Analysis of the position of effective components on urban branding (Case study: Bushehr city)

Nowadays, urban branding is one of the most dynamic activities for cities and plays an important role in sustainable development. Every city, according to its assets, seeks to develop and stabilize its position at the national, regional and international levels. Due to the increasing growth of urban development in cultural, economic, environmental, etc., there is a need for a purposeful and comprehensive planning. To keep pace with sustainable development. The present study evaluates the position of the effective components on urban branding in order to help improve the development and urban branding situation by examining the position of urban brand components. The research method is descriptive-analytical and the methods of data collection are library-documentary and field studies with questionnaire tools. The statistical population of this study consists of two groups. The first group is the experts and the sample size used in this group is 30 people who were selected to perform the Delphi process. The second group includes policy makers, senior managers and experts in the city of Bushehr with the number of 37751 people and the sample size has been determined using the Cochranchr('39')s formula, 382 people. Structural equations with partial least squares approach and PLS software have been used to measure structures and the relationships between them. The results show that at 95% confidence level, economic, cultural, social and environmental variables have a positive and significant relationship on urban branding policy. Therefore, policy makers and urban management should plan for urban branding and improvement of development dimensions according to the relationship between urban branding policy and identified effective factors.