با همکاری مشترک دانشگاه پیام نور و انجمن مدیریت دولتی ایران و انجمن مدیریت رفتار سازمانی

نوع مقاله : اکتشافی

نویسنده

استادیار، گروه جغرافیا، دانشگاه پیام نور، تهران، ایران

10.30473/ipom.2025.74515.5187

چکیده

در سال‌های اخیر، برندسازی شهری به‌عنوان رویکردی نوین در مدیریت شهری، به ابزاری مؤثر برای ارتقای تصویر ذهنی شهرها، جذب گردشگر و سرمایه‌گذاری و بهبود کیفیت زندگی شهروندان تبدیل شده است. پژوهش حاضر با هدف تدوین استراتژی‌های مدیریت شهری در راستای برندسازی شهر مراغه انجام شده است؛ شهری با دو هویت مکمل-باغ‌شهر (اکولوژیک) و پایتخت نجوم ایران (علمی-تاریخی) که ظرفیت‌های منحصربه‌فردی برای خلق یک برند شهری ترکیبی و متمایز دارد. روش پژوهش کیفی و مبتنی بر تحلیل محتوای مصاحبه‌های نیمه‌ساختاریافته با خبرگان محلی بوده و داده‌ها براساس مدل SWOT تحلیل شده است. نتایج نشان داد با وجود ظرفیت‌های طبیعی، کشاورزی و علمی، چالش‌هایی همچون نبود هویت برند روشن، ضعف زیرساخت‌های گردشگری و ناهماهنگی نهادی، موانعی جدی برای توسعه برند شهری مراغه هستند. بر این اساس، چهار دسته راهبرد (SO، WO، ST، WT) استخراج شد که در نهایت منجر به پیشنهاد برند ترکیبی «مراغه، باغ‌شهر ستارگان» گردید. پیشنهادهای اجرایی از جمله بازسازی رصدخانه، برگزاری فستیوال‌های برندمحور، ایجاد فضاهای شهری نمادین و نهادینه‌سازی مشارکت شهروندان نیز ارائه شد. این مدل مفهومی، با تمرکز بر دارایی‌های بومی و تجربه زیسته شهروندان، می‌تواند الگویی مؤثر برای دیگر شهرهای تاریخی و علمی کشور در مسیر برندسازی شهری پایدار و مشارکتی باشد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Determining Urban Management Strategies for City Branding, Case Study: Maragheh City

نویسنده [English]

  • ataollah zarafshan

Assistant Professor, Department of Geography, Payam Noor University, Tehran, Iran

چکیده [English]

In recent years, city branding has emerged as a strategic approach in urban management, serving as an effective tool to enhance the mental image of cities, attract tourism and investment, and improve the quality of urban life. This study aims to formulate urban management strategies for branding Maragheh—an Iranian city with a unique dual identity: an ecological "garden city" and a historical-scientific center known as the "Capital of Astronomy in Iran." Adopting a qualitative methodology, the research is based on semi-structured interviews with local experts and content analysis using the SWOT framework. Findings reveal that despite Maragheh’s rich natural, agricultural, and scientific assets, challenges such as the absence of a clear brand identity, weak tourism infrastructure, and institutional fragmentation hinder its branding potential. Consequently, four strategic categories (SO, WO, ST, WT) were developed, culminating in the proposal of a hybrid brand: “Maragheh, Garden City of Stars.” The study also suggests practical measures such as restoring the historical observatory, organizing brand-oriented festivals, designing symbolic urban spaces, and fostering citizen participation to internalize the brand. This conceptual model, grounded in local identity and residents’ lived experiences, offers a replicable framework for other historical and scientific cities in Iran seeking sustainable and participatory urban branding.

کلیدواژه‌ها [English]

  • Urban Management
  • Urban Branding
  • Maragheh City
  • SWOT Model
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