ارائه چارچوب برندسازی به منظور توسعه گردشگری در شهرهای خلاق ایرانی (مطالعه موردی: شهرخلاق موسیقی سنندج)
آرشیو
چکیده
شهرهای خلاق می توانند به وسیله خلاقیتی که دارند، تصویر خود را به جهانیان نمایان کنند. این برندسازی درست و مؤثر است که منجر به ماندگاری شهرهای خلاق در رقابت های جهانی می شود و درعین حال توسعه گردشگری را برای شهر به همراه دارد. شهر سنندج به تازگی در حوزه موسیقی شبکه شهرهای خلاق یونسکو ثبت شده است. بنابراین فرصت مهمی در اختیار ذی نفعان قرارگرفته است که با همکاری هم به نمایان شدن برند شهر سنندج کمک کنند. لذا هدف اصلی پژوهش بررسی این فرآیند و پیشنهاد چارچوب برندسازی برای شهر خلاق موسیقی و کمک به توسعه گردشگری سنندج است. این پژوهش از نوع توصیفی-کمی با ماهیت کاربردی است که باهدف برندسازی شهر خلاق موسیقی به ارزیابی شاخص های شهر خلاق و برندسازی در سنندج پرداخته است. برای جمع آوری اطلاعات تعداد 390 پرسشنامه به صورت آنلاین، توسط ساکنین و شهروندان پر شد. داده های حاصل با استفاده از آزمون های دوجمله ای، فریدمن، تحلیل عاملی و همبستگی اسپیرمن مورد تجزیه وتحلیل قرار گرفتند. نتایج نشان می دهد که شاخص اجتماعی-فرهنگی بهترین و کیفیت خدمات رسانی بدترین وضعیت را دارد. بنابراین در کنار حفظ کیفیت فرهنگ لازم است که جهت بهبود وضعیت کیفیت خدمات رسانی اقدام به برنامه ریزی راهبردی برای شهر سنندج کرد.متن
Explaining the Branding Framework for Tourism Development in Iranian Creative Cities (Case Study: Sanandaj Music Creative City)
Currently, the development of urban creativity is one of the newest and most important paradigm regarding increase of competitiveness and economic development based on urban entrepreneurship. Meanwhile, Sanandaj City has recently been registered as UNESCO’s creative city of music. Thus, important opportunities have been provided for stakeholders to let them represent Sanandaj’s brand in collaboration with each other. Therefore, the main aims of this research are to investigate this process, propose a branding framework, and contribute a creative city of music to the tourism development of Sanandaj. The current study is a quantitative-qualitative research with a practical approach evaluating the creative city and branding indicators in order to facilitate the branding process of the creative city of music. In this research, information has been collected through surveys and documents. The tool for collecting research are library data and a questionnaire that includes ۵ general questions and ۴۴ ۵-choice questions on the Likert scale. The questions are designed in ۱۱ sections, in each section, questions related to each index are included. The sample size of the research was ۳۸۴ people obtained through the Cochran method, and the questionnaire was distributed among ۳۹۰ citizens. To ensure validity, the questionnaire was approved by experts. In the following, Cronbach's alpha method was used to check the reliability of the questionnaire. Then, by using binomial tests, Friedman, correlation and exploratory factor analysis, the findings have been analyzed. The findings showed that the socio-cultural indicator is in the best and the quality of service indicator is in the worst condition. Therefore, by maintaining the quality of the culture, it is necessary to develop strategic planning for the city of Sanandaj to improve the quality of services. Based on the findings of the research and considering the value and importance of culture in Sanandaj among the citizens and the fact that the main axis of Sanandaj's creativity is music, these items are recommended as central issues in the branding process of this city: ۱) Networking and exchange of experience and knowledge with creative music cities International success ۲) Depicting the best social and cultural features of the city and integrating these images with the urban landscape and natural and historical attractions ۳) Focusing on the titles of hospitable city and technological city in the field of music in order to create top place brands ۴ ) Improving the level of urban services with emphasis on features and attractive places for residents and tourists ۵) Using popular social capital (general public as well as influencers and famous people) in social networks in order to promote Sanandaj city brand as much as possible in social networks ۶) expansion and development of place brands to urban spaces on a smaller scale and creating a comprehensive network of place images and brands with emphasis on the variety of attractions and different topics ۷) creation of lasting and memorable images, symbols and signs Remaining of the characteristics and brands of the place and its advertisements in Rasan Collective, environmental and internet issues.
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