فهرست مطالب rasoul bidram

Historical contexts are the relative advantage of old cities, which can attract both human and economic capital in urban competitiveness approaches. However, this advantage becomes a competitive one when the place brand can create a unique valuable image in the minds of its stakeholders. Therefore, any planning and designing to promote the brand of the place requires accurate identification of the current situation and perception of the beneficiaries of that place. Consequently, it is very important to examine the mental image of the internal stakeholders of that place, including residents, business owners, and citizens, all of which determine the internal brand of the context. The urban context is only successful in satisfying external stakeholders, including tourists and investors, once it creates value, a positive image, or satisfaction for its internal stakeholders. Therefore, this study was first conducted to investigate the perception of the internal brand of the historical context of Isfahan and to know what factors shape the mentality of internal stakeholders in the perception of the brand of the historical context of Isfahan and also what the current status of its brand image is.

The methodology used is organized and implemented based on the grounded theory of Strauss and Corbin. Considering this theory, recognition of the phenomenon or the presentation of the theory comes from the data collected. Based on their systematic collection and analysis, it is rooted in the conceptual data. The purpose of a grounded theory is to provide an abstract analytical framework for a process, action, or interaction. Based on this fact, in this research, the emotions, feelings, and behavior of the internal stakeholders in the context are investigated using open-ended qualitative interviews. The data gathered is used to analyze and interpret the perception of the context for discovering their concepts and relations and organize them in the form of a necessary theoretical explanatory plan. Therefore, by conducting in-depth interviews with 245 people in five historical neighborhoods of Jubareh Dardasht, Jolfa, Takht-e Foulad, and Naqsh-e Jahan, the internal image of the place brand was investigated and analyzed. 

The data gathered helped us extract 72 key concepts and 19 main categories. The results indicate that the brand image of the historical context of Isfahan -from the stakeholders’ internal point of view- is consisted of tangible and intangible cultural heritage attractions, social compatibility versus social conflict, economic activities, and social interaction that is affected by factors such as physical and social issues. These involve the degree of desire to reach the context in various aspects, such as residence, investment, and visiting and spending leisure time. However, in some historic neighborhoods, it leads to economic stagnation, lack of social vitality, and capital withdrawal. The dominant mental image of the audience in Jubareh neighborhood is based on its social identity and the Jewish residence. In Jolfa neighborhood, it is based on the social and economic identity of the Armenian population. The entertainment and leisure activities and shopping in Dardasht neighborhood are considered because of its tangible and intangible cultural identity, including religious occasions and historical monuments. In Naqsh-e Jahan neighborhood, it is based on its cultural and economic identity, including its great square and large handicrafts market. And finally, in Takht-e Foulad neighborhood, in its ritual religious, cultural ceremonies, and identity.

In a comparative study of the related literature review with the findings of this grounded theory research, the conceptual model of the internal brand image creation of the historical context of Isfahan indicates two stages of cognitive factors and emotional factors. The cognitive stage includes tangible and intangible cultural heritage attractions, economic activities, social and physical issues, structural capital of urban management, and local lifestyle. The emotional stage also indicates interaction and adaptation versus social conflict, stakeholders’ religious values on the one hand, and the manifestation of religious values in the place. On the other hand, belonging to the context versus not belonging and the existence and symbolic human capital causes motivation or lack of motivation to participate in the context. These two stages create an attitude of the place in the mind of the stakeholders that leads to the process of creation of the brand image in the behavioral stage. Then, based on the interests of the stakeholders, willingness or unwillingness to live, invest, spend leisure time, do shopping, and visit is manifested, and of course, it is associated with the existence or lack of economic and human capital, economic and social vitality in the context.

In 2017, in the city of Tehran, 107 theaters with a total capacity of 26,568 seats have been performing continuously, most of which have been opened by the municipality of Tehran, the government and the private sector or by these three the department is managed. In each of these three institutions, there are potentials and shortcomings in the building and management of theaters. This research, has been written in a descriptive-analytical method using libraries and Internet resources. The main question in this research is how active the government, the municipality of Tehran and the private sector have been in building theaters in Tehran from 1978 to 2017? The main hypothesis in this article is that the passive policies of the government and the municipality of Tehran in the field of building artistic theater halls are in clear contradiction with the support of the private sector and the audience’s acceptance of this type of theater. For this purpose, first the information of Tehran active theater halls in 2017, including the year of establishment, capacity, managing institution and type of executive works have been collected and categorized. In the first stage of the analysis, the number of active theater seats per year in Tehran between 1978 and 2017 has been calculated and the trend of changes in comparison with the population of Tehran in these years has been examined, Then, the contribution of each of these three institutions in increasing or decreasing the number of theater seats in these years has been determined. In the second stage of the analysis, we have dealt with the issue of how many of the constructed theaters have been dedicated to the performance of art theaters, and we have identified the gaps in the activities of each of these three sections. The article concludes that none of the few theaters that the government has opened in recent years have entered the art theater market. Despite its effective activity in the field of theater construction, Tehran Municipality has been incapable of constructing artistic theater halls, and after 2012, with the entry of the private sector into the field of hall construction, the number of Art theater halls and chairs in Tehran have increased significantly in a short period of time.

In recent years the business model has been attracted researchers' and practitioners' attention due to its impact on the success of every business. A collection of research in the field of art shows little attention to the selection and design of the art business model, and this issue can be considered as one of the reasons for not doing the right thing in the business of this area. This subject has been grounded to investigate business models to identify suitable methods for Iranian handicraft activities in the present study. Using mixed-method, after reviewing the literature related to the topic, the theoretical framework was identified. Then, in the quantitative section, using the Correlation method, we studied a set of methods used in the Laljin pottery business based on the Osterwalder model. We found that the Osterwalder model, does not cover handicraft business in several elements and there is a need for a different business model. In the qualitative section using grounded theory, based on the effectuation theory, we propose a new efficient business model, called "Fish Business Model". In this model, entrepreneurs are like fishes moving in the wavy sea, and using their real capabilities they build their business model. This model presents suitable managerial and executive methods of a business of production and supplying handicraft products as a coherent process and covers all international rules and regulations.

Sports clubs often generate some private and public goods, thus they are economically valuable for cities. The main objective of this study is to find economic value of Foolad Mobarakeh Sepahan football club for city of Isfahan. Both the use and non-use values of this professional sport team are estimated using the contingent valuation method (CVM). The study is based on a survey conducted through interview and obtaining information from citizens with the sample size of 344. The results show that the average willingness to pay for the existence of Sepahan football club in the premier league competitions is 164800 Rials (United States Dollar = 42,000 Iranian Rial), for winning the premier league cup is 139700 Rials, for winning the knockouttournament cup is 117600 Rials, and for winning the AFC Champions League cup is 24480 Rials. Also the average willingness to pay for watching Sepahan matches in the stadium and watching the games from Television respectively are 44330 and 27730 Rials.

Looking at the issues on urban literature in recent years and written numerous and various articles and books in field of "quality of residential environment" indicates the focus and attention of urban thinkers and theorists to this concept. In this survey with the aim of desirable residential environment analysis in Esfahan city we tried to identify the desirable residential environment and the parameters affecting the quality of the environment in order to improve the quality of residential environments. Survey data collected from the questionnaires in municipal senior executives have been analyzed with the use of analytical-descriptive method, Topsis technique and cluster analysis with in SPSS software. TOPSIS technique introduced that Abshar, Nazhvan, Mehr Abad, Abbas Abadand Dashtestan respectively, as the top five residential environments from the vision of municipal senior executives in the Esfahan city. Cluster analysis results classify desirable residential environments in four groups according to the survey index. Among factors affecting the quality of the desirable residential environment, various factors influence this quality among which, cleanliness and hygiene residential environment was the most important factor and access to historical-cultural complexes are considered as the lowest factors. According to the affecting factors on the quality of the desirable residential environment, seven ways have been presented for improving the quality of residential environments.

Attention and protection of certain factors such as comfort, physical and mental health, clean environment, and leisure that are increasingly being deteriorated, are the main concerns of metropolitan and big city authorities all over the world. Due to increasing population in Iran and the formation of metropolises, most suitable spaces in large towns get more dense, and consequently, less space will be left for residential complexes. On the other hand, due to land shortage and overpopulation crisis and destruction of land and gardens for residential apartments and naturally, increase of pollution and lack of green space per capita, the idea of garden apartments is presented to show how nature can be combined with human environment. In this study, an overview of the basics of garden apartments using analytical – descriptive methods as well as CVM approach have been used to estimate the willingness in paying the residents of residential complexes. The collection of data is through the questionnaire. The results show that among the people interviewed about 89% people tend to reside in garden apartments, and 43% agree to pay the average housing price in the desired area and 32% agree to pay 150 dollars more than the average housing prices in the desired area and very small percentage of people are willing to pay more money.

Maintaining historical houses, as symbolic identity phenomena, is a must and today it seems as if the owners of such houses are the key figures in maintaining them; however, passing the laws and regulations for the maintenance of historical houses seem to have limited their ownership rights. Besides limiting factors in property development, there should be encouraging motives so that the maintenance process could be fostered. Thus, the current article, aiming at focusing on the individual benefit to help serve the social benefit, is to evaluate the passed law, numbered 28/91/2293, by Isfahan Islamic city council on exemptions for repair tax, parking-lot elimination, and VAT on function change of all historical buildings of the city of Isfahan. The current research was conducted on the historical district of Jolfa in Isfahan. The research is practical/applied, purpose-wise and among field research, method-wise. Data analysis was done upon opportunity-cost analysis and the required statistical data and documents were collected in Winter 2012. The results indicated that, by comparing maintaining opportunity-cost and the subsidy granted as a result of the passed law for the very district, for 47 percent of the historical properties, the granted subsidy is sufficient enough for opportunity-cost maintenance and for the other properties, by increasing the opportunity for land efficiency, the difference between maintaining opportunity-cost and the granted subsidy would increase; hence, the current law would not be effective enough to cover the maintaining opportunity-cost.

Iranian historical houses have been built based on lifestyle, behavior and beliefs, knowledge and art which are based on Islamic-Persian identity. Their conservation is like respecting national identity and recognizing their social benefit is a criterion for the amount of necessary facilities to preserve these valuable elements. Since assessment of the social benefit of any product or service requires economic valuation, the aim of this paper is economic valuation of valuable historical houses for recognizing the amount of their social benefit. This study is an applied research and its methodology is survey research. The case study is Julfa historic quarter. This study aims to answer this question: how much is the economic value of historic houses of Julfa quarter? And which factors do affect citizens’ willingness to pay for purchasing historic houses? Hence, economic valuation of historical houses based on the concept of willingness to pay is investigated by contingent valuation method (CVM). The results show that 90% of citizens were interested in historical houses and more than 70% of them said if they were rich, they would buy historical houses in the case study area. Meanwhile, they assessed the value of this area’s historical houses 4/7% more than the average value of neighboring non-historical houses. This means that quantized value of the social benefit of historical houses is 4/7% more than their financial value in non-historical conditions. Based on the estimation results of regression models, the family size and career variables have affected the citizens’ willingness to pay for the purchase of valuable historical houses.