نقش بازنمایی مکان در رسانه‌های برخط بر شکل‌گیری تصویر ذهنی اقامت‌گاه‌های سنتی (مطالعۀ موردی: اقامت‌گاه‌های کاشان به شیوۀ نظریۀ زمینه‌ای)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری تخصصی، گروه معماری، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران.

2 استادیار گروه معماری، دانشکدۀ هنر و معماری، دانشگاه بوعلی سینا، همدان، ایران.

3 استادیار گروه معماری، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران.

4 استادیار پژوهشکدۀ گردشگری ، پژوهشگاه میراث فرهنگی و گردشگری، تهران، ایران.

10.22034/jtd.2021.262462.2209

چکیده

تأثیر مؤلفه‌های معمارانه و درک و تفسیر گردشگران از شرایط، فرایندها و پیامدهای روند شکل‌گیری مقصد بسیار مهم است. این مطالعه با بهره‌گیری از رویکردی کیفی با هدف فهم تصویر ذهنی گردشگران از اقامت‌گاه‌های سنتی کاشان در رسانۀ‌ برخط تلاش کرد اهمیت بازنمایی مکان در این رسانه‌ها و طراحی مدل برای آن را تبیین کند. این پژوهش از نوع کیفی است و برای ارائۀ نظریۀ نهایی از رویکرد نظریۀ زمینه‌ای ابداعی کوربین و استراوس استفاده کرده است. داده‌های تحقیق از طریق مصاحبه‌های نیمه‌ساختاریافته با 32 نفر از گردشگران داخلی و خارجی، راهنمایان مجرب گردشگری و کارشناسان تولید محتوا و مدیران اقامت‌گاه‌های سنتی و نیز مشاهدات میدانی گردآوری شد. داده‌ها براساس تحلیل ساختارمند نظریۀ زمینه‌ای و براساس کدگذاری باز، محوری و گزینشی تجزیه‌وتحلیل شدند. درنهایت، یافته‌های تحقیق ترسیم و در قالب مدلی پارادایمی متشکل از سه بُعد شرایط، راهبردها و پیامدها ارائه شد. یافته‌های به‎دست‌آمده شامل 9 مقولۀ فرعی متشکل از فضای مجازی، بازنمایی مکان‌محور، گردشگری فرهنگی، بستر جغرافیایی مقصد، عوامل مدیریتی، گردشگر، ارزیابی مکان، تعامل و تبادل برخط و ارتقای گردشگری معماری‎ است. مقولۀ اصلی این تحقیق تجربه با واسطۀ مکان است که مقولات فرعی را دربر می‎گیرد. مدل مفهومی برای توضیح روابط میان مقولات طراحی شد. شناخت مؤلفه‎های معماری مؤثر در بازنمایی بناها با تبیین چگونگی شکل‎گیری تصویر ذهنی گردشگران از اقامت‌گاه‎های سنتی کاشان در رسانه‎های برخط انجام شد. نتایج این مطالعه می‌تواند به متخصصان گردشگری و معماران در فهم ادراکات و نیازهای گردشگران از اقامت‌گاه‎های سنتی در رسانه‌های برخط کمک کند

کلیدواژه‌ها


عنوان مقاله [English]

Role of Place Representation in Online Media in Formation of the Mental Image of Traditional Residences

نویسندگان [English]

  • Faezeh Tavasoliara 1
  • Gholamreza Talischi 2
  • Seyed Jalil Mousavi 3
  • Nasser Rezaei 4
1 PhD student Department of Architecture, Hamedan Branch, Islamic Azad University, Hamedan, Hamedan, Iran
2 Assistant Professor, Department of Architecture, Faculty of Art and Architecture, Bu-Ali Sina University, Hamedan, Hamedan, Iran
3 Assistant Professor, Department of Architecture, Hamedan Branch, Islamic Azad University, Hamedan, Iran;
4 Assistant Professor, Department of Tourism Research Center,RICHT, Tehran, Iran;
چکیده [English]

The effect of architectural components and tourists' perception and interpretation of the conditions, processes and consequences of the destination formation are of great importance. In this research, the destination is traditional accommodations that attract tourists' attention. We conducted this study using a qualitative approach; our aim was to understand the tourists' mental image of Kashan traditional accommodations in online media, and to explain the role of place representation in these media and design a model for it. We collected the research data through in-depth semi-structured interviews with 32 domestic and foreign tourists, experienced tour guides, content production experts and managers of traditional residences, as well as through our field observations. We applied Corbin and Strauss's innovative grounded theory to analyze the data and present the final theory. Based on this method and through open, centralized and selective coding, we draw the research findings and presented in the form of a paradigm model consisting of three dimensions of conditions, strategies and consequences. Our findings include 9 sub-categories, including cyberspace, place-based representation, cultural tourism, geographical base of destination, managerial factors, tourist, place evaluation, online interaction and exchange, and promotion of architectural tourism. The main category of this research is mediated experience of place, which includes sub-categories. We designed a conceptual model to explain the relationships between categories. Recognition of the effective architectural components in the representation of the buildings was rendered by explaining the formation of tourists' mental image of the traditional accommodations of Kashan in online media. The results of this study can help architects and tourism professionals to understand the tourists' perceptions and needs of traditional accommodations in online media.

کلیدواژه‌ها [English]

  • Destination Image
  • mediated experience of place
  • place-based representation
  • Cyberspace
  • Media
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