Assessing the significant factors influencing the formation of the city image in order to effective urban branding management, (Case study: Shiraz, Iran)

A factor that allows a person to find his way is the mental images he has from the environment, a clear picture of the environment in which he lives, the basis that influences his mental development. The purpose of this study is to assess the importance of factors affecting city image formation in Shiraz city. This is a descriptive-analytical study using a questionnaire tool. The statistical population is the citizens of Shiraz with The sample size of 384 people using Cochran's formula. Validity of questionnaire questions was verified by professors and experts in the field of urban planning, and reliability of research questions was calculated with Cronbach's alpha 0.86. To analyze the data of the questionnaire, spss17 software has been used. The results of the Kolmogorov-Smirnov test showed normality of the data. Finally, the t-parametric t-test of one-way test was used to investigate the research hypotheses. The results of t-test showed that all the studied variables in the present study with sig= 0.000 and 95% confidence level affect the formation of city image in the direction of effective urbanization. In fact, the attraction aspect of architecture and urbanization with an average of 4.46 has the most effect on the formation of the city's image In the area of effective urbanization, the size, environment, economy and trade, the international position of the city, socio-cultural issues, citizens' self-righteousness, infrastructure and transportation, and traffic communication respectively, have been less important in shaping the image of the city in the direction of effective city-making.