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The utility of the destination brand experience directly originates from the type of feelings of audiences present in a city. In this study, after recognising the components affecting the sense of place, their relationship with the tourism brand experience in the city of Shiraz, Iran was assessed, and the way the components made effects were investigated as well. To achieve this end, as stated above, this research was conducted using a case study of Shiraz city. The data collection was performed through observation and questionnaire, and the data analysis technique was a combination of quantitative (using SPSS software) and qualitative methods. The obtained results demonstrated that all factors in each form, activity and meaning components affected the sense of place in Shiraz; however, factors associated with the city’s history, such as historical attractions and famous people, had a remarkable effect when compared to others. Overall, consideration of the indicators influencing the sense of place in all aspects, particularly the management and operational ones (design and execution), results in a more robust connection of the audience with the destination brand, growth of sustainable tourism in Shiraz, and successful competition in the international arena.
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