Analysis of factors affecting the development of urban creative tourism: A case study of Tabriz city historical bazaar

A B S T R A C T
The tourism industry can play an important role in the dynamism of Tabriz’s economy; therefore, attention to tourism as one of the main urban development policies is essential, and the application of creative tourism dimensions across all urban sectors, particularly within the historical fabric of Tabriz, can serve as a strong lever for enhancing the city at the global level. It can also be considered a highly appropriate tool for urban management and planning to, alongside preserving the culture, traditions, and customs of the city (the city’s only value and asset), contribute to the physical and spiritual well-being of its residents. In this study, an attempt was made to analyze and examine the factors influencing the expansion of urban creative tourism. The present study is applied in terms of purpose and descriptive-analytical in terms of methodology. The statistical population of this study consisted of tourists entering the historical bazaar of Tabriz. To determine the sample size, given the absence of a known population size, Cochran’s formula for an infinite population was used, and the sample size was estimated at 384 individuals. The validity of the research instrument was assessed using confirmatory factor analysis, and its reliability was calculated using Cronbach’s alpha. Data analysis was performed using SPSS and LISREL software through 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 expansion of urban creative tourism. Among the variables examined in this study, urban branding had the highest path coefficient.
Extended Abstract
Introduction
Tourism is a complex field comprising numerous elements that influence the travel product and experience. For the development and transformation of the tourism industry in a country or region, these elements and activities must be transformed and developed by placing creativity at the core. Creative tourism, as a sustainable form of tourism, provides a basis for the development of creative capacities through the active participation of tourists in specific learning courses and experiences at a tourist destination. In creative tourism, the tourist engages in educational, emotional, and social aspects and participates in local activities alongside local residents. The objective of creative tourism is achieved through the acquisition of memorable tourism experiences. Creative tourism has a positive effect on the cohesion of the local community, influences tourist-host interaction, and ultimately leads to tourists’ intention to revisit.
In creative tourism, the key to success in the competitive tourism industry lies in meeting tourists’ needs through the provision of creative products and services. Creativity can be manifested in the tourism industry through the development of tourism products and experiences, the revitalization of existing products, adding material value to cultural and creative assets, the creation of complementary products through creative development, the use of creative techniques to enhance tourism experiences, and adding vitality and vibrancy to places. Active participation, authentic experiences, creative capacity development, and skill development are important characteristics of creative tourism.
Tabriz, the capital of East Azerbaijan Province, is one of the major metropolitan centers of Iran and constitutes the principal economic hub of the country’s northwest and its predominantly Azeri-inhabited regions. The city also functions as the administrative, military, communications, commercial, political, industrial, and cultural core of the wider region. Its strategic geographical location and distinctive environmental conditions have historically granted Tabriz significant economic and political influence, a position underscored by archaeological evidence of early civilizations, particularly the Medes, whose origins date back to prehistoric times.
Tabriz has been designated as a World City of Crafts owing to its renowned carpet-weaving tradition and is recognized as the birthplace of an influential school of Iranian painting. In 2018, the city was also designated as the Capital of Islamic Tourism. In this context, the tourism sector plays a pivotal role in sustaining the city’s economic dynamism. Therefore, integrating tourism into the core of urban development strategies is essential.
Adopting the principles of creative tourism in urban spaces, particularly within the historical fabric of Tabriz, has significant potential to enhance the city’s position on the global stage. Moreover, creative tourism functions as a valuable tool for urban management and planning, enabling the preservation of cultural heritage while simultaneously contributing to the physical and psychological well-being of residents. Given these considerations, this study seeks to address a fundamental question:

What factors shape the development of urban creative tourism in the historical fabric of Tabriz?

In order to respond to the research question, the hypotheses are presented as follows:

H1: Urban branding has a significant effect on the expansion of urban creative tourism in the historical bazaar of Tabriz.
H2: Destination marketing has a significant effect on the expansion of urban creative tourism in the historical bazaar of Tabriz.
H3: Innovation and value creation in tourism have a significant effect on the expansion of urban creative tourism in the historical bazaar of Tabriz.

A review of previous studies related to the subject, in addition to providing an opportunity to utilize their results and findings in both academic and practical domains, indicates that no independent study has yet been conducted to examine the factors influencing the expansion of urban creative tourism, particularly within historical contexts. This issue distinguishes the present study from previous research.
 
Methodology
This study was conducted using an applied approach and a descriptive-analytical research design. To collect the required information, a combined approach was employed, integrating documentary research and field data collection. The statistical population consisted of tourists who had visited the historical bazaar of Tabriz. Given the absence of precise population data, Cochran’s formula for an infinite population was applied, yielding a sample size of 384 individuals who were selected through simple random sampling. To assess the initial validity of the research instrument, face validity was employed. Accordingly, the questionnaire was reviewed by 30 tourism experts and academic specialists, whose feedback led to its revision. Reliability was examined using Cronbach’s alpha, and the results confirmed the internal consistency of the instrument. To test the research hypotheses and analyze the collected data, structural equation modeling (SEM) was employed using LISREL software.
The research variables include branding (the items of this variable include: utilization of global brand potential, formulation of a strategy aligned with creative tourism potential, presentation of a brand consistent with the city’s tourism potential, informing citizens about the benefits of branding), tourism marketing (the items of this variable include: market segmentation and identification of target markets, strategic alignment of marketing activities with creative tourism, creating differentiation in the provision of marketing services, content marketing and the creation of attractive content, organizing and participating in international exhibitions), innovation and value creation in tourism (the items of this variable include: food diversity and the offering of local cuisine, increasing the number of statues in accordance with the cultural context, providing local clothing to tourists), and the expansion of urban creative tourism (the items of this variable include: in this city, service providers possess strong leadership skills and the ability to manage situations effectively, in this city, respect for citizens’ rights is a prominent characteristic of residents, in this city, people are receptive to a wide range of lifestyles, this city possesses the necessary technologies aligned with the development of creative tourism).
 
Results and Discussion
The result indicate that urban branding, with a path coefficient of 0.46, has a significant effect on the development of urban creative tourism in the historical bazaar of Tabriz. This result is consistent with the broader understanding of urban branding as a strategic process through which cities, particularly in the context of globalization, leverage their competitive advantages and cultural identities to attract skilled populations and enhance residents’ sense of belonging and satisfaction.
It was also found that destination marketing has a significant effect on the development of urban creative tourism. The corresponding hypothesis was confirmed with a positive path coefficient of 0.35. This finding underscores the vital role of effective marketing tools and strategies in advancing the development of urban creative tourism. In this regard, tourism marketing becomes particularly important, as the planning and preparation of tourism products, as well as efforts to attract visitors, fundamentally rely on targeted and well-designed marketing activities. Therefore, tourism marketing plays a central role in identifying and anticipating visitors’ needs, delivering appropriate services, and motivating potential tourists, ultimately contributing to visitor satisfaction and the achievement of organizational objectives. Tourism marketing functions as a variable for identifying and anticipating tourists’ needs, providing facilities to meet those needs, and creating motivation for visitation, which in turn leads to tourist satisfaction and the realization of organizational goals.
Innovation and value creation in tourism, with a path coefficient of 0.34, also demonstrated a significant effect on the development of urban creative tourism. This result underscores the importance of innovation and value creation as key drivers of creative tourism, contributing not only to the diversification of urban tourism offerings but also to broader processes of sustainable development. Innovative tourism products and services enhance visitor experiences and increase the attractiveness of destinations by reinforcing differentiation and novelty. Moreover, innovation in marketing and distribution processes can enhance access to tourism destinations while supporting more efficient resource allocation.
Regarding the first research hypothesis (H1), which stated that urban branding has a significant effect on the expansion of urban creative tourism in the historical bazaar of Tabriz, the path coefficient was estimated at 0.46. The obtained T-statistic was 11.47, which is greater than 1.96; therefore, this path coefficient is significant, the research hypothesis is confirmed, and it can be concluded that urban branding has a positive and significant effect on the expansion of urban creative tourism in the historical bazaar of Tabriz.
Regarding the second research hypothesis (H2), which states that destination marketing has a significant effect on the expansion of urban creative tourism, the path coefficient was estimated at 0.35. The obtained T-statistic was 10.03, which is greater than 1.96; therefore, this path coefficient is statistically significant, the research hypothesis is confirmed, and it can be concluded that destination marketing has a significant effect on the expansion of urban creative tourism.
Regarding the third research hypothesis (H3), innovation and value creation in tourism have a significant effect on the expansion of urban creative tourism. The path coefficient was estimated at 0.34. The obtained T-statistic was 10.01, which is greater than 1.96; therefore, this path coefficient is statistically significant, the research hypothesis is confirmed, and it can be concluded that innovation and value creation in tourism have a significant effect on the expansion of urban creative tourism.
 
Conclusion
This study examined the determinants of urban creative tourism development in the historical fabric of Tabriz. The findings indicate that urban branding plays a significant role in this process and accounts for 21% of the variance in urban creative tourism development. Branding functions as a conduit that connects the city’s inherent creative tourism potential with tourists’ perceptions and expectations. An effective urban brand not only attracts creative visitors but also provides a platform for sustainable development, social participation, and economic value creation, ultimately transforming the city into a dynamic and experiential living destination. The results also indicate that destination marketing has a positive effect on urban creative tourism and explains 12.2% of the variance. This underscores the central role of marketing as a driver of tourism development in general and of creative tourism in particular. Without strategic and sustained promotional efforts, even destinations with considerable cultural and historical appeal cannot fully realize their tourism potential. Finally, this study shows that innovation and value creation in the tourism sector also have a positive effect on urban creative tourism development and account for 11.5% of the variance. Overall, these findings underscore the intertwined importance of branding, destination marketing, and innovation as essential components for strengthening creative tourism in historical urban environments.
Innovation and value creation transform tourism from a seeing-based industry into a becoming- and learning-based industry; an industry that not only strengthens the economy but also sustains cultural identity, preserves the environment, and creates lasting and meaningful value for all stakeholders.
In accordance with the aforementioned findings, the following suggestions are proposed to strengthen and expand urban creative tourism:

Development of destination branding: Creating a strong and distinctive brand for tourism destinations in the Tehran metropolis by utilizing unique characteristics, local culture, and natural attractions.
Diversification of activities: Offering diverse activities, including adventure tourism, cultural tourism, historical tourism, and ecotourism, to attract different groups of tourists.
Local experiences: Promoting local experiences such as traditional cuisine, arts, and handicrafts that enable tourists to engage with the local culture.
Organizing events and festivals: Organizing local, cultural, and artistic events to attract tourists and increase awareness of the destination.
Creating creative tourism routes: Designing routes that include artistic attractions, galleries, handicraft shops, and local cafés that encourage tourists to explore urban creativity.
Utilizing modern technologies: Developing applications and digital platforms to introduce attractions and events, as well as providing augmented reality experiences for tourists.
Developing creative public spaces: Establishing public spaces such as parks and squares that allow artists and creative practitioners to display their works and interact with tourists.
Use of social media: Creating and managing accounts on social media platforms such as Instagram, Facebook, and Twitter to share images, videos, and tourists’ experiences.
Engaging content and storytelling: Producing high-quality content, including blogs, documentary videos, and podcasts, that present local stories and unique experiences.

 
Funding
There is no funding support.
 
Authors’ Contribution
Authors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none.
 
Conflict of Interest
Authors declared no conflict of interest.
 
Acknowledgments
We are grateful to all the scientific consultants of this paper.