بررسی تاثیر المان های شهری منطبق بر هنر ایرانی_ اسلامی در جذب و رضایت گردشگر در شهر شیراز

محورهای موضوعی : فصلنامه علمی و پژوهشی پژوهش و برنامه ریزی شهری

سید محمد حسین کمانی ¹ , سحر سازگار ² , مهرداد احمدی ³

1 - استادیار، گروه مدیریت، دانشگاه پیام نور، تهران، ایران.
2 - دانشجو کارشناسی ارشد مدیریت دولتی گرایش پیشرفت و توسعه شهری و روستایی، دانشگاه پیام نور، ایران.
3 - استادیار گروه مدیریت دولتی، دانشگاه پیام نور، ایران.

تاریخ دریافت : 1400/04/03 تاریخ پذیرش : 1400/12/08 تاریخ انتشار : 1401/02/01

کلید واژه: گردشگری شهری, المان شهری, جذب گردشگر, هنر ایرانی_اسلامی, رضایت گردشگر,

چکیده مقاله :

تئوری‌های نوین بر ویژگی‌های المان‌های شهری و مکان‌های گردشگری تحت عناوین و دسته بندی‌های مختلف بعنوان پیشایندهای رضایت و جذب گردشگر تآکید دارند. بر همین اساس پژوهش حاضر در پی تبیین نقش المان‌های شهری منطبق بر هنر ایرانی - اسلامی در جذب و رضایت گردشگران شهر شیراز می‌باشد. این پژوهش از لحاظ هدف، کاربردی و بر مبنای ماهیت و روش توصیفی و از نوع همبستگی است. جامعه آماری کلیه گردشگران بومی، غیربومی ایرانی و خارجی را در بر می‌گیرد و نمونه مشتمل بر 384 نفر می‌باشد. روش جمع‌آوری داده‌ها پیمایش میدانی با استفاده از پرسشنامه است. برای آزمون فرضیه‌های تحقیق از ضریب همبستگی پیرسون و نرم افزار SPSS استفاده شده است و از آزمون ANOVA برای بررسی میزان رضایت از المان‌ها بر اساس نوع گردشگران استفاده شد. در نهایت برای بررسی مدل نهایی تحقیق، مدل معادلات ساختاری و نرم افزار AMOS مورد استفاده قرارگرفت. در یک فرآیند نظام‌مند 3 عامل که به عنوان عوامل مؤثر بر رضایت و جذب گردشگر تصور می‌شد (المان نمایشی، المان بیانی و المان عملکردی) در سه منطقه گردشگری شهر شیراز که دارای شاخصه‌های هنر ایرانی - اسلامی است، شامل ارگ کریم خان زند، آرامگاه حافظ و دروازه قرآن انتخاب گردیدند. نتایج حاصل از تحلیل این سه منطقه تاریخی و گردشگری حاکی از آن بود که المان‌های شهری در سه دسته نمایشی، بیانی و عملکردی بر رضایتمندی و جذب گردشگران بومی، غیربومی ایرانی و غیربومی غیرایرانی تأثیر مثبت و مستقیم داشتند. به ترتیب الما‌های نمایشی، بیانی و عملکردی بیشترین تأثیر را بر جذب و رضایت گردشگران داشتند و از آن میان گردشگران غیربومی خارجی بیشترین تأثیرپذیری را از المان‌های نمایشی داشتند.

چکیده انگلیسی:

New theories emphasize the characteristics of urban elements and tourist places under different titles and categories as preconditions for tourist satisfaction and attraction. Accordingly, the present study seeks to explain the role of urban elements in the accordance with Iranian-Islamic art in attracting and satisfying tourists in Shiraz. This research is applied in terms of purpose and based of nature is descriptive and correlation. The statistical population includes all native, non-native and foreign tourists. The sample consists of 384 people. The method of data collection field survey using a questionnaire. Pearson correlation coefficient and SPSS software were used to test the research hypotheses and ANOVA test was used to check the satisfaction of the elements based on the type of tourists. Finally, to investigate the final model of the research, the structural equal model and AMOS software were used. In a systematic process, three factors that were considered as effective factors on tourist satisfaction and attraction (theatrical element, expressive element and functional element) in three tourist areas of Shiraz that have the characteristics of Iranian-Isslamic art, including Karim Khan Zand citadel, Hafez Tomb and The Gate of The Quran were selected. The results of the analysis of these three historical and touristic areas showed that urban elements in three categories of theatrical, expressive and functional had aposetive and direct effect on the satisfaction and attraction of native, non-native and non-native non -Iranian tourists. Theatrical, expressive and functional elements, respectively, had the greatest impact on attracting and satisfying tourists, and among them theatrical elements had a greatest impact on foreign non-native tourists.

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