نشریه معماری و شهرسازی آرمان شهر
پیاپی 31 (تابستان 1399)

One of the most important steps in designing the design of learning spaces is the focus on the physical safety of these spaces.In the old days, for the sake of greater security, places were selected that had natural barriers such as rivers.The term "safety" and "security" can have different meanings under the influence of various factors, The concept is complex, conflicting and strongly reliant on attitudes and values. This research aims to investigate the importance of physical security and identify environmental variables of creating security in educational spaces. The research method is descriptive and analytical and relies on case study. Samples were randomly selected. First, security perception in Bojnourd high schools was measured, then, using the hierarchical analysis process, the factors affecting security were analyzed and ranked according to the indicators of the questionnaire. The collected questionnaires were analyzed in SPSS software. The results show that there is a significant relationship between the indicators from the students' point of view and the sense of security. Regarding correlation coefficients, the indicators can be prioritized as follows: Territory, Supervision, Space Quality, Activity, Access Control. The results show that there is a significant difference between the average situation in each of the six indicators between students and teachers. In the access control index, there is a higher difference between the mean of the desired situation and there is little difference in the management and maintenance index and the quality of space. It can be concluded that the ratings below are not the same for the respondents. Prioritization of the following indicators is in the view of the students for the status quo below the access control indicators, monitoring are ranked first.

This research concerns how engineering discourse deals with the historical buildings. To clarify the subject, a case study has been analysed that was followed by a lot of discussions A project to increase the exploitation of the Kurit River in Tabas1. The present research seeks a more accurate reading of how the engineering practice deals with historical buildings, though inquiring how engineering discourse reacted to this historical dam and what its reasons were. Such an approach have not been addressed in previous research, as neither conservation nor particularly engineering discourses have considered the decision-making process and its outcomes and failures. This main questions of the present study are whether these failures are caused by personal or organizational mistakes or can be tracked in dominant principals of the engineering method in dealing with the concept of conservation; and how such failures could be diminished by redefining some principals. The present study is carried out based on the historical discourse analysis by Ruth Wodak2, and using case study, i.e. the engineering discourse interventions in the historical Kurit dam are analysed and discussed in details. This research aims to propose a model for the engineering discourse to deal with the historical structures, on the basis of recognizing the problem-solving process in this discourse and it also tries to modify this process by entering the concept of heritage value related to various aspects of a historical building, which is in the conservation discourse, in engineering discourse. Through such a regard, the decision-making process in the engineering discourse will be modified in a way that its outcomes can preserve the values and different aspects of authenticity of buildings

Concerns about the creation of a desirable quality in the architectural space have always taken into consideration by architects and researchers in this field. And their attention has been attracted to theoretical and philosophical of language theory. However semiology has been not considered as a tool for identify analysing and evaluating designing homes. House is the place where people feel the most belonging and spend there most of their time, so knowing its deep concepts can lead to creation of an ideal environment. Most of requirements that are expected for home are based on the needs human in different periods. This research, by considering the two historical periods of Qajar and contemporary in Shiraz-Iran, supposes the house as a texture composed of different layers, that by examining the semiology approaches it makes it possible to examine the effects of these layers on house architecture and to obtain different meanings of elements and spaces of homes. Therefore, according to studies on semiotics, the concept of semiology has described, the data and theories related to this topic were first collected and then defined in an architectural system to create a conceptual model of semiology for reading each architectural work. Then the houses of the Qajar period and contemporary residential complexes have been analysed based on above model. The research method is a combined one of qualitative - quantitative type. The results of the study concluded through library and documentary research, and investing questionnaire and analysing interviews, shows how the elements of architecture that affected by architectural and meta-architectural layer in these two historical periods influence the meanings understood by users.

Neighborhood, as an important behavioral setting, in addition to numerous social, cultural and physical aspects, has a very important role in neighborhood selection and creating a tendency among citizens to take up permanent residence. This is one of the main issues in the social life of historical contexts because by increasing the extent and depth of understanding of neighborhood selection criteria, housing will also be more durable. The present study aims to achieve effective factors in choosing the neighborhood in Isfahan city and to identify the criteria for neighborhood selection in the historical texture of Isfahan City. To this end, two main questions are raised: 1. What are the criteria for neighborhood selection in the historical texture of Isfahan? 2. Do the neighborhood selection criteria change with the spatial displacement? The present study is qualitative, descriptive and analytical research. To investigate the topic research, three Darb-e-Emam, Aligholi Agha and Jolfa neighborhoods in the historical texture of Isfahan City are selected using Goeller Scorecard and the four main neighborhood selection criteria, including security, neighborhood compatibility, access to shopping center and access to public transport network, are investigated. To investigate the aforementioned criteria in the selected neighborhoods, a sample of 90 persons are surveyed through a Likert scale questionnaire. Then, the data obtained from the questionnaires are analyzed using the AHP method and for each neighborhood, the importance coefficients of all criteria are calculated. The results of analysis show that according to the residents, among the neighborhood selection criteria, the security has the highest rating, followed by the neighborhood compatibility, access to shopping center and access to public transport network, respectively. Considering these criteria, the Aligholi Agha neighborhood obtains the highest ratings.

Today, by knowing the concepts of environmental psychology and the effects of color and light on the quality of the environment, it is of great importance to consider these issues in the design of spaces to provide a favorable and healing space for patients. It has been proven in various ways that color and light influence and affect the human mind and body and proper or improper use of them has many positive and negative effects on our lives. In designing healthcare centers, considering the significant nature of the land-user, that is associated with human’s physical and mental health, and also the complex functional relationships governing in it, attention to the requirements of proper design, including the proper use of light and color, has a key role. Due to their importance, therapeutic spaces should be a calm environment, according to the needs of clients. The present study aims to investigate how these two elements, as effective factors in improving the disease, can be applied properly. Proper color design and application of appropriate light can enhance health in hospitals. In the present study, library studies are applied to develop the theoretical foundations, and data are collected using questionnaires distributed among patients admitted to Shohada-ye Ashayer and Shahid Rahimi hospitals in Khorramabad City. This study is applied-descriptive research. In the present study, it is attempted to answer the question: What are the roles of color and light in accelerating the healing of diseases? To this end, first, the concepts of color and light are discussed and then the effects of them on physical and mental diseases and their application in therapeutic spaces are examined.

Creativity is a certain property of the man that has been especially valuable in human societies and knowledge such as environmental psychology. Accordingly, the present research tries to answer the question “How many important the effects of physical factors of architectural place are on the users’ creativity and what is the role of architectural design in organizing them to enhance it?” Therefore, the purpose of the present paper is to explain the main characteristics of creative places in a pattern form by identifying and categorizing the physical factors of the built environment. In terms of methodology, the configuration of the present research is based on Grounded Theory and a mixed method in which the findings resulted from a comprehensive documentary and field study has been completed and validated by applying statistical techniques on the data collected in a purposeful case study. The sample of this case study is three universities in Kermanshah, Iran, consists of educational environments of architecture in which teachers and post-graduate students identified and expressed their creativity-stimulant behaviors as well as the physical items of the environment that afford those activities. Finally, we concluded some of the spatial features, functional spaces, and their associated environmental affordances as the main items affecting the users’ creativity enhancement that ultimately have been classified and rated by an exploratory factor analysis as creativity-effective environmental attributes to be considered in designing the future environments in general and educational environments especially, as the main strategy. It could be pointed to the dynamism, generativity, justifiability, enrichment, and durability, on the one hand, and naturalism, interactivity, formal and functional balance and appropriateness, diversity of usage, multi-semantic in form and function, individualism, and composure, on the other hand, in the form of two distinct and correlative categories, among the most important of these attributes.

A sense of place is a mixture of conscious and unconscious emotions and refers to how people receive, experience, and express a place. It makes a place meaningful. House, as a platform for human life, is related and interacts with other aspects of his life. Light is a symbol of life and also seems to be a medium for seeing, understanding, and knowing. In this regard, the following question arises: What is the relationship between the characteristics of daylight and the sense of place in the house according to the comparison between traditional and contemporary houses? The present study aims to investigate daylight and its effect on the house environment with an emphasis on its effect on the sense of place in houses. This study is descriptive research carried out using a qualitative-quantitative approach and a causal-comparative method through correlation tests. Data are collected using library study and field study. Moreover, the data collection tools include indexing, observation, interview, and questionnaire that are used in different parts of the research. The final output of the research is a model for comparing traditional and contemporary houses in terms of the characteristics of daylight and the sense of place. The results show that there is a significant relationship between daylight and the sense of place in traditional houses, which is greatly faded in contemporary houses.

Iranian traditional houses have unique features that are not easy to discover only by examining architectural information such as plan, etc. To facilitate the spatial analysis of the house, there is a need for a tool to translate the space into a simple and understandable language. The space syntax method is one of the techniques making it possible to analyze the spatial structures of the environment. This method is based on the use of a tool called justified graphs that explain the relationships between spaces using concepts such as depth, integration, choice, difference factor, and control. However, some spatial features cannot be assessed with the data extracted from these graphs and there is a need to use some other indicators in this field, some of which are "space area", "geographical location" and "the distance between spaces". Therefore, in the present study, considering the claim that analyzing the spatial structure of the environment using graph tools has defects, other indicators, in addition to the space syntax method, are applied in order to provide a more comprehensive analysis and increase the validity of the results from the study of the environment. The research results indicate that in some cases, despite considering the effects of spaces in drawing justified graphs, there is no required delicacy in establishing the necessary distinction between various types of space in these graphs and as a result, the resulting analyses are not very accurate. Also, in other cases, a number of features of the building cannot be generally examined by justified graphs, although they are of the main features of the building and distinguish different buildings in terms of the quality of space.

The cross pattern has long been of special importance in Iranian art and architecture. The history of applying this pattern in Iranian pottery dates back to the Neolithic period. Since this pattern had the semantic importance in the Iranian religions of Mithraism, Zoroastrianism, and Zurvanism, it has influenced Iranian art and architecture. In Iran, in both pre- and post-Islamic periods, various types of cross pattern have been applied as part of ornaments or building plan in various types of buildings. The present study aims to study the different types of this pattern in Iranian architecture and related ornaments. This research is a descriptive- analytical case study in which data are collected using library study and field study. Samples are selected from various types of building ornaments such as tilework, stucco, brickwork as well as different building plans. These samples are selected from a time span between the Medes period and Qajar periods. Then, they are studied, analyzed, and compared. Finally, different types of cross pattern identified in the building plans and architectural ornaments are presented. According to this study, it is found that some geometrical motifs (Girih) and Girih modules as well as some Golandaz (layout of bricks) in brickworks, stucco motifs, plant motifs, and arabesques have been formed based on five types of the cross: “cross, slanted cross, Swastika, nine-patch pattern, and shamseh”. Moreover, the study of the plans of buildings such as houses, fire temples, mosques and schools, gardens, etc. shows that twelve types of the cross pattern were applied in the spatial organization of pre-Islamic buildings and six types in the Islamic building. The nine-patch, combined nine-patch, cross, Chaharsofeh, Kooshk (pavilion), Chaharbagh, and four-iwan (Chahar Ayvan) patterns, etc. are of various types of cross pattern identified in the Iranian architecture, and the nine-patch pattern can be considered the origin of all of them.

To achieve sustainable, low-energy buildings, it is required to further emphasize on accurate evaluation of daylight performance. To this end, over the last few years, researchers have considerably developed more advanced dynamic metrics to overcome the limitations of static metrics. Nowadays, Daylight Autonomy (DA) and Useful Daylight Illuminance (UDI) metrics and those metrics developed based on these two are the most well-known dynamic daylight performance metrics, which do not have the same credit in terms of efficiency among different experts. The present study aims to compare the abilities of these metrics to be used in evaluating daylight performance in educational buildings. To this end, a parametric analysis is performed through simulation in Grasshopper software using Ladybug and Honeybee plugins. This analysis is performed to show the relationship between UDI, sUDI, DA, sDA, cDA metrics by examining the effects of the variations of Window-to-Wall Ratio (WWR) on them in a typical Classroom of an elementary school in Tehran. The results show that the lack of a high limit for DA and DA-based metrics, i.e. sDA and cDA, eliminates their correlations with the components related to the occupant comfort. Among various daylight metrics, UDI, due to its correlation with glare and energy consumption, can indicate the propensity for the occurrence of occupant discomfort as well as the energy consumption. Also, among UDI-based metrics, sUDI needs to increase the density of sensor points in the grid to achieve the same accuracy as UDIavg, significantly increasing the computation time. Therefore, the UDIavg metric is more suitable to use for small spatial units where the number of sensors is quite limited.

Given the intense rise of the world's population and ever-increasing energy consumption, the application of passive solutions is of paramount importance to the development of countries. A large share of energy consumption is attributed to the construction industry and office buildings, whose consumption levels can be significantly reduced through passive solutions such as solar chimneys. Solar chimneys, also known as thermal chimneys, greatly contribute to reduced energy consumption and thus can be employed for building ventilation, as well as heating and cooling by absorbing and storing solar energy. The present study aims to examine the effect of the solar chimney on ventilation and indoor temperature of office buildings in the hot and dry climate of Shiraz City, where buildings have different urban forms. In this study, a room with a solar chimney, in five different urban forms, is considered as a case study. The simulation is performed using ANSYS Fluent and Comsol Multiphysics software. By measuring the mean ambient temperature, inlet air velocity of the chimney and the amount of exhaust air pressure and comparing them in all four seasons of the year, it is found that the best performance in terms of ventilation is related to the summer season. Also, in cold seasons, the chimney should be closed so that the heat absorbed from solar radiation by the chimney keeps the environment warm. The values of temperature, velocity and pressure are only slightly varying in the models, but the findings indicate that the more the inlet air and the outlet air pressure, the higher the ventilation rate and the air change rate. With a slight difference, in the summer, the central courtyard is the most optimal urban form, which offers the highest increase in ventilation rate and decrease in energy consumption by being connected to a solar chimney, followed by the shaded courtyard on the north side and then the two-courtyard form.

Tomb buildings were considered an important part of the past Iranians' beliefs. Various types of Iranian tomb architecture in the contemporary period include tombs (urban landmarks, monuments, and memorials), museum-garden complex, and tomb complexes. The design of the tombs is of great importance and should be worthy of the deceased dignity. Given that in the hierarchy of movement to reach the tomb, some spaces are required to prepare individuals mentally, how people find their ways in these spaces is of great importance. In the present study, the case studies are Iran's National Tea Museum and Kashef al-Saltaneh tomb in Lahijan city. The museum is the only specialized tea museum in Iran that was added to the tomb space in recent years and led to many changes in the interior design of the building. According to objective observations and information obtained from Guilan's Cultural Heritage, Tourism and Handicrafts Organization, today, the annual number of people visiting the building decreases. The present study aims to investigate the wayfinding process in the interior of Iran's National Tea Museum and Kashef al-Saltaneh tomb and also to explain the principles of spatial cognition and the components required to facilitate the wayfinding in these spaces. The present study is descriptive-inferential research carried out quantitatively and qualitatively using the space syntax method. It is obvious that the principles of hierarchy and circulation have been less considered in the wayfinding process in the Kashef al-Saltaneh Tea Museum building, and it seems that removing the (attached) wooden stairs on both sides of the entrance on the ground floor has significantly increased the movement and visual communication in the space, reduced the confusion of people, made the connecting spaces in the building more legible, and facilitated the wayfinding process. All of these lead to a better understanding of the spaces.

The concept of residential open space in Iranian architecture has fundamentally changed in recent decades due to changes made by the massing system in cities and the appearance of a new concept, i.e. semi-private courtyard, in apartment housing. In the present study, it is attempted to examine the changes in the uses and activities of the courtyard by reviewing the existing literature. Then, the status of past concepts in the minds of contemporary people is analyzed with the emphasis on everyday life activities by field study. The literature review of this research is historical and interpretative and the ethnography is performed both quantitatively and qualitatively. First, the attitude of the religious people selected in Qom is enquired qualitatively, and then, open-ended interviews are used for qualitative research to provide a more reliable ethnographic interpretation. For qualitative research, six religious families of middle income, who are living in a courtyard house or apartment in Qom, are selected (for each model of housing= 3 samples) considering a given period, and the information used in this study are extracted from long-term semi-structured interviews. According to the literature review on the courtyard in Iranian architecture in the Islamic period of Iran, housing has basic concepts of privacy, female space, the concentration of domestic activities, and the sacred space from a religious and social perspective. Case studies of this study show that although the conceptual reality of the courtyard has been removed from everyday life, middle-aged generations have still a mental image of the courtyard as a center for activity and space connected with nature and the sky (as a sacred element). The image is undeniable. However, the modern concepts of domesticity (family life) and the insignificance of housework make the later religious generations reluctant to use the courtyard with its basic uses.

Today, the quality of urban spaces is one of the most important environmental design concerns. The present study aims to present the environmental preferences of users of under-bridge spaces to achieve an appropriate model for the design of these spaces. The study is carried out using two qualitative and quantitative methods. In the first stage, in order to examine citizens' environmental preferences, the opinions of 50 users of urban spaces about abandoned spaces under urban bridges are examined using Quicksort technique1 and in-depth interviews, and finally, the environmental patterns affecting the design of spaces under bridges are extracted. In the second stage, the environmental patterns obtained from the first stage of the study are examined by the participation of 144 graduates of Architecture, Landscape Architecture, and Urban Design using a questionnaire and by random sampling. Then, the reliability and validity of the questionnaire are assessed and finally, after collecting the data using Confirmatory Factor Analysis (CFA), the model of this study is produced in SPSS Software and Lisrel software. The results indicate that citizens’ environmental preferences for the design of spaces under urban bridges are: safety and security, physical cohesion, visibility, vitality, sensory richness, sense of belonging, and climatic comfort. This study also shows that recognizing and understanding the needs of users of space will significantly help to provide better environment to understand and experience higher quality spaces and will provide the necessary theoretical frameworks to environmental designers, especially architects and urban designers.

The city, as a multifaceted phenomenon, has various dimensions. One of its most important dimensions, which has always been one of the debates raised in urban design and planning, is its geometry. Urban geometry and the geometry of urban valleys, which are defined by changes in height, length, and distance of buildings, significantly affect energy exchanges and thereby the temperature of urban areas. Changes in urban geometry will lead to some problems and issues, one of which is climate change on micro and medium scales. The geometry of the city has always been of interest to climatologists due to its effects on the urban climate. One of the important parameters of it is the Sky View Factor (SVF). Although urban climatologists know this factor well, it has not been properly raised among urban planners. On the other hand, since this factor is related to other climatic variables, it can play a key role in urban decision-making. Therefore, in the present study, it is attempted to present and classify the methods and techniques used for calculating this factor, while examining the need to pay attention to it. Therefore, this study aims to identify and study the types of this factor and then to study and classify various calculation and estimation methods. The results of this study show that the calculation and estimation of SVF have started with photographic and analytical methods and increasingly expanded with software and GPS methods. Also, at the end of this study, a classification of the background of the topic, along with various calculation methods and techniques and related software, is presented in a table in detail.

Non-narrative study and determination of the correlation between living space and society is a subject that has been neglected in the studies by space creators (architects, city and landscape designers, and theorists of this field) and social specialists (sociologists, anthropologists, etc.). While environmental sciences have not been able to provide a convincing theoretical framework for the role of society, in social sciences, also the acceptable understanding of the concepts of space and environment has not been reached. Trying to overcome this shortcoming is as a missing loop that is difficult to achieve and will undoubtedly answer many common environmental issues. The present study aims to examine the correlation between spatial configuration and development status of Isfahan's neighborhoods to help to eliminate this shortcoming in some way. For this purpose, this correlation is tested in 188 neighborhoods of Isfahan at three level, global, mean and local, using correlation analysis. In this process, the spatial configuration of the neighborhoods is analyzed using space syntax method and their level of development is determined using TOPSIS method. The results of this study show that although there is a significant relationship at the two scales, global and mean, but this correlation is weak. At local scale, also there is basically no significant correlation. Accordingly, if it is supposed to improve the structural integrity of Isfahan City and the development status of its neighborhoods by making changes in its spatial configuration, the priority should be given to changing the streets connecting the neighborhoods as well as the main street of the city , instead of interfering in and changing the neighborhood access network, taking into account that these changes should not be expected to necessarily have a positive effect on the development status of neighborhoods.

Concepts such as goal, success, method, criterion, perspective, cultural context, scale, and plan type include the conditions that have made the quality assessment of urban projects so complicated. The present study aims to find the most important external or internal criteria for successful urban design projects implemented in Tehran for 35 years since the 1980s. Therefore, the Delphi method is used to achieve a consensus on the research topic among urban experts. To this end, forty experts in urban design, urban planning, urban management, architecture, and sociology fields are asked. With the consensus of experts and using the new criticism approach, derived from "Theory of Criticism", this article thus attempts to find the major criterion for the successful projects. Although a clear common ground on the failure of urban design projects might retrieve from extensive literature about Tehran's development plans during recent years, little research has been conducted on its successful implemented plans or their criteria. The awareness of such a plans, not only reports or increases the plans' motivations in recent decades but also may drive future decisions based on the criteria for successful plans. This can also result in the study of qualitative methods using for the evaluation of urban design projects. The research results show that assuming a fixed criterion for evaluating the effects of urban design projects is insufficient as assessment works more dynamically. Furthermore, the "process-oriented", "product-oriented", "external" and "internal" criteria are distinguished in this research and it is found that consideration of "public participation and people needs" in plans plays the most important role in the success of plans, followed by "organizational and technical aspects" and "quality of the design", respectively. The public participation criterion is also latent in other criteria, therefore, it is an internal meta-criterion for successful plans. However, in Tehran's urban design projects, it is left out of the design process.

In this research, we sought to provide a dynamic model of sustainable development for Tehran and a computer simulation based on the system dynamic approach were employed for the purpose. According to the intended purpose and access to data, a pattern has been developed from two sub-sectors of the economy and society and the environmental pollution. The results of the simulation in the base model indicated that simulation values could predict the actual values of the variables indicating sustainable development in Tehran well and it can be said that if the same trend continues in Tehran, the population of Tehran will reach about 11 million till 2025. On the other hand, the results indicate that despite the calculated GDP growth rate for the city of Tehran, the total revenue of the city will reach from 624 thousand billion Rials in 2008 to 315669 thousand billion Rials and the results also indicated that the emission of Carbon dioxide will reach nearly 100 billion tons per year until 2025 in Tehran, which is very high and adopting appropriate environmental policies seems necessary. On the other hand, the results show that despite the GDP growth rate for the city of Tehran, the total revenue from the city will be from 624 trillion riyals to 315669 trillion rials in 1404 from the beginning of 2008 and the results also showed that the emission of dioxid Carbon will reach nearly 100 billion tons per year in Tehran in 1404, which is high and requires the adoption of appropriate environmental policies.

The rapid and increasing growth of urbanization and the subsequent increase in population of cities have led to different consequences in various fields. Among the most important consequences is the increase in demand for energy resources, which can be considered from two aspects: first, limited renewable energy resources and second, environmental pollutions caused by the consumption of fossil fuels. On the other hand, public awareness of the above aspects has led to emergence of new approaches such as sustainable development, smart growth, etc. in urbanism and revealed the attention to the issue of energy efficiency in urbanism. The concept of energy consumption in the city is related to various components, one of which is street network and transportation, which in relation to the issue of land use, affect energy consumption in this sector (about 30% of energy consumption in cities). So far, several studies have been conducted in the field of energy consumption, but few quantitative studies have been done in Iran. In the present study, first the theoretical foundations in the field of energy and transportation planning are examined, and then the components affecting energy consumption in transportation sector are discussed. In the next step, three scenarios are proposed for a 35-hectares unbuilt area in Hashtgerd New Town (known as “35-Hectare Area” in the national documents), and at the end, for all scenarios, the energy consumption is evaluated by measuring the energy indices of transportation and land use using Communityviz software. To determine the degree of integration of passages, space syntax technique and Depth Map software are used. The results show that there is a direct relationship between the form of transportation network, urban land-use, and energy consumption such that by changing the form of transportation network, developing integrated transportation, and changing the land-use distribution, energy consumption in transportation sector can be reduced up to 35%.

Tehran's historic district has undergone structural isolation for several reasons, including the negative effects of new urban development. This isolation is due to the unbridled influence of commercial uses and the transformation of the residential, business, and historical identity of this district. In recent years, the place branding approach has been proposed as a tool in urban planning and management, including the regeneration of historic districts. Due to the nature of regeneration, which is a context-oriented concept and is associated with a change of approach from place to place, the place branding approach to the regeneration of historic districts should also be based on contextual conditions. Therefore, this study seeks to develop a comprehensive and context-oriented model for branding the historic district of Tehran using the grounded theory method. To this end, 32 in-depth interviews are conducted with experts in related fields, visitors, customers, residents, businesses, and city managers. The extracted codes are presented in the form of 173 concepts and 47 categories (i.e., open coding) and then the communication model between the concepts in the form of a paradigm model (i.e., axial coding). The final research model leads place branding to the asset-based approach, which is the result of the final refinement of the paradigm model (i.e., selective coding). In this model, place brand identity is introduced as the central category of branding, the result of the interaction of three identities, namely tourism, housing, and market in the historical-cultural context of place. In this model, place brand is not an externally imposed phenomenon but the result of interaction between different place actors based on common interests, which provides the basis for the formation of place brand in a strategic process by relying on internal place assets. Thus, this context-oriented and multifaceted model leads to the creation of new added value in the historic district, which is not the product of district compaction (i.e., constructive value) but is created through brand value and guides regeneration.