Tourism Planning and Urban Design in Esfahan Conference

Tourism planning and urban design in Esfahan

Nooshin Ghasemi

Young Researchers Club, Najafabad Branch, Islamic Azad University, Najafabad, Esfahan, Iran

Abstract

Urban design plays an important role in tourism development and provides a favorable tourism place for tourists to explore the city. Tourists expect a special tourism place with unique character. Well-designed urbanscape appeals tourists on enjoyment of experiencing the city. Tourism planning, however, draws upon a good portion of urban and regional planning methods, especially in the area known as rational planning. As such, the more narrow area of tourism planning could be considered a subfield of urban design.

Urban design, in this respect, helps to enhance the quality of the tourism place. Place making on urban design captures the quality and characteristics of a tourism place, then to design the place to satisfy the needs of its target market. Having understood the tourists' behavior and their needs, the urban designer shall design a tourism place to assist tourists on experiencing the city freely. It is valuable to discuss how city design considerations contribute to develop a high quality tourism place recently. The technique, in this respect, is urban design With ArcGIS9.0 software. It aims to manifest the tourism potential and urban design constraints.

In this research, the task is to figure out the nature of the tourism planning and its relationship with urban design; hence to form a basic foundation on how urban design may function in tourism development. Finally, by carrying out a case study on the potential tourism place at Esfahan; it will demonstrate a place making process and encompass the tourism development in Iran. Concerned and addressed issues help to derive design strategy and encompass planning approaches.

Keywords: tourism planning, urban design, urban planning, Esfahan

1. Introductions

Tourism destination is a matter of place where the tourists enjoy the environment. It is necessary to understand the nature of the tourism market and the mechanism of tourism in respect of physical development. Physical development refers to the urban design of attractions, infrastructures and facilities for tourists. Tourism destination requires urban design to facilitate tourists' travel and hence to meet their expectation; or urban design may create a tourism destination.They have an undividable relationship and are the essential elements in tourism development.

1

The process of design is dynamic and not static: a design is never finished; it only sets the stage for future occupation, change, inhabitation, and the dynamic complexity of a place. What follows is an initial collection of thoughts, ideas, images, and recordings from wandering through and observing several world cities. Each visit and exploration gives new insight to great urban form, urban systems, urban design, and the role of landscape architecture and landscape urbanism in cities (kathleen peck, 2010,34).

The key to a successful tourism operation lies in a constant growth of tourist arrivals. World Tourism Organization (WTO) projected and showed the increase of international tourist arrivals for the new millennium, refer fig. 1. WTO optimistically forecasts the growth of tourist arrivals which demonstrates the significance of the tourism market in global economy (WTO 2011). With the inherent position and as a well-established city, Esfahan is planning to further seize the benefit from the profitable tourism industry.

The policy included a series of new projects that are well underway to further increase appeal to tourists. Other efforts include enhancement of cultural, recreational, sports and arts activities, as well as preserving and promoting heritage and cultural relics. It is believed these can consolidate Esfahan's position as a premier tourist destination.

Figure.1. International Tourist Arrivals, 1950-2020 (WTO 2011)

During the past years, tourism industry helped to relax the pressure of unemployment rate and decrease of revenue. It benefits the services sectors such as hotel, restaurant, retail, and also entertainment services. Yet, in order to attain a brighter tomorrow, we have to pave the way for a better business environment to attract more tourists, hence to rebound from the downhill.

2

Tourism planning is a board topic that includes disciplines of knowledge. The technique, in this respect, is urban design. In light of this, the focus of this study will be dedicated on the relationship between the tourism planning and urban design.

2. Previous studies

Paris, a medieval city, demonstrates the art and history in the cityscape. It represents the romantic and artistic atmosphere. Formation and treatment of public space in Paris activate human interaction. It creates a comfortable environment for people's activities. Identity of Paris results indeed from the combination of urban design and humanity (Wong,2003).

Ashworth and Dietvorst (1995) argue that it is essential to integrate tourism into local place management policy. Tourism is reliant upon a community's stock of natural and human resources. Lew believes that most tourism planning is taught almost exclusively as a set of tools for create different types of plans, from site designs for resorts and retail recreation areas to land use and policy plans to encourage sustainable practices and attract developers and investors (Lew, 2007, p. 2). Gunn (1993) has made considerable progress in describing the physical structure of destination regions. In his regional planning concept, he identifies five key elements, emphasizing that the linkages among them should be given special attention to destination planning. The research by Mariot (1969) suggests that there are three types of routes: access, return, and recreational routes. In this case the concept of touring emerges based on tourists' desire to visit multiple destinations in order to fulfill multiple motivations (Dredge, 1999).

In San Francisco, the success of tourism industry hinges on urban design. Low-rise residential buildings and picturesque streetscape characterizes the city with a pleasant livable neighborhood. The inherent sloping street and hilly cityscape enhance the sense of place with the charming scenes. The mysterious tram running up and down works as a living icon of the city and becomes one of the famous attractions of San Francisco. San Francisco attracts tremendous tourists every year due to the wonderful and charming urban design (Wong,2003).

3. The Structure

In first, it focuses to study the function of urban design in tourism development, it points out the important city elements and facilities to let tourist's experiencing the city freely. In line with tourism planning, urban design contributes to tourism development. Finally, a case study on a potential Esfahan tourism place will be conducted to demonstrate the findings in the previous section. As a synthesis, it expresses the idea of stimulation of urban design on tourism development in Esfahan.

3

3.1 The connection between urban design and tourism planning

Urban designers, with careful thoughts on designing the city and its elements, firstly, reinforce the sense of the place by integration with the community and, secondly, provide suitable facility to tourists helping them to explore the city. The integration of local infrastructure with the tourism development shall be well resolved. Phasing of the development can help to firstly gradually increase the capacity of users of infrastructure preventing sudden change to the local environment; secondly, to examine the tourism demand on the infrastructure.

As a matter of fact, tourism planning relates to a destination which provides tourism services to tourists. The destination appears in a physical setting in the form of a city or a natural environment. In case of a city, human intervention influences the environment. This human intervention shall have a quality to assist the tourists on experiencing and to create attraction. The ultimate goals of tourism planning are as follows:

1. To achieve a suitable economic environment for tourism industry,

2. To explore tourism destinations and attractions, and develop infrastructure for the necessity of the industry,

3. To preserve cultural heritage and protect natural environment,

4. To improve quality of life of the residents,

5. To integrate tourism industry with the local with minimal impact and greatest benefit,

6. To attract tourists.

Urban design for appropriate locations of tourism services can also allow better access to tourism products for tourists. If the tourism development incorporates urban design consideration at the very beginning of planning process, it will be more efficient on land use planning and better management. It can improve the quality of life of residents and shape the behavior pattern as well. Appropriate urban design can enhance the sense of the place and quality of visit. Strategic design and planning of urban elements can guide tourists 'read' the city more easily and 'feel' the city bit.

The majorities of popular tourist places such as Esfahan city in Iran, the activities take place and survive together with the local people. The characteristics of a place are, indeed, the contribution of the local daily activities that the people exhibit lively to the tourist. A living local market, such as famous Chaharbagh Street or Naghshe-jahan Square and traditional Bazaar in Esfahan, attracts many foreign tourists every year, to the reason that they are representing the life of Esfahan people where no other place can be better represented.

4

3.2 Urban Design contributes to tourism development

3.2.1 Functions of Urban Design

Urban design is the art of combining arts and science. The process of urban design is complicated and multi-dimensional that involves diversity of knowledge. After the process of understanding, eliminating, solving, evaluating, compromising, conceding, deciding, insisting and confirming, urban designer will come up with a proposal which was believed to physicalize the policy system, notion and norm in an aesthetical expression. Urban design is not all but shall give a place a suitable character and present the culture. Moreover, urban design has the key function of making a place by:

1. Providing an ideal physical setting for smooth operation and suitable activities. In public space, for example, people will meet, mingle, stroll and match.

2. Providing a safe and pleasant environment. For instance, to light an area and separate the pedestrian from traffic.

3. Vitalizing the city; likes to decorate the city and provides appropriate public facilities - telephone, booths, drinking fountain etc.

4. Establishing or improving the sense of identity that is represented by architectural interest and ornaments, historical building, beautiful streetscape, etc.

Urban design approach to place making is exclusive, as it follow the change of technology and trend of living styles. There exists no magic to make a place but urban design can help in this aspect. Urban design, however, shall be considered to serve tourism, and shall vitalize the area and attract tourists as much as possible. Urban design for tourism purposes to visually, physically and spiritually connect facilities with attractions and to make the place remarkable.

3.2.2 Understanding Tourist Journeys

A well-organized tourism destination must have a systematic planning of related facilities. Tourists' flow, nodes of attraction, retails for selling, restaurants for catering and even toilets shall be strategically planned. In order to maximize the benefit to the local economic, care shall be paid on design of commercial area. It shall evoke the desire of tourists to buy tourism products. As a typical tourist journey, the routing of a tourist at the destination will generally consist of:

1. Journey to attraction 2. Attraction node

3. Catering/eating 4. Shopping 5. Sightseeing

Tourist’s journey is simpler. In spite of the business tourists or tourists for visiting friends, tourist journey is the route from attractive destination to another destination. Their activities pattern is rather clear. Tourism projects shall focus onto the attraction destinations and the possible routings. In this regard, urban design collates the urban

5

Fig.2 Tourism Demand and Supply and the Creation of Image (Simplified figure, Michael 1988)

elements and tourist facilities with a logical order in accordance with the tourist's journey pattern. A planned and suggested routing to the tourist will make a comfortable and smooth journey.

The keys to a successful urban design on place making are the compatibility of the existing environment and the ability of capturing the character of the place. With the understanding of the tourist journey and potential behavior, the possible impacts on the existing environment are predictable. Urban design, in certain extent, can minimize the adverse impacts on the environment and make the changes be compatible. Visual impact assessment helps on analyzing the effects. Suitability of scale, colour, style can be reflected, hence assists on judgment. On the other hand, urban designer should understand the character of the place in detail - the history, density, customs, uses and human activities pattern. Capture of the quality of a place requires a comprehensive research. Urban designer injects the place with life. Existing quality and identity of a place hints the design direction.

Urban design shall be able to enhance the existing identity and further illustrate the quality of the place. A tourism place, in particular, needs compatibility and identity, because firstly, they involve outsiders other than community. More conflicts between tourists and residents on requirements shall be resolved and compromised. Secondly, identity of a place reflects the characteristics, which tourists like to experience. Therefore, urban design is important in tourism development.

3.2.3 City Elements to Facilitate Tourism

City is the composition of city elements, which have different functions. Before the designer starts composing, should clearly know the nature of them, then to consider the logic and order how the composition and the city shall be. Kevin Lynch (Kevin 1960) structured the image of a city with city elements: paths, Image for marketing edges, districts, nodes, and landmarks presented in a physical way of analysis. He also pointed out that "environmental images are the result of a two-way process between the observer and his environment." Most potential tourists have pre-requisite images in their mind before choosing the destination. Tourist demand and supply have an undividable relationship with the image of a place as indicated in Figure. 2. Most importantly, major strategy is to comprehensively integrate the diverse elements into a central theme which can exhibit the strongest character of the destination. City elements and the composition, as a whole, shall facilitate tourists on orienting, enjoying, experiencing etc.

6

Perceptions or mental mapsPerceptions or mental maps

SupplySupply

Resources/AttributesResources/Attributes

DemandDemand

Tourism ProductTourism Product

ImageImage

MotivationsMotivations

Their individual functions are mentioned as follows:

1- Magnet of a District 2- Landmark 3- High quality streetscape

4- Public Space to Encourage Activities 5- Roads 6- Features

3.2.4 Design Consideration

Place making for tourism project is never a coincidence, but a thought of design. Other than the common urban design principles that the urban designers apply, more consideration shall be injected for tourism project. The reason is that we are trying to attract more outsiders with different culture and habit to go visit a new place. They request more in some aspects.

Introduce Architectural Interests

Architecture represents the amalgam of the arts, science and philosophy, and presents the era as well. Famous architecture like Naghshe-Jahan Square landmarks the city. They are the objects of fascination and delight, and have the ability to attract tourists. Architecture is powerful on imaging the city. It molds the city visually, physically, and contextually. For other city design projects, like streetscape design, shopfront design, designer shall bring architectural interest to the city. Design of these small projects shall be contextual in order to merge with the environment and harmonize the place. Material and ornaments can be civilized and be very vernacular. Many small well-thought city projects with architectural interest, as a whole, create a fruitful and interesting city, which appeal tourists.

Attraction

Attraction shall incorporate community life in order to sustain. Also, tourists like to experience a lively city with community life. Designer of an attraction shall consider the need of both community and tourists in accordance with their needs. Tourists particularly need clear directional sign and maps. Flags, plaques or sculptures can be provided at the arrival point of an attraction destination. Arrival point gives the tourist the first impression of the tourist destination. The atmosphere transmits a message of sense of arrival and provides a welcoming setting for tourists. Image of the arrival point better evokes surprise to tourists. Adequate and sufficient drop-off point or parking space is essential. A short path leading from the drop-off area to the destination point can gradually evoke the spirit of the tourists on the place. Meanwhile, strategically located retail shops, craft shops can activate the interesting journey and generate economic benefits as well.

Circulation

In a city, attraction acts as the magnet and draws people's movement. Through strategically located attractions and planned circulation pattern, it leads tourists walk through as much of shops and public spaces as possible. Nicely featured and safe streetscape encourages street pedestrian traffic and city activities. It always prevents

7

"dead space" on the tourist circulation, like blank walls, car parks, and derelict site from decreasing the richness. City graphic, shop display, or advertisement may help to fill the dead spaces. Node-path-node-path pattern of attractions to street arrangement can be adopted as the rhythm of interesting city life. It is always important to avoid a rectilinear approach leading straight to important monuments as to maintain an adventure of discovery for the tourists. Slightly curved or zigzagged paths increase the interesting views. In the city context, attraction may be scattered, well-planned routing shall guide tourists from one attraction to another. Continuity of attractions keeps tourists walking through the city. If possible, plan the attractions within the continuous path or in a loop for achieving better circulation flow.

Safe Environment

Safe environment encourages on-street activities. Urban design helps to prevent city from crime as well as threat from vehicles. Designer avoids generating unattended pocket spaces and any potential hided corners. Lighting shall be sufficient and be provided with proper maintenance. Plants can beautify the streetscape, however, if they are not properly located or unsuitable species selected, it may increase the chance of crime and unpleasant atmosphere. Pedestrian road and traffic calming scheme shall be considered where possible, so as to increase the walk ability of a street and potential of street activities. Regardless tourists like to see human activities with beautiful streetscape more than traffic with danger roads.

High Accessibility

For a tourism project, urban design aims to provide a nice city for tourist's experiencing. City shall allow easy and high accessibility for tourist's exploration. Any obstruction preventing them from accessing public area is not preferred. In this regard, care shall be taken to design a city with no disability barrier for elderly and people confined to wheelchairs. Drop curbs at road crossing and gentle ramps between levels shall be provided where necessary. Barrier free visits are delightful to tourists.

Avoid Standard Design

There is no point to apply standard design on streetscape, signage, street furniture or other street features. Interesting but monotonous design becomes boring. Nevertheless, it shall provide the district or attraction destination with a design theme. Every district or attraction destination has its character and identity; otherwise there is no difference for tourists to visit one district from the others. Design shall be innovative and researched to fit for the district. Identity of districts and fascinating streetscape render positive image. Tourist likes to see as much as they can, diversity of streetscape with vibrant city life is the key to keep them stay longer and spend more.

Special Arrangement during Celebration and Festival

8

To reach a success of celebration and festival, atmosphere of the event is important. Special feature or temporary decoration such as banners, decorative lighting, flags etc. articulate the city and promote the events. Creative design of these little city elements wins the attractions and attention. The community can be spiritualized and taken part within the celebration. A successful and cheerful festival attracts tourists to enjoy and participate.

Facility for tourists

To promote tourism, facilities provided to tourists cannot be ignored. Tourist information centre provides guidance to the tourist in assisting them to experience the city. Street signs and maps help them to locate and direct. Storyboard helps them to understand the history and character of the district. We have to treat the tourists as one of the member of our society, who are not familiar with the place; we need to assist them to experience as much as we can.

4. Case Study

Esfahan is a local visiting place which has a great potential to become a tourist destination. This case study bases on the existing fabric and available information, and then to study a more detailed level in respect to tourism planning and urban design perspective. Via this case study, it will illustrate the key factors of place making towards a tourism planning project and become an example of the like projects.

4.1 The goal of project

The case study will be divided into three parts. The objective of Part A is to seek a general picture of Esfahan, specifically for Jolfa, regarding the history. The information provides the fundamental background of the area. Through this basic information, it will be more helpful and effective on understanding the development. Part B targets to analyze the current setting and available tourism resource. It aims to manifest the tourism potential and urban design constraints. Concerned and addressed issues help to derive design strategy and encompass planning approaches. The objective of Part C is to propose an urban design strategy and approaches of place making. Urban design considerations shall respect the community's needs and explore tourism potential routs. It also aims to enhance the character and improve the quality of life of local residents.

4.2 Urban image of Esfahan (part A)

Image of a place is a major factor in potential tourist's choice making. As Prof. A.G.O. Yeh (2003) said, the purpose of place making is to improve the city image, hence, to promote the market and attract investors, tourists, and consumers. Yeh revealed landmark of a place can make the city being remarkable and memorable to people; and a 'shopping arcade approach' of urban design provides a comfortable environment for city users' playing, viewing and enjoying. Isfahan had gardens and

9

green spaces and in the Safavid period, they paid more attention to the importance of green space and its role in the beautiful city and people health than any other period.

The following article examines the urban settlement of Armenians in the Safavid capital of Isfahan. Shah Abbas the Great founded new Julfa as a settlement on the southern bank of The Zaynadehrud River, for the Armenians of the Old Julfa on the Araxes. In 1603, this specific group of merchants was deported by Shah Abbas I (r.1587-1629) from the region of Nakhchevan to Isfahan, his new capital (Shayesteh, 2008: 18). The wealthy traders of Julfa deported by Shah Abbas in 1604 were granted a neighborhood, New Julfa, which was reserved for their exclusive residence. He gave the immigrant Armenians special privileges and formal guarantees concerning their religious freedom. The land in New Julfa was given as a royal gift to the autonomous Armenian merchant oligarchy who ruled the suburb (McCabe, 1999: 87).

for studying the unique case of New Julfa, which was like a city-state governed by an Armenian oligarchy under Safavid rule, it is important to consider its location within the new capital, and, even if briefly, the urban design of the capital. The new suburbs on the south bank of the river, such as New Julfa, were very much part of this move west. They were built over a decade later (McCabe, 1999: ch. 3). New Julfa cannot be studied as an isolated “Armenian quarter”; it is fully integrated in the dynamics of the new urban planning of Isfahan as a Safavid capital. In a recent joint-authored book (Babaie et al., 2003), we have interpreted the architectural and urban reconfiguration of Isfahan by Abbas I as one facet of the altered socio-military structure of the Safavid household in the seventeenth century (Babaie et al., 2003: ch. 3). New Julfa was part of a general political reconfiguration of the capital. Very quickly the suburb of New Julfa became a center for international trade and welcomed many foreign merchants and visitors; many European ambassadors lived there.

10

Fig.ure 3. Map of study area, Jolfa Neighborhood (2012)

As a matter of fact, Jolfa is a local visiting place and has great potential to become a popular tourist destination. Urban hotspots such as shops and suburban landscapes are linked. Thus, a person can walk or bike in complete security, these spaces (Soleimani, 1381: 13). In light of this, it is proposed to take this opportunity to investigate how the urban design makes a place for tourists' appreciation by applying the principles mentioned in this paper.

4.3 Tourism resources (part B)

Journey to attraction: Generally refers to the time on the transportation, in a tour coach, or even on foot. Tourists do not expect too much that they can discover interesting things during this journey. However, it takes a considerable amount of time a tourist spends on. It is a bonus to the tourist if they can view more; discover more on a public movement.

11

Attraction nodes: Tourists will put high expectation on attraction nodes. They stay and photograph. Tourists will try to investigate and explore interesting things. They enjoy the sceneries and services at where the attraction node provide.

Catering / Eating: Tourists need to eat. Tourists prefer to eat something local and tasty. Tourist guide can help. Famous local food is greeted. Together with a nice environment, a restaurant can become an attraction as well.

Shopping: Tourists like to buy something special which they cannot buy in their homeland, or something is cheap in comparison. Tourists will usually buy souvenirs or gifts as well.

Sightseeing: Other than attraction nodes, tourists may be interested in hanging around and investigating interesting things. Jogging along the street or traveling by Bicycle for scanning the city is a wonderful experience for tourists.

4.4 City Elements to Facilitate Tourism (part C)

Magnet of a District

An identified magnet in a district gathers people, other activities will more easily happen. In a medieval city in Europe, a church is the magnet. People go for praying, wedding or funeral. Frequency of visits for a person to a magnet is usually regular. It reveals that a magnet is able to keep the flow of people. For a district, we need to characterize the magnet to gather people. It is also significant that the magnet has the ability to concentrate attractions, facilities, and services in a convenient accessible location to create a destination pull. At tourist destination, some kinds of magnet are necessary for the purpose of gathering people. It can be as small as the famous building like the Vank Cathedral in Jolfa. As long as it is magnetic enough it can gather some visitors.

Landmark

Landmark serves as a symbol of a place with an outstanding appearance, important location, or historical meaning. It marks the centre of a place and represents the symbolic meaning of the area. Landmark can be qualified only when it gives an identity for the area. As Kevin Lynch was introduced (Kevin 1960) that the key characteristic of a landmark is singularity some aspect which is of a unique or memorable nature. A landmark, in the context of a city, is characterized and chosen as the most significant element in that particular area where every tourist shall remember the place by the landmark. It is the rule to locate the landmark at accessible area in order to increase the visibility. Moreover, in many cases, landmark can work as a focal point or be the contrast with the surroundings as to make it outstanding. The churches of New Julfa have exterior brick walls that make them look like mosques; the architecture is Iranian. Only when you enter the church do you realize that it is a Christian house of worship. It is interesting to study the inside of these churches because of its hybrid style of Armenian, Iranian, European and

12

even Chinese decorations that reflect the worldliness of the worshippers engaged in global trade(McCabe, 2003).

High quality streetscape

A charming city shall provide itself with beautiful streetscape. Thoughtful landscaped streetscape is essential to a pedestrian friendly environment, so as to vitalize the street and to benefit the street shop. Street furniture helps to characterize the street and shall be strategically located in response to the spatial configuration. Street furniture plays a significant role for creating the place identity. It can be divided into two categories. First category is that they are essential, variation is not preferred. Cases like the traffic signs. They provide the useful information and control traffic flow. Variation and attractive design of them may not be habitual to drivers and may cause traffic accidents. The second category is that they provide convenience to the road users, examples are signs, seats, bins, maps, lamp poles sculptures etc. It is always important to avoid monolithic design of street furniture of this category and universal application on different places. The reason is simply that the monolithically application does not raise the interest of the tourist on cityscape as "they are all the same!" Although it is the most economic approach to standardize the design, however, they only serve the fundamental function of street furniture and are not contributing to characterize the place.

In figure.4 tried to plan the attractions within the continuous path for achieving better tourists’ circulation flow. What we've been trying to do is make the walkway seem more risky by taking out the stripe of paint, and by making the distinction between space reserved for cars and space for pedestrians more explicit. Then the driver makes his own choice to slow down, in what looks like a safe environment. Psychological traffic calming has the added advantage of being more aesthetically pleasing than a slew of road signs and traffic lights. Continuous brick or concrete pavers will help define the entire street as pedestrian friendly. Instead of the kinds of evenly spaced trees that traditionally line streets, stand-alone native canopy trees will act as grand focal points. Angled parking, creeping ground cover, and the streetcar will reinforce an atmosphere of eclectic disorder.

13

Figure 4. Tourists’ Circulation Map (2012)

Location, size and quantity of street furniture also influence the pedestrian behavioral pattern. Seats for resting, maps for information and sculptures for photographic are examples that may encourage specific behavior of tourists. To sum up, street furniture shall be put at a strategic location for answering specific need and shall be designed in the elaborative way to demonstrate the local identity.

Public Space to Encourage Activities

Public space is not the left over space after the superstructures, neither the unattended spaces. Public space shall be meaningful in the public realm. It shall be equipped with suitable facilities for suggesting activities and welcoming for use. The design of public space shall match and merge with the surrounding buildings or spaces. Having considered the possible activities such as street cafe, city forum, etc, designer shall design the physical settings of the public space appropriate and encouraging to the activities. Shelters and trees may be occasionally provided for sun shading.

Pocks of open space are excellent as a greenery buffer in a dense city. However they may also be use for dumping and occupied for storages, eventually they become the eyesore for the tourists. Government management over the use of public space shall take special care. Moreover, public spaces shall be aesthetically pleasing and make

14

people gather to relax, socialize, shop, see and be seen. Tourists like to see an active city and watch people.

Roads

Pedestrian users walking along the street are most sensitive to the cityscape in a touchable distance. Tourists sense the urban by seeing, smelling, hearing and touching. A well-planned tourist route can provide a memorable journey to the tourists in a very detailed level. As stipulated by Manuel B.B. (1977 Manuel B.B.), roads serve the major functions in tourism:

1. as a means of access

2. as a way of sightseeing and discovering a country

The former affects the accessibility of a destination which is a fundamental functional provision. Without a proper access to the tourism destination, it cannot be developed as a popular tourism place. The later requires the planning beyond the road to the extent of a boarder boundary within the sight distance. Development within the sight from the road users is the subject matter and is put into the control. Landscaping, screening, developments as well as road signage can contribute to characterize the city and provide a wonderful journey to the road users. On the other hand, Tourist facilities such as lookout points, parking, information kiosks, attractive recreation areas, street shops, catering points, suitable toilets and refuse collection shall be well planned and provide a interesting scenery along tourist route. In addition, flexibility to change a road for performances or exhibitions at some tourist place is excellent during special events, Road design can cater for the change. Supporting facilities near roads may be provided. In those days, Nazar Avenue was 3 276 paces long and 16 paces wide. It now marks the limit of New Julfa, but in the 17th century, it was the main central road. The wealthiest merchants lived on the north side of the avenue, close to the river, in a neighborhood that no longer stands (McCabe, 2003).

Features

In a modern city, special features can bring life and information to a place. Clock tower, large T.V. screen, can all bring information of time, temperature and news to the street users and particularly for who are waiting and strolling. Properly located T.V. screen can also gather people to watch and for celebrating during special events. Telephone booth, kiosk, or flagpole can be very interesting features in the city. They will be rendered as city architectural feature and become the focal point in the area as well.

If there is no wisdom thought on the design input, signage, advertisement boards or banners, they serve no purpose other than carrying fundamental messages. Graphics help to attract tourists' attention and become an icon of the area in an interesting way. Legibility and user friendly design are the two critical design criteria for a successful

15

sign. Colours, texture, material, order shall also be considered to harmonize with the environment. Street signs and maps are important to facilitate tourists on orienting. User-friendly design helps tourist experience the city freely without getting lost.

Although advertisement board makes the city a very fruitful graphic displaying venue, however, without a systematic order and control, unfavorable effect cannot be prevented.

5. Conclusion

The best way to get to know a city is to walk it, drive it, bus it, sit in it, spend in it, use it and be a part of it. In the city context, attraction may be scattered, well-planned routing shall guide tourists from one attraction to another. Continuity of attractions keeps tourists walking through the city. The majority of tourist movement studies have focused on predicting spatial movement patterns of tourists. In a city, attraction acts as the magnet and draws people's movement. Through strategically located attractions and planned circulation pattern, it leads tourists walk through as much of shops and public spaces as possible. Through urban design, a well-designed city shall be able to provide an appropriate physical setting for local daily and tourism activities and to enhance the identity of the space. Therefore, urban design is important in tourism development.

In summary, in this research, figure out the nature of the tourism planning and its relationship with urban design; hence to form a basic foundation on how urban design may function in tourism development. Finally, by carrying out a case study on the potential tourism place at Esfahan, the results indicate that as Jolfa Neighborhood is a potential place for attracting tourists it would be designed more thoughtfully by giving more attention to tourism planning. In the future, further exploration of the applications of other stochastic processes can be undertaken, such as scheduling of movement between attraction points in order to improve the information planners, designers, marketers and operators of tourist destinations have on hand to make decisions to enhance the tourist experience.

6. References1- Ashworth, G. J. and A. G. I. Dietvorst, eds. 1995. Tourism and Spatial

Transformation. Wellingford: CAB International.

2- BABAIE S, BABAYAN K, BAGHDIANTZ-MCCABE I., FARHAD M., 2003. sous presse, Slaves of the Shah :New Elites of Isfahan, London, I. B. Tauris.

3- Dredge, D. 1999. Destination Place Planning and Design. Annual of Tourism Research , 26 (4), 772-791.

4- Gunn, C. 1993 Tourism Planning: Basics, Concepts and Cases. Washington: Francis and Taylor.

16

5- kathleen peck, s. 2010. 2010 landscape urbanism project. swa fellowship 2010, 1-134.

6- Kevin Lynch 1960. The Image of the City, Cambridge, Mass.: M.I.T. Press.

7- Lew, A.A. 2007. Invited Commentary: Tourism Planning and Traditional Urban Planning Theory: Planners as Agents of Social Change. Leisure/Loisir: Journal of the Canadian Association of Leisure Studies, 31(2):383-392.

8- MCCABE B. I., 1999. The Shah’s Silk for Europe’s Silver: The Eurasian Silk trade of the Julfan Armenians in Safavid Iran and India (1590-1750), University of Pennsylvania (Series in Armenian Texts and Studies), Scholar’s Press.

9- MCCABE B. I., 2003.Princely Suburb, Armenian Quarter or Christian Ghetto? The Urban Setting of New Julfa in the Safavid Capital of Isfahan (1605-1722) Historienne, Tufts University, Medford (États-Unis): 415-436.

10- Manuel Baud-Bovy and Fred Lawson 1977. Tourism and recreation development, London: The Architectural Press; Boston

11- Michael J. Stabler 1988. "The Image of Destination Regions: Theoretical and Empirical Aspects," Marketing in the Tourism Industry: The Promotion of Destination Regions, Brian Goodall and Gregory Ashworth, eds. London: l33-161, Routledge.

12- Shayesteh, F. 2008."The Yank Cathedral and the influence of Persian Design: A comparative study." Meio University (13):17-23.

13- Soleimani, Mohsen, and Rasul 1381. Green Road, multipurpose urban element, Municipal Journal, No. 36, Tehran.

14- Wong, S. K. 2003. Tourism planning and urban design in Hong Kong. Hong Kong: The Centre of Urban Planning & Environmental Management,The University of Hong Kong.

15- World Tourism Organization (WTO) (2011), Tourism Highlights 2011.

16- Yeh, Anthony 2003., Centre of Urban Planning and Environmental Management, The University of Hong Kong, (in Chinese)

17