Explaining the Artistic and Perceptual Components of Heritage Landscape in Urban Branding of Kerman Using the DANP Model

Abstract

The present study aimed to explain the artistic and perceptual components of the heritage landscape affecting the urban branding of Kerman and to analyze the causal relationships among these components using the integrated DANP model. This applied study adopted a descriptive–analytical design with an exploratory–explanatory mixed-method approach. In the qualitative phase, the components of the heritage landscape were identified and localized through a systematic review of theoretical literature, qualitative content analysis, and interviews with 15 experts in landscape architecture, urban planning, cultural heritage, and urban management. In the quantitative phase, a pairwise comparison questionnaire based on a 0–4 scale was distributed among 20 specialists. Data analysis was conducted using DEMATEL and ANP techniques within the DANP framework to determine the intensity, direction, and priority of relationships among the variables. Content validity was evaluated through CVR and CVI indices, while reliability was confirmed using Cronbach’s alpha coefficient above 0.85. The findings identified seven major components influencing urban branding in Kerman, including historical identity and authenticity, urban symbols and landmarks, integrated landscape management and policymaking, spatial organization and legibility, visual quality and artistic proportions, mental image and memorability, and stakeholder participation. DEMATEL analysis revealed that landscape policymaking and management had the strongest causal influence (+1.24), whereas stakeholder participation had the highest level of dependency (−1.01). In addition, the mental image of the city demonstrated the highest systemic interaction (7.35) with other variables. DANP results indicated that historical identity and authenticity (0.182), urban symbols and landmarks (0.164), and landscape policymaking and management (0.151) possessed the highest final weights in the urban branding process. Visual quality and artistic proportions acted as an intermediate and reinforcing layer connecting physical form to meaning and perception. The results demonstrated that urban branding in Kerman is fundamentally rooted in historical identity, authenticity of the heritage landscape, and the representation of urban symbols, while the city’s mental image emerges as the final outcome of interactions among identity-based, managerial, and spatial factors. The proposed three-layer model showed that policymaking and historical identity function as driving forces, visual quality serves as an intermediary factor, and mental image together with stakeholder participation constitute the final outcomes. Therefore, preserving the authenticity of historical textures, enhancing spatial legibility, integrating artistic qualities into urban design, and implementing integrated heritage landscape policies can significantly strengthen Kerman’s urban brand.