Imagine ability, Image of city, Tourist destination, Social media analytics, Data mining, Rasht

Document Type : Original Article

Authors

1 Master of Urban Planning, Faculty of Art and Architecture ,University of Guilan , Rasht, Iran

2 Ph.D, Assistant Professor, Department of Urban Planning and Design, Faculty of Art and Architecture, University of Guilan, Rasht, Iran

3 Ph.D, Assistant Professor, Department of Urban Planning, Humanity Science Faculty, University of Guilan

10.22124/upk.2025.29375.1996

Abstract

Introduction:
Destination image is an abstract concept and includes a set of different and diverse factors that are created based on people's perceptions of tourism destinations. Given the significant growth of digital resources related to tourism and tourism, as well as new techniques for exploiting digital resources, a new approach has been created to study and examine the image of urban tourism destinations.
Methodology:
The aim of this research is to understand and identify the salient features of the image of the tourist-friendly and creative city of Rasht in the social media space.
Results:
The method used in this research falls into the category of qualitative studies. This research is descriptive-analytical and is applied in terms of purpose. In this research, in order to examine and evaluate the image of Rasht's urban tourism destination using the text mining method, the content produced by Internet and social media users has been studied and examined.
Discussion:
The most important features that create the image of the tourist-friendly and creative city of Rasht are located in three general clusters. The image of the tourist destination of the creative city of Rasht in cyberspace is based on its unique attractions, cultural, local and identity features of this city. This image is in line with the global brand of the city of Rasht, namely the creative city of gastronomy.
Conclusion:
Overall, the results of this study indicate a relatively positive image of Rasht Creative City tourism. In addition to examining and studying the structure of the tourism destination image of Rasht Creative City as a case study, this study presents a methodological framework for analyzing social media big data regarding urban tourism.
Highlights:
In the background of Rasht's global brand as a creative city of gastronomy, cultural, local, and identity characteristics play a role as intangible heritage.

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Urban Planning Knowledge
Volume 9, Issue 2
September 2025

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History

  • Receive Date: 26 December 2024
  • Revise Date: 13 April 2025
  • Accept Date: 20 May 2025

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