نشریه گردشگری شهری
سال هشتم شماره 4 (زمستان 1400)

The Corona crisis has had many economic, social, and psychological effects on various businesses and industries, including tourism. Many businesses and tourism businesses in covid-19 have suffered new damage. Corona has caused many people to lose their jobs and incomes. Employees and managers of the tourism industry have suffered dramatically during the Corona era. Therefore, policymakers need to consider comprehensive and mandatory measures to help employees and managers of the tourism industry. Health-related crises may directly and negatively affect tourism because corona travel can play a vital role in spreading pandemics among tourist destinations. Coronation and quarantine measures have reduced the number of tourists; even tourism in some areas has stopped entirely. Pervasive health issues such as perceived danger and fear have closed tourist destinations in many countries and left people quarantine. Perceived risks or fears are the main factors influencing travel behaviour or travel intentions in the present and future. Social media is an essential factor in crises and infectious diseases, including Covid-19. Social media also has acute effects on tourism, primarily how tourists use information. Therefore, it is suggested that tourism destinations use social media operating systems to reduce the perceived risks and fears by visitors and influence their understanding of their destination. Co-creation of value and customer brand engagement is essential for business-building mechanisms because it affects the potential behaviours of customers. To support this industry, marketers and tourism stakeholders can use social media in the tourism industry to influence customer brand engagement and increase their participation, and ultimately influence the behavioural intentions and co-creation of brand value and re-intention. Recently, many studies have focused on the tourism crisis, while a small number of studies have examined and studied the health risks associated with the corona. This study investigates the effects of social media on customer brand engagement and its subsequent impact on the co-creation of brand value, behavioural intention, and re-intention in the corona environment.

The present study is part of applied and descriptive-survey researches in terms of purpose and data collection method. This study seeks to describe and explain the impact of social media on customer brand engagement and the co-creation of brand value, behavioural intention, re-intention by considering the moderating role of customer perceived risk in the Covid-19 era in the tourism industry. The population of this research is the tourists of Isfahan. According to the statistics announced by the Secretariat of the Executive Headquarters of Travel Services of Isfahan Province, the number of tourists is more than 94,000, and 190 people were selected using the Cochran's formula. Research scales for measuring variables were first extracted from theoretical foundations, and then a questionnaire was designed based on the Likert scale. Then, based on the experts' opinion, the face validity and content were reviewed and approved, and available methods collected the data. In this study, content validity and construct validity were evaluated, and reliability was obtained by calculating factor loadings of Cronbach’s alpha and combined reliability, which was confirmed. Confirmatory factor analysis of structural equations modeling and Spss25 and Smart Pls2.0 software were exerted to analyze the data.

Despite the dangers, threats, and effects that Corona has had on the tourism industry, the use of social media during the Corona era and even in the future can help the survival and revival of the tourism industry. The results show that social media (with a path coefficient of 1.152 and t-value = 6.638) positively and significantly affect customer brand engagement. And customer brand engagement with a path coefficient of 0.874 and t-value = 27.615 has a positive and significant effect on behavioural intention. Customer brand engagement with a path coefficient of 0.611 and t-value = 3.141 has a positive and significant impact on co-creation of brand value, and also customer brand engagement with a path coefficient of 0.721 and t-value = 5.042 has a positive and significant effect on re-intention in the corona era. Perceived risk during travel in the corona era (t-value = 2.306) can moderate the impact of social media on customer brand engagement.

When tourists recognize a high level of engagement, a positive impact on brand value creation is anticipated. Customer brand engagement, which leads to the co-creation of brand value, resulting from customer brand engagement. Investing in social media can bring significant benefits to the tourism industry. Therefore, tourism marketers are advised to develop different marketing tactics and strategies that play an influential role in customer brand engagement based on social media in the tourism industry in the corona era. Perceived customer risk can moderate the impact of social media on customer brand engagement. In tourism, there are perceived risks that affect the behavioural intention and the co-creation of brand value. Perceived risk is the degree of potential loss defined by the individual due to the adverse consequences of travel due to the global prevalence of Covid-19. Some perceived risks, such as health risks, and etc., affect people's behavioural intentions and re-intention.

The existence of an industry in the city can be effective in creating a suitable image. The tourism industry in the third millennium is one of the clean industries that has become one of the world's most prosperous and lucrative industries. As a result, it is possible to use this industry to create urban branding, the historical context of Dezful is one of the essential parts of the city's identity, and its emergence follows information from climatic and cultural structures. For many cities, this shift in attitudes toward the urban texture and the formation of the urban brand will emphasis on the tourism industry as the engine of economic growth and, consequently, the social and physical revitalization of the city's historical texture.The historical texture of Dezful is the primary core of urban formation and is a major part of the history and background of Dezful. It has historical and functional elements such as Dezful Bazaar and green tombs, etc. Therefore, it is intended to identify the indicators of the historical context through the branding of the tourism industry with the prosperity of the texture and as a brand to offer tourism to revive the urban texture as a helper of the city economy in the development goals of the tourism industry. So, using the potential of urban potential in order to preserve and develop the urban environment is a task that is a part of the responsibility of urban planners and designers.Based on the necessity of the subject, the general purpose of the research is to study the tourism branding of the historical texture and how to use the modeling approach to study the subject in Dezful. In this regard, the present research has been done to answer this question:- How is it possible to identify tourism branding in Dezful with a modeling approach? And considering the three main economic, social and cultural dimensions influencing the historical findings of Dezful, what are the most important influential variables?

In general, the present study has a development-applied approach with a combined research method (library, field, descriptive and analytical). It should be noted that this research has been used to model the Prometheus technique and also to complete the analysis of the findings using the following software:GRAFER, EQS, EXCEL, VPLS, and AMOS-SPSS for statistical and quantitative analysis; Pherafer and VISIO, for preparing diagrams and graphical drawing of data; VPAPRO, to run the Prometheus model.Based on the information collected, tourism branding in three commercials (economic), sociological and cultural dimensions is the city's historical context in 28 neighbourhoods.

Based on modeling analysis, the weakest indicators (1-), District C17 (Qala neighborhood) of Dezful city. Also, neighbourhood C22 (Lorian neighborhood) is statistically close to Qaleh neighborhood. District C12 (Seyed Mahmoud) of Dezful city is at the top of urban tourism branding network and in front of it, district C17 (castle) of Dezful city is the lowest network structure. Therefore, in three dimensions of commercials, sociological and cultural, Seyed Mohammad neighbourhood can be used as a model in the tourism industry.In Dezful branding design, the space is not a page that has a set of factors. Rather, indicators and neighbourhoods function linearly. In this line, C12 neighbourhood is linearly included in this design. Also, neighbourhoods C23,18,1,27,9,10 of Dezful city on one euclidean page and neighbourhoods C16,26,13,14,12 on one page and neighbourhoods C11, 25,17,15,19 on another page and in finally, the neighbourhoods C8,21,14,2,5 are on the page where the most or in other words the decision criteria are located (red line). Therefore, according to this plan, only C12 neighbourhoods have the most brands.

The texture of Dezful city is composed of two parts, modern and organic texture, and it seemed that this ancient texture was out of order and took the city away from the ideal of sustainable development, or that all the potentials of the ancient texture were not used. To revive the sustainable development of Dezful, the main elements of the historical texture of Dezful in the form of 28 neighbourhoods in terms of tourism branding (infrastructure, environment, commercial elements, cultural elements, historical elements) in three dimensions of commercial, cultural, and sociological as influential factors. This brand was examined through the Prometheus model and based on that, Seyed Mahmoud neighbourhood got the highest score in this ranking and the sociological index was recognized as the best brand. Therefore, 1- Cultural route with different perspectives and 2- Transformation of disabled spaces into space of gathering places in these neighbourhoods can be considered in such a way that by forming tourist routes full of natural landscapes with cultural contexts that suitable for exercise and leisure. These routes should be such that tourists can use the different potentials of the tissue. Such as cultural walks with the challenge of location or commercial stores with the development of sports investment. The turning disabled spaces into gathering places for ceremonies or cultural and artistic centers, such as cultural and commercial complexes, art and architecture colleges or anthropological museums, etc.

 Tourism is an expanding activity and one of the most dynamic industries that today has become the third-largest industry in the world after the oil and automobile industry with direct and indirect effects on economic and social growth and development. Therefore, it can be said that tourism has become one of the essential components of economic development and prosperity in most countries. In a dynamic and competitive global market in which new destinations with different competitive advantages emerge, tourism destinations have to analyze the situation of competitors and identify their competitive advantages in comparison with them to find a distinct position and superiority among tourists by announcing these advantages and continue to survive. In this regard, the present study aims to provide tourism development strategies by emphasizing the benefits of competitiveness in Saqez city and trying to clarify this city's position in terms of competitive advantages in the province.

 The present study is part of applied and descriptive-analytical in terms of purpose and data collection, respectively. Data collection has been done in two library-documents ways. The study has analyzed five components of tourism in nine cities of Kurdistan province, which has determined the position of each city in terms of having tourism components using the EDAS model. Then, in the META-SWOT software environment, Saqez city is studied with the first three prosperous cities. After determining the existing goals and resources of the city, it defines its competitiveness with other competing cities. finally, the tourism development strategy has been presented in Saqez city.

 The findings showed that in terms of the extent to which cities have tourism indicators, the NDA trend for cities had shown a completely different direction from the PDA. So that Sanandaj had a value of zero in this matrix. The ASI index, which indicates the position of cities in terms of tourism, indicates the top situation of Sanandaj with 0.98 percent, followed by Marivan with 0.41 percent and Bijar with 0.40 percent. Saqez city is in fourth place in terms of tourism indicators with 0.39%. In terms of competitiveness, improving the employment process and branding are two high-level goals for Saqez city. Finally, the research findings showed that the position of Saqez city in terms of competitive power among the cities indicates the third rank after Sanandaj and Marivan. In the strategic map, external resources, capabilities, and factors were analyzed based on three criteria such as a) proximity of resources and capabilities to external factors; b) horizontal and upper side; and d) bubble size. The findings of the present study show that the infrastructure of the relationship between culture and original customs, historical-natural attractions, amenities are among the scarce and inimitable resources in the field of tourism in Saqez city and are among the external factors influencing the tourism trend of the city, which can be pointed to the weakness in identifying the region’s potentials, unwillingness to invest, cultural institutionalization. Communication infrastructure, businessservice facilities, resources, and facilities are essential issues regarding appropriateness to the goal.

This study shows that all five indicators are of great importance in the competitive advantages of tourism in Saqez. However, the current situation of these factors is not acceptable at all, considering the existence of various resources and desirable tourist attractions. The competition in the city concerning available resources indicates the average level after Sanandaj and Marivan and is higher than Bijar. The study of internal and external factors has shown weakness in identifying the region’s potentials, cultural institutionalization, and unwillingness to invest at a high level. Finally, according to the strategy map, it should be noted that communication infrastructure for easy access, improvement of business centers - services and amenities for tourists to stay in the region are identified as factors appropriate to the purpose of tourism development. But in the field of external factors, weaknesses in identifying the region’s potentials, unwillingness to invest in the region, and institutionalization of tourism culture have been identified as challenging issues that need policies to address them and turn them into strengths and opportunities. Lack of codified development plans, weakness of superstructures and factors and resources to support and strengthen, poor advertising and marketing, lack of desirable access to destinations and tourist attractions, and other shortcomings have hindered the growth and prosperity of tourism in the region. In this regard, suggestions were made to improve the tourism potential of Saqez city.

Leisure is defined in any way and concept, it is one of the indicators of lifestyle and people's lifestyle usually shows itself in leisure. The level of people's access to material and cultural resources, including education, can determine their social and economic status and, along with personal characteristics such as gender and age, create a certain type of lifestyle for them and determine the amount and fruition of their leisure facilities. In the meantime, understanding the current situation and the spatial pattern governing the leisure activities of citizens and leisure priorities in the form of categories and ways of spending leisure time and barriers to achieving them will be very important. Therefore, in this framework, the present study tries to study the relationship between independent variables such as age, gender, education and income in the dependent variable of leisure time, to study and comparative knowledge of the type and manner of leisure time in the study areas to prioritize leisure priorities and barriers. In the continuation of this research, it tried to study the spatial analysis of leisure time by presenting the level of fruition and non- fruition of areas of leisure uses both from the point of view of leisure specialists and experts and from the point of view of access levels to a suitable spatial model. In this regard, create a comparative analysis in order to identify the spatial differences of leisure time in the desired areas, one of which is the middle texture and the other as the new urban texture.

The research method in this research is descriptive-analytical and inferential and its type is applied. Using the documentary method, conceptual and theoretical dimensions of the subject, different indicators related to leisure time have been studied. Both quantitative and qualitative methods have been used to analyze the data. SPSS software and Pearson correlation and analysis of variance were used to perform statistical analysis and correlation of variables. Other software in the study areas is Eexcel. The multi-criteria decision model and its combination with hierarchical analysis in the GIS environment and the effective Expert Choice software have also been used to obtain a spatial pattern governing how leisure is spent.

The results show that the amount of leisure time spent among men living in region 22 (2.90) was higher than women (2.81), which is higher in region 19 among men living in region (3.61). It was from women (3.53). In examining the relationship between age, education level and income (independent variables) with leisure time (dependent variable) in the study areas, it should be noted that the highest correlation between independent variables and dependent variable in region 22 is education variable with 0.319 . Similarly, the income variable with 0.226 and the age variable with 0.156 are in the next ranks. Therefore, the results of correlation coefficient show that there is a positive and direct relationship between the variables of age, education and income with leisure time. However, the highest correlation between independent variables and dependent variable in region 19 is related to income variable with 0.651. Similarly, the education variable with 0.522 and the age variable with 0.299 are in the next ranks. In the following, a list of types of leisure time and existing barriers to spending leisure time in the extracted areas were prepared in the form of questionnaires and analyzed separately in order to provide points and rankings of the extracted materials. Then, it was tried to provide access to leisure uses in the form of maps so that in addition to determining the quality of access and their extent fruition of recreational uses, the needs of the study areas can be determined for each of these major uses. But the work does not end here, but using the opinion of relevant experts and effective models and software, an attempt was made to analyze the fruition availability and non- fruition of areas.

The results of one-way analysis of variance test in the study areas showed that there is a statistically significant difference between the gender with the way they spend their leisure time in both areas. Leisure time spent among men and women in the study areas showed that the amount of leisure time spent among men living in the areas was more than women. The highest correlation between independent and dependent variables in region 22 includes education variable with 0.319, income variable with 0.226 and age variable with 0.156. But the highest correlation between independent and dependent variables in region 19 includes income variable with 0.651, education variable with 0.522 and age variable with 0.299, respectively. Therefore, according to the results of the models in regions 19 and 22, it was found that there is a significant and positive relationship between the variables of age, education and income with the amount of leisure time spent. However, regarding the way of spending leisure time and leisure spaces in both areas, it should be noted that it has both collective and public methods and inactive private and home methods, with the difference that the growth of recreation is more and more in private like cyberspace, using Internet has been higher in District 19 than in District 22. Finally, the results of residents' access to a variety of leisure spaces indicate that District 22 has more leisure uses than District 19. However, it should be noted that despite the fact that District 22 has more leisure uses, research has shown that the amount of leisure time among men and women in District 19 is higher than in District 22, and as mentioned in, this is due to the prevailing growth of recreation more than ever in solitude.

In the 21st century, the competition of cities to attract more tourists has become more important. Tourist attractions in urban destinations have become more similar due to the impact of globalization and the emphasis on branding as a tangible and physical element, especially in urban destinations. This has made it difficult to compete to differentiate tourist attraction. In this regard, the purpose of this study is to identify and prioritize the factors affecting the special value of Iran Mall tourism destination brand from the perspective of tourists. This research was descriptive and survey type. The statistical population of the study includes all potential Iranian tourists who have visited Iranmal in the period from October 1 to November 20, 2016. In the present study, a simple random sampling method has been used. Also, in order to determine the sample size, Sample Power software was used and 160 people were determined as the sample size. The results show that brand awareness with a coefficient of 0.410, brand image with a coefficient of 0.235 and perceived quality with a coefficient of 0.212 have the greatest impact on brand equity. Also, brand equity with a path coefficient of 0.540, brand image with a path coefficient of 0.203 and perceived value with a path coefficient of 0.164 and perceived quality with a path coefficient of 0.101 have the greatest impact on brand loyalty. Therefore, it is clear that brand equity along with the criteria of brand image, perceived value, and perceived quality can lead to loyalty to the destination brand.

The city of Sonqor, with its unique tourist attractions, including; natural, cultural, historical, etc. can play an important role in the development of urban tourism, depending on its geographical location. In recent years, some measures have been taken in this regard, but the work done has not been satisfactory due to the city's variety of attractions and capabilities. The importance and necessity of expanding tourism activities in the city of Sonqor; accelerating development and carrying out targeted and planned projects, attracting more tourists to generate income for residents, and creating jobs are essential.The city of Sonqor, with its numerous springs and antiquities of the Islamic period, is one of the cities whose traditional texture has changed during the physical and spatial changes of the city. With the revitalization of springs, tourists visit water reservoirs, baths, springs, and Qantas with the aim of recognizing the historical and ancient identity of the city of Sonqor. Also, they are facing the local and indigenous culture of the city, and by attending neighbourhoods, traditional markets, mosques, religious tombs and the purchase of handicrafts and local food know the historical identity of the city of Sonqor. Identifying tourist capacities and anthropological capabilities of Sonqor city is a desirable capability for the development of tourism industry in Sonqor city, but achieving sustainable tourism, introducing and applying the desired tourism capabilities of Sonqor springs and constructive social relationship of tourists with Sonqor residents need to provide strategic plans. Strategic plans that identify the areas of tourism development well and show us the factors involved in the development of tourism in the city of Sonqor before carrying out any executive operations within a specific framework.

The study is part of applied and descriptive-analytical researches in terms of purpose and method, respectively. In this study, to collect data and information, field and library methods were used. The study's statistical population was experts and specialists, and the sample size was estimated to be 25 people using the snowball method. Meta-SWOT technique was used for analysis. Meta-SWOT is a new technique in strategic planning and, in a sense, an evolved example of the SWOT technique. Meta-SWOT analytical model was introduced, based on the internal-external approach and a kind of resource-based view.

According to the available resources and capabilities of Sonqor city, its competitive dimensions (for review in Meta-SWOT software) were classified into two categories: natural tourism and cultural tourism. Due to the fact that the nature of work is based on competition, then the cities in Kermanshah province that are in a superior position in terms of these capabilities and are considered competitors of the city of Sonqor, were identified. The five cities of Kangavar, Sahneh, Harsin, Kermanshah, and Javanroud are the main competitors in the region for the city of Sonqor. In the next stage of the research, the position of Sonqor city was examined based on the known capabilities compared to other competing cities. According to studies conducted, in terms of nature tourism, the city of Kermanshah is the largest competitor in the region for the city of Sonqor and the city of Javanrood, Harsin, Kangavar, and sahneh are the next competitors of this city. Kermanshah, Javanrood, Harsin, Sahneh, and Kangavar compete with the city of Sonqor in terms of cultural tourism. The following is a competitive map and the position of Songhor city compared to other competitors. The results of the strategic map show that the resources and capabilities of the city of Sonqor have different weights. So that the existence of pristine and beautiful natural attractions, the existence of markets, baths and traditional textures, temperate and semi-arid climate are the most important resources and capabilities of the city of Sonqor in order to develop tourism. Also, the orange bubbles' size, which indicates the degree of necessity of the proposed factors and strategies, shows that attracting and supporting domestic investors, employing and using powerful force, creating competitive markets, and constructing the Sonqor highway are the most critical factors.

Based on the capabilities and capabilities of the city of Sonqor, the competitive dimensions were divided into two categories: nature and cultural tourism. The results of implementing the Meta-SWOT model showed that in terms of weight, the competitive advantage of each city compared to the study area in terms of nature tourism, Kermanshah is the largest competitor in the region for the city of Sonqor and Javanrood, Harsin, Kangavar, and sahneh are the next competitors. In terms of cultural tourism, Kermanshah, Javanrood, Harsin, Sahneh, and Kangavar are compete with the city of Sonqor. Assessing the resources and capabilities of the targeted city of Sonqor based on a resource-based perspective indicated that the existence of new and beautiful natural attractions such as Qantas, reservoirs, etc., the existence of many springs and water resources, the existence of a market, baths and traditional textures, which are among the characteristics of attracting urban tourists, are in the first to third priorities. Then, based on the Meta-SWOT model, the external factors affecting the achievement of strategic planning in the city of Sonqor were discussed. The resources and capabilities of the city of Sonqor have different weights. So that the existence of pristine and beautiful natural attractions, the existence of markets, baths and traditional textures, temperate and semi-arid climate are the most important resources and capabilities of the city of Sonqor for tourism development, respectively. Also, the orange bubbles' size, which indicates the degree of necessity of the proposed factors and strategies, shows that attracting and supporting domestic investors, employing and using powerful force, creating competitive markets, etc., construction of the Sonqor highway are the most critical factors.

In the global economic system, the tourism industry has gained major prominence. The positive impact of this prominence in the socio-economic aspect of nations has made contemporary economists name it the invisible export. This industry is directly involved in sustainable development to promote socio-economic and cultural opportunities in a given country. Parallel to human societies' social, economic, and technological advances, tourism has advanced from traditional to creative. Concerning the evolution of tourism from mass to creative, next to the rich variety of Iranian art and handicrafts, the best supportive factor in developing creative tourism, inherited almost free by this generation. Creative tourism is considered the most appropriate type of sustainable tourism for many cities in Iran.The city of Isfahan with longitude of 51 degrees and 39 minutes and 40 seconds east and latitude of 32 degrees and 38 minutes and 30 seconds north and an altitude of 1575 meters above sea level is the capital of Isfahan province.Endowed with numerous cultural and monumental attractions, the Zayandehrood River, and unique creative handicrafts, the city of Isfahan is registered in UNESCO (2015), and it is one of the acclaimed tourist destinations at the local and international level. The city of Isfahan has much potential in creative tourism, an issue not been dealt with seriously so far.The essential factor in the development of the city of Isfahan is the Zayandehrood, with its head-spring in the Zagros Mountains. This river is the ID card of Isfahan. With its seven engineered diches, this river has nourished the economic, historic, scientific and socio-political aspects of Isfahan. The length of this river is 400 to 480 km, with a width of 200 meters. The length of Zayandehrood from the west to the east of Isfahan is more than 10 km, and it directly affects seven urban zones of Isfahan. The importance and breadth of the Zayandehrood axis can be important and fundamental in creative tourism in addition to mass and cultural tourism and as an opportunity to affect the sustainable development of the city. The Zayandehrood has many negative consequences during drought; that is, tourism in Isfahan declines sharply during drought. Therefore, the present study has explained the indicators of sustainable creative tourism in the Zayandehrood from the perspective of experts and trustees of Isfahan.

The method is descriptive-analytic and survey-based. The data collection method is first based on documentary and library studies, and next on a survey and researcher-devised questionnaire based on the causative relations of variables according to the conceptual model. The statistical population consists of 80 experts and specialists and 30 municipality departments’ authorities, managers, cultural heritage and handicrafts professionals, hotel managers and tourism agents in Isfahan. For sampling the experts, the Snowball (non-random) method is applied. The basis for determining the sample mass is the theoretical saturation. To analyze the results, the T-test and Leven test are employed using SPSS software, and in order to prioritize the indicators of sustainable creative tourism of the Zayandehrood axis, Confirmatory Factor Analysis has been used in Amos software.

The results of the evaluations made on the creative tourism on axis’ indicators, according to the experts and trustees and by applying the two-sample t-test and considering the numerical of 3 (as the mean of 5 item Likert scale), reveal that from the perspective of the two subject groups, axis creative tourism indicators are higher than the theoretical average (3), that is, it can be claimed that the creative tourism indicators are evaluated moderately. The results of the Leven test show that there is no significant difference in the indicators of sustainable creative tourism between experts and trustees. The results of confirmatory factor analysis show that the managerial factor with a factor load of 0.98, the social factor with a factor load of 0.920, and the ecological factor with a factor load of 0.905 are in the priority. The physical factor with a factor load of 0.823 is in the second priority, the cultural factor with a factor load of 0.665 is in the third priority, and the economic factor with a factor load of 0.54 is in the fourth priority of sustainable creative tourism of the Zayandehrud axis.

Considering the challenges in mass and cultural tourism and the competitive pressures therein, more sustainability of tourism development and considering the many advantages, various benefits of creative tourism development comprise high sustainability and mobility of creative resources, the ability of value creation, no need for lots of built cultural heritage, good possibility for balancing the volume, timing and location of visits, small-scale tourism with limited impact on scarce resources and nature.There is no doubt that creative tourism is a sustainable form of tourism in the 21st century. In this study, the results of the Leven test show that there is no significant difference in the indicators of sustainable creative tourism between experts and trustees. The results of confirmatory factor analysis show that managerial, social and ecological factors with factor loads greater than 0.9 are in the first priority and the physical factor in the second priority, the cultural factor in the third priority and the economic factor in the fourth priority, that is, the more the creative tourism variables in the Zayandehrood axis are promoted, the more the realization of sustainable urban development will be, and tourists will be more inclined to have new experiences, connect with local traditions and use their creative skills to protect the natural and cultural environment, social justice and equality, and economic development. Zayandehrood's creative tourism, as a sustainable form of tourism, grows around the interests of the local community and has both tangible and intangible benefits. Therefore, providing creative tourism in the Zayandehrood axis will effectively attract tourists even in dry periods and promote sustainable urban development.

The development of tourism with a heritage approach is essential in the tourism planning process in order to introduce the cultural values of ethnic groups and nations, help preserve historical-cultural attractions, cultural branding, and preservation of local and spatial identity. In this regard, it is necessary to know the cultural and historical attractions and understand their impact, especially in tourism development. However, it should be noted that in our country, tourism, despite its very high potential, has not been considered scientifically and in principle. And it is mainly in the form of leisure, and a smaller percentage of tourists go to places with cultural and historical attractions. There are many historical and cultural attractions in different parts of the country, including the historical contexts of Tehran's 12th district, which can be effective in the development of tourism with a cultural-historical nature. In which tourists focus on enjoying the cultural-historical attractions, learning from the past, realizing the depth of art and culture, pride in the roots of religious identity combined with pride, pride, impression and sadness. This research is to answer the questions as follow:-What is the relationship between the vitality of urban space and urban heritage tourism in the historical sites of Tehran? -What is the ranking of vitality criteria in the historical sites of the study area in terms of importance?

The present study is in the category of applied-developmental research and from the point of view of certainty, it is in the category of quantitative research. The method of collecting information was based on common library and field methods. The statistical population of the people selected as the study population of this study includes two groups:1. Tourists who have visited or been presented in historical sites at least once. (Mehrabanmanesh, Pahlavan Razaz, Dabir al-Molk, Kazemi), and2. Specialists in the field of urban planning, architecture, restoration and tourism who are fully acquainted with the study areas.The group of specialists has been selected from among the people working in the Cultural Heritage and Tourism Organization of Tehran Province and the Municipality of District 12 of Tehran. The size of the statistical sample studied using Cochran's formula for tourists and professionals is equal to 384 and 36 people, respectively. In order to ensure the validity of the measurement tool, the content validity method was used and approved. To evaluate the validity of the questionnaire questions, Cronbach's alpha coefficient was used, the value for the statistical population of tourists and professionals is 0.976 and 0.977, respectively, which these figures indicate the optimal reliability of the questionnaires. After completing the questionnaires based on the five-point Likert scale by the statistical community, the results were sorted, classified, and coded and to perform inferential tests, they entered the software environment of SPSS statistical analysis software.

The results of data analysis show that from the perspective of tourists and experts in this study, there is a direct (because the correlation coefficients are positive) and significant (because significant values are less than 0.05) relationship between vitality and urban tourism in historical sites of Tehran (4 historical houses studied). In addition, the intensity of this relationship is strong because the correlation coefficients are more significant than 0.7 and are close to 1. As a result, with the improvement of vitality standards in these historical places, tourism in these places will be further developed. In other words, in order to strengthen and develop tourism in these historical places and houses, it is necessary to enhance and improve the standards of vitality.Findings from the ranking showed that each of the 4 historical sites of Mehrabanmanesh, Pahlavan Razaz, Dabir-ol-Molk and Kazemi has been studied from the perspective of the target community; In other words, it has been determined which historical site is in a better position than the others in relation to each factor. According to experts, the status of each factor in each of the historical buildings is different, except for the factor of beauty and visual appeal. Because the significant value for this factor is equal to 0.05, but for other factors, this value is less than 0.05. This is why the ranking of historic buildings has not been done according to this factor, because based on experts, these four places are on the same level in terms of beauty and visual attraction and are not much different from each other. From the tourists' point of view, the status of each factor in each of the historical houses is different because the significant value for each factor is less than 0.05.

The study of inferential statistics indicates that the impact of vitality variables on the promotion of heritage tourism in the four selected areas is not equal from the perspective of the community of professionals and tourists. Thus, according to experts, the variables of visual diversity, beauty, and user diversity have the highest effectiveness, and the factors of safety facilities, access quality, and environmental comfort have the least impact. At the same time, from the tourists' point of view, the variables of beauty and visual attractiveness have the most, and the criteria of attendance, feeling of security, and physical safety have the least impact. In order to study the type and extent of the relationship between vitality and urban tourism from the perspective of the statistical community, it was found that there is a direct and significant relationship between the studied variables in four historic houses, so that by improving vitality criteria in these places, tourism also develops.

Tourism is an activity that has many social and cultural impacts in addition to economic benefits and employment. Tourism development can increase the welfare level of local communities, but attracting tourists requires different mechanisms. In marketing the tourism destination, attracting tourists requires many solutions, one of which is the use of media and especially film to promote tourism and introduce tourism destinations. According to Morgan and Pritchard (1998), placing a destination in a film is to finalize a tourism product. Product positioning is an emerging phenomenon and is defined as the planned inputs of products to movies or television shows that may affect product beliefs and/or behaviors (Balasubramanian, 1994). Its growth has led to a reduction in the effectiveness of traditional advertising techniques. (Kaikati et al, 2004) Films or television series can be interesting for the audience due to their spectacular exotic destinations, which can be interesting for the audience and increase their awareness of a particular destination and affect the destination image.Therefore, in this study, the factors and processes through which cinema movies such as “Tabriz in meh” and “Shahriar” can encourage and stimulate the audience to visit the places displayed in the movies and how they affect the perceived image of tourists from tourism destination and finally how the perceived image affects tourist`s motivation.

The present study is applied research according to its objectives and regards to how the data and information collected in this study, the study is descriptive - survey. The statistical population of this research was Tourists who have been visiting East Azerbaijan Province to visit the film tourism sites and have seen at least one of the two "Tabriz in meh" or "Shahriar" films. In this study, for collecting information library and internet sources was used and a questionnaire with a five-point Likert scale was used to collect data. To investigate the normality of the research data, the Shapiro–Wilk test using the SPSS 21 software has been done. Then in the analytical statistics of this study, a confirmatory factor analysis technique was used to examine the validity of the questionnaires. Also to investigate the effect of tourism on the destination image with the mediator of natural resources, public infrastructure, tourism infrastructure, and natural environment, as well as their effect on tourism motivation, Pearson correlation test, and Path analysis were used.

In this study, the data related to the Shapiro–Wilk test show that the distribution of the data will be normal. Therefore, parametric tests can be used. The findings show that film tourism is a significant predictor of film tourism by a regression coefficient (P<001, β = 0.502). As other findings show, natural resources with regression coefficient (P<001, β = 0.270); public infrastructure with regression coefficient (P<001, β = 0.202) is a significant predictor of film tourism, but tourism structures and social environment are not a significant predictor of film tourism. Also, in the final stage of natural resources with the regression coefficient (P<02, β =0.216); film tourism with a regression coefficient (P<001, β = 0.387) are a significant predictor of film tourism, but public infrastructure, tourism infrastructure, and social environment were not capable of predicting the tourism motivations of the film.

The results of this study in the conceptual model show that film tourism directly affects tourism motivation, in addition, film tourism affects the dimensions of the image including natural resources, public infrastructure, tourism infrastructure and social environment. The dimensions of natural resources and public infrastructure of the image index also have a direct impact on tourism motivation.The first finding of this study suggests that the impact of film tourism on tourists' motivation has a significant impact. This finding is consistent with previous studies (Macionis, 2004). Another finding of this study suggests that film tourism has a significant impact on the perceived image of the destination. This finding is consistent with previous studies (Bolan et al., 2011). Another finding of this study suggests that the perceived image has a significant impact on the motivation of tourists. This finding is consistent with previous studies (Wong & Hsu, 2010). The limitations of the research can be referred to as the time limit and access to the sample. Also, as the present study has been done in a specific time range, it is a cross-sectional survey. Therefore, the results cannot be extended to another time. In addition, this study used only a quantitative method for collecting and analyzing data. Therefore, future studies are proposed to study various tourist destinations and compare the results of this study, as well as qualitative and mixed methods, are used in gathering data and analyzing data.

One of the ways to achieve creative cities is to take advantage of the potential of cities in various fields, especially tourism. Creating creative tourism cities, in addition to paving the way for attracting more tourists and promoting the city as an active tourism destination, can increase the economic empowerment of residents and create jobs related to tourism, and also improve the quality of residents. Therefore, urban planning is very important in turning them into creative tourism cities. Babolsar city has the potential to become a creative city with an emphasis on the tourism approach due to its location and geography and high tourism potentials in various fields, but it is still far from the creative city of tourism. Utilizing these capabilities and opportunities requires identifying and extracting indicators that can be effective in the planning process and turning this city into a creative tourism city. Therefore, in the present study, by examining the criteria and indicators of the creative tourism city, an attempt was made to provide a suitable ground for this city to become a creative tourism city.

This is an applied research and its method is descriptive-analytical. The required data were collected through library and field studies and was analyzed using exploratory and confirmatory factor analysis. The statistical population of the study consists of 59966 people living in Babolsar. The sample size was 383 based on Cochran's formula and the statistical sample selection method was random. In the analysis of questionnaire data, first, with the help of exploratory and confirmatory factor analysis in SPSS and AMOS software environment, the most important effective indicators in achieving the model of creative tourism city were extracted.

Based on the findings of Kolomogorov-Smirnov test, it was determined that the dimensions of the creative tourism city both have an abnormal distribution and therefore, Pearson correlation coefficient test was used to measure the relationship between variables and factor analysis in SPSS and AMOS software was exerted to measure factor loadings. The results of Pearson correlation coefficient in this study showed that there is a significant relationship between physical, social, economic and tourism potentials of Babolsar. The calculated correlation coefficient between social, physical and economic components with tourism potentials of Babolsar is equal to 0/676, 0/428, 0/370, respectively. To determine the relationship and prediction between the research variables, regression analysis between social, physical and economic variables as an independent variable (predictor) and the creative tourism city of Babolsar as a dependent variable (criterion) was used by the simultaneous method. The results of multiple correlation coefficient show that there is a direct and significant relationship between social, physical and economic variables. Also, the coefficient of determination R2 shows that 57/5% of the variance of urban tourism is related to social, physical and economic variables and 42/5% of the variance is related to factors outside the model. The results of multivariate regression also indicate that social, physical, and economic variables are eligible to predict the creative tourism city. Also, the results of regression line slope (B) for all predictor components show that there is a direct relationship between predictor components. The beta coefficient (B) is also used as a measure of the relative importance of the variables. Therefore, comparing the social variable (0/089), economic variable (0/375) and physical variable (0/105), we can understand the importance of the economic variable dimension compared to the other ones. Accordingly, these components, based on importance, include economic, social and physical variables, respectively. Based on the regression relationship, achieving a creative tourism city will depend on changes in social, economic and physical variables. Considering the above relationship, for each unit of economic variable 0/789, social variable 0/681 and physical variable 0/498 will be added to achieve creative tourism city in Babolsar. The results of factor analysis showed that all factors such as business processes and tourism economy, creative and innovative thinking, cultural and spiritual capital, sustainable infrastructure, attractiveness and diversity, tradition and identity, quality of tourism, knowledge, education, deepening the tourist relationship with the host community, multiplicity and diversity of tourism products, and strengthening the participation of residents, respectively, have most factor loadings to achieve a creative tourism city. Based on the appropriate fit of the research conceptual model, the consistency of the conceptual model with the collected data is confirmed.

In the present study, the local criteria of the creative tourism city in Babolsar were extracted and explained. The results of Pearson correlation coefficient in this study showed that there is a significant relationship between physical, social, economic and tourism potentials of Babolsar city equal to 0/676, 0/428, 0/370, respectively. The results of factor analysis also showed the all factors such as business processes and tourism economy, creative and innovative thinking, cultural and spiritual capital, sustainable infrastructure, attractiveness and diversity, tradition and identity, quality of tourism, knowledge, education, deepening the tourist relationship with the host community, multiplicity and diversity of tourism products, and strengthening the participation of residents, respectively, have most factor loadings to achieve a creative tourism city. As a result, Babolsar city has a high potential to become a creative tourism city. In fact, according to the cultural, social, economic, environmental and physical potentials and strategic location of Babolsar, this city can take effective steps to become a creative tourism city.