ارزیابی مولفه‌های موثر بر افزایش رضایت‌مندی گردشگران در فرآیند مسیریابی (مطالعه موردی: محله پایین خیابان مشهد)

صنعت گردشگری به‌عنوان دومین صنعت پردرآمد جهان، نقش مهمی در اقتصاد و رونق شهرها بر عهده دارد و افزایش رضایت‌مندی از چگونگی انتخاب مسیر برای رسیدن به نقاط جاذب، جلوگیری از سردرگمی در مسیریابی، نحوه دسترسی به خدمات و تسهیلات و تامین انتظارات و توقعات گردشگران می‌تواند باعث افزایش تمایل به بازگشت به مقصد شود. هدف این پژوهش ارزیابی مولفه‌های تاثیرگذار برافزایش رضایت‌مندی گردشگران در فرایند مسیریابی است. روش تحقیق ازنظر هدف کاربردی و ماهیت پیمایشی و مبتنی بر روش کمی است. به‌منظور گردآوری داده‌ها از مشاهدات میدانی و پرسشنامه استفاده‌شده است. تحلیل داده‌ها، با استفاده از آمار توصیفی و روش همبستگی آزمون پیرسون تحلیل گردیده است. نتایج پژوهش نشان می‌دهد که رضایتمندی گردشگران وابسته به عوامل کالبدی- بصری و عوامل ذهنی- شناختی است و مسیریابی گردشگران و تعیین موقعیت میان مبدا و مقصد با استفاده از عوامل کالبدی، الگوی شبکه معابر و ترجیحاً به‌صورت ذهنی در محیط‌های آشنا باعث افزایش رضایت‌مندی می‌گردد

evaluation of effective factors on increasing the satisfaction of touris ts in the wayfinding process(case s tudy: paeen khiaban neighborhood of mashhad)

one of the mos t important features in the tourism indus try is the ease of travel and choosing an easy route fortouris ts. optimal touris t perception causes touris ts’ satisfaction with the environment. therefore, touris ts who haveexperienced the presence in the environment have a greater sense of satisfaction by enjoying the well-being in theenvironment. the evaluation of touris t des tinations is directly related to the quality of services provided and theneeds of touris ts in the environment. touris ts expect their needs to be met in the environment, so as a travel s trategy,providing the desired quality of services can cause more satisfaction to touris ts in the urban space. urban planningrequires attention. the tourism indus try, as the second mos t lucrative indus try in the world, plays an important rolein the economy and prosperity of cities and increases satisfaction with how to choose the route to reach attractivepoints, prevent confusion in wayfinding, how to access services and facilities and meet expectations. touris ts canincrease their desire to return to their des tination. one of the mos t vital concepts in the tourism indus try is the easeof moving and choosing an easy route for touris ts from one point to another. when a touris t is unfamiliar with theenvironment and enters it for the firs t time, he tries to find and discover his route. in this case, he uses the externalinformation in the environment and finds his route. therefore, touris ts' satisfaction with wayfinding behavior inurban space is influenced by two components of mental-cognitive factors and physical-visual factors. touris tsatisfaction has a psychological dimension that is effective from the experience of the person's presence in theenvironment and the evaluation of the person's experience in the environment to evaluate the des tination and usetravel s trategies such as travel guides, touris t attractions, maps, and tour guides. the security and experiences ofthe individual from the pas t and the indicators and socio-economic characteris tics. because touris t satisfaction andwayfinding behavior are affected by physical-visual and mental-cognitive factors, so in the direction of touris ts inurban space, the touris t receives information from the environment and executes his decision and decision. amongthe physical-visual factors affecting the wayfinding process, we can mention the key elements, route guides, touris tattractions, access to facilities, and services. signs are one of the main tools for directing touris ts in urban areas.physical factors and the pattern of the network of passages in the tissue in familiar environments increase touris ts'satisfaction with the wayfinding process. the purpose of this s tudy is to evaluate the efficient factors for increasingthe satisfaction of touris ts in the wayfinding process. the research method is applied in terms of purpose andsurvey nature and is based on the quantitative method. field observations and a ques tionnaire were used to collectdata. data analysis was analyzed using descriptive s tatis tics and the pearson tes t correlation method. the resultsshow that touris ts' satisfaction depends on physical-visual and mental-cognitive factors, and touris t wayfinding anddetermining the position between origin and des tination using physical factors, the pattern of the road network, andpreferably mentally in familiar environments increases satisfaction.