافیایی

تحلیل سطح کلانشهر قم بر اساس شاخصهای برندینگ شهری

مقالات آماده انتشار
نویسندگان
زینب محبی 1
فرزانه ساسان پور 2
علی شماعی 2
حبیب الله فصیحی 3
1 دانشجوی دکتری جغرافیا و برنامه‌ریزی شهری، دانشکده علوم جغرافیایی، دانشگاه خوارزمی، تهران
2 دانشیار گروه جغرافیا و برنامه‌ریزی شهری، دانشکده علوم جغرافیایی، دانشگاه خوارزمی، تهران
3 استادیار گروه جغرافیا و برنامه‌ریزی شهری، دانشکده علوم جغرافیایی، دانشگاه خوارزمی، تهران
چکیده
امروزه جهانی شدن منجر به رقابت بین کشورها، مناطق و شهرها برای جذب سرمایه‌گذاران، مشتریان و گردشگران شده است. یکی از مهمترین استراتژی‌ها برای رسیدن به چنین هدفی برندینگ شهری در جهت رقابت‌پذیری است. هدف این پژوهش شناخت و تحلیل وضعیت موجود شهر قم و همچنین مقایسه بین مناطق شهری آن در جهت توسعه برندینگ شهری است. پژوهش حاضر به لحاظ هدف کاربردی و به لحاظ ماهیت و روش تحقیق از نوع توصیفی-تحلیلی می‌باشد. داده‌های مورد نیاز پژوهش به روش اسنادی و میدانی گردآوری شدند. در روش میدانی پرسشنامه خودساخته محقق استفاده شد. روایی صوری پرسش‌نامه توسط پانل کارشناس ها (30 نفر) مورد تایید قرار گرفت. پایایی پرسشنامه نیز با استفاده از فرمول آلفای کرونباخ در نرم افزار SPSS 19 برابر با 76/0 بدست آمد. جهت رتبه‌بندی مناطق از روش تاپسیس و برای تولید نقشه‌ها از Arc GIS 11 استفاده شد. نتایج پژوهش حاکی از آن است شهر قم از نظر ابعاد (برندینگ شهری) مدیریتی، کالبدی و اجتماعی در وضعیت متوسط و از نظر اقتصادی در وضعیت نامناسب قرار دارد. با این حال، پایه‌گذاری توسعه برندینگ شهری در کلانشهر قم براساس شاخص‌های اجتماعی امری ضرروی است
کلیدواژه‌ها
برندینگ شهری
رقابتپذیری
گردشگری
کلانشهر قم

عنوان مقاله English

Analysis of Qom metropolis level based on urban branding indicators

نویسندگان English

Zeinab Mohebbi 1
Farzaneh Sasanpour 2
Ali Shamaei 2
habib Fasihi 3
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
3 assistant Professor of Geography and Urban Planning, Faculty of Geosciences, Kharazmi University, Tehran
چکیده English

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.

کلیدواژه‌ها English

urban branding
Competitiveness
tourism
Qom metropolis
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تحقیقات کاربردی علوم جغرافیایی

مقالات آماده انتشار، پذیرفته شده
انتشار آنلاین از 01 فروردین 1386