روﯾﮑﺮد ﺑﯿﻮﻓﯿﻠﯿﮏ در ﮔﺮدﺷﮕﺮي ﺷﻬﺮي ﻣﻄﺎﻟﻌﻪ ﻣﻮردي :ﺷﻬﺮ اﺻﻔﻬﺎن

Biophilic Approach in Urban Tourism (Case study: Isfahan City)

زﻧﺪﮔﯽ اﻧﺴﺎن در ﮔﺮوي ﺑﻘﺎي ﻃﺒﯿﻌﺖ ﺑﻮده و ﺑﺪون ﻃﺒﯿﻌﺖ زﻧﺪﮔﯽ ﻧﯿﺰ ﻣﺤﮑﻮم ﺑﻪ ﻧﺎﺑﻮدي اﺳﺖ. ﺑﺎ در ﻧﻈﺮ ﮔﺮﻓﺘﻦ اﻫﻤﯿﺖ ﻃﺒﯿﻌﺖ در زﻧﺪﮔﯽ اﻧﺴﺎن ﻫﻤﭽﻨﯿﻦ ﮔﺴﺘﺮش ﺑﯽروﯾﻪ ي ﺷﻬﺮﻫﺎ، ادﻏﺎم ﻃﺒﯿﻌﺖ در ﺷﻬﺮﻫﺎ ﺑﺮاي اداﻣﻪي ﺣﯿﺎت اﻧﺴﺎن اﻣﺮي اﺟﺘﻨﺎب ﻧﺎﭘﺬﯾﺮ اﺳﺖ. ﺣﺎل ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ اﻫﻤﯿﺖ ادﻏﺎم ﻃﺒﯿﻌﺖ در ﺷﻬﺮﻫﺎ ﺑﺎ ﻣﻔﻬﻮﻣﯽ ﺗﺨﺼﺼﯽﺗﺮ ﺑﻪ ﻋﻨﻮان ﺷﻬﺮﻫﺎي ﺑﯿﻮﻓﯿﻠﯿﮏ، اﯾﻦ ﻣﻘﺎﻟﻪ درﺻﺪد آن اﺳﺖ ﮐﻪ ﺑﻪ ﺑﺮرﺳﯽ ﺗﺎﺛﯿﺮ ﺷﺎﺧﺺﻫﺎي ﺷﻬﺮ ﺑﯿﻮﻓﯿﻠﯿﮏ ﺑﺮ ﺗﺼﻮﯾﺮ ادراﮐﯽ، ﺗﺼﻮﯾﺮ اﺣﺴﺎﺳﯽ، ﻗﺼﺪ ﺑﺎزدﯾﺪ و ﺗﺒﻠﯿﻐﺎت دﻫﺎن ﺑﻪ دﻫﺎن ﮔﺮدﺷﮕﺮان اﺻﻔﻬﺎن ﺑﭙﺮدازد. ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﮐﺎرﺑﺮدي و ﺗﻮﺻﯿﻔﯽ-ﺗﺤﻠﯿﻠﯽ اﺳﺖ ﮐﻪ دادهﻫﺎي آن ﺑﻪ روشﻫﺎي ﮐﺘﺎﺑﺨﺎﻧﻪاي و ﻣﻄﺎﻟﻌﺎت ﻣﯿﺪاﻧﯽ ﺷﺎﻣﻞ ﭘﺮﺳﺸﻨﺎﻣﻪي ﻣﺤﻘﻖ ﺳﺎﺧﺘﻪ ﮔﺮداوري ﺷﺪه اﺳﺖ. ﺟﺎﻣﻌﻪ ي آﻣﺎري اﯾﻦ ﭘﮋوﻫﺶ ﺷﺎﻣﻞ اﻓﺮادي اﺳﺖ ﮐﻪ ﺣﺪاﻗﻞ ﯾﮏ ﺑﺎر ﺑﻪ ﺷﻬﺮ اﺻﻔﻬﺎن ﺳﻔﺮ ﮐﺮدهاﻧﺪ و ﺑﺮاي ﺗﺤﻠﯿﻞ دادهﻫﺎ از روش ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري در ﻣﺤﯿﻂ ﻧﺮم اﻓﺰار Smart3 PLS اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ ﺣﺎﮐﯽ از آن اﺳﺖ ﮐﻪ ﻫﺮ ﭼﻬﺎر ﻓﺮﺿﯿﻪي ﭘﮋوﻫﺶ ﻣﻮرد ﺗﺎﯾﯿﺪ واﻗﻊ ﺷﺪ و ﺷﺎﺧﺺ ﻫﺎي ﺷﻬﺮ ﺑﯿﻮﻓﯿﻠﯿﮏ در اﺻﻔﻬﺎن ﺑﺮ ﺗﺼﻮﯾﺮ اﺣﺴﺎﺳﯽ، ﺗﺼﻮﯾﺮ ادراﮐﯽ،ﺗﺒﻠﯿﻐﺎت دﻫﺎن ﺑﻪ دﻫﺎن و ﻗﺼﺪ ﺑﺎزدﯾﺪ ﮔﺮدﺷﮕﺮان ﺗﺎﺛﯿﺮﮔﺬار ﺑﻮده اﺳﺖ و ﺑﯿﺸﺘﺮﯾﻦ ﺗﺎﺛﯿﺮﭘﺬﯾﺮي ﻣﺮﺑﻮط ﺑﻪ ﻋﺎﻣﻞ ﺗﺼﻮﯾﺮ اﺣﺴﺎﺳﯽ و ﮐﻤﺘﺮﯾﻦ ﺗﺎﺛﯿﺮﭘﺬﯾﺮي ﻣﺮﺑﻮط ﺑﻪ ﻋﺎﻣﻞ ﻗﺼﺪ ﺑﺎزدﯾﺪ ﮔﺮدﺷﮕﺮان ﺑﻮده اﺳﺖ.

Human life depends on the survival of nature, and without nature human life is doomed to destruction. Given the importance of nature in human life, as well as the proliferation of cities, the integration of nature in cities for the survival of human beings is inevitable. Now, considering the importance of integrating nature in cities with a more specialized concept as biophilic cities, the researcher examined the Biophilic indices in Isfahan on tourism (cognitive image - affective image - word of mouth and intention to visit). Structural equation method in Smart PLS 3 software was used to analyze the data. The results indicate that all four hypotheses of the study were confirmed and the Biophilic indices in Isfahan had effect on affective image, cognitive image, word of mouth and tourists' intention to visit, and the most impact was related to the affective image factor.