A set of effective factors in creativity (competitive advantages and existing capacities) in order to achieve urban branding (Case study: Damghan city)

Document Type : Research Paper

Authors

• Mostafa Foadiyan ¹
• Zeinab Karkehabadi ²
• Saeed Kamyabi ³

¹ PhD Student, Department of Geography and Urban Planning, Semnan Branch, Islamic Azad University, Semnan, Iran.

² Associate Professor, Department of Geography and Urban Planning, Semnan Branch, Islamic Azad University, Semnan, Iran

³ Associate Professor, Department of Geography, Semnan Branch, Islamic Azad University, Semnan, Iran

10.30495/jupm.2021.29069.4004

Abstract

In a new approach to the city, the creative city has been proposed as a strategic method in the field of thinking, planning and implementing urban plans. Due to the profound changes that are taking place in the urban environment, urban creativity is a vital factor in solving many of the city's problems. In this regard, the purpose of the present study; recognizing the set of effective factors in creativity (competitive advantages and existing capacities) in order to achieve urban branding in Damghan. The approach governing the research space is qualitative and the type of research is applied and in terms of implementation is survey type (observation and interview). The statistical population of the present study includes (all senior managers of the municipality, faculty members of the Department of Geography, Art and Urban Planning, city councils and people with experience in the field of urban management) who were selected using the Delphi method 17 people as a sample size. For data analysis, the method of Grand Theory (Foundation Data Theory) has been used. From the results of interviews with experts to examine the existing capacities and competitive advantages using the grounded theory method, 42 concepts and 7 categories (Imagery, strategic and comprehensive document and planning, identifying the value of competitive advantages and existing capacities, infrastructure development, innovation, urban regeneration, integrated urban management) were extracted.
From the results of interviews with experts to examine the existing capacities and competitive advantages using the grounded theory method, 42 concepts and 7 categories (Imagery, strategic and comprehensive document and planning, identifying the value of competitive advantages and existing capacities, infrastructure development, innovation, urban regeneration, integrated urban management) were extracted.
 
Extended Abstract
 
Introduction
In a new approach to the city, the creative city has been proposed as a strategic method in the field of thinking, planning and implementing urban plans. Due to the profound changes that are taking place in the urban environment, urban creativity is a vital factor in solving many of the city's problems. The idea of a creative city is a new and important topic in the field of urban studies and planning, especially urban management, and emphasizes on improving the living environment and improving the quality of life of citizens. Among the cities of Iran, Damghan is one of the important cities (Semnan province), which has a high potential for tourism development, especially historical and cultural. The city of Damghan has somehow shaped or produced a symbol or symbols that express the function and identity of the city during its historical ups and downs. Damghan is a historical, cultural and artistic city, or in other words, they are used today in the discourse of urban studies, it is a creative city and has its own brand, a brand that recognizes the city of Damghan. Therefore, it is necessary, due to the lack of attention to the potentials of the region (including economic, cultural, tourism), which is a reason that, this city lacks a unique and strong pattern. To be able to bring economic and socio-cultural development. Therefore, recognizing the set of effective factors in creativity in order to achieve urban branding can contribute to the comprehensive development of Damghan and create a sustainable brand.
Methodology
The approach governing the research space is qualitative and the type of research is applied and in terms of implementation is survey type (observation and interview). The statistical population of the present study includes (all senior managers of the municipality, faculty members of the Department of Geography, Art and Urban Planning, city councils and people with experience in the field of urban management). Using the Delphi method, 17 people were selected as the sample size.
 
Results and discussion
In order to evaluate the creativity of existing capacities and competitive advantages, using the method of grounded theory and interviews with experts, experts were reviewed and conducted. Creativity strategies of existing capacities and competitive advantages amounted to 42 concepts, which in total categories of Imagery, documenting and comprehensive strategic plan, identifying the value of competitive advantages and existing capacities, infrastructure development, innovation, urban regeneration, Integrated urban management) was reduced, and finally the final core category of this part of the research, including (creative strategies for existing capacities and competitive advantages) was extracted. According to the obtained results, Damghan city is considered as one of the unknown cities by many Iranian and international people despite its competitive capacities and advantages. Therefore, for the creativity of these capacities and to identify each of the competitive advantages in this city, it is better to design logos and all names with the identity of each historical, natural, etc. place by registering them. It should also be mentioned that Damghan is considered to be one of the oldest and most ancient Parthian cities in Iran, whose name was Hundred Doors in the past, and it is unique due to its ancient monuments and natural beauty. Ancient monuments such as: Toghrel Tower, Tarikhaneh Mosque, etc. are unknown by many people. By designing a logo for each of the attractions of this city, we can advance the tourism capacities of this city towards becoming creative.
 
Conclusion
If the urban management of Damghan seeks to attract investors and economic prosperity, as well as maintain the social and cultural status of the city and its citizens, it is inevitable to brand the city as a capital and an effective component in the market of urban competition in Damghan in the province, country, region and the world pays attention.

Keywords

• Creativity
• competitive advantages
• existing capacities
• urban branding
• Damghan city

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