نشریه گردشگری شهری
سال هفتم شماره 3 (پاییز 1399)

Shopping is a determinative factor in the decision to travel, and shopping is one of the oldest tourist activities  and is usually the main destination for travel expenses. In the meantime, local markets provide opportunities for tourists to buy a wide range of goods, sometimes providing locally, living, and coloring their trade. Local markets eliminate the needs of tourists for novelty or renewal, socialization and better understanding of different places and their cultures, and often provide credible experience. In addition, the local market may offer attractive deals, in which some tourists feel both rewards and promotions both mentally and economically. And become popular attractions in some destinations, where they become an important part of the experiences of tourists, and can help to shape the image. In cases where a particular market is associated with certain cultural products, it can even lead to increased target competitiveness by highlighting it for other purposes. Shopping centers in Urmia are one of the main reasons for traveling to Urmia. Due to the interconnectedness of the West Azerbaijan province with the countries of Turkey and Iraq, different markets in this province have been formed, which brings passengers to this city and province from most parts of our country. One of these centers, which has been described as the tourism brand of Urmia in recent years, is the foreign apparel market (Tanakura). Considering the above-mentioned issues, the necessity of evaluating the role of tourism in the purchase of the foreign apparel market of Urmia city in the development of tourism in this city In particular, it was felt that the factors attracting tourists to the domestic purchase of this market are identified and the impact of these types of tourists on the development of urban tourism, which itself consists of economic, social, environmental and urban brand.

 The purpose of this study was to evaluate the role of shopping tourists in the development of tourism in Urmia. The purpose of this study was to investigate the nature of the purpose, the method and the descriptive-analytical method and to collect the data, documentary and survey methods were used. The statistical population consisted of domestic tourists entering the Tanakura market of Urmia in the summer of 1396, which was determined by the Unique Volume Size formula of 384 individuals and the available sampling method was used. Structural equations (factor analysis) and stepwise regression modeling were used to analyze data and information.

The descriptive findings show that the gravity variables of the product are 64.09 and the sustainable development of urban tourism with an average of 62.63 in very good condition and the development of the Tanakoura market has had a significant effect on this. Also, the average of quality variables of second-hand foreign apparel quality and the quality of U.'s second-hand market vendors are in a moderate situation and the research data are also in the normal range due to the variance and range of changes. Also, comparing the beta coefficients is seen. Among these four variables, the relative importance of the variable "Quality of Service Providers" with beta coefficient (0.310) has the highest effect and the "Brand Attention" variable with beta coefficient (0.134) is the lowest has an impact on the sustainable development of urban tourism in the area under study. The results of structural equations show that the level of impact of the service quality on the development of urban tourism is equal to (0.50) which is more than other variables. The effectiveness of tourism facilities on urban tourism development is equal to (0.38) and the rate The impact of product attraction on urban tourism development is equal to (0.15) and the effect of the shop environment on urban tourism development is equal to (-22.2) The environment of shops has had the least effect on other variables.

One of these shopping centers in Iran, which has been described as the tourism brand of Urmia in recent years, is the foreign apparel market (Tanakura). Considering the above mentioned issues, the necessity of evaluating the role of tourism in buying foreign apparel market of Urmia city in development Tourism of this city has been especially felt. Therefore, the results showed that the role of tourism in the purchase of the foreign apparel market or the Tanakoura city of Urmia has a significant impact on the development of sustainable tourism in the city. As shown by regression analysis, a total of 471% of the changes reflect the development of urban tourism sustainability, which reflects the positive effects of these indicators on sustainable tourism in Urmia. Also, among these four variables, the variable "The quality of service providers with beta coefficient (0.310) has the greatest impact on sustainable development of urban tourism in Urmia. In general, low prices and high product quality play an important role in attracting tourists shopping for the Tanakoura market in Orumiyeh. In fact, the superior quality of this kind of apparel, in comparison to domestic production and low prices, has led these types of tourists to buy from Tanakvray market Orumiyeh, occurs. Also, the results of structural equation modeling indicate positive effect of index of service quality of vendors and tourism facilities on Urumieh urban tourism development, which is higher than number 2. However, the impact of product attractiveness and the environment of shops on the development of urban tourism is the intensity of the relationship is less than 2, as a result of these paths are rejected. Therefore, the effect of variable quality of service providers on urban tourism development is equal to (0.50) which is more than other variables. So according to the RMSEA index, it can be concluded that it has a well-designed model that can be extended to a larger community.

Since the late 1960s, as a result of the exacerbation of urban problems, there has been a widespread reaction against the dominance of ride. In this regard, the pedestrian movement, which aimed to restore and develop pedestrian spaces in cities, became one of the axes of urban planning and design. On the other hand, in recent decades, the central and old textures of cities have been left to their own devices and due to negligence, they have faced many problems. Highlighting historical places, producing and reproducing collective memories and centers of attachment, is the first step to mental attraction to historical environments, which raises a broad category and a phenomenon called urban tourism. One of the cases that helps to rebuild these textures is to pay attention to pedestrians and humanizing the environment, so today's urban community needs studies that analyze and scrutinize pedestrian crossings in the city and encourage the citizen to find a new balance between different ways of moving. The revival of the historical textures that make up the core of cities, in addition to improving the quality of the environment and re-establishing social life, also promotes tourism. Saqqez city, which is one of the oldest cities in Iran and the world, despite its significant population in Kurdistan province and its high potential, such as a complex of amusement parks along the river, the city's historic Grand Bazaar and a large number of travelers to buy from the border town of Baneh, it lacks the ability to attract tourists in its proper form; therefore, planning for the mentioned spaces to attract tourists and spend leisure time is very important in the development of this city. The present study tried to identify the desired axes of walking in the central part of the historical city of Saqqez to promote urban tourism and to suggest the selected axis to create pedestrian path.

The present study is an applied one in terms of purpose and also is based on quantitative methods. The statistical population of this study includes residents of Saqqez city and tourists who visit the city's attractions. The volume of statistical sample according to the population of Saqez city in 2016, which is 226451 people, has been considered. By using of the Cochran's formula, the number of selected samples to distribute the questionnaire among urban residents and tourists is 384. In order to implement the Delphi method, the opinions of 12 Saqqez experts and city managers have been used. In order to select the selected axis using the Inverted Hierarchical Weight Process (IHWP) and define and refine the criteria, the level of interference of the central texture of Saqqez city was proposed to suggest the necessary fields of walkability. Finally, through measurement quantification, calculations related to feasibility and prioritization, after feasibility of axes in the historical central texture of Saqqez city, using the Quantitative Analyze Matrix (QAM) model, the axis that received the highest score in terms of walkability was selected as the pedestrian target axis for planning.

The study area at the historic center of Saqqez city has valuable grounds and buildings in which physical intervention is subject to its own limitations. Therefore, in order to increase the coefficient of realization of the research, at first, the capability of intervening the areas in the texture was analyzed by IHWP method and the most intervention textures were designated to locate and select the appropriate axis to create the pedestrian path. After collecting the scores of each of the intervention criteria and the formation of the database, they are classified into four classes and the central texture of Saqqez city in four priorities of completely desirable, relatively desirable, relatively undesirable and completely undesirable lands for intervention-based services, which the Imam Khomeini, Jomhouri, Saheli, Beheshti and Vali Khan axes were identified to provide support services for the pedestrian axes. Then, in order to locate and select the appropriate axis of the pedestrian path using the Quantitative Analyze Matrix (QAM) model, after introducing the prone streets of the area and after going through the Delphi method and weighting steps using Expert Choice software through comparative comparison according to the extracted criteria and in the form of a Likert scale, the axes were examined and finally, among the axes in the central core of Saqqez city, Imam axis was selected with a score of (2.84) for pedestrian path planning.

Today, feasibility studies of desirable pedestrian axes are one of the urban needs in this area. In the present study, after performing quantitative calculations and qualitative analyzes, Imam axis gained the highest score with a relatively desirable quality status for creating pedestrian path in the central core of Saqqez city. It is natural that over time, the coefficient of importance and current status of each axis has changed, and given the tourism potential of other axes, it is not unreasonable to expect that in the coming years other axes will have a higher score and create the desired pedestrian path. Looking at the findings of the present study, it can be inferred that in the middle cities of Iran, especially those with a population of less than 250,000 and also according to economic, political, managerial, cultural, physical, spatial situations, etc., the potential of such cities to create the pedestrian path was low unless the city's historical dimension and the presence of prominent historical elements were influential enough to send a significant population to the city; because the demographic factor is a very important element in the creation and prosperity of the pedestrian path. So, looking at the current situation of the streets of the central part of Saqqez city and the results of the analysis, the relatively favorable option does not create a significant for urban management to create pedestrian path, and only with the passage of time and reaching the age of 20-30 can tourism flourish and hoped to revive the historical texture by creating sidewalks.

Tourism has always been a factor of the development of the countries around the world and brings real benefits to the host community and directly contributes to the growth of gross domestic product (GDP) and employment. Tourism, such as a two - edged sword, on the one hand, it carries benefits for the host community and on the other hand, it has needs that the host community incurs costs and by influencing the economic, social, cultural and environmental dimensions of the destination can play a significant role in promoting or declining the quality of life of the local community. On the other hand, a high - quality tourism destination that can meet the tourist needs is also a source of strong income for that region. One of the most important destinations of tourism which has attracted many tourists in recent years, is urban centers. in Islamic countries usually this part of the city is playing with its market. Traditional markets are one of the main elements of the city that in addition to other ones such as mosques, schools, bathroom and infrastructures create city structure and if strengthening this part of the city and its adaptations, there are plenty of added values in these textures as historical spaces and tourism. Unfortunately, in recent years, historical places have faced with a shortage of tourists and they have not been able to attract tourists, as in the list of tourism destinations. Recreational places are preferred to historic places, and this is a threat to historical cities. The issue that arises here, is the quality of tourism destination, which is now become a world and non - tourist issue and tourist spots that want to reach their main position in this industry should pay attention to the quality of tourism destination components that cause tourist satisfaction. The central district of Tehran and the grand bazar of Tehran, which due to its historic and commercial and urban history and the capacity to satisfy tourists due to the multiplicity and diversity of tourist attractions in different levels of local, national and international levels, can be considered as the cultural and tourist center in this metropolis. Based on the high number of tourists that has been declared by the Iran statistics organization, strengthening and dealing with this part of the city as the history of Iran metropolis for attracting tourists and development of this industry, seems to be one of the most important factors of attracting tourists to the region of Tehran. Therefore, in order to bring this important city to its main position in the tourism industry and the benefit of the national and local community from the advantages of this industry, this issue must be discussed. The aim of this research is to evaluate of the quality of tourism destination of Tehran historical bazar. Many studies have been done in this regard that all of the infrastructure and structures have been analyzed, but the difference of this research with other studies has emphasized on the main elements of the quality of tourism destination and determining the suitability of those elements of the region and finally presenting a model for annual evaluation of tourism destination desirability.

This research is an applied one in terms of purpose and is descriptive-analytical in nature. At first, frequent indexes were extracted from theoretical foundations. After determining the criteria and indicators of the quality of tourism destination in the first phase of Delphi, these indicators were provided by experts in order to confirm its validity according to the local conditions of Tehran region. The reliability of the questionnaire was confirmed by Cronbach 's alpha test. The results of this test are indicative of appropriate and convergent validity of the research indexes. In the data analysis section, the SWARA method has been used to weight the importance of each index.

Indicators are selected in eight main criteria and 37 sub - criteria (environmental criterion with five sub-criteria, physical criterion with seven sub-criteria, infrastructure criterion with four sub-criteria, social criterion with six sub-criteria, transportation criterion with six sub-criteria, tourism economy criterion with three sub-criteria, tourism product criterion with three sub-criteria, tourism product criterion with three sub-criteria). Criteria of tourism service with 0.5914, the infrastructure with 0.2414, the physical with score of 0.0918 and the transportation with 0.459 score are significantly better than other metrics.

Indicators of tourism, infrastructure, environmental, transportation are the priority of the region's planning, since this region has the trump card in terms of multiplicity and diversity of attractions and requires only proper management and monitoring and planning in this area. the combination of environmental quality indicators and the quality of tourism services in the assessment area indicate that tourism industry in the study area needs to be reconsidered and there is a potential of attracting tourists in the region, but due to the weakness of the desirability of the indicators quality (tourism destination, tourism services) and lack of awareness among the tourists and experts, this destination is not regarded as tourism destinations.

Urban areas are often considered important tourism destinations due to their historical and cultural attractions. Urban tourism creates a great cultural, social and economic opportunity for the world's metropolises. Historical and old textures, due to the nostalgic, architectural, cultural and valuable buildings that are symbols of the economic, religious and social conditions of that time, are one of the vital, influential and important urban tourism destination. However, these days, with the growth of urbanization, the land use of these textures has been changed and deteriorated. In this regard, the approach of tourism in the field of reviving the old textures of cities, especially textures that have historical value and identity, has been considered. District 12 of Tehran, has not yet achieved its status as an active, coherent and organized destination, despite the presence of valuable monuments, which play vital role in preserving urban authenticity and identity and also as an important tourism destination and a significant source of income.  In this regard, it is necessary to make special planning. The tourism development approach, as mentioned earlier, provides a beneficial basis for the preservation, revitalization, reconstruction and development of such textures. The same method that has been used in developed countries for many years and to be implemented in our country requires the study and analysis of appropriate effective factors based on the conditions of the region. The main purpose of this study is to identify the main effective factors on the tourism development in historical valuable textures and then analyze each of the factors on the development of tourism in the historical texture of the district 12 of Tehran. Also, as mentioned, the importance and necessity of the research was determined with regard to the current situation of District 12 of Tehran and the need to preserve its valuable historical texture based on a new approach. Therefore, main research questions are as follows:What are the effective factors on the tourism development of historical valuable textures?How is the impact of each factor on tourism development of historical valuable texture of district 12 of Tehran?

The present study is an applied and a descriptive-analytical research in terms of content and methodology. Required information was collected through the library and field method. The statistical population of this study includes tourism and urban planning experts that finally, after sample calculation by Sample Power software, 246 people were identified. Also in order to analyze the extent of impact of each final factors on the dependent variable of tourism development of historical valuable texture, quantitative software Smart-PLS has been used.

Finally, through reviewing the literature of the research and theoretical foundations, six factors including welfare, access and infrastructure, attraction quality, mental image, financial and human resources management and security have been identified as key components of tourism development of historical valuable textures. Then, the effect of each of these factors has been investigated via the Smart-PLS software. According to the results, all 6 factors and their impact on the tourism development of historical valuable texture were significant. According to the path analysis, the safety factor with the path coefficient 0/391, human and financial resources management 0/250, welfare facilities 0/224, mental image 0/177, access and infrastructure 0/141 and attraction quality 0/132 have the most impact on tourism development of historical valuable texture of district 12 of Tehran.

From the point of view of experts, it is clear that historical valuable contexts play a key and effective role in the identity of a society, city and country. The tourism approach has been considered in the field of reviving historical textures for nearly two decades. The development of tourism not only preserves and revives historical textures, but also leads to economic prosperity and social dynamism in urban centers and historical textures. Accordingly, experts, especially the World Tourism Organization, have proposed standard criteria in the field of effective factors on the tourism development, which have a comprehensive and specialized perspective and can be said only in the light of their realization can expect the development of tourism, especially tourism in historical textures. Based on the results obtained from quantitative analysis in Smart-PLS software, it turned out that the security factor was ranked first among the other ones. Also the mental image factor which is one of the distinguishing features of the present study is also ranked fourth and ahead of the two factors of accessibility and quality of attractions, that implies the importance of the cognition and perception of tourists from the region. Therefore, in light of the discussions explained, it can be said that the present study differs from other ones in this regard.

Ethnic tourism is one of the types of tourism that is done to observe the lifestyle of local indigenous people. The purpose of this type of tourism is to understand the culture, customs, religion, type of clothing, language or dialect, spirits, food and quality of accommodation and many other cases. It is about different tribes and nomads. Having multiple ethnic groups can be considered as a positive opportunity and characteristic for a tourism destination, provided that proper management, security, culture, competitiveness, principled and professional marketing. Because tourism is very important in the global economy and is an important source of foreign exchange earnings for countries, as it accounts for a large part of planning and investment in the current world. The high priority given to ethnicity and ethnic groups reflects the potential marketing opportunities offered by ethnic marketing for businesses in advanced economies and tourism development, and due to the growing trend of tourism and the desire of more tourists to get acquainted with the ethnicities of other countries, it is expected to take advantage of these potential opportunities. Meanwhile, the city of Tehran as the capital of Iran due to its administrative-political centrality and the existence of more facilities and resources as an immigrant city of all different ethnicities and races throughout the country. This can become an opportunity for ethnic tourism in the city, despite the problems. But looking at ethnic diversity in the city, the problem is that a new concept of ethnic tourism marketing that responds to this diversity has not been specifically addressed in the tourism marketing literature. Given the above and the purpose of the research, the main question is as follow: What is the ethnic marketing model for foreign tourists?

The present research is an applied one in terms of purpose and descriptive-analytical in aspect of content. The method of data collection is the predominant method of library and field and with the help of questionnaires. This research has used the literature on the subject and the meta-combination method, as well as expert surveys using a questionnaire and the Delphi technique. In this regard, the 10-member list of academic experts as well as 10 managers and specialists in the field of tourism   were selected. For the validity of the questionnaire, the groupof experts who helped in answering the questionnaire was used and for the reliability of the questionnaire, the Cronbach's test method was exerted. The obtained value from this test was 0.821, which shows the correlation between the questions. Kendall agreement coefficient was exploited to agree on the poll.After defining the dependent and independent variables, a researcher-made questionnaire was designed and the validity of the final research model was tested by using of structural equation modeling using PLS software program.

After the reliability of the questionnaire in the first stage, Delphi has been equal to 0.937 and because it is higher than 0.7, it is acceptable. The Delphi questionnaire was administered in three rounds and in three time periods. In the first round, since all the proposed factors were somehow the same as those presented in previous studies, no new factors were added to the research at this stage. In the second round, the reliability of the questionnaire was equal to 0.889. Also, Kendall coordination coefficient, which is to check the consensus of opinions, was calculated by SPSS, which is equal to 0.12. In the third round of Delphi, Kendall coordination coefficient was calculated for the questionnaire, which is equal to 0.137. In the third round of Delphi, in all indicators, at least 90% of the respondents considered the indicators to have a high and very high impact (average above 3).

The results of this software program showed that ethnic food, strong marketing and acculturation indices have a direct and significant effect on ethnicity index. Acculturation index also has a direct effect on adaptation index. Finally, the two indices of ethnic food and ethnic marketing indirectly and indices of acculturation and ethnicity and adaptation have a direct and significant relationship with the main research variable, namely foreign tourists. According to the obtained results in today's world, the importance of tourism cannot be ignored. In many cases, the importance of tourism is seen only in generating income and job opportunities; while the importance and greatness of tourism is not limited to economic interests and If planned properly, it can improve indicators of social justice, living standards, public welfare, regional balance and equilibrium.

Religious tourism is one of the oldest and most popular forms of tourism, especially in Iran. The purpose of this study was to investigate the tensile quality of urban spaces in Moharram decade of Zanjan and its effects on the development of religious tourism. The purpose of tensile factors is tourists’ perception of tourism district attractions. Tourism infrastructure, atmosphere, social environment, welfare and tranquility of tourists, transportation, service development, the popularity of the tourist area and other related factors are among the factors of tensile. Pull factors lead tourists to better choose their tourist destination. The quality and variety pattern of pull factors encourage tourists to revisit the place. In religious tourism, the ceremony and mourning quality, the spatial and environmental quality of the space, the various services quality such as medical, media, catering, religious accommodation are effective on the selection and re-attendance. Although in religious tourism, epistemological, religious and doctrinal factors have a greater impact on the choice of tourist destination, still psychological factors resulting from the spiritual space of tourism along with spatial-spatial quality can make tourists more satisfied with the tourism space and Lead to the desired spiritual and mental memory of being at the destination and reproduction of tourism.

The present study based on descriptive-analytical method has examined the pull factors and indicators in Zanjan city in the mentioned ceremony and also has explained the role of these factors in the development of religious tourism. The sample size was randomly completed with 160 sample questionnaires. The data collected were implemented in SPSS software and data analysis were performed by using of t-sample statistical test, Pearson multivariate stepwise regression test and simultaneous multivariate regression. The variables were used inculding Space welfare services, space management, safety, law enforcement and security services and media coverage services. The Cronbach's alpha value for the total research instrument indicators was 0.77.

The tensile indicators of Zanjan urban space with a positive average difference of 0.74 were higher than the set standard (number 3) but require the development of infrastructure to create more desirable conditions. Among the spatial tensile indicators, the national and international media coverage had the highest difference from the standard and indicated a more appropriate situation,so that the difference between the set average was equal to 1.25. Weak infrastructures such as parking, accommodation, catering, transportation and so on have led to a decrease in the amount of difference from the set standard and with a difference of 0.8 in the border edge of the set limit. As in the two variables of parking and services Passenger, the average difference value is negative and less than the standard limit. Therefore, paying attention to welfare and transportation infrastructure is an inevitable necessity of urban space. Among the variables, except for the three variables of safety and traffic control, passenger transportation and parking services were in a low standard state that showed the weakness of Zanjan's transportation services in supporting the ceremony. The examined indicators were significantly related to each other at the 95% confidence level and performed well with each other.This indicated the dependence of the indicators on each other and the qualitative decline of the indicators leads to the qualitative decline of the tensile capacity of the urban space. Based on the results of multivariate regression, spatial tensile indicators separately explained more than 60% of religious tourism and were effective on each other. Thus, the variance of the total indicators explaining religious tourism was 100%. An examination of the effectiveness of the four spatial tensile indicators on the religious tourism development index in multivariate regression showed that the impact of indicators on tourism development was significant and close to each other and mainly more than 37% were effective on the development of religious tourism. However, the greatest effect was related to the welfare service index, which in the above studies, the weakness of this index compared to other indicators was evident. It is necessary to review the welfare services index of urban space and improve specific programs by providing guides.

The results showed that the tensile indicators average of urban space in Zanjan were higher than the set standard (number 3) and this factor was effective on increasing the number of tourists with religious intentions. In the indicators of tensile quality of urban space, media coverage of religious ceremonies in Zanjan city gained the highest quality in terms of tourists. According to the results of T-single sample statistics, out of 25 tensile variables of city space, 22 were higher than the standard and all variables had a significant level of acceptance. Lack of parking space for tourists, lack and drop of transportation system and passenger movement quality as well as traffic control weakness have led to a decline in the tensile quality of urban space in providing tourist welfare services. It is necessary to plan, modify and prepare the above-mentioned items, such as using the space of public-government offices and institutions, providing temporary transport fleet from neighboring provinces, and smart traffic monitoring and control.

Iran is considered as one of the most important tourism hubs in the world. Iran can be located in a suitable position of tourist attractions in Asia and the international level due to some features which include a long-standing history in civilization and culture, nature and various climatic conditions, and other features such as numerous sanctuaries. This study aimed to evaluate the capacity and potential of tourism within the Birjand County. The research method is descriptive-analytical using Reynard, Pereira, Vikor, Coopras, and Kapland techniques. The current study examines the potential of urban tourism to consider the performance management of Birjand County concerning the sustainable development of urban tourism through these variables. It also seeks to provide practical approaches to improve the current situation using sustainable development. The purpose is focused on evaluating the potential of urban tourism within Birjand County. The findings can assist the urban managers to enhance the level of sustainable development of urban tourism and increase local satisfaction as well as the satisfaction of tourists with the least environmental damages.

The research method is descriptive-analytical. Information gathering has been done using the desk – field, and documentary based methods. Reynard, Pereira, Kapland, Coopras, and Vikor techniques have been used for data analysis; so that Reynard and Pereira methods have been used to examine the tourism parameters, and after summing up the results, the city has been leveled and ranked based on the potentials and capabilities of tourism using multiple attribute decision-making models, such as Kapland, Coopras, and Vikor techniques.

According to the geographical location and the placement of various natural and human attractions in Birjand County to attract domestic and foreign tourism, this county is one of the important tourist sites within Iran and the southeastern region of the country. Therefore, this study is designed based on the triple bottom line approaches of imaginary effects (economic, socio-cultural, and environmental). The results obtained from the Reynard method can be classified into three main sections: “The number of historical monuments” parameter with 2.8 points from the total maximum final point. It has achieved the highest scores among all the sites. Also, this site has the highest score in most of the assaying among other parameters; so that it was selected as the best parameter with the highest score in terms of various assays. “Determination of the borders of the registered monuments” parameter in scientific values ​​with 2 points and “the number of historical and natural monuments” in complementary values ​​with 1.9 points, place in the second and third positions, respectively. The results obtained using the Pereira method to examine the tourism capabilities of Birjand County indicate that these two parameters have a significant difference with others in terms of numbers. Therefore, they have obtained a high score which includes “the number of registered historical and natural monuments” with 13.37 points and “determination of the borders of the registered monuments” with 11.08 points which is considered as the highest point among all the sites. In the second position, “the number of historical and natural monuments” indicates the obtained score on this site. In comparison with the previous parameter, this will be less severely exposed to changes resulting from tourism development. Generally, the studied parameters have lower points in terms of scoring. This indicates the necessity of fundamental evaluation of the capacities within these sites concerning tourism planning and development. We have achieved the ranking level of development in the tourism sector of Birjand County through the combination of rankings obtained from Kapland, Coopras, and Vikor models. These investigations indicate that in Birjand County, Birjand City is the central city, and also Khusf, and Mohammad Shahr are in extra-development, development, and lower-development conditions in terms of tourism potential.

The current study examines the tourism capabilities of Birjand County in terms of sustainable tourism development. It also considers the performance management of Birjand County concerning the sustainable development of urban tourism through these variables and provides some practical approaches to improve the current situation using the development of the county. The results from combining Reynard and Pereira tourism models indicate that “the number of historical monuments”, “determination of the border of historical monuments”, and “the number of historical and natural monuments” parameters with 13.37, 11.08, and 9.04 points have the highest scores among all the sites which have obtained the maximum score of tourism capabilities from 20 points using this method. Therefore, in comparison to other studied sites, this parameter has a high potential to attract tourists in terms of scientific values ​​and complementary values. The implementation of sustainable spatial planning through educational programs, entertainment, etc. can lead to poverty reduction and job creation in the scope of attracting tourists and increasing tourism tours in desert areas, in particular for the residents of Birjand County. We have achieved the ranking level of development in the tourism sector of Birjand County through the combination of rankings obtained from Kapland, Coopras, and Vikor models. These investigations indicate that in Birjand County, Birjand City is the central city, and Khusf and Mohammad Shahr are in extra-development, development, and lower-development conditions in terms of tourism potential.

The development of economic activities, population growth, increasing livelihoods, environmental pollution, etc. have significantly increased the demand for the use of natural environments and the need for tourism, and this has led to the increased demand of urban residents for nature. In this regard, one of the types of man-made natural attractions that can be used in tourism and leisure is natural man-made gardens that provide the human need for contact with nature in urban environments. One of the most important effective factors on tourism development is the accurate identification of effective components on tourism development. Cheshmeh Belqis historical and recreational garden in Choram city, Kohgiluyeh and Boyer-Ahmad province, with its suitable climate and variety of trees, is one of the major promenades in the south of the country. By examining the dimensions of the factors affecting the attraction of tourists to the historical and recreational garden of Cheshmeh Belqis, it is possible for managers to improve the quality of the environment, enhance the quality of leisure time and increase the positive environmental effects of tourism in the city of Choram by strengthening the effective indicators on the development of tourism. Therefore, in this study, the main factors and indicators of improving the attraction of tourists to the historical recreational garden of Cheshmeh Belqis as a sample of historical recreational gardens in Iran have been measured.

The present research is analytical, descriptive and survey one. The collection of research data is based on library, field and utilization of scientific resources of relevant organizations. The statistical population is tourists who have traveled to this region and visited the historical and recreational garden of Cheshmeh Belqis. Due to the uncertainty of the number of tourists (statistical population), Cochran's formula has been used in an unknown community. By calculating the variance of the primary sample; sample size was calculated to be 301 people. The sampling method is random. The main data collection tool is a researcher-made questionnaire with 9 general questions and 56 specialized questions. Data were analyzed by using of t-test, Spearman correlation coefficient, factor analysis and structural equation modeling in SPSS and AMOS software programs.

Examining the behavioral criteria of the local community in relation to tourists in the historical recreational garden of Cheshmeh Belqis by using of t-test, shows that from the tourists' point of view, the behavior of the local community with tourists in this historical and recreational garden is in a desirable situation, which can be considered as an effective factor on the continuation of the tourism development process. Results of the environmental quality index of Cheshmeh Belqis natural historical garden with a significance level of less than 0.05 along with the negation of the upper and lower bounds of confidence levels for the variables of access to suitable space for washing dishes, sports facilities, proper access to health services and the children's playground shows that the mentioned indicators are in an undesirable condition and need an accurate planning for optimal development. In terms of access road indicators, tourist guide signs and transportation facilities, the situation is also assessed as unsuitable. Tourists believe that in this tourism destination, the situation of specialized and trained employees to introduce the area and the historical and recreational garden of Cheshmeh Belqis, the situation of exhibitions to introduce other attractions of Choram city, evaluation of local and indigenous festivals of handicraft, local food, Local songs and instruments and introducing local traditions to tourists, the situation of information units in the tourist spots of Choram city and signposts to guide tourists to the desired location also need to be planned for improvement.

The results of the research show that in the opinion of tourists, the historical recreational garden of Cheshmeh Belqis is considered as a desirable attraction and among other tourist attractions, it has a suitable condition. Its beautiful nature and historical background have made it popular among tourists and it is considered as a popular attraction. Such that tourists' assessment of the peaceful of the environment, the desirable green space, the platform and sitting areas, the beautiful landscape and the climate of Belqis spring have been appropriate. This set of conditions has also led to the loyalty of tourists. In the inferential results, tourists tend to re-visit the garden and as a priority to choose from other attractions of the city, the historical recreational garden of Belqis spring has been considered. The desire to recommend the Belqis Spring Garden to friends and family has been another sign of tourists' loyalty. This issue has been reflected in the importance of preserving this garden and maintaining it for future generations.

Investing in projects, according to the industrial development guide of United Nations, is the use and allocation of economic resources to achieve long-term benefits. The use of the word profit instead of resources is due to the fact that the purpose of investing is not limited to net profit and loss, but also has other benefits. One of these benefits includes the use of the tourism industry, which has developed in the world, especially in developed countries, as a large sector along with other economic ones. And it can become a basic industry along with other fundamental ones such as agriculture, industry and services. The city of Rasht is located as one of the largest urban centers on the southern shore of the Caspian Sea, which has natural features, topographic features, river-valleys, forests, sea and historical sites. In recent years, despite holding various exhibitions and urban events and using the environmental protection force and special attention to sustainable development, management of Rasht city has not been able to make appropriate exploit of the city's potential. Absence of strategic vision and lack of attention to the rich cultural characteristics of the people of Rasht, has caused the city to lose its balance of strategic planning structures. The city of Rasht is considered as an attractive and cheap destination for tourists, but there is still no suitable place to compete in the world. Therefore, the explanation of creative urban tourism development strategies is as a concern in the field of urban planning that can increase GDP.

In order to achieve the method and methodology of this study, a qualitative study has been conducted with the grounded theory approach. The reason for choosing the grounded theory is that executive techniques can be achieved based on this one. The aim of the present study is to evaluate the situation of Rasht city in the aspect of creative city indicators. At first, it reviews the indicators used in the world, and after selecting the indicators in accordance with the background conditions of this city, it measures and quantifies them. The purpose of this study is not only to evaluate the creative city indicators of Rasht, but also the main goal of this research is to exploit the potentials of Rasht city, to provide solutions for urban creativity and to apply practical strategies to attract domestic and foreign investment based on achieved strategies of the research results. According to the above, it can be said that the present study seeks to answer the questions as follow:-What is the situation of the creative city indicators in Rasht city?
-What are the appropriate strategies for the development of creative tourism of Rasht city?The present research is descriptive-quantitative one with applied nature. In order to collect information, 393 questionnaires were completed through residents. The data were analyzed by using of binomial tests, correlation and exploratory factor analysis(EFA). Then, after analyzing the statistical data, the proposed strategies are presented through the SOAR strategic model.

From the data analysis, several central categories have been obtained: Restrictions of Rasht city, popular culture, undesirable social structure, uneven and dysfunctional management, lack of urban infrastructure, dysfunctional transportation system, weakness of education, overlapping tasks of organizations and poor advertising in underdeveloped tourism have cause confusion and imbalance in urban sustainable development and also have influenced strategies.

According to the consequences of the adopted strategies and based on the definitions of events, tourism and sustainable development, it can be argued that the city of Rasht does not have thorough cultural facilities and it is not possible to hold various events. One of the considered and inferred strategies, is the creation of food festivals during different seasons, which can be useful for the development of tourism and introducing the local food of this city to domestic and foreign tourists. Teaching traditional foods of this city to tourists is another achieved strategy of the research. Because in today's modern world, tourists are not just looking for entertainment; their basic need is to acquire the indigenous culture of cities and countries and to spread it in their own country. According to the research and the results of the analysis in order to achieve the objectives of the research, there is a basic need to create valuable and educational places. Establishing guidance centers in the city and holding training courses are other strategies that we have witnessed a lack of them. Considering the capacities of Rasht city in the field of creative gastronomy city and suitable cultural contexts among the people of Rasht city, it can be expected the development of tourism with increasing the quality of services and products based on providing the necessary training as one of the requirements of sustainable development, in addition to creating the platform for people to benefit from the brand of creative gastronomy city.

The concept of urban branding in the field of tourism is discussed when large- scale recreational destinations and projects compete at the international level in order to attract more tourists and large investments as well as to foster economic and urban development. This concept enables the creation of an effective image and perception in the mind of tourists towards unique and distinctive features of each destination. Such a distinction is made through branding so as to encourage tourists to pay more in that region and increase the standard of urban life. On the other hand, identity and culture of a city; as an integral part of the destination, are the key element of branding that can improve created mental image by tourists. The presence of these complex factors in the brand structure of a destination demands need the existence of elements that convey the brand 's message completely and clearly to tourists and brings positive feedback and satisfaction from the experience of the destination tourism product. Among different cities and regions of Iran, Yazd is considered as an ancient urban civilization that has been inscribed to the UNESCO world organization. However, it has failed to acknowledge itself as a successful urban brand in the country and the world and also there were implemented only some progress to distinctive branding activities.

The aim of this study is to examine the branding potential of Yazd city by emphasizing on an identity - based approach and other effective components on urban tourism such as culture and destination image and the impact of urban tourism components on symbolic elements of brand and finally the effect of brand elements on city branding. The present study is applied in terms of purpose and descriptive- correlational in terms of data collection. The statistical population of the study consisted of all domestic tourists who visited Yazd city during the fall in 2019. A total of 265 (137 male & 128 female) individuals were selected by non- probability sampling method of convenience sampling. All the tourists completed questionnaires of urban tourism and brand elements. After calculating the validity and reliability of the tools, the data were analyzed using mean descriptive indexes, standard deviation and Pearson correlation coefficient. In addition, structural equation modeling and multiple regression model were used to validate the hypothesized relationship.

 In order to answer the research questions and investigate the relationship structure of variables in the model and the degree of power of foresight of independent variables (culture, destination identity and destination image) on the dependent variables (symbol, slogan, and branding), the statistical method of path analysis using multiple regression was used in sequential method based on the analysis of Baron and Kenny with SPSS software. To check the existing paths in the model, the following steps were implemented: 1- regression of culture, identity and destination image on symbol 2- regression of culture, identity and destination image on the slogan 3- regression of culture, identity and destination image on branding. The results showed that destination culture and image are significant predictors of each brand elements (including symbol, slogan and branding), but the destination identity (with negative regression coefficient) was not considered as a significant predictor of any brand elements. The results show that the final model has a relatively appropriate fit with the data. Moreover, in the final model, urban tourism elements had a direct and significant effect on brand elements.

As the findings show, the destination culture and image have a significant and direct impact on brand elements; but identity does not have a significant effect on brand elements. However, this study does not deny the effects of the identity variable on the destination brand and the reason for this non - significant and the negative regression coefficient with brand elements is the low scores offered by internal tourists to the identity elements of Yazd. Therefore, based on these results, it can be said that only consideration of a dominant approach such as the identity-based one from the perspective of tourists for positioning urban branding cannot be considered alone; but this process, integrated and strategic management, comprehensive short - term tourism, development plan, holding urban start – ups, the identification and promotion of the city 's identity and image with the use of symbol, slogan, textile, souvenir and handicrafts, the political alliance and the participation of public and private enterprises of tourism and souvenir and finally demand global advertising and sustainable local development to serve as a successful urban brand in Iran and the world.