The Impact of City Identity Factors on Tourism Developmentthe Case Study of Shiraz city

Every city has environmental, cultural, social and physical characteristics that give identity to cities. The identity characteristics of each city play an undeniable role in developing tourism. The study aims to identify and evaluate the factors of urban identity affecting the tourism development in Shiraz city. The research method is descriptive-analytical and was done in a survey way. The statistical population of the research was 315 tourists, who were selected using a simple random sampling method. The data were collected using a researcher-designed questionnaire. The content method was exerted for the validity of the questionnaire and the Cronbach's alpha method was applied to measure the reliability of the questionnaire, and the alpha coefficient was calculated as 0.872. For data analysis, SPSS software and factor analysis, one-sample t-test, ANOVA and Duncan tests were used. Using factor analysis, 13 urban identity factors affecting tourist attraction and tourism development in Shiraz city were identified. Also, the findings indicated that the two factors of historical monuments of different eras (4.57), and celebrities, mystics and writers (4.42) are the most important factors of urban identity affecting the tourism development in Shiraz city, and urban infrastructure (2.36) had the least impact. Therefore, it is suggested that urban planners emphasize preserving all the historical, cultural, literary, natural and physical identity factors of the city, and by using all the identity factors, try to introduce the city and develop sustainable tourism