Document Type : Research Paper
Authors
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.
Abstract
This study structurally analyzes factors influencing urban branding for international tourism. Using the MICMAC technique, it examined relationships among 19 indicators through expert surveys and case studies of Tehran's Narmak and Elm-o-San'at neighborhoods. Findings identify institutional management cohesion, a thriving creative economy, and strategic promotional campaigns as pivotal leverage variables with the highest potential to transform urban branding systems. Concurrently, physical infrastructure and distinctive urban symbols—particularly rich historical heritage and quality public spaces—constitute fundamental elements that stabilize and authenticate the city brand. The research demonstrates how strategic coordination between dynamic promotional elements and tangible urban assets creates competitive advantage. These results provide an evidence-based framework for policymakers to develop targeted strategies that enhance cities' global tourism appeal, offering practical insights for optimizing resource allocation in urban branding initiatives to maximize international visibility and attractiveness.
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