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بررسی تاثیر اقدامات مدیریت شهری در تحقق برند شهر خلاق (مطالعه موردی : شهر خلاق خوراک رشت) | ||
| پژوهشهای جغرافیای انسانی | ||
| مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 26 آذر 1401 | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jhgr.2022.331951.1008390 | ||
| نویسندگان | ||
| آرمان حمیدی1؛ علی اکبر سالاری پور* 2؛ مهدی حسام3 | ||
| 1گروه شهرسازی، دانشگاه گیلان، رشت، ایران | ||
| 2استادیار گروه شهرسازی، دانشکده معماری و هنر، دانشگاه گیلان | ||
| 3دانشگاه گیلان، دانشکده ادبیات و علوم انسانی، گروه جغرافیا و برنامه ریزی شهری | ||
| چکیده | ||
| شهرها مکان اصلی ظهور خلاقیت و نوآوری هستند که این خلاقیت به جهت موفقیت اقتصادی آن‌ها امری حیاتی و مهم قلمداد می‌شود. توسعه خلاق شهرها نیازمند زمینه‌های مختلفی است که از مهم‌ترین آن‌ها به برندسازی شهری و توسعه مشارکت شهروندی می‌توان اشاره نمود. شهر رشت با وجود پیوستن به شبکه شهرهای خلاق یونسکو، آن‌چنان که باید در تحقق شهر خلاق موفق نبوده است و راهبردهای مناسب جهت برندسازی آن اتخاذ نگردیده است. ارزیابی عملکرد مدیریت شهری در این حوزه می تواند به اصلاح روند های برنامه ریزی کمک نماید تا در افق آن شهر رشت و ساکنین آن از منافع شهر خلاق به شکل حداکثری بهره مند گردند. این ارزیابی باید در بردارند مجموعه سیاست های نظام حکمروایی شهری در ایجاد ارزش و ترویج برند شهر خلاق در راستای جذب بیشتر گردشگران باشد. لذا معیارهایی در ابعاد برندسازی، تحول اقتصادی، آموزش و ترویج توسعه شهری خلاق باید مورد توجه باشند. لذا هدف اصلی مقاله حاضر بررسی تاثیر اقدامات مدیریت شهری شهر رشت در حوزه های مختلف، بر تحقق برند شهر خلاق خوراک این شهر میباشد که در انتها به ارائه راهکار و پیشنهاداتی به منظور تحقق این هدف پرداخته شده است. پژوهش حاضر از نوع توصیفی - کمی با ماهیت کاربردی میباشد. برای جمع آوری اطلاعات پژوهش از پرسشنامه با طیف لیکرت استفاده شده است. با استفاده از روش نمونه گیری تصادفی 410 پرسشنامه میان ساکنین و شهروندان این شهر توزیع شده‌است. داده های بدست آمده از این پرسشنامه‌ها به صورت کمی وارد نرم افزار SPSS شده و سپس با استفاده از نرم افزار Smart PLS3 به مدلسازی و تجزیه و تحلیل یافته‌های پژوهش پرداخته شده‌است. نتایج پژوهش نشان داد که شاخص های "تحول اقتصادی"، "شبکه سازی و مشارکت پذیری" و "استفاده از ظرفیت های تاریخی و فرهنگی" به ترتیب بیشترین اثرگذاری را بر تحقق برندسازی شهر رشت دارند. | ||
| کلیدواژه‌ها | ||
| شهر خلاق؛ خلاقیت شهری؛ برندسازی شهری؛ مدیریت شهری؛ شهر رشت | ||
| عنوان مقاله [English] | ||
| Investigating the Impact of Urban Management Measures on the Realization of the Creative City Brand (Case Study: Rasht Food Creative City) | ||
| نویسندگان [English] | ||
| Arman Hamidi1؛ aliakbar salaripour2؛ Mehdi Hesam3 | ||
| 1Department of Urban Planning, University of Guilan, Rasht, Iran | ||
| 3University of Guilan, Faculty of Literature & Humanities, Department of Geography& Urban Planning | ||
| چکیده [English] | ||
| Extended Abstract Introduction The creative city is one of the theories proposed in the postmodern and late paradigm, which has caused huge transformations and developments in cities and has provided the growth and sustainable development of cities. However, the essential element and requirement for the realization of this issue depends on urban branding and creating a favorable mental image so that for this purpose, cities can be successful in the global arena and competition with each other for globalization and raising their name at the international level. Cities are the main places where creativity and innovation emerge, and this creativity is considered vital for their economic success. In recent years, the concept of counter-development has received much attention in the theoretical literature and urban planning practice. The creative development of cities requires different fields, the most important of which are urban branding and the development of citizen participation. Methodology This research is descriptive-quantitative and practical in terms of the method and type of goal, respectively. In this research, information has been collected through surveys and documents. The information obtained from the questionnaires was quantitatively entered into the SPSS software to check Cronbach's alpha value to confirm the questionnaire's validity. This coefficient, with a 0.97, indicates good and reliable internal validity of the questionnaire questions. Then, in the next step, using Smart PLS3 software, modeling and analyzing the findings have been done. Also, to evaluate the collected data, methods of reliability (composite reliability, Cronbach's alpha, and average variance) and validity (confirmatory factor analysis and divergent and convergent validity) were exerted. In the current research, the views and opinions of citizens have been used to investigate the impact of indicators on the realization of a creative city. Therefore, the statistical population in this research includes all citizens living in Rasht city. Also, Cochran's formula was used to calculate the sample size, which is 382. In this research, 410 questionnaires were distributed online among citizens and residents of Rasht city. Based on this, the current research aims to investigate the impact of Rasht's urban management measures in different areas on the realization of this city's creative food city brand. Finally, for this purpose, appropriate solutions have been provided to achieve this goal. Also, this research aims to answer these questions: -Which indicator is the most important one in realizing the Rasht creative city brand? - In which areas the performance of urban management has been weak? Results and discussion From the analysis of the research data, several vital categories are obtained. In this section, we will only mention these items. The "Economic transformation" index, with the highest average (3.21), and the "Financial support and facilitation" index, with an average of 2.56, have the lowest average among the research indicators. Also, the lowest average among the subjects of this research is related to the two indicators of "setting up an electronic system to manage requests" and "a suitable platform for two-way interaction between officials and people." On the other hand, according to the results of the significance test of the indicators, the impact of the indicators of “use of cultural and historical capacities," "economic transformation," and "networking and participation" are confirmed. Also, in the end, the two indicators of "economic transformation" and "networking and participation" have had the most significant impact on the realization of Rasht city branding in the current conditions. Conclusion According to the results obtained from the economic transformation index model, it has had the most significant impact on Rasht's urban branding. After that, the indicators of networking, participation, and the use of historical and cultural capacities have had the greatest impact, respectively. Based on this, economic development in the city, especially in the field of food and feed, and as a result, the improvement of the economic situation is one of the most important factors in improving and realizing the city's branding. However, one of the most critical factors for realizing urban branding is proper networking and infrastructure improvement to increase citizens' participation. In this regard, according to the feedback received from the citizens, setting up an electronic system in order to create a suitable platform for interaction between citizens and city management to take advantage of people's ideas and the creative class can be a fundamental step in improving this index and ultimately improving the image and brand of this city in the national and international arena to play internationally. On the other hand, the indicator of the use of cultural and historical capacities is another influential factor that requires additional attention from the urban management of this city. Based on this, urban management can play a special role in branding this city by improving educational and cultural infrastructures to promote creativity and transfer the cultural and historical capitals of Gilan province to the young generation along with the revival and recreation of historical buildings. However, among the noteworthy results of this research is the low impact and lack of meaning of policy indicators in the field of the creative city, the creation of creative and eventful urban spaces, and especially the indicator of financial support and promotion of the activities of the creative class, which this indicator even has a negative impact on branding. Considering the low average of these indicators in the city of Rasht, which is based on the views and evaluations of the citizens, it is not far from the expectation that these indicators have the least or even a negative impact. In this regard, Rasht's urban management policies need special attention regarding financial support for the creative class and providing facilities and facilities to encourage and facilitate the activities of this class so that an effective step can be taken toward the realization of Rasht's creative city brand. Keywords: Creative City, Urban Creativity, Urban Branding, Urban Management, Rasht City | ||
| کلیدواژه‌ها [English] | ||
| Creative city, urban creativity, urban branding, urban management, Rasht city | ||
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آمار تعداد مشاهده مقاله: 104 |
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