نگاشت نقشه ذهنی افراد نسبت به برند گردشگری مذهبی مشهد با استفاده از روش استخراج استعاره زالتمن (زیمت)

ﮔﺮدﺷﮕﺮی ﻣﺬﻫﺒﯽ، ﯾﮑﯽ از ﻗﺪﯾﻤﯽ ﺗﺮﯾﻦ و ﭘﺮ روﻧﻖ ﺗﺮﯾﻦ ﮔﻮﻧﻪ ﻫﺎی ﮔﺮدﺷﮕﺮی در ﺳﺮاﺳﺮ ﺟﻬﺎن ﺑﻮد ه و ﺷﻬﺮ ﻣﻘﺪس ﻣﺸﻬﺪ ﺑﻪ دﻟﯿﻞ ﺑﺎرﮔﺎه ﺣﻀﺮت رﺿﺎ (ع) ﻣﻬﻢ ﺗﺮﯾﻦ ﻗﻄﺐ ﮔﺮدﺷﮕﺮی ﻣﺬﻫﺒﯽ اﯾﺮان اﺳﺖ. از اﯾﻦ رو ﺑﺎ ﻫﺪف درک ﻋﻤﯿﻖ از ﺑﺮﻧﺪ ﮔﺮدﺷﮕﺮی ﻣﺬﻫﺒﯽ ﻣﺸﻬﺪ، از ﻃﺮﯾﻖ روﯾﮑﺮد ﺷﻨﺎﺧﺘﯽ و ﻣﺼﺎﺣﺒﻪ ﻣﺤﻮر ﺗﮑﻨﯿﮏ زﯾﻤﺖ، ﺑﻪ ﺑﺮرﺳﯽ و ﺗﺤﻠﯿﻞ ﺳﺎﺧﺘﺎر ﻫﺎی ﺷﻨﺎﺧﺘﯽ ﮔﺮدﺷﮕﺮان ﺷﻬﺮ ﻣﺸﻬﺪ ﭘﺮداﺧﺘﻪ ﺷﺪ ﺗﺎ ﻧﻘﺸﻪ ذﻫﻨﯽ ﮔﺮدﺷﮕﺮان ﻧﺴﺒﺖ ﺑﻪ ﺷﻬﺮ ﻣﺸﻬﺪ اﺳﺘﺨﺮاج ﺷﻮد. در این راستا با 11 نفر از دانشجویان دانشگاه علامه طباطبایی که به شهر مشهد مسافرت کرده‌ و درگیری ذهنی بالایی با این شهر داشتند مصاحبه صورت گرفت. 22 سازه وارد نقشه اجماعی شد که سازه‌های ’’حرم امام رضا’’ ، ’’شهر توریستی’’ ، ’’شهر مذهبی’’ ، ’’مراکز خرید’’ ، ’’مراکز تفریحی’’ و ’’هتل’’ سازه‌های اصلی و پایه بودند‌،‌پر‌تکرار‌ترین سازه‌ی پایه، سازه حرم امام رضا بود که تداعی کننده ’’احساس آرامش’’ در افراد بود، از جمله سازه های منفی در مورد برند مشهد ’’عدم وجود دریا’’ و ’’گران فروشی و فروش اجناس تقلبی’’ است که به ترتیب به سازه پایه شهر توریستی و مراکز خرید مربوط می شود.

Using the Zaltman Metaphor Elicitation Technique (ZMET) to Map Mashhad Religious Tourism Brand

Religious tourism was one of the oldest and most popular types of tourism in the world and the holy city of Mashhad is the most important religious tourism hub in Iran due to the holy shrine of Imam Reza. Therefore, with the aim of deep understanding of the religious tourism brand of Mashhad, through the cognitive approach and interviewcentric approach of the ZMET technique, the cognitive structures of tourists in Mashhad were examined and analyzed to extract the mental map of tourists towards the city of Mashhad. In this regard, 11 students of Allameh Tabatabai University who traveled to Mashhad and had a high level of mental conflict with this city were interviewed. 22 constructs were integrated into the consensus map. The constructs of Imam Reza Shrine, Tourist City, Religious City, Shopping Centers, Recreation Centers and Hotel were the main and basic constructs. The most frequent basic construct that had the most contact with the Mashhad brand was the Imam Reza shrine, which was associated with a feeling of peace in people. Among the negative construct about the Mashhad brand were lack of sea and extortion and selling counterfeit goods, which were related to the basic constructs of the tourist city and shopping centers, respectively.