The effect of citizen education and cultural events on the promotion of the brand of the creative city of Rasht

Hassan Ahmadi ¹ (Faculty member/The University of Guilan) Aliakbar Salaripour ² (Department of urban planning and Design, faculty of Art & Architecture, University of Guilan)
Arman Hamidi ³ (Department of urban planning, Faculty of Art and Architecture, University of Guilan) Roghayeh Mirzaei, ⁴ (Department of urban planning, Faculty of Art and Architecture, University of Guilan) Ali Rahimi ⁵ (Department of urban planning, Faculty of Art and Architecture, University of Guilan)

Submited date : 2023-10-25 accepted date : 2024-01-13

Keywords: Rasht City, branding, Creative City, cultural events, educational activities,

Abstract :

Introduction: The effect of citizenship education and cultural events in enhancing the brand of a creative city can be significant because by cultivating a culture of learning and organizing diverse cultural events, the city can experience many positive results. Civic education and art events can help foster a creative mindset among residents. Also, hosting cultural events can strengthen cultural and artistic identity and attract cultural tourists and facilitate international communication. Research aim: The purpose of this research is to investigate the impact of educational measures and cultural events on the promotion and success of branding of the creative city of Rasht and to identify the most important thing in achieving this goal. Therefore, for this purpose, three indicators of "educational activities", "cultural events" and "brand of the creative city of Rasht" have been considered for this research. Methodology: This research is based on applied purpose and descriptive-quantitative in terms of method. In this research, the effect of two indicators of educational measures and cultural events on the brand of the creative city of Rasht has been measured using a questionnaire. Also, SPSS and Smart PLS3 software were used in data analysis, and finally we will examine the structural model of this research. The citizens of Rasht city are the statistical population of this research, and in this research, a total of 393 questionnaires were completed in order to collect information. Studied Areas: The geographical area of this research is the city of Rasht. Results: According to the findings, the "Creative City Brand of Rasht" index has the highest average among indices with an average of 3.40. Also, the indicators of "cultural events" and "educational activities" are in the next place with the averages of 3.15 and 2.43, respectively. On the other hand, according to the results of the modeling, cultural events and educational measures have managed to form about 32% of the changes in the dependent variable variance, which is the branding index of the creative city of Rasht. Conclusion: Since more cultural events have had an impact on the Rasht creative city brand, as a result, holding festivals and desirable cultural events along with providing quality education to the people and introducing the concept of creativity to the people and institutionalizing it can have a significant impact. In creating a favorable image of this city and ultimately the success of the branding of the city of Rasht.