Investigating the Role of Vernacular Architecture as a Sustainable and Eco-Friendly Architecture in City Branding

Regarding the tough competition among cities to strengthen tourism industry, building specific identity with distinguishing features of the city has been further emphasized. Vernacular architecture as an eco-friendly architecture with minor impacts on the natural areas, through reflecting the community culture and characteristics of the environment, has the potential to promote the citys’ brand. In this research, the role of vernacular architecture in making city image has been investigated to provide in-depth knowledge in boosting city image, and the city of Masouleh in Iran has been considered as the case study. Regarding the qualitative nature of this project, in-person interview with main types of users (residents, Iranian tourists, and foreign tourists) has been used. Analyzing the results showed that key factors of vernacular architecture including natural landscape, sustainable design, unique local design, and cultural values have significant effects on city branding.