بررسی آثار اجتماعی مگامال‌ها بر محیط پیرامون و سبک زندگی ساکنین (نمونه‌موردی: تورک مال و اوریاد مال ارومیه)

مقدمه: در شهرهای در حال توسعه که شهرنشینی پیش از شهرسازی انجام شده است، مراکز تجاری و تفریحی در سطح شهر به طور عادلانه توزیع نشده است و مراکز تجاری بیشتر در دور چند هسته شهری شکل گرفته است. مال‌های تجاری خود یک جامعه کوچک هستند که افراد علاوه‌بر خرید برای گذراندن اوقات فراغت نیز به آنجا می‌روند و سبب می‌گردند تا از نظر اجتماعی دارای آثار بسیاری باشند.هدف پژوهش: هدف از این پژوهش سنجش آثار اجتماعی و رضایت مردم از احداث مگامال‌ها در شهر ارومیه است که با استفاده از استخراج مولفه‌های تاثیرگذار در این امر صورت می‌گیرد. این آثار براساس نظر مردم  شهر سنجیده می‌شود.روش‌شناسی: پژوهش حاضر با توجه به هدف اصلی آن کاربردی است و از داده‌های کمی پرسشنامه جهت تحلیل و نتیجه‌گیری استفاده شده است. این پژوهش ابتدا با استفاده از اطلاعات کتابخانه‌ای و مطالعات میدانی اقدام به جمع‌آوری اطلاعات کرده و از نرم‌افزار spss جهت انجام تحلیل و نتیجه‌گیری بهره برده است.یافته‌ها و بحث: به طور کلی از نظر مردم تورک مال نوآورانه‌تر، دارای صرفه اقتصادی و خدمات بیشتری است و این مجموعه توانسته از نظر اشاعه هویت شهر بهتر عمل کند. در مجموع رضایت شهروندان از پروژه تورک مال به نسبت اوریادمال بیشتر بوده و از نظر اجتماعی آثار مخرب کمتری داشته است.نتیجه‌گیری: نتایج نشان داد که رضایت شهروندان از این مگاپروژه‌ها از حد متوسط پایین‌تر بوده است. این مگامال‌ها در طی چند سال پس از تاسیس آثار مثبت و منفی بسیاری داشته‌اند که آثار منفی تاثیر بیشتری بر سبک زندگی مردم گذاشته‌اند و در رفع نیازهای عمومی شهروندان در حد انتظار کارا نبوده‌اند. از ویژگی‌های مثبت این پروژه‌ها می‌توان به ایجاد چشم‌انداز بصری مطلوب، توجه به کاربری‌های حاشیه خیابان و تامین فضای سبز مناسب اشاره نمود.

investigating the social effects of megamalls on the surrounding environment and lifestyle of citizens (case study: turk mall and uryad mall of urmia)

introduction: in developing cities around the world where urbanization has occurred before urban planning, commercial and recreational centers are not evenly distributed across the city. commercial centers are more concentrated around several urban cores, whereas inner urban neighborhoods, especially poorer areas, lack commercial centers. residents must travel to areas with various commercial units, such as the main market in the city center, to utilize these spaces. this is unlike cities before the industrial revolution where each neighborhood offered various commercial services to its residents. shopping malls form small communities themselves where people go not only to shop but also to spend their leisure time. although shopping is considered a recreational activity, the gathering of individuals and social interactions there enhance the vibrancy of that small community. for a city or place to be lively and dynamic, what is needed is happiness and liveliness of its residents. this sense of cheerfulness can result from social interactions and behavior.the purpose of the research: the purpose of this research is to evaluate the social impacts and public satisfaction resulting from the construction of mega malls in the city of urmia. this evaluation is conducted by identifying the influencing factors. these impacts are assessed based on the opinions of the city's residentsmethodology: this research is applied in nature, based on its primary objective, and utilizes quantitative data from questionnaires for analysis and conclusions. initially, the research gathers information through library resources (books, journals, articles, existing documents, and other related scientific references) as well as field studies (observations and questionnaires). the data are analyzed using spss software, and based on the results obtained and expert opinions, suggestions and conclusions are provided. the questionnaire was designed utilizing the results of previous studies, and the questions were crafted based on the data from those studies. the statistical population in this research comprises the residents of district 5, with a population size of 57,340 according to the latest master plan data. the sample size was calculated to be 382 people using the cochran formula, and the number of experts considered was 20.findings and discussion:  respondents visited turk mall more than two years ago and uryad mall less than a year ago. this is due to the older establishment and greater reputation of turk mall. because of its closer proximity to the center and more diverse services, respondents tend to visit turk mall monthly and uryad mall every few months. the results also indicate that most respondents rated these malls similarly in terms of the experience of place. this average to poor rating is due to the similar appearance and services of these malls compared to others in different cities, which are older and offer broader services. according to the public, turk mall is seen as more innovative, economically beneficial, and offering more services. this mall has better contributed to promoting the city's identity. overall, citizen satisfaction with the turk mall project is higher, and it has had fewer social negative impacts. from a ranking perspective, all individuals recognize these two malls as landmarks, which is the most notable characteristic of these examples. however, in terms of identity and innovativeness, both malls rank poorly in these aspects compared to other indexes, and people generally consider other malls superior to these two.conclusion: overall, the results showed that citizen satisfaction with these mega projects has been below average.