Explaining the Model of Eevaluative Image in the Perception of the Environment (Case study, Bushehr city)

Aims & Backgrounds: In today's competitive world, cities are increasingly concerned about their identity, image and value, In this regard, creating an environment favorable to attracting different classes of the ambitions of city managers and planners in each city. This can only be achieved what the city presents (identity), what is perceived (image) and its evaluation by its users (the evaluative image), and what makes a pleasant or unpleasant feeling to a place (meaning) To be interpreted. The present study seeks to explore the components of the evaluative image and also in the case study (Bushehr city). Hence, recognizing the components of the image and how it functions and the process of shaping it in the minds of different people provides the basis for achieving this goal. Methodology: The present study in terms of purpose is developmental and applied. And in terms of the nature and method is qualitative and exploratory research. The data collection method is a combination of library studies (theoretical) and field studies and surveys (interviews) based on semi-structured questionnaire with open questions. Conclusion: The research results indicate that the image is composed of two primary and secondary or supplementary components, that observer evaluates the environment by perceive it And this creates a comprehensive image. Case study showed that coastal strip, historical texture, Rishehr Park, and TV Park has a positive evaluation and Informal settlement, Sangi Street and Ashori Street has negative evaluation. The comprehensive image of Bushehr portrays a positive, safe and peaceful image.