Tourism Management Studies

Structural Analysis of Indicators Influencing Urban Image Enhancement and Targeted Audience Attraction: The Case of Elm-o-Sanat and Narmak Neighborhoods inTehran

Document Type : Research Paper

Authors

shaghayegh parhizgar 1
Ali Zangiabadi 2

1 PhD student, Department of Geography and Urban Planning, Faculty of Geographical Sciences and Planning, University of Isfahan, Isfahan, Iran.

2 Associate Professor, Department of Geography and Urban Planning, Faculty of Geographical Sciences and Planning, University of Isfahan, Isfahan, Iran.

https://doi.org/10.22054/tms.2026.89572.3130
Abstract
In the era of intercity competition, city branding has become increasingly important as a strategic approach for attracting target audiences. The present study conducts a structural analysis of indicators influencing city branding in enhancing urban image and attracting targeted audiences, including specific international and domestic tourists. The research population consisted of 20 experts in tourism, urban management, and city marketing, selected purposively. Data were collected using a Likert-scale questionnaire and analyzed using MICMAC software to examine both direct and indirect relationships among 19 indicators. For enriched spatial analysis, two neighborhoods, being Narmak (with historical-traditional identity) and Elm-o-Sanat (with scientific-innovative functions), were selected as case studies. The findings indicated that leverage variables, such as institutional management coherence, the vitality of the creative economy, and advertising campaigns, have the greatest potential to generate effective changes in the urban branding system. Additionally, physical infrastructure and urban symbols (e.g., the richness and quality of historical heritage and public spaces) played a fundamental role in consolidating the city brand. The results of this study serve as a basis for policymaking to strengthen local brand positioning and attract specific target audiences.

Keywords

Urban Branding
International Tourism
MICMAC
Structural Indicators
Subjects
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