Economic Welfare and Brand Development of Historic Places; A Study of the Ancient Sites of Kermanshah

Residents are considered an important source of the place brand business. They are not only part of the place, but also they benefit from the positive economic, social and environmental effects of the place brand. The city of Kermanshah, with its rich ancient heritage, tourist sites, local works of art and handicrafts, has the opportunity to study the effects of the place brand on the welfare of settlements registered in the world heritage in a desirable way. The research is descriptive-analytical and examines the validation of the researchers's extraction model (based on the foundation data method) in analyzing the effects of location brand on the welfare of World Heritage sites with a quantitative approach and collecting information from a suitable sample of 384 people based on Cochran's formula.The data collection tool was a researcher-made questionnaire. Results of this research indicate that special feature, architectural style, attractions and national and global registration have a significant impact on the phenomenon of historical place branding. It is essential to pay attention to communication, public services, green spaces, hospitality and content production when branding a historical place. Also the strategies such as think tank, action plan, slogan interpretation, event planning, promotions, particularly respect for tourist culture, making a good feeling in them, attracting religious leaders, developing sidewalks and tour guides taking into account tax exemptions, organizing false jobs, place security and private sector participation can strengthen the regional economy, attract capital, create jobs, develop business, retain place elites, promote ecotourism and economic welfare of historical place.