Urban Identity Regeneration through Architectural Heritage: A Quantitative and Qualitative Study of Visitors’ Experiences in Tehran’s Historic Mansions

Document Type : Original Article

Authors

1 Assistant Professor, Department of Urban Planning, Faculty of Architecture and Urban Planning, Jundi-Shapur University of Technology, Dezful, Iran.

2 Visiting Professor, Department of Architecture, Faculty of Architecture and Urban Planning, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

3 Assistant Professor, Department of Conservation of Historic Buildings, Faculty of Architecture and Urban Planning, Jundi-Shapur University of Technology, Dezful, Iran.

Abstract

Although architectural heritage plays a crucial role in shaping urban identity, the lived experiences of visitors and their influence on perceptions of the city remain underexplored. Employing a convergent parallel mixed‑methods design, this study examines how visits to historic houses in Tehran shape visitors’ emotions, attitudes, and identity awareness. Quantitative data were collected from 99 participants (70.8% female, aged 36–40) using a validated questionnaire and analyzed through both descriptive and inferential statistics. Qualitative data, drawn from seven semi‑structured interviews, were thematically analyzed until theoretical saturation was reached. The quantitative findings reveal high satisfaction with tour guidance (mean = 4.64 / 5), strong intention to revisit (97.9%), and a widespread willingness to recommend the experience (80.2%). The qualitative analysis identified six overarching themes: (1) centrality of storytelling, (2) transformation of perceptions and deepened awareness, (3) emotional and identity bonding with heritage, (4) motivation for further cultural discovery, (5) emergent social responsibility and reflective attitudes, and (6) significance of interpretive design quality. Synthesizing both strands of evidence shows that visitors’ intent to revisit arises primarily from affective and cognitive transformations mediated by rich narrative experiences. The study highlights that effective urban heritage policies must go beyond physical conservation to foster interpretive and emotionally engaging experiences that strengthen citizens’ cultural identity and social attachment to their city.

Highlights

  • Shows that narrative heritage strengthens identity and place attachment.
  • Quantifies, for the first time, visitors’ experience in Tehran’s historic houses.
  • Finds architecture and storytelling as main drivers of emotional satisfaction.
  • Reveals significant links between satisfaction, spatial quality, and advocacy.
  • Offers practical insights to enrich communication and emotional heritage experience.

Keywords

References

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History

  • Receive Date: 02 March 2025
  • Revise Date: 29 March 2024
  • Accept Date: 19 April 2025
  • First Publish Date: 19 June 2025
  • Publish Date: 19 June 2025

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