بررسی تاثیرات مگامال‌ها بر روی محدوده‌های پیرامونی (نمونه موردی: لاله پارک، ستاره باران و ایپک پالاس شهر تبریز)

Introduction
Since the late 50s, the construction of megamalls has become popular in cities. Megamalls in different cities respond to the material and social needs of citizens, and in addition to meeting the needs of citizens, they also affect the area around them and cause changes in the price of land, the pattern of activities, and uses. The intensity of these effects can be different in different parts of the city according to their characteristics. In recent years, in the metropolis of Tabriz, various steps have been made in different parts of the city. For this purpose, in the present research, to investigate the aforementioned issue, three megamalls in different parts of Tabriz city have been selected and their effects have been measured. Therefore, the main question of the research is "how do the megamalls of Tabriz city affect their surroundings?" To answer the main question of the research, first, by using the techniques of a linear trend, Moran and Kriging, different parts of Tabriz city were categorized in terms of land price (valuable, relatively valuable, relatively low valuable, and low valuable). Then the location of each of the megaprojects is determined on the Moran and Kriging maps. Finally, to assess the effects of each of the samples on their surrounding area we applied the residential land price variable, control-intervention techniques, and trend analysis.
Materials and Methods
This research is quantitative and has a comparative-hypothetical approach. Megamalls have a significant impact on the spatial evolution of the surrounding area. In this research, the land price variable has been used to measure the effect of these properties on the surrounding area in different spatial value areas. According to the general trend of the research, first by using the techniques of linear trend analysis, Moran and Kriging in GIS software, the change in the trend of land prices in the city of Tabriz and the classification of different parts of Tabriz in terms of spatial value (valuable, relatively valuable, relatively low value and low value) were identified. In the second part of the article, the location of each of the goods was precisely determined on the Kriging and Moran maps. Moreover, to assess the effects of each of the samples on their surrounding area regarding the variable price of residential land during the years 2004 to 2021, control intervention and trend analysis techniques were applied.
Findings
According to the analysis, the price of land in the east of Tabriz city has the highest value and, it has the lowest value in the west and northwest. Further, according to the analysis of the linear trend of land prices for the intervention and control areas of megamalls, it was proved that the construction of three megamalls had a positive effect on the increase in land prices. However, the intensity of these effects was different in the surrounding areas as Laleh Park has made its surrounding lands relatively valuable and has an effective role in the price growth compared to Star Baran and Ipak Palace. On the other hand, Setareh Baran, which is built on more valuable land than Ipak Palace, has a greater impact on the value of its surrounding land than Ipak Palace. It should be noted that the slope of land value increase in the intervention areas is higher than in the control areas.
Conclusion
The main goal of the research was to investigate the effect of megamalls on their surrounding area. For this purpose, first, the price of land in Tabriz city was investigated from the years 2004 to 2021. Then, according to the techniques of a linear trend, Moran, and Kriging, price classification was analyzed in the city of Tabriz. According to the analysis, the price of land in the east of Tabriz city has the highest value and, in the west and northwest,
 it has the lowest value. According to the analysis of the linear trend of land prices for the intervention and control areas of megamalls, it was proved that the construction of three megamalls had a positive effect on the increase in land prices, but the intensity of these effects was different on the surrounding areas so that Laleh Park on the lands It is made relatively valuable and has an effective role in the price growth of its range compared to Star Baran and Ipak Palace. On the other hand, Setareh Baran, which is built on more valuable land than Ipak Palace, has a greater impact on the value of its surrounding land than Ipak Palace. It should be noted that the slope of land value increase in the intervention areas is higher than in the control areas. As a result, it can be acknowledged that the megamalls built in the valuable parts of the city have a greater impact on their surrounding area than the megamalls built in the less valuable parts of the city.