نازنين مرادي

With the expansion of emerging technologies an‎d the transformation of tourism patterns, metaverse environments have emerged as a novel platform for representing urban identity an‎d strengthening destination bran‎ding. However, the manner in which placemaking can be realized within the metaverse in a way that simultaneously enhances tourists’ experience of spatial qualities an‎d reinforces the urban bran‎d image has not yet been systematically articulated. Focusing on the historic Naghsh-e Jahan neighborhood in Isfahan, this study seeks to elucidate the principles an‎d framework for designing tourism spaces within the metaverse, thereby enabling the re-creation of place identity an‎d the presentation of a more compelling image of Isfahan’s urban bran‎d on a global scale. In terms of purpose, this research is applied; in terms of nature, it is descriptive-analytical, an‎d it adopts a mixed-methods approach (qualitative-quantitative) within the framework of the pragmatist paradigm. Data were collected from two groups: experts in the fields of urban design, the metaverse, an‎d digital tourism, as well as users familiar with immersive technologies, including domestic tourists an‎d a segment of international tourists. In the qualitative phase, expert perspectives were examined through a semi-structured questionnaire an‎d thematic analysis. In the quantitative phase, users’ perceptions an‎d priorities were analyzed through a structured questionnaire using descriptive statistical methods an‎d the Friedman test in SPSS software. The findings indicate that the design requirements for metaverse-based tourism spaces can be organized into a framework consisting of five dimensions: morphological, social, perceptual, functional-economic, an‎d technical-managerial. Users placed the greatest emphasis on security, the relative realism of the physical environment, sense of presence, an‎d the possibility of an authentic cultural experience. Meanwhile, experts proposed a set of design strategies aimed at enhancing spatial legibility an‎d coherence, improving social interactions, fostering narrative-oriented experiences, an‎d ensuring technical an‎d managerial quality. Based on the integration of these findings, a framework an‎d a set of principles for the design of metaverse tourism spaces were developed an‎d applied in the form of a conceptual model (proposed design) inspired by the Naghsh-e Jahan neighborhood. This model seeks to establish a balance between the attractiveness of the tourist experience an‎d the appropriate representation of the historical values of Naghsh-e Jahan, while contributing to the strengthening of Isfahan’s urban bran‎d position in virtual environments.

متاورس , گردشگري متاورسي , برندسازي شهري , مكان‌سازي ديجيتال , محله نقش‌جهان

Metaverse , Metaverse Tourism , Urban Branding , Digital Placemaking , Naghsh-e Jahan Neighborhood

Nazanin Moradi

Dr. Mostafa Behzadfar