Explaining Historical Identity and Cultural Landscape in Urban Tourism Development: A Case Study of Maragheh City

Introduction: Historical identity and cultural landscape are among the most fundamental components shaping tourists’ experiences in historic cities. Any weakness in organizing these elements may lead to narrative discontinuity, visual fragmentation, and a decline in the overall quality of destination experience. Although Maragheh possesses valuable historical and cultural layers, the city faces a clear mismatch between the perceived importance of its identity-related elements and their actual performance within the urban environment. This gap is particularly evident in aspects such as the visual continuity of the historic fabric, interpretability of cultural markers, and the coherence of tourist pathways. Therefore, a systematic investigation of the role of historical identity and cultural landscape in the development of urban tourism in Maragheh is essential. This study aims to elucidate this role and to identify the managerial and planning priorities required to enhance tourist experience and strengthen the sense of place.
Materials and Methods: This study investigates the role of historical identity and cultural landscape in the development of urban tourism in Maragheh using a quantitative–exploratory approach. The study adopts an applied research approach and follows a descriptive–analytical design, aiming to identify perceptual dimensions influencing tourists’ experiences through systematic data collection and statistical analysis. The statistical population includes tourists and visitors to historical areas of Maragheh. Because the exact population size was unknown, it was treated as infinite. Purposive sampling was adopted to ensure participation of individuals with direct experience of the historical urban fabric. The sample size was calculated using Cochran’s formula for infinite populations, with a 95 percent confidence level, a margin of error of 0.05, and a variance ratio of p = q = 0.5, resulting in 384 respondents. Data were collected through a structured questionnaire developed based on internationally recognized indicators related to historical identity and cultural landscape. Content validity was evaluated and confirmed through expert judgment by specialists in tourism, urban planning, and cultural heritage. Reliability was assessed using Cronbach’s alpha and composite reliability, with all values exceeding the acceptable threshold of 0.7. Data analysis was conducted in two stages. First, exploratory factor analysis was applied to identify latent constructs and assess relationships among variables. The Kaiser–Meyer–Olkin measure confirmed sampling adequacy, and Bartlett’s test of sphericity indicated data suitability. Second, Importance–Performance Analysis was used to identify gaps between perceived importance and actual performance of key attributes. Statistical analyses were performed using SPSS.
Results and Discussion: The findings indicate that historical identity and cultural landscape constitute the most influential components shaping the tourism experience in Maragheh. EFA revealed a coherent and meaningful structure comprising indicators such as historical legibility, identity narrative, identity distinctiveness, landscape legibility, spatial narrative, visual coherence, quality of spatial experience, cultural engagement, destination image, and urban symbols. The IPA results demonstrated that, despite their high perceived importance, several indicators—including identity narrative, spatial narrative, identity distinctiveness, and urban signage—exhibited lower-than-expected performance and require urgent intervention. Conversely, indicators such as historical legibility, landscape legibility, destination image, and quality of spatial experience performed satisfactorily and should be maintained and strengthened.
Conclusion: The study concludes that successful tourism development in Maragheh depends on integrating historical identity and cultural landscape into a coherent, readable, and narrative-driven visitor experience. Enhancing visual coherence, redesigning the signage system, improving identity narratives, and enriching cultural engagement are essential priorities. Overall, the findings emphasize that coordinated management of identity and landscape components is vital to strengthening the city’s tourism potential.