This study develops an analytical model to evaluate the cooling performance of a porous terracotta tubular direct evaporative heat and mass exchanger. By combining energy and mass balance equations with heat and mass transfer coefficients and air psychrometric correlations, the model provides insights into the impact of design and operational parameters on the exchanger cooling performance. Validated against an established numerical model, it accurately simulates cooling behavior with a Root Mean Square Deviation of 0.43 - 1.18？C under varying inlet air conditions. The results show that tube geometry, including equivalent diameter, flatness ratio, and length significantly influences cooling outcomes. Smaller diameters enhance wet-bulb effectiveness but reduce cooling capacity, while increased flatness and length improve both. For example, extending the flatness ratio of a 15 mm diameter, 0.6 m long tube from 1 (circular) to 4 raises the exchange surface area from 0.028 to 0.037 m2, increasing wet-bulb effectiveness from 60% to 71%. Recommended diameters range from 5 mm for tubes under 0.5 m to 1 cm for tubes 0.5 to 1 m in length. Optimal air velocities depend on tube length: 1 m/s for tubes under 0.8 m, 1.5 m/s for lengths of 0.8 to 1.2 m, and up to 2 m/s for longer tubes. This model offers a practical alternative to complex numerical and CFD methods, with potential applications in cooling tower optimization for thermal and nuclear power plants and geothermal heat exchangers.
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