Journal of Urban Economics and Management

Tourism issues are widely and comprehensively the focus of attention for the governments worldwide and each with specific purposes to follow in tourism industry and with plans to make upon their potentialities. Tourists also expect that the concept of cost-value could be completely actualized in their trip process and a win-win interaction could be made between the tourist attraction and destination. In the current study, attempts have been made to identify tourism potentials of the county of Qazvin via SWOT matrix so that a better understanding would be made of the existing assets of the county. Through comparative study of such potentials against marketing mix model in tourism, a matrix of the coordination and overlapping of the two approaches is achieved and then through Fuzzy Topsis Method, the prioritizing of the mix elements would be possible. The research method was descriptive-explorative and the required data were collected through field research and via questionnaires. The results indicated that the obtained elements were processes/plans, people/staff, participation/individualization, place and distribution, physical evidence/packaging, promotions/encouragements, product, and price which were hierarchically prioritized and through which and by applying a systemic approach, it is possible to develop tourism economy of the county of Qazvin. 

Urbanization as the dominate mode of living is raising and subsequently, its problems are increasing. Social marketing approach is one of the new approaches to solve this problem that its Concepts could be used for Promoting of beliefs, attitudes and optimal human behavior in the community. The goal of this survey is explanation of social marketing in relation with urban planning and urbanization problems in Iran. It tries to propose some solutions for urban challenges by using the focus on the offering of the proper behaviors and social ideas to citizens and urban communities as costumers. This research is a descriptive-analytical research and some tools such as interviews with experts, and library and documentary methods are used. Research findings show that many of the problems of urbanization in Iran Rooted in the beliefs and false norms of citizens towards their living environment and how to deal with their urban management. Also, the development model of urbanization with Social Marketing Approach which consists of five consecutive steps is extracted. The research result shows that by Using Social Marketing School and Its solutions based on the focusing on the offering the appropriate behavior to citizens, it could be prepare the basis for urbanization to pass through from chaotic situation to favorable ways in whole aspects. And by this method we can transition to desirable urbanization and prevailed on challenges such as civic culture, stable income, citizen participation, traffic, informal settlements, air pollution, and social disorders.

Along with development of planning relationship and urban development market affected by globalization processes and urban competition, urban regeneration policies have taken a new form. However, in practice, urban regeneration processes are influenced by physical policies and up-to-down managerial approach in our country and less attention has been paid to transnational scale and entrepreneur approaches to facilitate these processes. Thus, this research tries to propose a conceptual framework for place marketing in urba

n regeneration affected by entrepreneur city approaches with qualitative-inductive method and using qualitative content analysis and comparative analysis of the world examples. For this purpose, eight samples of global experiences were compared (with maximum diversity sampling method). The results indicated that changes made in line with urban regeneration with entrepreneur city approach from change in managerial systems, and using corporate governance in line with market motivation and building capacity have initiated new types of participation. All these changes in all aspects were made aiming to improve infrastructures and increase quality of life. Protection of local identity and attention to global scales as well are accentuated in the process of attracting capital in place marketing. The results indicated that the use of such process in our country requires considering cultural, institutional, and legal aspects. In this regard, improving environment quality, promoting mental image of place, tourism development, facilitator rules and regulations, attention to local creativity, and efficient and transparent management are of great importance.