Analysis of factors affecting the development of urban creative tourism. Case study: Tabriz city historical bazaar.

Urban tourism destinations can offer creative products and services to tourists as creative destinations due to their diverse capabilities. In this study, an attempt was made to analyze and examine the factors affecting the development of urban creative tourism. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of this study was tourists entering the historical market of Tabriz. In order to determine the sample size, due to the lack of a statistical population, the Cochran formula for an unlimited population was used and the sample size was estimated at 384 people. The validity of the research tool was calculated using the confirmatory factor analysis model and its reliability was calculated using Cronbach's alpha. Data analysis was performed using SPSS and LISREL software with descriptive statistics and structural equation modeling. The findings showed that tourism destination marketing with a path coefficient of 0.35, urban branding with a path coefficient of 0.46, and innovation and value creation with a path coefficient of 0.34 have a positive and significant effect on the development of urban creative tourism. Among the variables considered in this study, the urban branding variable had the highest impact coefficient.Urban tourism destinations can offer creative products and services to tourists as creative destinations due to their diverse capabilities. In this study, an attempt was made to analyze and examine the factors affecting the development of urban creative tourism. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of this study was tourists entering the historical market of Tabriz. In order to determine the sample size, due to the lack of a statistical population, the Cochran formula for an unlimited population was used and the sample size was estimated at 384 people. The validity of the research tool was calculated using the confirmatory factor analysis model and its reliability was calculated using Cronbach's alpha. Data analysis was performed using SPSS and LISREL software with descriptive statistics and structural equation modeling. The findings showed that tourism destination marketing with a path coefficient of 0.35, urban branding with a path coefficient of 0.46, and innovation and value creation with a path coefficient of 0.34 have a positive and significant effect on the development of urban creative tourism. Among the variables considered in this study, the urban branding variable had the highest impact coefficient.Urban tourism destinations can offer creative products and services to tourists as creative destinations due to their diverse capabilities. In this study, an attempt was made to analyze and examine the factors affecting the development of urban creative tourism. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of this study was tourists entering the historical market of Tabriz. In order to determine the sample size, due to the lack of a statistical population, the Cochran formula for an unlimited population was used and the sample size was estimated at 384 people. The validity of the research tool was calculated using the confirmatory factor analysis model and its reliability was calculated using Cronbach's alpha. Data analysis was performed using SPSS and LISREL software with descriptive statistics and structural equation modeling. The findings showed that tourism destination marketing with a path coefficient of 0.35, urban branding with a path coefficient of 0.46, and innovation and value creation with a path coefficient of 0.34 have a positive and significant effect on the development of urban creative tourism. Among the variables considered in this study, the urban branding variable had the highest impact coefficient.e was estimated at 384 people. The validity of the research tool was calculated using the confirmatory factor analysis model and its reliability was calculated using Cronbach's alpha. Data analysis was performed using SPSS and LISREL software with descriptive statistics and structural equation modeling. The findings showed that tourism destination marketing with a path coefficient of 0.35, urban branding with a path coefficient of 0.46, and innovation and value creation with a path ce was estimated at 384 people. The validity of the research tool was calculated using the confirmatory factor analysis model and its reliability was calculated using Cronbach's alpha. Data analysis was performed using SPSS and LISREL software with descriptive statistics and structural equation modeling. The findings showed that tourism destination marketing with a path coefficient of 0.35, urban branding with a path coefficient of 0.46, and innovation and value creation with a path ce was estimated at 384 people. The validity of the research tool was calculated using the confirmatory factor analysis model and its reliability was calculated using Cronbach's alpha. Data analysis was performed using SPSS and LISREL software with descriptive statistics and structural equation modeling. The findings showed that tourism destination marketing with a path coefficient of 0.35, urban branding with a path coefficient of 0.46, and innovation and value creation with a path c