The historical context carries the authenticity of a culture, and its branding with a creative tourism approach can be considered a very important ecosystem. Thus, the purpose of the present study is to investigate the factors affecting the branding of the historical context of Shiraz with a creative tourism approAnd testing the research hypotheses using SPSS24 and PLS software, based on questionnaires collected by tourism sector consultants, university professors, tour leaders, Shiraz historical textures researchers, historical monument inspectors, architects and researchers active in the field of historical textures and tourism in Shiraz, with a sample size of 88 people using simple random sampling method and Cochran's formula.ach. This study is exploratory in nature and descriptive-field in terms of data collection. Data AnalysisThe data collection tool was a researcher-made questionnaire on branding the old fabric of Shiraz with a creative tourism approach with 36 items that has confirmed validity and reliability. Data analysis was assessed in two qualitative and quantitative sections. The findings indicated that the tourism approach had the greatest impact.Creative with a coefficient of 0.7, spatial image with a coefficient of 0.5, spatial culture with a beta coefficient of 0.6, and spatial identity with a coefficient of 0.12, have an impact on branding. As a result, strengthening the sense of place with appropriate design and renovating urban space through cultural creativity can also help brand the old fabric of Shiraz.