نقش کیفیت محیط مرکز خرید اپال شهر تهران بر جذب گردشگران شهری
محورهای موضوعی : برنامه ریزی شهری
اسماعیل نصیری هنده خاله
1
*
,
منصور رضاعلی
2
,
مریم علیزاده زنوز
3
,
امیر هوشنگ رجبی
4
1 - دانشیارگروه شهرسازی دانشکده معماری وهنر دانشگاه گیلان ،رشت،ایران
2 - دانش اموخته دکتری جغرافیا وبرنامه ریزی شهری دانشگاه تربیت مدرس، تهران، ایران..
3 - دانشجو دکتری گروه جغرافیا و برنامه ریزی شهری ، دانشگاه تبریز تبریز، ایران.
4 - کارشناس ارشد جغرافیا وبرنامه ریزی شهری دانشگاه پیام نور تهران ایران
کلید واژه: مراکز خرید , کیفیت محیط , جذب گردشگران , مرکز خرید اپال,
چکیده مقاله :
ساختار گردشگری شهری یک مکان شهری، دربرگیرنده عواملی است که می‌تواند انگیزه بیشتری برای تقاضای گردشگری آن مکان فراهم آورد. مراکز خرید یکی از مهمترین عامل مؤثر بر رشد و رونق گردشگری شهری است. کیفیت محیط مراکز خرید شهری عبارت است از شرایط کالبدی فضایی محیط،که نشان دهنده از شرایط کالبدی فضایی محیط،که نشان دهنده میزان رضایت و یا عدم رضایت شهروندان از محیط شهری میباشد هدف پژوهش حاضر تجزیه و تحلیل شاخص های کیفیت محیط در مرکز خرید اپال برای جذب گردشگر است این مکان بزرگ‌ترین مرکز خرید شمال غرب تهران محسوب می‌شود.در این پژوهش نه مولفه کیفیت محیط مورد ارزیابی قرارگرفت. در این پژوهش نه مولفه کیفیت محیط مورد ارزیابی قرارگرفت.جامعه آماری این پژوهش براساس فرمول کوکران، 385 نفر از بازدیدکنندگان این مرکزخرید را تشکیل می‌دهد. برای جمع‌آوری داده‌ها از روش‌میدانی استفاده شد. تجزیه و تحلیل داده‌ها با استفاده از روش آمار ناپارامتری و نرم افزار spss انجام شد. نتایج نشان می‌دهد که که در بین شاخص‌های کیفیت محیط تنوع کاربری‌های مرکز خرید و نیز شاخص کیفیت بصری و زیبایی منظر بیشتریت تاثیر را بر روی جذب گردشگران شهری داشته است. به عبارتی دیگر 3/60 درصد از تغییرات جذب گردشگران شهری توسط کاربری‌های موجود در مرکز خرید و نیز کیفیت بصری و زیبایی منظر پیش بینی می‌شود و در سطح اطمینان 95 درصد معنا دار است.cزیرا سطح معنا داری مسیر کمتر از 50/0 است (05/0 >0001/0 =P) است و می‌توان نتیجه گرفت که تنوع کاربری‌ها موجود در مرکز خرید به طور مستقیم بر جذب گردشگران شهری تاثیر معنا داری دارد.
Abstract At the present time, tourism has become one of the most important sources of income, employment and development of social and cultural infrastructure, and it has become comprehensive and global, and it has appropriated all aspects of people's lives in urban areas (Christou & Sharpley, 2019: 39). Urban tourism, like any activity, requires the existence of components and conditions to develop in its context (Guysoy, 2002:77). The urban tourism structure of an urban place includes factors that can provide more motivation for the tourism demand of that place (Akbarian, Ramzanzadeh, 2014: 202). Shopping centers first started in America in 1950, and after that they became popular in European cities as well (Babin, 1995: 63). Today, shopping centers in commercial complexes are no longer just a place for transactions (Abaza, 2001: 483). Shopping centers, on the one hand, are part of the daily life of society (Kazemi, 2009:16). The city of Tehran is considered as one of the cities that attract tourists, which attracts tourists from inside or even outside the country in all seasons of the year according to the existing potential. This city has many capabilities to attract urban tourism. One of these places is the Opal shopping center, which is considered the largest shopping center in the northwest of Tehran. This center is located in the two municipalities of Tehran and Saadat Abad.This city has many capabilities to attract urban tourism. One of these places is the Opal shopping center, which is considered the largest shopping center in the northwest of Tehran. This center is located in the two municipalities of Tehran and Saadat Abad
Extended Abstract
Introduction
At the present time, tourism has become one of the most important sources of income, employment and development of social and cultural infrastructure, and it has become comprehensive and global, and it has appropriated all aspects of people's lives in urban areas (Christou & Sharpley, 2019: 39) Tourism is a product of the current society and born of the industrial revolution (Jehani, 2016: 38). And it is one of the most important and outstanding communication, social and cultural factors in the world (Farahani et al., 2017: 21). Currently, tourism It has become one of the most important components of the development of economic well-being in most countries (Mansouri Moayed and Yavari Gohar, 2017).
The quality of the environment is one of the basic concepts in the field of tourism. The quality of the environment is an indicator for measuring the amount of tourist attraction in urban spaces. The quality of the environment is obtained from the quality of the components of a certain area. Spatial environment, which shows the level of satisfaction or dissatisfaction of citizens with the urban environment (Shamaei, Poorahmad, 2005:27) The city of Tehran is considered as one of the cities that attracts tourists, which attracts tourists from inside or even outside the country in all seasons of the year according to the existing potential. This city has many capabilities to attract urban tourism. The city of Tehran has always been of great interest due to its stylish and large shopping malls, and many people travel to the capital to shop in Tehran's shopping malls. One of these places is the Opal shopping center, which is considered the largest shopping center in the northwest of Tehran. This center is located in the two municipalities of Tehran and Saadat Abad. Opal Mall is not just a shopping mall. In addition to stores and boutiques, Opal Passage also has a variety of entertainment facilities. Food court, restaurant, coffee shop, Opal cinema, Opal bowling and amusement park... Opal is the largest commercial, shopping and entertainment center in the northwest of the capital and is also considered one of Tehran's attractions.
Methodology
The research method is descriptive according to the subject and it is practical in terms of the goal. In terms of data collection, it is descriptive research, regression analysis and SPSS software. In order to have the normality of the data distribution, the Kolmogorov-Smirnov test was used. The statistical population of the research includes people who have visited Opal shopping center for tourism and shopping. Sampling method was done by random method. So that 384 questionnaires based on Cochran's formula were distributed among the visitors of the shopping center. To determine the content validity of the questionnaire, the point of view of experts and professors and experts in the field of urban tourism was used. Using Cronbach's alpha method, the reliability of the questionnaire was checked..
Results and discussion
In this part of the research, in order to verify the acceptability of the measurement indices on hidden variables, factor analysis has been used. This method examines the relationship between written and observed variables. In this research, the items that had a weak factor load were excluded from the measurement. The variable factor analysis of environment quality has been evaluated in the form of 9 indicators of space form, permeability, readability of activity pattern, variety of uses, furniture and information elements, visual quality and scenic beauty of access to parking, safety and comfort, accessibility.
It can be said that the diversity of uses, with an impact factor of 0.879, and the visual quality and beauty of the shopping center with an impact factor of 0.846, as well as the accessibility subscale with an impact factor of 0.823, respectively, are the most important among the components. environmental quality and influence on urban tourist attraction
Conclusion
The results show that among the indicators of the quality of the environment, the variety of uses of the shopping center, as well as the index of visual quality and the beauty of the landscape, had the most impact on the attraction of urban tourists. In other words, 60.3% of the changes in the attraction of urban tourists are predicted by the existing uses in the shopping center, as well as the visual quality and beauty of the landscape, and it is significant at the 95% confidence level. Therefore, the significance level of the path is less than 0.50 (P = 0.0001 > 0.05) and it can be concluded that the diversity of uses in the shopping center has a significant impact on the attraction of urban tourists directly.
The state of resilience of Tabriz city against the risk of earthquake is in a conservative position and it should be planned and improved by reducing the weak points and taking advantage of the opportunities; In this regard, the following strategies are suggested.
1. Ahmed, Z. (2007). Malaysian shopping mall behavior: An exploratory study. ASIA PACIFIC JOURNAL OF MARKETING, 19, 331–348. https://doi.org/10.1108/13555850710827841
2. Alan, M. (2016). Public street service standard assessment and achievement. PLANNING SCIENCE JOURNAL, 53, 10–23. https://doi.org/10.1016/j.seps.2015.12.001
3. Amiri, A., & Safari, S. (2015). The effect of citizenship behavior on customer satisfaction and loyalty in private sports clubs in Shahrekord. QUARTERLY JOURNAL OF APPLIED RESEARCH IN SPORTS MANAGEMENT, 5(1), 91–99. [In Persian] https://doi.org/20.1001.1.23455551.1395.5.1.8.3
4. Ardestani, Z. A., Mobin, M., & Panahi, A. H. E. (2024). How urban shopping malls in Tehran have changed in the post-COVID era. Regional Science Policy & Practice. https://doi.org/10.1111/rsp3.12628
5. Asadi, M., Ghanbari, A., & Alizadeh Kaval, M. B. (2019). Evaluation of the role of shopping tourism in the development of urban tourism: A case study of Tanakura market in Urmia. URBAN TOURISM QUARTERLY, 7(3), [Fall 2019]. [In Persian] https://doi.org/10.22059/JUT.2020.270181.574
6. Azar, A., & Saidi, R. (2023). Feasibility of health tourism capacities in Maragheh city with an emphasis on sustainable urban development. URBAN DEVELOPMENT PLANNING AND ENVIRONMENT QUARTERLY, 3(1), 35–53. [In Persian] https://journals.iau.ir/article_700489
7. Azizi, M., & Asadi, R. (2017). An analysis of the foundations of commercial complexes: Case study of Cyrus Commercial Complex, District 5 of Tehran. QUARTERLY JOURNAL OF URBAN STUDIES, 24, 55–66. [In Persian] https://doi.org/10.34785/J011.2021.172
8. Behzadipour, H., Daudpour, Z., & Zabihi, H. (2022). Measuring the dimensions of citizens' environmental perception among high-rise buildings: Case example District 22, Tehran. APPLIED RESEARCH OF GEOGRAPHICAL SCIENCES, 22(4), 349–358. [In Persian] https://www.sid.ir/paper/956995/en
9. Bellato, L., Frantzeskaki, N., Lee, E., Cheer, J. M., & Peters, A. (2023). Transformative epistemologies for regenerative tourism: Towards a decolonial paradigm in science and practice? JOURNAL OF SUSTAINABLE TOURISM, 1–21. https://doi.org/10.1080/09669582.2023.2208310
10. Brooks, A. (2012). Networks of power and corruption: The trade of Japanese used cars to Mozambique. THE GEOGRAPHICAL JOURNAL, 178(1), 80–92. https://doi.org/10.1111/j.1475-4959.2011.00410.x
11. Carmona, M. (2015). Re-theorizing contemporary public space: A new narrative and a new normative. JOURNAL OF URBANISM, 8(4), 373–405. https://doi.org/10.1080/17549175.2014.909518
12. Chang, K. (2015). The effects of spatial accessibility and centrality to land use. CITIES, 46, 30–43. https://doi.org/10.1016/j.cities.2015.05.006
13. Chen, X., & Ling, X. (2024). The influence mechanism of resource sharing on tourism industry innovation. Heliyon. https://www.cell.com/heliyon
14. Choi, M. J., Heo, C. Y., & Law, R. (2016). Developing a typology of Chinese shopping tourists: An application of the Schwartz model of universal human values. JOURNAL OF TRAVEL & TOURISM MARKETING, 33(2), 141–161. https://doi.org/10.1080/10548408.2014.997961
15. Choi, M., Lee, J. S., & Seo, A. J. (2018). Shopping destination competitiveness: Scale development and validation. JOURNAL OF TRAVEL & TOURISM MARKETING, 35(8), 1087–1103. https://doi.org/10.1080/10548408.2018.1475276
16. Chrisou, P., & Sharpley, R. (2019). Philoxenia offered to tourists? A rural tourism perspective. TOURISM MANAGEMENT, 72(4), 39–51. https://doi.org/10.1016/j.tourman.2018.11.007
17. Cowan, R. (2005). The Dictionary Of Urbanism. Streetwise Press. https://doi.org/10.4324/9781315168036
18. Curtis, F. (1983). An environmental assessment procedure for shopping centers. URBAN ECOLOGY, 7(1), 189–199. https://doi.org/10.1016/0304-4009(83)90001-3
19. Devereux, M., Milke, M., & Littlefield, D. (2017). A literature review on the privation of public space. University of the West of England. http://eprints.uwe.ac.uk/31529
20. Doolittle, T., & Fliegelman, A. (2023). Work-from-home and the future consolidation of the U.S. commercial real estate office sector: The decline of regional malls may provide insight. OFFICE OF FINANCIAL RESEARCH BRIEF SERIES. https://www.financialresearch.gov/briefs/2023/08/24/work-from-home-and-commercial-real-estate/
21. Dredge, D. (2022). Regenerative tourism: Transforming mindsets, systems and practices. JOURNAL OF TOURISM FUTURES, 8(3), 269–281. https://doi.org/10.1108/JTF-01-2022-0015
22. Erkip, F. (2003). The shopping mall as an emergent public space in Turkey. ENVIRONMENT AND PLANNING A, 35, 1073–1093. https://doi.org/10.1068/a35167
23. Fangfang, G., Xiaohong, L., & Yaru, C. (2024). Does haze pollution governance promote the growth of urban tourism economies? Evidence from China’s Clean Air Act. JOURNAL OF TOURISM ECONOMICS, 0(0), 1–20. https://doi.org/10.1177/13548166241233624
24. Fiske, J. (2000). Shopping for pleasure: Mall, power, and resistance. In J. Schor & D. B. Holt (Eds.), THE CONSUMER SOCIETY READER. New Press.
25. Golkar, K. (2006). Quality of vitality conception in urban design. RESEARCH SUFFER, 16(1), 66–74. [In Persian] https://doi.org/10.22059/JHGR.2020.301816.1008114
26. Hajinjad, A., & Ahmadi, A. (2010). The economic effects of commercial tourism on urban areas: A study of the city of Baneh. SCIENTIFIC-RESEARCH JOURNAL OF URBAN ECOLOGY RESEARCH, 1(2), 22–27. [In Persian] https://jupm.marvdasht.iau.ir/article_3968.html
27. Hall, M. (2007). TRAVEL AND TOURISM IN THE THIRD WORLD. Routledge.
28. Hatami Golzari, I. (2024). Compilation of a sustainable architectural model in the design of commercial complexes in the post-corona era: Case study of Tabriz city. JOURNAL OF HUMAN SETTLEMENTS PLANNING STUDIES, 18(4), 30–41. [In Persian] https://doi.org/10.22061/jsaud.2019.4448.1325
29. Hatami-Nejad, H., Yadollah-Nia, H., & Mohammadi-Salmani, M. (2017). An analysis of the role of public spaces in urban vitality. JOURNAL OF GEOGRAPHY AND HUMAN RELATIONS, 2, 1–15. [In Persian] https://www.cabidigitallibrary.org/doi/full/10.5555/20219906549
30. Heydarzadeh, K. (2013). Investigating the effect of store variety and environmental conditions on customer satisfaction with shopping centers. DEVELOPMENT AND TRANSFORMATION MANAGEMENT QUARTERLY, 11, 7–15. [In Persian] https://doi.org/20.1001.1.20088221.2020.11.32.5.0
31. Hung, K., Guillet, B. D., & Zhang, H. Q. (2018). Understanding luxury shopping destination preference using conjoint analysis and traditional item-based measurement. JOURNAL OF TRAVEL RESEARCH, 58(3), 411–426. https://doi.org/10.1177/0047287518760259
32. Ilhan, D. O. (2020). A practical multiple factor index model for shopping center investment decisions in Istanbul (Doctoral dissertation). Işik University. https://hdl.handle.net/11729/2957
33. Izadpanah, M., & Habibi, M. (2017). Analysis and evaluation of the location of goods in the same public space: Case study of Tehran Palladium Mall. SHAHRPAYADAR QUARTERLY, 1(4), 37–56. [In Persian] https://doi.org/10.22034/JSC.2019.90905
34. Jager, P. (2016). Where the whole city meets: Youth, gender and consumerism in the social space of the mega shopping mall in Adobe. Central Asian Survey, 35(2), 178–194. https://www.taylorfrancis.com/chapters/edit/10.4324/9781315181820-3/whole
35. Jahani, D. (2016). Investigating the impact of commercial tourism on the empathy of tourists in a tourist destination: The case study of the border city of Baneh. Research Journal of Border Studies, (15), 35–53. [In Persian]. https://tourismpd.journals.umz.ac.ir/article_720.html?lang=en
36. Kaklauskas, A., et al. (2018). Quality of city life: Multiple criteria analysis. Cities, 72, 82–93. https://doi.org/10.1016/j.cities.2017.08.002
37. Khosto, M., & Saeedi-Rizvani, N. (2009). Factors influencing the vitality of urban spaces. Hoyt Shahr Magazine, (6), 63–74. [In Persian]. https://sanad.iau.ir/fa/Article/783292
38. Krey, N., Picot-Coupey, K., & Cliquet, G. (2022). Shopping mall retailing: A bibliometric analysis and systematic assessment of Chebat’s contributions. Journal of Retailing and Consumer Services, 64, 102702. https://doi.org/10.1016/j.jretconser.2021.102702
39. Landry, C. (2000). Urban vitality: A new source of urban competitiveness. Urban Heroes. https://www.scirp.org/reference/ReferencesPapers?ReferenceID=1662466
40. Lee, C., & Modon, A. V. (2004). Physical activity and environment research in the health field. Journal of Planning Literature, 2, 147–181. http://worldcat.org/issn/08854122
41. Luis, A. E. (2024). Shopping centers challenging decline: Competitive strategies in three case studies from Madrid’s urban area. Journal of Retailing and Consumer Services, 79, 103826. https://doi.org/10.1016/j.jretconser.2024.103826
42. Montgomery, J. (1998). Making a city: Urbanity and vitality. Journal of Urban Design, 1(3), 116. https://doi.org/10.1080/13574809808724418
43. Nasiri Hendehkhaleh, E. (2021). The role of commercial centers in increasing the vitality of urban spaces: A case study of Koroosh Shopping Center in Tehran. Human Geography Research Magazine, (4), 1473–1489. [In Persian]. https://doi.org/10.22059/JHGR.2020.301816.1008114
44. Nasiri Hendehkhaleh, E., & Ahmadi, A. (2013). Analyzing the effects of commercial tourism development on the physical-spatial changes of cities using the network analysis process model (ANP): Case study of Baneh city. Geographical Research of the Land, (43). [In Persian]. https://www.sid.ir/paper/139186/en
45. Nieuwland, S. (2024). Urban tourism transitions: Doughnut economics applied to sustainable tourism development. Tourism Geographies, 26(2), 255–273. https://doi.org/10.1080/14616688.2023.2290009
46. Pantano, E., & Willems, K. (2022). Re-designing shopping centres. In Retail in a new world (pp. 93–106). https://doi.org/10.1108/978-1-80117-846-420221012
47. Polat, S. (2011). From a public space to a shopping mall. Ocean Journal of Applied Science, 4(3), 281–293. https://d1wqtxts1xzle7.cloudfront.net/105483454/MBUD_2022_Public_Lands_pdf24_merged
48. Rahimi, L., & Jafari, F. (2016). Comparative study of vitality in commercial-historical and modern spaces of Tabriz city. Spatial Planning (Geography), (4), 41–56. [In Persian]. https://journals.iau.ir/article_681413.html
49. Rakhshani-Nasab, H., & Rashidian, M. (2016). Analysis of the placement of sports furniture in increasing the vitality of the urban space: Case study of Shahr Noorabad Mamsani. Geography and Development Quarterly, (26), 101–116. [In Persian]. https://doi.org/10.22111/GDIJ.2017.3047
50. Ranjan, S. (2024). Customer behaviors toward shopping malls. Journal of Information Education and Research, 4, 29–38. https://doi.org/10.1108/BIJ-01-2020-0050
51. Rostgar, E., & Akbarian, R. (2019). Explaining the challenges and consequences of shopping tourism in Darghan city: A research in the form of qualitative methodology. Journal of Tourism Planning and Development, (1), 20–33. [In Persian]. https://doi.org/10.22080/JTPD.2020.17802.3187
52. Ryan, R. M., & Frederick, C. M. (1997). On energy, personality, and health: Subjective vitality as a dynamic reflection of well-being. Journal of Personality, 65(3), 529–565. https://doi.org/10.1111/j.1467-6494.1997.tb00326.x
53. Salehi, N., Daudpour, Z., & Khosto, M. (2023). Developing a conceptual model of mental image in large shopping centers of Tehran: Case example Iran Mall, Sun Center, Sarai Delgosha. Sustainable Urban Development Quarterly, (13), 79–103. [In Persian]. https://doi.org/10.22034/USD.2023.708023
54. Sari, D. M. I. P., & Fatmayoni, I. G. A. I. (2024). The influence of employee performance on customer satisfaction at Ramayana Bali Mall Diponegoro. INDONESIAN JOURNAL OF APPLIED AND INDUSTRIAL SCIENCES (ESA), 3(1). https://doi.org/10.55927/esa.v3i1.7816
55. Sarvar, H., Salahi, V., & Mubaraki, O. (2017). Analysis of the role of commercial uses in dynamism and the creation of new urban spaces: Study of Laleh Park Commercial Complex, Tabriz. Urban Ecological Research Quarterly, (1), 29–42. [In Persian]. https://doi.org/20.1001.1.25383930.1396.8.15.2.3
56. Shaery, A. (2017). Embedding the dimensions of sustainability into city information modelling. World Academy of Science, Engineering and Technology: International Journal of Civil and Environmental Engineering, 11(4), 1–6. https://d1wqtxts1xzle7.cloudfront.net/86890828/10007421.pdf?1654185719
57. Shahbazi, A. H., Sargazi, Z., & Nakharzai Moghadam, M. (2019). Shopping tourism and functional challenges of markets: Case study of Chaharrah Rasouli Zahedan. Journal of Tourism and Development, 9(1). [In Persian]. https://doi.org/10.22034/JTD.2019.177764.1690
58. Shams Aldini, A., Qaidi, M. R., & Gemini, D. (2022). Identification and analysis of key factors affecting the development of tourism in Tehran's urban spaces with a future research approach. Urban Environment Planning and Development Quarterly, 2(7), 121–134. [In Persian]. https://doi.org/10.22034/JSC.2021.281532.1456
59. Shojaei, D., & Partovi, P. (2015). Effective factors for creating and promoting sociability in public spaces with different scales in Tehran: Case study of public spaces in District 7. Bagh Nazar Magazine, (34), 93–108. [In Persian]. https://www.bagh-sj.com/article_11093_6ecbbd1706d20512f244c6c1fb8679a4.pdf?lang=en
60. Stewart, K., Connelly, D., & Robinson, J. (2021). Everything you should know about the coronavirus outbreak. The Pharmaceutical Journal. https://doi.org/10.1211/PJ.2021.20207629
61. Van der Borg, J. (Ed.). (2022). A research agenda for urban tourism. Edward Elgar Publishing. https://doi.org/10.4337/9781789907407.00014
62. Wang, Y., Sun, B., Zhang, T., & Yu, M. (2024). Can polycentric cities provide more and higher-order consumer amenities? Evidence from shopping malls in China. Applied Geography, 103198. https://doi.org/10.1016/j.apgeog.2024.103198