تحلیلی بر جایگاه مولفه‌های برند شهری مطالعه موردی: شهر مراغه

شهرها به فراخور ظرفیت، امکانات و نقش خود از نوعی شهرت و آوازه مخصوص به خود برخوردارند، که آن‌ها را از دیگر شهرها ممتاز و متمایز می‌سازد. این شهرت و آوازه که از آن به برند شهری تعبیر می‌شود، آمیزه‌ای از هویت تاریخی، ویژگی‌های اجتماعی، نمادهای تمدنی، فعالیت‌های تجاری، امکانات رفاهی، تفریحی، مناسبات سیاسی و بین‌المللی هر شهر است که برآیند آن، برند شهری است. پژوهش حاضر با توجه به مولفه‌های چهارگانه (فرهنگی، اجتماعی، اقتصادی و زیست‌محیطی) که سازمان ملل برای توسعه برند شهری در نظر گرفته، این موضوع را در شهر مراغه موردبررسی قرار داده است. تحقیق حاضر به لحاظ هدف، کاربردی و به لحاظ روش، توصیفی – تحلیلی است که با اتکاء بر مطالعات اسنادی –کتابخانه‌ای و میدانی (پرسشنامه)، انجام‌گرفته است. جامعه آماری تحقیق تعداد 25 نفر از متخصصان در حوزه‌های مختلف مطالعات شهری بودند. برای بررسی فرضیه‌های پژوهش از آزمون‌های آماری t تک نمونه‌ای و رگرسیون خطی استفاده شد. نتایج پژوهش نشان داد که میانگین مولفه‌های اقتصادی و اجتماعی کمتر از حد متوسط (3)، است. مولفه فرهنگی با میانگین بزرگ‌تر از 3 و pvalue، 0.043 از وضعیت مطلوب برخوردار است. مولفه زیست‌محیطی نیز با میانگین بزرگ‌تر از 3 و pvalue، 0.000 دارای وضعیت مطلوبی است. نتایج رگرسیون خطی نشان داد که مولفه اجتماعی بیشترین همبستگی را با برند شهری دارد؛ مولفه اقتصادی در جایگاه دوم همبستگی و مولفه فرهنگی در مرحله سوم و مولفه زیست‌محیطی در پایین‌ترین جایگاه قرار دارد. به عبارتی جهت برند سازی شهر مراغه هرچند مولفه‌های زیست‌محیطی و فرهنگی از پتانسیل بالاتری برخوردارند، اما مولفه‌های اجتماعی و اقتصادی نیازمند توجه بیشتری هستند؛ لازمه موفقیت در برند سازی یک شهر توجه هم‌زمان به ظرفیت‌ها و پتانسیل‌ها و رفع محدودیت‌ها است.

Analysis of the Position of Urban Brand Components Case Study: Maragheh City

Extended AbstractIntroductionUrban branding is a valuable tool for cities to effectively manage domestic and foreign opportunities and turn them into competitive advantages. Many of these areas use branding techniques to differentiate their identities from others or to make what they offer unique. Cities and countries need to take advantage of this process to survive in today’s competitive world and stability of their competitive advantage. Urban branding is a new topic in the field of urban studies and the history of is related to the last two or three decades. The present study seeks to identify the potentials and constraints that Maragheh city faces in order to use its urban branding capabilities and to recognize priorities for planning and orientation of urban branding. To this end, the research hypotheses are that: Maragheh is in a desirable position in terms of (economic, social, cultural and environmental) urban brand. And the second hypothesis is that there seems to be a significant difference between the components of the urban brand in Maragheh. Evaluating these hypotheses will determine not only the status of each component for urban branding, but also the components that are most strongly correlated with urban branding. Now, according to the principal of this issue, one of the most important means of distinguishing and recognizing the city’s reputation is to create urban branding. One of its most significant goals is to capture factors contributing to economic growth such as purchasing power, investment, product capability and citywide innovation. MethodologyThis research is done based on descriptiveanalytic and documentarylibrary studies, as well as field studies (questionnaire and interview), and the type of this research is applied. In this regard, for each of the studied components, the indicators and descriptors were designed and attended by experts in Delphi Method in the form of multistage questionnaires. The provided questionnaires were given to the statistical community by a panel consisting of 15 experts from Maragheh city in different specialties. The obtained data were analyzed by MiniTab software. Validity of the questionnaires was confirmed by the professors. Cronbach’s alpha method was used to reliability evaluation of measure instrument, which indicates the data is reliable (0.93).  One sample ttest was used to investigate the first hypothesis of research and to identify the status of the components of urban brand. Oneway ANOVA and Tukey’s test were used to examine the significance of differences between components of urban brand. Then, by using of the linear regression, correlation between components and brand was obtained. Results and DiscussionsThe results of the onesample ttest for the first hypothesis show that the average social component in Maragheh is 2.718, which is smaller than the baseline (3.00), indicating an undesirable status of the components. Also, the Pvalue obtained (1.00) is greater than the alpha at the significance level of 0.05. With 0.95 confidence, it can be concluded that the social component of the urban brand in Maragheh is not in a favorable situation. One of the main reasons for the powerless status of the social component is the low level of cooperation of urban managers with the private sector, low participation of people in the implementation of urban plans, high poverty in some neighborhoods, etc. The calculated average for the economic component is 2.931 which is smaller than the base number (3.00). The Pvalue (0.998) was also greater than the alpha at the significant level of 0.7. It can be concluded with 0.95 confidence that the economic component of the urban brand in Maragheh is undesirable. One of the main reasons for the low economic component is the low level of domestic and foreign investment in the city, the low quality and quantity of business centers and concerning cultural components, since the median value 3.00 is within the confidence interval (2.989–3.161 / 161), with respect to the Pvalue (0.44) that is smaller than the alpha at the level of 0.7. As a result, the successor assumption is accepted. then, that the cultural components of the brand in Maragheh are in desirable standing. One of the main reasons for the desirability of the cultural component is the city’s historical presence, the presence of 300 recorded monuments and etc. The average environmental component of the brand is 3.505, which indicates a higher value than the baseline (3.000) and the condition is favorable and Null hypothesis is rejected. The obtained pvalue (0.00) is also smaller than the alpha at the level of 0.5, thus the successor assumption is accepted. Therefore, it is concluded that the environmental component of the brand in Maragheh is in good condition. The main reasons for the high environmental footprint are: favorable climate and pollution, being a paleontological indicator of the world’s fossil paradise, having many springs, being a city garden.  The test results for the second hypothesis show that the pvalue obtained is (0.000) which is lower than the alpha level of 0.05 which means that there is a significant difference between the brand components in Maragheh. ConclusionThe present study investigated the status of urban brand components in Maragheh. The results of the desirability of the studied components in Maragheh showed that the economic and social components are not favorable for shaping the brand, while the cultural and environmental components are relatively desirable. However, these components are also close to the mean of 3 and are relatively low. The results show that cultural and environmental factors have the highest chance of investment and brand acquisition for Maragheh city. Also the results of analysis of variance and linear regression showed that although the condition of cultural and environmental components is more desirable in this city; social and economic factors need special attention and are most associated with the urban brand in order to create brand for this city. In other words, to be able to take advantage of the city’s cultural and environmental potential in branding, the level of social and economic components must also be improved. According to the research findings, the city’s cultural and naturalenvironmental potentials are the best options for branding Maragheh.