Presenting a Model of Sustainable Development based on Urban Branding Indicators the Case study of Bushehr Province

Nowadays, urban branding plays a necessary role in the process of sustainable development, which, due to the growing growth of urban development in cultural, economic, environmental, etc. dimensions, requires a targeted and comprehensive planning to keep pace with sustainable development. This research deals with the strategic analysis of urban branding and its effect on sustainable development indicators, so that by examining the current situation, it can help to improve the development and branding of the city and consequently achieve sustainable development in the province. The methods of collecting information are library studies and questionnaires. The statistical population of this research consists of two groups. The first group is experts who are aware of the subject, the number of people in this population is unknown and the sample size used is 50 people, and the second group includes policy makers and senior managers, employees with higher education in Bushehr province with a number of 37751 people, and the sample size is using Cochran's formula, the number of people is determined to be 382. The data used were collected through 4 questionnaires whose validity and reliability have been confirmed, and structural equations method with partial least squares approach and SMART PLS software were used to measure the structures and relationships between them. The results indicate that 89.9% of the changes in the dependent variable of development are predicted by the independent variable of the research, and at the confidence level of 95%, the variable of strategic analysis of urban branding has a positive and significant relationship with the development model. Therefore, it is suggested that the urban policy makers, in addition to the strategic analysis of the external and future environment, pay attention to the influence of urban branding factors and compile an urban planning document along with sustainable development.