Document Type : Article extracted From phd dissertation
Authors
Department of Urban planning, Qa. C., Islamic Azad University, Qazvin, Iran
10.22034/jsc.2026.586433.1920
Abstract
A B S T R A C T
Presence in urban space occurs when individuals perceive their external environment as having favorable conditions; accordingly, the level of "optional presence"—which drives social interaction—increases, thereby preparing the space for such communicative contexts. Indeed, individual satisfaction with environmental conditions can foster greater presence. This research aims to analyze the impact of social events on citizen presence in the city's public spaces. The study is applied in nature and employed a descriptive-analytical methodology. The statistical population consisted of the residents of Qazvin (409,535 people), and the sample size was estimated at 384 individuals using Cochran's formula. The validity of the research instrument was assessed via Confirmatory Factor Analysis (CFA), while reliability was determined using Cronbach's alpha. Data analysis was conducted utilizing SPSS and SmartPLS software, employing descriptive statistics and structural equation modeling (SEM). The findings indicate that recreational, sports, business, and cultural events have a positive and significant impact on citizen presence. Among the variables studied, cultural events exerted the greatest influence (path coefficient β = 0.377), accounting for 14.2% of the variance in the dependent variable. Based on the findings, it can be concluded that urban policymakers and planners in Qazvin should prioritize the programming of urban events as a means of encouraging citizen presence in public spaces, enhancing social interaction, and stimulating urban vitality.
Extended Abstract
Introduction
With their rich cultural heritage, Iranian cities can leverage social events as effective tools to enhance their capacity to attract and accommodate people. Indeed, their rich history and culture provide an ideal setting for hosting a wide range of social events. However, factors including automobile-oriented planning and insufficient recognition by relevant authorities of both the value-generating potential of social events and the need to make urban spaces event-oriented have contributed to the neglect of many historical and cultural assets in Iranian cities, including Qazvin.
As a historic Iranian city with a long-standing settlement history on its plains, Qazvin boasts a historic fabric of unique value. The interplay of the economic structure of historic residential neighborhoods, historical monuments, and traditional orchards creates a valuable ensemble that defines the city's historic urban landscape. Although a significant number of Qazvin’s historical monuments are listed as national heritage sites, the city has not been spared from inappropriate urban interventions; development-driven actions have inflicted irreparable damage. Coupled with shifting lifestyles and a growing urban population, the historic fabric has faced physical interventions—such as demolition, street widening, new road construction, and the disruption of spatial structures—as well as environmental degradation and the loss of traditional orchards, leading at times to the disappearance of significant sections of the historic city. The extensive interventions in the historic urban landscape of Qazvin have been driven by a lack of holistic planning regarding the historic city, as well as the absence of appropriate management and planning for the city and its residents; this has resulted in urban spaces within Qazvin’s central district failing to foster a sense of presence or social engagement. In this context, this study seeks to answer the question: How do social events influence the capacity of urban spaces to foster a sense of presence?
Methodology
This study is applied in nature and employed a descriptive-analytical method. Data collection involved both library research and fieldwork. The statistical population encompassed the residents of Qazvin (409,535 people), and the sample size was estimated at 384 individuals using Cochran's formula. The study area comprises Ali-Qapu Street (also known as Dolati or Sepah Street)—home to the Qazvin Bazaar, Sabzeh Meydan, and the Jameh Mosque of Qazvin—a location that attracts numerous tourists. A stratified sampling was used, with the sample distributed equally across the aforementioned zones; simple random sampling was employed within each stratum. Field data were collected via a questionnaire. Questionnaire reliability was assessed using Cronbach's alpha and the Composite Reliability (CR) coefficient; values for these metrics range from zero to one, with a value above 0.7 indicating adequate reliability. The results confirmed the satisfactory reliability of the questionnaire. PLS software was utilized for data analysis.
Findings and Discussion
This study aims to examine the impact of social events on citizen presence in urban public spaces. The results confirmed that recreational events influence presence in urban spaces. These findings align with research by Wang et al. (2022), Gradin et al. (2017), and Hataminejad et al. (2020). This confirmation is rooted in Lewin’s theory of social fields and Oldenburg’s concept of the "third place." By reducing the formality and conventional rules of daily life (such as work or education), recreational events alleviate citizens' cognitive load; furthermore, by fostering a sense of immediate pleasure and temporary freedom, they strengthen the intrinsic motivation to leave home and gather in communal spaces. More precisely, by altering the "psychological capacity" of a space—transforming it from a merely functional location into one rich in excitement and memorable experiences—these events increase the opportunity cost of staying at home. From the perspective of social capital, these events also foster informal and diverse interactions, thereby strengthening citizens' "institutional trust" in urban management; the repetition of such positive experiences ultimately leads to the formation of a habit of frequenting public spaces.
Regarding the impact of business-related events on presence in urban spaces, the results indicated that such events do indeed influence citizen presence. These findings are consistent with research by Wang et al. (2022) and Gradin (2017). The explanation for this finding extends beyond the mere "attraction of individuals for business purposes." Drawing on the behavioral economics approach and the theory of the "economic third place," business events (such as trade shows and specialized conferences) operate through two parallel mechanisms: a) attracting a transient, non-resident population, that driven by immediate needs like accommodation, dining, and transport—generates heavy pedestrian traffic in the surrounding urban fabric; and b) the "spectacularization" of urban space—whereby these events transform the venue into a showcase of the city's competitive advantages while creating instrumental incentives (such as networking and access to innovation) for local citizens participating as service providers or professional visitors. Consequently, presence in these spaces is driven not by leisure, but by "rational self-interest" and "role-based interactions," which in turn enhance the functional richness of the space.
Regarding the impact of sports events on the presence of people in urban spaces, the results confirmed such an influence. These findings are consistent with the studies conducted by Naya et al. (2023), Wang et al. (2022), and Gradin (2017). The reason for this impact lies in Social Identity Theory (Tajfel) and the concept of media salience. Sports events—particularly team competitions—activate shared identities (such as civic pride or local patriotism), thereby generating a "collectivist motivation" for presence in the space that supersedes individualistic motives. By generating large spatio-temporal datasets—such as live broadcasts, social media discussions, and media coverage—these events transform public spaces into "ritual sites." Here, citizens are not merely spectators but participants in a collective "ritual of togetherness." This collective presence fosters a sense of place belonging and attachment, shifting urban space from a mere "background" to the "central subject of the narrative"; consequently, the repetition of this pattern ensures the enduring capacity of the space to attract and sustain human presence.
Regarding the impact of cultural events on the capacity of urban spaces to foster presence, the results confirm this relationship, aligning with findings from studies by Wang et al. (2022) and Gradin (2017). This confirmation is grounded in Bourdieu’s theory of cultural capital and indicators of urban livability. Cultural events—such as music festivals, indigenous rituals, and art exhibitions—influence the capacity for presence through two primary channels: first, the symbolic-perceptual channel, wherein events transform the city into a "narrative text" that citizens are encouraged to "read" and "interpret." In this process, by offering authentic experiences, cultural events satisfy citizens' higher-order needs—such as self-actualization and aesthetic appreciation—that often go unfulfilled in daily life. Second, the functional-economic channel: consistent with the "spatial cycle" model, these events generate temporary employment and boost small-scale businesses (e.g., food vendors, and handicrafts), thereby enhancing local residents' sense of economic security and reducing their resistance to engaging with the space. On a broader scale, these events function as "national-local assets"; by reinforcing "collective memory" and "urban diplomacy," they transform the public sphere into an arena for the reproduction of identity and social status—thereby shifting the nature of presence from passive behavior to an act driven by agency.
Conclusion
"Presence-friendliness" in urban spaces refers to the creation and design of environments in which individuals can easily be present, interact, and benefit from urban amenities and services. Social events play a significant role in enhancing both the presence of people and the vitality of urban spaces. By fostering opportunities for interaction and participation, such events help cultivate a sense of belonging and collective identity among citizens. The presence of people lends personality to public spaces and reinforces their unique character; therefore, to maximize the liveliness of these areas, it is essential to incorporate elements that appeal to the public. The findings indicate that social events—encompassing recreational, business, sports, and cultural activities—have a positive impact on citizen presence in urban public spaces. Regarding recreational events, the calculated path coefficient was β = 0.324, indicating that this variable accounts for 10.4% of the variance in urban space presence. For business events, the path coefficient was β = 0.377, meaning this variable explains 14.2% of the variance in urban space presence. Finally, the study confirmed the impact of sports events on presence in urban spaces, with the path coefficient exhibiting that this variable explains 9% of the variance in the dependent variable. Regarding the impact of cultural events on the capacity of urban spaces to attract people, the results confirmed this influence; the calculated path coefficient indicates that this variable accounts for 7.6% of the variance in the dependent variable. Quantitative findings clearly demonstrate that business-related events exert the greatest influence (with a coefficient of 0.377 and explaining 14.2% of the variance), followed by recreational, sports, and cultural events. This ranking reveals that citizens primarily seek tangible, utility-oriented functions—such as shopping, livelihood activities, and exchange—within public spaces, whereas purely symbolic or leisurely events rank lower. The reason for the dominance of business events lies in the theory of the "hierarchy of needs": citizens first seek to satisfy livelihood and functional requirements before turning to interactions rooted in emotion and identity. Conversely, the comparatively lower impact of cultural events (7.6%) suggests that such events either fail to align with the public's everyday tastes or are organized in an elitist manner that lacks a shared, accessible language. Thus, it is not just any event, but rather one intertwined with the logic of citizens' everyday "lifeworld," that effectively fosters public presence.
Funding
There is no funding support.
Authors’ Contribution
All of the authors approved thecontent of the manuscript and agreed on all aspects of the work.
Conflict of Interest
Authors declared no conflict of interest.
Acknowledgments
We are grateful to all the scientific consultants of this paper.
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