Examining the Impact of Historical Place Regeneration and Sensory Marketing on Destination Brand Equity and Sustainable Creative Tourism in Isfahan (Case Study: Naqsh-e Jahan Square and Vank Cathedral)

A study on Isfahan, Iran, reveals that regenerating historical sites and employing sensory marketing significantly enhances destination brand equity, which in turn fosters sustainable creative tourism. The research, conducted through a descriptive-correlational survey involving 384 domestic and international tourists visiting Isfahan's historical landmarks during spring, used structural equation modeling to analyze data. Findings indicate that combining physical regeneration of sites like Naqsh-e Jahan Square with sensory experiences can elevate urban identity, improve destination perception, and promote sustainable tourism development in historic cities.

Somayeh Ahmadzadeh, Zakieh Beiki Demeneh, & Elaheh Fattaholjanan. (2026). Examining the Impact of Historical Place Regeneration and Sensory Marketing on Destination Brand Equity and Sustainable Creative Tourism in Isfahan (Case Study: Naqsh-e Jahan Square and Vank Cathedral). Urban Sociological Studies, 15(57). https://doi.org/10.71547/URB.2026.1230478