تدوین مدل یکپارچه ارزیابی عوامل بازآفرینی فضاهای شهری با رویکرد گردشگری (نمونه موردی: شهر مرند)

Introduction



Culture‑based urban regeneration will be successful only when it not only focuses on economic indicators and tourist attraction, but also adopts an integrated and justice‑oriented approach that ensures equal access to public spaces and combines the preservation of heritage authenticity with development based on local participation. In cities such as Marand, where inefficient governance and policy‑making structures have hindered the utilization of cultural capital, focusing on institutionalizing integrated policies, empowering local institutions, and designing experiential–meaningful programs for tourists can simultaneously advance the goals of conservation, social justice, and economic development. Ultimately, achieving these objectives requires that the evaluation of regeneration projects go beyond purely financial criteria and seriously incorporate qualitative social and cultural indicators into decision‑making and outcome assessment processes, so that culture‑based regeneration leads to comprehensive sustainability and the improvement of the host community’s welfare.



Research Method



The present study is applied in terms of purpose and descriptive–analytical and causal–comparative in terms of method. In order to develop an integrated evaluation model, the study prioritizes the spatial regeneration of cultural centers and public spaces in Marand based on stakeholder perspectives and spatial criteria. After a systematic review of the literature and extraction of theoretical components related to culture‑based regeneration and tourism attraction, the conceptual framework of the study was integratively developed based on a combination of three main components:



(a) viewpoint analysis using the Q‑method, through a Q‑set consisting of 40 short statements covering the dimensions of heritage, accessibility, services, local economy, sustainability, and participation, which participants sorted using a forced distribution from “strongly agree (+4)” to “strongly disagree (−4)”;



(b) spatial analysis of street networks and places using GIS data and Space Syntax indicators (Integration, Choice, and network proxies such as Closeness and Betweenness); and



© criteria weighting using the AHP method along with the Delphi process to achieve expert consensus and calculate the consistency ratio.



The study population for the Q‑method included a purposive sample of 45 participants consisting of citizens, urban experts, and cultural activists. The spatial units evaluated consisted of a list of 15 sampled locations in Marand (including the old bazaar, historic squares, parks, cultural centers, deteriorated urban fabric, and central areas). In addition, for the implementation of AHP and Delphi rounds, 20 administrative and executive experts were consulted through purposive and snowball sampling methods.



Discussion and Findings



The findings show how participants’ understanding of urban regeneration is manifested in three main systems: identity–cultural, economic–functional, and service–environmental.



The results of the mean weight calculations indicate that the “heritage” criterion, with a weight of 0.254 (25.4%), holds the highest importance among the criteria. This finding suggests that, from the experts’ perspective, historical and cultural identity is not only the main محور of regeneration in historic cities such as Marand, but also functions as a fundamental indicator shaping other dimensions of urban development. After heritage, the “accessibility” criterion, with a weight of 0.186, ranks second, highlighting the decisive role of transportation networks, pedestrian routes, and ease of tourist mobility in the success of regeneration projects. “Urban services and facilities”, with a weight of 0.152, rank third, emphasizing experts’ attention to the quality of user experience, particularly in terms of comfort, security, and complementary urban services (such as cafés, information centers, and public restrooms). The “economic resilience” criterion, with a weight of 0.146, follows closely, indicating experts’ deep understanding of the necessity of financial sustainability and revenue generation to ensure the continuity of regeneration projects.



Overall, the final pattern of the combined AHP–Q model forms a three‑layer structure of “heritage + environmental quality + economic sustainability”, which operates in a balanced manner within urban tourism regeneration policies.



The simultaneous examination of three indicators also shows that Marand possesses a spatial structure with strong concentration in the historic center. High integration and concentrated Choice within the bazaar area and the central square have led to the majority of movement flows and human interactions being concentrated in this core, while surrounding areas—especially the southern and eastern parts—remain outside this movement network.



Conclusion



In general, the present research shows that the future of urban regeneration in Iran, particularly in cities such as Marand, depends on a transition from sectoral and project‑based policies toward a network‑based, participatory, and culture‑oriented approach. In such a perspective, the city will not be viewed merely as a collection of physical spaces, but as a living system of memory, meaning, and social interaction—a system that can achieve true sustainability only through the integration of heritage, tourism, and participatory governance.



Considering the challenges identified in Marand, including institutional centralization, weak cultural infrastructure, and the lack of connections between historic and new urban spaces, the following recommendations are proposed:



Preparation of the Marand Cultural Regeneration Strategic Plan 1410 (2031) focusing on creative tourism development and preservation of the authenticity of the urban fabric.

Creation of a cultural corridor from the bazaar to the central square as an urban experience network and pedestrian tourism route.

Empowerment of local communities and creative businesses through training, financial facilities, and support for local brands.

Design of a multi‑criteria evaluation system for regeneration including social, spatial, and cultural indicators.

Establishment of a unified institutional structure to coordinate between the municipality, the Cultural Heritage Organization, and the private sector.



Keywords



Urban regeneration, Urban tourism, Q‑method, Space syntax, Marand city.