Urban competitiveness planning with emphasis on tourism for urban branding (Case study: Kermanshah city)

Today, due to the conditions of globalization, city branding has become increasingly important due to its tourism potentials.Most regions with strategic planning in this area aim to achieve economic development and reduce deprivation through tourism.In this study, the research strategy is deductive, and its purpose is practical.The required data and information were collected from library resources and surveys (questionnaires and interviews) with experts.The meta-SWOT technique, based on an inside-out approach and a resource-based perspective, provides a framework for enhancing the competitiveness of cities and regions.The city of Kermanshah possesses significant capabilities to attract tourism, enabling it to achieve urban, regional, and global competitiveness.The findings of this study show that among the capabilities and potentials of Kermanshah, the existence of historical and cultural monuments-such as Taq-e Bostan, pillars, historic houses, museums, and its role as a center for handicrafts-as well as cultural similarities with people living in Iraq and Turkey, along with its unique culture, beliefs, and customs, serve as key tourism potentials.These attributes align with the four characteristics of the VIRO framework (Value, Rarity, Imitability, and Organization), making them the most strategic fit with macro variables affecting tourist attraction and urban competitiveness through tourism in Kermanshah .Among the major influential variables, the COVID-19 pandemic, international sanctions against Iran, climate change, natural disasters, and lack of funding have the greatest impact on the urban competitiveness of Kermanshah.Based on the analysis of resources and macro variables, a strategic fit map was developed, and appropriate solutions were proposed.