Investigation and analysis of place brand dimensions in urban tourism (Case study:Historic mansions of Kashan)

Abstract:

In recent years, cities have to compete with each other in order to promote themselves in order
to create an attractive tourist destination. In the highly competitive global market, brand management and positioning of tourist destinations is one of the most important challenges in the field of tourism. One of the important dimensions of tourism is its historical and cultural dimension, in this context, in recent decades, the cultural heritage of localities and historical structures are among the most attractive places for tourists. Historical houses with their cultural, social, artistic and physical values are actually a reflection of the culture and identity of their city, and their revival and re-creation, in addition to the many
economic benefits it brings through attracting tourists and economic prosperity, can Telling a part of the cultural and artistic history to the next generations. In order to preserve and reproduce these valuable works, proper planning should be done and with correct and purposeful management, the maximum benefit can be obtained from these valuable works. The upcoming research is from the point of view of practical purpose and from the point of view of the type of descriptive-survey method that investigates and analyzes the dimensions of the place brand in urban tourism (case study: historical houses of Shahr Kashan). According to the concepts of urban brand and place brand, the most important role of this research is in urban economy and tourism. It is widely used in governmental and nongovernmental institutions and organizations, especially in the municipality, cultural heritage organization, handicrafts and tourism. The value of this research is that currently the place brand is one of the important issues of urban planning. All indicators related to the tourism destination brand were studied in this research. The tool used is a researcher-made questionnaire, in this regard, GIS, SPSS and AMOS software were used, and based on that, the most effective indicators were identified and analyzed. Research hypotheses were investigated using one-sample t-test. Then the scope of the study was comprehensively introduced and after that the data analysis and descriptive findings were discussed. The statistical population of this research is the tourists of the historical houses of Kashan, and the sample size was calculated using Cochran's formula to be 381 people. The obtained results indicate that the hypotheses of the research (1- brand image is more important in attracting tourists to historical houses in Shahr Kashan than other indicators of brand value and 2- between brand image and perceived
quality in houses There is a significant relationship with the history of Shahrkashan) has been confirmed.