چکیده:
گردشگری در حال طی کردن مسیر جدیدی است و رویکرد جدیدی در گردشگری در حال شکلگیری است که این مفهوم را میتوان گردشگری تجربهمحور نامید. گردشگری تجربهمحور مفهوم جدیدی از گردشگری است که بیانگر تمایلات و نگرش جدید گردشگران از مفهوم سفر و گردشگری است. بدینجهت پژوهش حاضر به دنبال دستیابی به اهداف ذیل است: شناسایی مولفهها و معیارهای تبیینکننده گردشگری تجربهمحور در جاذبههای فرهنگی خلاق و به دنبال آن ارائه الگوی مناسب گردشگری تجربهمحور در جاذبههای فرهنگی خلاق است. لذا با مصاحبه از 16 نفر از تهران شناس و کارشناس 12 جاذبه بهعنوان جاذبههای فرهنگی خلاق منطقه موردمطالعه شناسایی شدند. در ادامه با روش انتخاب نمونه قضاوتی و گلوله برفی، 20 نفر از کارشناسان حوزه موردمطالعه پژوهش، مورد مصاحبه نیمه ساختاریافته قرار گرفتند. در قالب روش کیفی تحلیل محتوا با رویکرد استقرایی و به کمک نرمافزار MaxQda21 دادههای پژوهش کدگذاری شد. بعد از هر مصاحبه فرایند کدگذاری انجامشده و با کدگذاری سه مرحلهای الگوی پژوهش ترسیم شد. یافتهها حاکی از آن است که 10 مولفه یا مقوله اصلی که عبارتاند از، تصویر ذهنی قبل از بازدید، ویژگیهای فردی، انتظارات و انگیزه، تجربه خلاق، سیر تجارب بهیادماندنی، محیط و اتمسفر تجارب، رضایتمندی، وفاداری و خاطرات ماندگار، اساسیترین مولفهها شناساییشده در شکلگیری الگوی گردشگری تجربه محور در جاذبههای فرهنگی خلاق هستند.
IntroductionTourism is taking a new path, and a new approach is being formed, which can be called experience-based tourism. Experience-based tourism is a new concept of tourism that expresses tourists' new desires and attitudes to the concept of travel and tourism. Since creative tourism has the highest semantic similarity with experience-based tourism, creative cultural attractions have been selected as the case study in this research. In the present study, creative cultural attractions are attractions that can create a creative experience. Thus, such attractions have the following characteristics: innovative (along with excitement), involve the tourist, participate in the process of visiting, create a sense of liberation, create a good feeling, inform, meaningful, original, and create memorable experiences, ultimately. Hence, attractions in Tehran were selected by observing and interviewing experts. What is proposed about this creative attraction in Tehran is that they do not have the necessary optimality in terms of the mentioned features. In other words, these attractions have not created the required environment and atmosphere to create memorable experiences in tourists' minds as they should. This is because the attitude and behavior of today's tourists have changed compared to the past, and it is not possible to have loyal tourists with the same traditional strategies of the past. This is because nowadays, tourists are more flexible, more sensitive to the environment, more adventurous, and more interested in seeking diverse and new experiences. Therefore, tourism literature and industry face a new concept and approach in tourism called experience-based tourism, which aims to breathe new life into the creative attractions of Tehran. It is also likely to change tourism destinations' marketing and planning strategies. Therefore, according to what has been said, the present study seeks to answer two research questions: -What are the components and criteria explaining experience-based tourism in creative cultural attractions? -What is the appropriate model of experience-based tourism in creative cultural attractions?MethodologyThe present research is exploratory-applied in terms of purpose, in the category of fundamental research in terms of the audience, and qualitative in terms of the data collection method. In this study, the inductive qualitative content analysis approach was used with the help of MAXQDA21 software for analyzing the data. Semi-structured interviews were used as data collection tools. At the end of each interview, the interviewees were asked to introduce subject-aware experts to be used in subsequent interviews. Each interview was completely recorded with a device. Results and discussionThe findings of the present study are the result of the 20 interviews' output via the inductive qualitative content analysis method so that each interview was coded after it and the next interview was conducted. In this regard, MAXQDA21 software was used and 54 codes or indexes were extracted. The mentioned codes are in the form of nine main categories or components, mental image (3 codes), personal characteristics (2 codes), motivation and expectations (5 codes), creative experience (20 codes), the atmosphere of experiences (14 codes), memorable experience process (3 codes), satisfaction (3 codes), loyalty (3 codes) and lasting memories (1 code) were included and the research model was drawn. It should be mentioned that by interviewing 16 Tehranologists and experts, 12 attractions in Tehran were identified as creative cultural attractions, which are: 1. National Museum of the Islamic Revolution and Holy Defense, 2. Dabir Ol-Molk Building, 3. Vaziri Caved Museum, 4. Tehran Book Garden, 5. Museum of Music, 6. Tehran Museum of Contemporary Art, 7. Tehran Peace Museum, 8. Iran Ebrat Museum, 9. Museum of the Qasr Prison, 10. Persian Cat Museum, 11. Roya Park, 12. The collection of workshops and arts and crafts ateliers as creative cultural attractions. These attractions can potentially implement an experience-based tourism model and can be optimized in this regard. ConclusionBy expressing experience-based tourism, the present study considers it an approach in tourism literature and industry that seeks to create memorable creative experiences for tourists and visitors of Tehran's creative cultural attractions. Thus opportunities will be created for the development of these attractions. The study of research background indicates that the model of experience-based tourism in the field of attractions is not creative, or in other words, the models presented in this field are not comprehensive and complete that can be used for creative cultural attractions. Therefore, the present study seeks to achieve the following objectives: - Identifying the components and criteria explaining experience-based tourism in creative cultural attractions and then providing an appropriate model of experience-based tourism in creative cultural attractions. Based on the research model and from the perspective of the present author, the following definition is provided for experience-based tourism: Experience-based tourism is a dynamic process that begins before planning and preparing a trip in line with the expectations, motivations, and individual characteristics of the tourist; during the visit, it tries to form a creative experience, with the active participation of tourist; an experience that is semantic, emotional, cultural, informative, and new to the tourist. This experience becomes memorable when the environment and atmosphere of the experiences are optimized in line with the concept of creative experience.