Assessing citizens' satisfaction with the food and entertainment axis in urban branding (Case study: Shahrak-Tohid of Sabzevar)

Sustainable urban brands are formed from social contexts and interaction between humans and the environment; and the evaluation criterion is the level of satisfaction that is recorded in the minds of citizens as a result of environmental experience. This study aims to measure citizen satisfaction with the selective street branding trial project in Tohid-Shahr of Sabzevar, entitled "Food and Recreation Street". This study uses a descriptive-analytical approach which at first, the TOPSIS technique was used to determine which street would be the best to implement a pilot branding plan and to analyze citizens' perspectives based on traffic patterns and physical characteristics. Accordingly, Ferdowsi Street was selected as a trial platform for the branding plan, and then, through the Food and Recreation Street pilot festival, the level of satisfaction and identification of citizens' main needs if the project continues, was measured. In this regard, through Cochran's formula, 384 questionnaires were distributed among all citizens, and according to Cronbach's test, the validity of these questionnaires was calculated to be 0.713. Finally, the data collected was evaluated by t-test. Accordingly, the level of meaning of the components was less than 0.05 and the hypothesis of citizens' satisfaction with the proposed plan was confirmed and the only component that needs more attention in future plans is the climatic comfort with a level of meaning of 0.10. Finally, the Friedman test ranked user satisfaction's four categories for the branding plan: satisfaction with social attributes, functional-physical attributes, managerial attributes, and environmental attributes.