Analysis of the position of effective components on urban branding (Case study: Bushehr city)

Every city, according to its assets, seeks to develop and consolidate its position at national, regional and international levels, since city branding is one of the most dynamic activities in the field of policy making in the present era, which plays an important role in sustainable development of the region and due to the increasing growth of city development in cultural, economic, environmental and etc. There is a need for a targeted and comprehensive planning to keep pace with sustainable development. Considering the development components and its impact on city branding indicators, this research deals to improve the development and city branding status in the province by examining their situation. The statistical population of this study consisted of two groups: the first group was experts with knowledge that the number of people in this population is uncertain and the sample size is 60 people. The second group consists of policy-making and senior managers, employees with higher education in Bushehr province with 37,751 people and the sample size has been determined by using The Cochran formula of 382 people. Data were collected through 4 questionnaires confirming their validity and reliability. To measure structures and relationships between them, structural equations with partial least squares approach and SMART PLS software have been used. The results indicate that at 95% confidence level, the city branding policy variable has a positive and significant relationship with the development model. Therefore, it is suggested that the policy makers and urban management should plan for the urban branding of the province and improve the development dimensions according to the relationship of the urban branding policy with the dimensions of development.