خلاصة:
در چند سال اخیر بازار گردشگری در شهر تبریز رشد قابل توجهی داشته و جذابیت چند حسی در این شهر میتواند قدرت جذب گردشگران داخلی و خارجی را افزایش دهد. لذا پژوهش حاضر با هدف بررسی رابطهی بین حس مکان به عنوان یکی از شاخصههای گردشگری حسی و جذب گردشگر، به دنبال پاسخ سوال است که بین ابعاد حس مکان و جذب گردشگر در شهر تبریز چه ارتباطی وجود دارد؟ خصوصیات کالبدی، معانی و فعالیتها، سه پایهی هویت مکان را شکل میدهند و تعامل انسان با این سه عنصر، حس مکان را خلق مینماید؛ بر این اساس، در این پژوهش، حس مکان با سه بعد کالبدی، معنایی و فعالیتی سنجیده شده و رابطهی آن با جذب گردشگر مورد بررسی قرار گرفته است. روش پژوهش، توصیفی- تحلیلی و از نوع پیمایشی بوده و کاربردی میباشد. جامعه آماری پژوهش شامل گردشگران داخلی و بین المللی شهر تبریز در سال 97-98 و روش نمونهگیری احتمالی بوده وحجم نمونه با استفاده از فرمول کوکران 384 نفر برآورد گردید. برای تجزیه و تحلیل دادهها از نرمافزارهای آماری SPSS و SmartPLS استفاده شده است. نتایج به دست آمده نشان میدهد که بین متغیر کالبدی حس مکان و جذب گردشگر، رابطهی معناداری وجود دارد. همچنین بین متغیر معنایی و فعالیتی حس مکان با متغیر جذب گردشگر نیز ارتباط معناداری برقرار است و در این بین، متغیر معنایی بیشتر از دو متغیر دیگر، تغییرات متغیر وابسته را تبیین میکند و متغیر کالبدی و فعالیتی در اولویت بعدی قرار میگیرند. نتایج این پژوهش آن دسته از شاخصهای حس مکان را که در جذب گردشگر شهری نقش بیشتری را ایفا میکنند، شناسایی نموده است.
SENSE OF PLACE AND TOURISM: A STEP TOWARDS SENSORY TOURISM (CASE STUDY: TABRIZ CITY) Extended Abstract 1.Introduction The "place" attitude has been expressed as an important unit in many fields of knowledge and professional activities. However, in tourism, where a place is a major element, little attention has been paid to this concept (Smith, 2015: 220). The sense of place enables the tourist destinations to maintain their own unique nature (Ebejer, 2014: 2) and to attract tourists. Environmental literature often refers to one way of describing sense of place, and physical characteristics, meanings, and activities form the basis of the identity of the place, and human interaction with these three elements forms the sense of place; Accordingly, in this research, the sense of place is measured with three dimensions of physical, meaning, and activity, and its relation with attracting tourists is investigated. Therefore, this study aims to investigate the relationship between the sense of place and the attracting of tourists in Tabriz city to answer the question whether there is a relationship between dimensions of sense of place and attracting tourists in Tabriz city. By studying the subject literature, in this study, dimensions of sense of place are classified in three dimensions: physical, semantic, and functional. 2. Methodology The type and method of this research is practical and descriptive-analytic and is of surveying in the form of a questionnaire.Statistical sample of research includes tourists who visited Tabriz from summer 1397 to spring 1398.The sample of tourists using the Cochran formula is estimated at 384 people and the data were analyzed using SPSS and Smart PLS softwares. 3. Results and discussion The path coefficient shows that there is a causal relationship between the latent variables of research and the intensity of this relationship is higher attracting tourist (to the value 0.37) compared with other latent variables. The t-value between the physical dimension and attracting tourist is 3.79, between the meaning dimension and the attracting tourist variable is 4.7 and between the two variables of Activity dimension and attracting tourist is 3.53, which indicates a significant relationship between mentioned variables at the 99% confidence level. Sense of Place: Meaning: 1. Sensory richness (sense of smell, hearing, taste and touch) 2- Remember the memories 3- Legibility 4- Sense of belonging 5- Security6. Beauty Activity: 1. Variety 2- Access 3. Vitality 4. Social interactions 5. Economic 6- Events 7. Satisfaction 8. Expectations Physical: 1- Furniture 2. Lighting 3. Cleanliness 4. Texture 5- Comfort 6- Green 7- Element 8- Weather 9. Signs 10. Permeability 11. Color 12- Fit 13. Building facades Figure 1. Indicators of the sense of place dimensions used in research (authors., 2019) Figure 2. Research structural model with significant coefficients in PLS (Source: Research findings) 4. Conclusion The results of research show that there is a significant relationship between the physical variable of sense of place and attracting tourist. Also, there is a significant relationship between the meaning and activity variables of sense of place with the attracting tourist variable. Meanwhile, the meaning variable more than two other variables explains the changes in the dependent variable, and the physical and activity variables are in the next priority.The results of this study can be used to identify important indicators of the sense of place that gets more attention in attracting urban tourists and more consideration is needed. It can also be considered by tourism and urban planners.Considering that the physical dimension of the sense of place expresses 31% of the variable changes of attracting tourist, indicates the importance of this dimension in attracting urban tourists. Indicators of urban elements and building facades in encouraging visitors to walk around the city have been most influential, and permeability and color indicators have the least amount of factor load in the city. It was also found that the meaning variable with more impact than other variables expresses 37% of the changes in the attracting tourist variable, which indicates the importance of maintaining meaning in the city for tourists. In this variable, the beauty and legibility of the city has become more important for tourists. But the indicators of remind collective/ individual memories and security, as compared to other indicators, require more attention. Among the indicators of activity variable that describe 26% of the changes in the attracting tourist, tourist satisfaction, recreational diversity and corresponded of expectations were the highest amount, and the event indicator had the lowest factor load which is indicative of the lack of holding of local events and ritual in Tabriz, which has done very poorly. Keywords: Sensory Tourism, City, Sense of Place, Tabriz