سیاست گذاری پیشرفت شهری

سیاست گذاری پیشرفت شهری

حکمرانی داده‌محور برند شهری در عصر هوش مصنوعی: طراحی مدلی برای سیاستگذاری هوشمند

نوع مقاله : مقاله پژوهشی

نویسنده
اشرف رحیمیان
استادیار، دانشکدۀ مدیریت، دانشگاه پیام نور، تهران، ایران
10.22034/judpm.2026.595010.1145
چکیده
برند شهری در عصر هوش مصنوعی دیگر فقط نتیجۀ فعالیت‌های بازاریابی و ارتباطی نیست، بلکه حاصل تعامل مستمر داده‌های رسمی، شهروندی، شناختی، هیجانی و دیجیتال است که تصویری پویا از ادراک و تجربۀ شهر را شکل می‌دهند. با وجود گسترش منابع داده و توسعۀ فناوری‌های هوش مصنوعی، همچنان خلأ یک چارچوب حکمرانی برای تبدیل داده‌های پراکنده به شناخت معتبر و تصمیم‌سازی سیاستی وجود دارد. از این‌رو هدف پژوهش حاضر، طراحی مدل حکمرانی داده‌محور برند شهری در عصر هوش مصنوعی با بهره‌گیری از نظریۀ داده‌بنیاد است. پژوهش از نظر هدف، کاربردی و از نظر روش، کیفی است. داده‌ها از طریق مصاحبه‌های نیمه‌ساختاریافته با 14 تن از خبرگان حوزه‌های مدیریت شهری، برند شهری، حکمرانی داده، هوش مصنوعی و سیاستگذاری عمومی تا دستیابی به اشباع نظری گردآوری و با رهیافت نظام‌مند اشتراوس و کوربین در سه مرحلۀ کدگذاری باز، محوری و انتخابی تحلیل شد. در این فرایند، بیش از 406 کد اولیه پس از پالایش در قالب ۷۲ مفهوم، ۱۲ مقولۀ فرعی و ۶ مقولۀ اصلی سازمان‌دهی شد. نتایج نشان داد استقرار حکمرانی داده‌محور برند شهری تحت تأثیر پیچیده‌تر شدن مسائل شهری، افزایش تنوع داده‌ها، قابلیت‌های هوش مصنوعی و تغییر رویکرد برند شهر از تبلیغات به تجربۀ زیسته شکل می‌گیرد و از طریق سه راهبرد یکپارچگی داده‌های برند شهری، هوشمندسازی شناخت و تحلیل برند شهر و تصمیم‌سازی مبتنی بر شناخت پویا تحقق می‌یابد. همچنین، مدل فرایندی پژوهش نشان داد حکمرانی داده‌محور، چرخه‌ای یادگیرنده برای تبدیل داده به شناخت، شناخت به تصمیم و بازخورد سیاستی به داده‌های جدید است.
کلیدواژه‌ها
برند شهری
حکمرانی داده‌محور
سیاستگذاری شهری
شناخت پویای برند شهر
نظریه داده‌بنیاد
هوش مصنوعی
موضوعات

عنوان مقاله English

Data-Driven Urban Brand Governance in the Age of Artificial Intelligence: A Framework for Smart Urban Policy-Making

نویسنده English

Ashraf Rahimian
Assistant Professor, Faculty of Management, Payame Noor University, Tehran, Iran
چکیده English

In the era of artificial intelligence (AI), city branding is no longer viewed as the outcome of marketing and communication activities alone but as a dynamic construct emerging from the continuous interaction of official, citizen-generated, spatial, and digital data. Despite the rapid growth of urban data and AI applications, an integrated governance framework for transforming fragmented data into actionable knowledge for urban policymaking remains underdeveloped. This study aims to develop a data-driven urban brand governance model using a grounded theory approach. Adopting an applied qualitative design, data were collected through semi-structured interviews with experts in urban management, city branding, data governance, artificial intelligence, and public policy until theoretical saturation was achieved. Following the systematic approach of Strauss and Corbin, data were analyzed through open, axial, and selective coding. The analysis generated 406 initial codes, which were refined into 72 concepts, 12 subcategories, and 6 main categories. Findings reveal that data-driven urban brand governance is shaped by the growing complexity of urban challenges, increasing diversity of urban data, AI-enabled analytical capabilities, and the transition from promotion-oriented branding toward experience-based city branding. The proposed model is structured around three strategic dimensions: urban brand data integration, AI-enabled brand intelligence and analysis, and intelligence-driven decision-making. In addition, the process model conceptualizes governance as a continuous learning cycle linking diverse data sources, intelligent analysis, dynamic urban brand intelligence, policy decisions, policy feedback, and new data generation. The study contributes by integrating city branding, data governance, and artificial intelligence into a unified governance framework, providing a theoretical and practical foundation for adaptive, evidence-informed urban policymaking in the AI era.

کلیدواژه‌ها English

Artificial intelligence
Data-driven governance
Dynamic urban brand intelligence
Grounded theory
Urban branding
Urban policy-making
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