Document Type : Research Article
Assistant Professor of Urbanization, Jundi-Shapur University of Technology Dezful, Dezful, Iran
The existence of an industry in the city can be effective in creating a suitable image. The tourism industry in the third millennium is one of the clean industries that has become one of the world's most prosperous and lucrative industries. As a result, it is possible to use this industry to create urban branding, the historical context of Dezful is one of the essential parts of the city's identity, and its emergence follows information from climatic and cultural structures. For many cities, this shift in attitudes toward the urban texture and the formation of the urban brand will emphasis on the tourism industry as the engine of economic growth and, consequently, the social and physical revitalization of the city's historical texture.
The historical texture of Dezful is the primary core of urban formation and is a major part of the history and background of Dezful. It has historical and functional elements such as Dezful Bazaar and green tombs, etc. This texture did not contribute to the city's sustainable development; Rather, as an inefficient sector, it has diverted the city from the development of the tourism industry and has taken an inappropriate shape. Therefore, it is intended to identify the indicators of the historical context through the branding of the tourism industry with the prosperity of the texture and as a brand to offer tourism to revive the urban texture as a helper of the city economy in the development goals of the tourism industry. So, using the potential of urban potential in order to preserve and develop the urban environment is a task that is a part of the responsibility of urban planners and designers.
Based on the necessity of the subject, the general purpose of the research is to study the tourism branding of the historical texture and how to use the modeling approach to study the subject in Dezful. In this regard, the present research has been done to answer this question:
- How is it possible to identify tourism branding in Dezful with a modeling approach? And considering the three main economic, social and cultural dimensions influencing the historical findings of Dezful, what are the most important influential variables?
In general, the present study has a development-applied approach with a combined research method (library, field, descriptive and analytical). It should be noted that this research has been used to model the Prometheus technique and also to complete the analysis of the findings using the following software:
GRAFER, EQS, EXCEL, VPLS, and AMOS-SPSS for statistical and quantitative analysis; Pherafer and VISIO, for preparing diagrams and graphical drawing of data; VPAPRO, to run the Prometheus model.
Based on the information collected, tourism branding in three commercials (economic), sociological and cultural dimensions is the city's historical context in 28 neighbourhoods.
Results and discussion
Based on modeling analysis, the weakest indicators (1-), District C17 (Qala neighborhood) of Dezful city. Also, neighbourhood C22 (Lorian neighborhood) is statistically close to Qaleh neighborhood. District C12 (Seyed Mahmoud) of Dezful city is at the top of urban tourism branding network and in front of it, district C17 (castle) of Dezful city is the lowest network structure. Therefore, in three dimensions of commercials, sociological and cultural, Seyed Mohammad neighbourhood can be used as a model in the tourism industry.
In Dezful branding design, the space is not a page that has a set of factors. Rather, indicators and neighbourhoods function linearly. In this line, C12 neighbourhood is linearly included in this design. Also, neighbourhoods C23,18,1,27,9,10 of Dezful city on one euclidean page and neighbourhoods C16,26,13,14,12 on one page and neighbourhoods C11, 25,17,15,19 on another page and in finally, the neighbourhoods C8,21,14,2,5 are on the page where the most or in other words the decision criteria are located (red line). Therefore, according to this plan, only C12 neighbourhoods have the most brands.
The texture of Dezful city is composed of two parts, modern and organic texture, and it seemed that this ancient texture was out of order and took the city away from the ideal of sustainable development, or that all the potentials of the ancient texture were not used. To revive the sustainable development of Dezful, the main elements of the historical texture of Dezful in the form of 28 neighbourhoods in terms of tourism branding (infrastructure, environment, commercial elements, cultural elements, historical elements) in three dimensions of commercial, cultural, and sociological as influential factors. This brand was examined through the Prometheus model and based on that, Seyed Mahmoud neighbourhood got the highest score in this ranking and the sociological index was recognized as the best brand. Therefore, 1- Cultural route with different perspectives and 2- Transformation of disabled spaces into space of gathering places in these neighbourhoods can be considered in such a way that by forming tourist routes full of natural landscapes with cultural contexts that suitable for exercise and leisure. These routes should be such that tourists can use the different potentials of the tissue. Such as cultural walks with the challenge of location or commercial stores with the development of sports investment. The turning disabled spaces into gathering places for ceremonies or cultural and artistic centers, such as cultural and commercial complexes, art and architecture colleges or anthropological museums, etc.
Therefore, to achieve this goal, sufficient attention should be paid to the following areas:
Employing young people familiar with the tourism work environment;
Creating local streets with a social enjoyment approach and creating social solidarity among the residents of the neighborhood;
Creating welfare and tourism facilities tailored to the needs of tourists;
Strengthen the sense of place with appropriate design to create local and trans-local behavioural camps.