مدل مفهومی ارﺗﻘﺎء ﮐﯿﻔﯿﺖ ﻣﺤﯿﻄﯽ مراکز شهری ﺑﺎ تاکید ﺑﺮ سیاست‌های مدیریت تقاضای حمل‌ونقل

به‌دنبال رشد روزافزون اتومبیل‌ها، فضاهای عمومی مراکزشهری بیش‌ازپیش از دسترس مردم خارج ‌شده و ارتباط مردم را با این فضاها تنها محدود به انجام فعالیت‌های ضروری کرده‌است. هدف پژوهش حاضر، واکاوی مدل مفهومی تاثیر ﺳﯿﺎﺳﺖ‌های مدیریت تقاضای ﺣﻤﻞ‌و‌ﻧﻘﻞ بر ارﺗﻘﺎء ﮐﯿﻔﯿﺖ‌ﻫﺎی ﻣﺤﯿﻄﯽ مراکز شهری است. روش تحقیق پژوهش حاضر، روش آمیخته‌اکتشافی و ابزار تحقیق، پرسشنامه است. محدوده مطالعاتی، منطقه 12 تهران در نظر گرفته‌شد. حجم نمونه براساس فرمول کوکران 378 پرسشنامه در نظر گرفته‌شد. تجزیه‌و‌تحلیل پرسشنامه از روش تحلیل عاملی‌تاییدی(cfa) در نرم‌افزارهای spss و lisrel انجام شد. نتایج بیانگر این مهم بود که از میان کیفیات محیطی مراکزشهری، بعد اجتماعی-فرهنگی کمترین تاثیر را از سیاست‌های ترافیکی اعمال‌شده در منطقه پذیرفته‌است و دو سیاست جذبی، موفق‌تر از دو سیاست بازدارنده‌ی مطروحه از مدیریت تقاضای حمل‌و‌نقل، شناخته‌ شده‌اند. لذا گروه سیاست‌های جذبی مدیریت تقاضای حمل‌و‌نقل برنده اعلام‌شده و در گروه برنده نیز رتبه اول را سیاست توسعه پیاده‌راه کسب کرده‌است.

the conceptual model of improving the quality of the environment in urban centers with emphasizing on policy of transportation demand management

nowadays in tehran, one of the most important factors that have reduced the environmental quality of the cities historical, cultural, and tourism centers has been the growing number of private cars in the whole city. especially in the historic city center, where has led to increasing problems such as traffic jams and environmental pollution, which reduces the vitality and decrease the quality of the environment in the region and ultimately led to a reduction in tourist attraction to this valuable historical area (which has registered more than 177 valuable cultural-historical heritage as world heritage). has been hence, the organs affiliated with the city’s municipal administration have been implementing various traffic policies in this area to reduce their dependence on personal vehicles. in this research, using the exploratory mixed methods research method, five general dimensions for the environmental quality. using the confirmatory factor analysis method (cfa analysis method), the effect of the policy was identified traffic (including two punitive policies: car traffic restrictions, parking, and park management, and two incentive policies: pedestrian development and public transport development) on improving the quality of the five dimensions of transport, socio-cultural, infrastructure-physical, environmental and economic center of tehran historical center. the research instrument was a questionnaire, and 378 people were selected based on the cochran formula. the questionnaire was distributed in the 12th district of tehran (according to the historical tehran (tehran safavid). the analysis of the questionnaire was done using lisrel software. the results showed that it was vital to study five environmental qualities, then transport dimension had the most impact, and the socio-cultural dimension had the least one on the traffic policies applied in the study area. the results also indicate that the development of pedestrian development policy and public transportation development has the most effect on the quality of the public space in the historical center of tehran. finally, with the use of two winning traffic policies (pedestrian development policy and public transport development), suggestions have been made to improve vitality and the quality (especially in terms of environmental and socio-cultural dimensions) of the study area is given. the results of the present article are vital because of obtaining through quantitative-qualitative, exploratory research methods, field techniques and libraries, analysis of relevant conceptual models, and the instrumental use of a new social marketing approach in issues related to urban communities. actually, many of the urban problems and the choice of travel behavioral patterns in iran are based on the beliefs and unfavorable attitudes of citizens towards the environment around their life and city. changing these behaviors can provide the grounds for solving traffic problems and reducing intra-city car-based travel, and consequently the realization of improving the environmental quality of urban spaces. as a result, to achieve better success in the proposal and executing the plan and for having metropolitan centers with more vitality, the use of citizen participation policy through the application of social marketing techniques, in implementing the transport demand management policies, confirmed as an optimal alternative.