Iranian Association of Cultural Studies & Communication Society Culture Media 2322-3855 13 53 2025 02 19 A paradigm model for improving urban tourism culture in Isfahan city A paradigm model for improving urban tourism culture in Isfahan city 217 237 216980 10.22034/scm.2024.472188.1790 FA Maryam Sadeghi Ph.D. student of management and planning of cultural affairs, Isfahan Branch (Khorasgan), Islamic Azad University, Isfahan, Iran 0009-0003-3006-9295 Mehrdad Sadeghi Dehcheshmeh Associated Professor, Department of Cultural Planning Management, Isfahan Branch (khorasgan), Islamic Azad University, Isfahan, Iran 0000-0002-3275-4523 Ali Rashidpoor Associated Professor, Department of Cultural Planning Management, Isfahan Branch (khorasgan), Islamic Azad University, Isfahan, Iran 0000-0002-3275-4523 Journal Article 2024 08 11 The purpose of this article was to present a model and identify factors affecting the urban tourism culture of Isfahan. In order to achieve this goal and achieve the model, the method of grounded theory (database) has been used. The statistical population of the current research is experts in the field of tourism, tourism industry, managers and experts of Isfahan tourism, tourists, business of Naqsh Jahan Square, Isfahan. According to the theoretical saturation, the sample size is 12 people. Categories and concepts have been extracted to identify factors in three stages of open, central and selective coding. The findings of the research showed that three categories of causal factors (budget, destination branding and destination cultural branding) are the factors of improving and welcoming tourism in Isfahan city. Environmental conditions and linking old and new contexts are facilitating factors whose convergence will lead to the improvement of urban tourism culture in Isfahan city. Also, the results show that the improvement of the tourism industry does not take place in a vacuum and it is not separated from the cultural context of people, whether it is a destination or a source. Therefore, five categories of interactive, defensive, infrastructure development, and marketing of cultural and historical capacities can be used to improve the tourism culture of Isfahan city. All the mentioned categories in a coherent link will lead to the cultural and economic development of urban tourism in Isfahan. The purpose of this article was to present a model and identify factors affecting the urban tourism culture of Isfahan. In order to achieve this goal and achieve the model, the method of grounded theory (database) has been used. The statistical population of the current research is experts in the field of tourism, tourism industry, managers and experts of Isfahan tourism, tourists, business of Naqsh Jahan Square, Isfahan. According to the theoretical saturation, the sample size is 12 people. Categories and concepts have been extracted to identify factors in three stages of open, central and selective coding. The findings of the research showed that three categories of causal factors (budget, destination branding and destination cultural branding) are the factors of improving and welcoming tourism in Isfahan city. Environmental conditions and linking old and new contexts are facilitating factors whose convergence will lead to the improvement of urban tourism culture in Isfahan city. Also, the results show that the improvement of the tourism industry does not take place in a vacuum and it is not separated from the cultural context of people, whether it is a destination or a source. Therefore, five categories of interactive, defensive, infrastructure development, and marketing of cultural and historical capacities can be used to improve the tourism culture of Isfahan city. All the mentioned categories in a coherent link will lead to the cultural and economic development of urban tourism in Isfahan. https://www.jscm.ir/article_216980_9fd5b80c9c03cb1e9bfdefbf1b8f31c7.pdf