Introduction

The increase in tourism in different regions of the world and its effects on the regional and local economy have caused the tourism industry to attract the attention of urban planners and managers. Nevertheless, it can be said that tourism has an effective role in the development of global economic trends, employment growth, and optimization of industry infrastructure and improvement of quality of life. In today's competitive world where cities are trying to outdo each other in different fields, urban tourism has become the arena of competition of cities, and in this regard, branding and marketing for tourism destinations have become more popular in the past years. Branding as an urban development strategy is one of the solutions of urban management in order to advance in the competitive world market and attract more resources. The basic idea for branding is to define the city's identity.

Methodology

The purpose of this research is to identify and evaluate the influencing factors on branding and tourism development in the new city of Pardis. This is an applied research and descriptive and analytical in terms of method, based on scientific sources and documents. The Cocoso method was used to check the priority of the factors and the Fuzzy AHP method (FAHP) was used to identify the ranking of the indicators. The statistical population of this research is 40 professors, experts, managers and urban planners who were selected using a simple random sampling method. The required data was obtained through questionnaire. In this research, two types of questionnaires were used. A questionnaire in the form of a Likert scale (very high to very low) has been used to check the indicators. Also, for the final ranking of the variables, a questionnaire was developed in the form of paired comparisons in the form of a fuzzy model. In this research, 6 factors and 38 indicators have been used.

Results and discussion

First, the most important factors affecting tourism branding were evaluated using the Cocoso method. The results show that environmental design, infrastructure and marketing have a high impact on the development of tourism with scores of 3.08, 2.75 and 2.69 respectively. The managerial, economic and cultural aspects are placed in the next position. In the second part of the research, all indicators were analyzed using the fuzzy AHP model. The results showed that public transportation facilities, entrepreneurship and job creation, preservation of ethnic and cultural diversity, advertising at the national and global level, creating a suitable mental image of the city, and managerial stability will be very important in the development of Pardis city tourism.

Conclusion

The tourism industry in the world has developed a lot and many countries have been able to reduce problems such as unemployment and low per capita income.  The existence of such benefits in the tourism industry is so important in the economic and social development of countries that economists call it invisible export. Tourism branding is the best strategy for the development of the tourism industry and has a significant effect on improving the perceived image of tourists and creating competitive differentiation in the target market. Therefore, urban branding is an important asset for tourism and sustainable urban development. By branding, the position of the city is defined as a place for residence, business and tourism destination. The findings of the research showed that environmental design, infrastructure and marketing are important and effective factors in the development and creation of tourism branding in Pardis city. Other factors such as managerial, economic and cultural are in the next positions. The findings of this research are not consistent with the findings of Young (2012) and with other researches such as Nadi et al. (2022); Tajzadeh Namin, A., Esmail Moshrefi (2014); Parchekani et al., (2017); Zarqam Borujeni and Barezani (2013) are consistent.  Therefore, the following suggestions are made: creating a suitable mental image of the city using environmental graphics, participation of people interested in design and close communication with interested groups, using the experiences of successful countries in the field of tourism branding, promotion of public transportation for better access for tourists, professional use of advertising and use of expert ideas to introduce the city.  
 
Acknowledgments
This article is related to Bahareh Sadat Namazi's master's thesis entitled "Urban design of fruitful discussion with emphasis on branding (case example of the new city of Pardis)", under the guidance of Dr. Mina Khandan, in the master's degree in design of the Islamic Azad University, Rodhan branch.