This study examines the key factors influencing vitality in urban public spaces using the Shohada Square (Municipality Square) in Rasht, Iran. Urban vitality, defined as the capacity of public spaces to attract people and foster social interaction, is an important component of sustainable and inclusive urban planning. The study was conducted using a descriptive-analytical method and used qualitative field observations and quantitative data collected through a structured questionnaire distributed to 250 local users.

The analysis focuses on six main dimensions of vitality: sociability, presence and continuity of use, activity diversity, place identity and attachment, accessibility and environmental comfort. Using a 5-point Likert scale, each dimension was assessed and statistical indicators such as mean scores, standard deviation, and coefficient of variation were calculated to identify key strengths and weaknesses of the space. The results show that accessibility (mean = 4.4) and sociability (mean = 4.2) are the strongest factors influencing square vitality, while activity diversity and environmental comfort scored lower, indicating areas for improvement.

Challenges such as inadequate urban furniture, lack of public service infrastructure, and ineffective cultural programs were cited as important barriers to increasing spatial vitality. The study concludes that improving environmental quality and expanding participatory design interventions are essential strategies for increasing urban vitality in the long term. The findings can help urban planners and municipal policymakers in designing more vibrant, equitable, and user-centered public spaces in medium-sized Iranian cities.

Keywords: Urban vitality, public space, Rasht municipal square, sociability, spatial quality, urban design