گردشگری و توسعه

گردشگری و توسعه

واکاوی تجربۀ چندحسی بازدیدکنندگان در بازدید از نمایشگاه بین‌المللی گردشگری تهران

نوع مقاله : مقاله پژوهشی

نویسندگان
1 استادیار دانشکدۀ جغرافیای، دانشگاه تهران، تهران، ایران
2 دانشجوی کارشناسی ارشد جغرافیا و برنامه‌ریزی گردشگری، دانشکدۀ جغرافیای، دانشگاه تهران، تهران، ایران
10.22034/jtd.2025.514497.3046
چکیده
با افزایش تمرکز بر تجربه‌محوری در صنعت گردشگری، نقش حواس پنج‌گانه در شکل‌گیری تجربۀ گردشگران اهمیت فزاینده‌ای یافته است. این پژوهش با هدف شناسایی و تحلیل تجارب چندحسی بازدیدکنندگان نمایشگاه بین‌المللی گردشگری تهران انجام شده است؛ فضایی که در آن هم‌زمان تمامی حواس درگیر می‌شوند و فرصت منحصربه‌فردی برای پژوهش فراهم می‌آید. این پژوهش با رویکرد کیفی و اکتشافی ـ توصیفی و از طریق مصاحبه‌های نیمه‌ساختاریافته با ۴۷ بازدیدکننده انجام شده است. تحلیل داده‌ها با بهره‌گیری از روش تحلیل مضمون آتراید ـ استرلینگ و با استفاده از نرم‌افزار مکس‌کیودی‌ای صورت گرفته است. درمجموع، ۲۹۲ کد اولیه استخراج شده است که در قالب ۳۸ مضمون پایه، ۱۸ مضمون سازمان‌دهنده و ۵ مضمون فراگیر دسته‌بندی شدند. مضامین فراگیر عبارت‌اند از تجربۀ بصری، شنوایی، بویایی، چشایی و لامسه. نتایج نشان می‌دهد که هریک از حواس پنج‌گانه در تجربۀ بازدیدکنندگان نقش چشمگیری ایفا می‌کند، ازجمله ادراک طراحی فیزیکی غرفه‌ها، نورپردازی، موسیقی اقوام و بین‌المللی، رایحه‌های طبیعی و غذایی، طعم غذاها و شیرینی‌های محلی و لمس اشیای فرهنگی و سنتی. درعین‌حال، مواردی از ضعف همچون آلودگی نوری، بی‌کیفیتی اجراهای موسیقی و ایجاد همهمه، بی‌اصالتی برخی طعم‌ها یا فقدان محرک‌های حسی در برخی بخش‌ها نیز گزارش شده است. این یافته‌ها، ضمن بسط نظری درک ما از تجربه‌های حسی در بسترهای نمایشگاهی، راهنمایی عملی برای طراحان و برگزارکنندگان و سیاست‌گذاران نمایشگاه‌های گردشگری آینده فراهم می‌آورد تا با تقویت هماهنگی حسی، رضایت و ماندگاری تجربۀ بازدیدکنندگان را در نمایشگاه‌های بعدی افزایش دهند.
کلیدواژه‌ها

عنوان مقاله English

Analyzing the Multisensory Experience of Visitors at the Tehran International Tourism Exhibition

نویسندگان English

Neda Zarandian 1
Narges Rahimi Taghanki 2
Mojdeh Shaghlaani Lor 2
1 Assistant Professor, Faculty of Geography, University of Tehran, Tehran, Iran
2 M.A. Student in Geography and Tourism Planning, Faculty of Geography, University of Tehran, Tehran, Iran
چکیده English

With the growing emphasis on experience-oriented approaches in the tourism industry, the role of the five senses in shaping tourist experiences has gained significance. This study aims to identify and analyze the multisensory experiences of visitors to the Tehran International Tourism Exhibition, a setting where all five senses are simultaneously engaged, offering a unique context for research. Employing a qualitative and exploratory descriptive approach, semi-structured interviews were conducted with 47 exhibition visitors. Data were analyzed using the Attride-Stirling thematic network analysis method (2001) with the aid of MAXQDA software. A total of 292 initial codes were extracted and categorized into 38 basic themes, 18 organizing themes, and 5 global themes corresponding to the five senses: visual, auditory, olfactory, gustatory, and tactile. The findings revealed that each sense played a significant role in shaping visitor experiences, ranging from the perception of booth design and lighting to exposure to regional and international music, natural and food-related scents, traditional food and sweets tasting, and tactile interaction with cultural and traditional objects. However, certain shortcomings have also been reported, such as visual pollution, low-quality music performances and background noise, lack of authenticity in some food items, and absence of sensory stimuli in certain areas. These findings contribute to the theoretical understanding of sensory experiences in exhibition environments and offer practical guidance for designers, organizers, and policymakers of future tourism exhibitions to enhance sensory coherence, satisfaction, and experience memorability.

کلیدواژه‌ها English

Tourist experience, Multisensory experience, Tourism exhibition, Tourists
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