تحلیل ادراک گردشگران داخلی از منظر چند حسی شهر یزد با تأکید بر حواس پنج گانه (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
پژوهش حاضر باهدف بررسی و تحلیل تجربیات گردشگران شهر یزد بر اساس ابعاد پنج گانه حسی و ارزیابی تأثیر این ابعاد بر ادراک کلی آن ها از منظر شهر یزد انجام شد. این مطالعه، به عنوان پژوهشی کاربردی در گروه تحقیقات توصیفی - تحلیلی، به صورت کمی و با روش پیمایشی اجرا شد. ابزار گردآوری داده ها، پرسش نامه محقق ساخته ای بود که روایی صوری آن توسط کارشناسان تأیید و پایایی آن با ضریب آلفای کرونباخ (94/0) احراز شد. داده ها با استفاده از نرم افزار تحلیل معادلات ساختاری (PLS-SEM) برای بررسی روابط بین ابعاد حسی و منظر چند حسی تحلیل شدند. نتایج آزمون فرضیه ها نشان داد که از میان متغیرهای حسی، بینایی تنها متغیری است که رابطه معناداری با منظر حسی شهر ندارد (t=0.144, β=-0.009)؛ بنابراین فرضیه مربوط به آن رد شد. در مقابل، چهار متغیر دیگر (شنوایی، چشایی، لامسه و بویایی) دارای رابطه مثبت و معناداری با «منظر حسی یزد» بودند. بیشترین تأثیر مربوط به حس لامسه (t=7.201, β=0/360) و سپس شنوایی (t=6.107, β=0.328) و چشایی (t=5.936, β=0.286) است، درحالی که تأثیر حس بویایی (t=3.807, β=0.194) ضعیف تر اما همچنان معنادار است. همچنین، تمامی ضرایب بار عاملی شاخص ها بالاتر از حد مجاز 4/0 قرار داشتند و روایی همگرایی مناسبی را نشان دادند. میانگین واریانس استخراجی (AVE) برای تمامی متغیرها بالاتر از 0.5 بود که نشان دهنده همبستگی قوی بین شاخص ها و سازه های مربوطه است. مقادیر آلفای کرونباخ و پایایی ترکیبی نیز بالاتر از 7/0 بود که پایایی داخلی مناسب مدل اندازه گیری را تأیید می کند. درنهایت، مقدار GOF محاسبه شده (673/0) بیانگر برازش قوی کلی مدل است.Analyzing Domestic Tourists’ Perception of the Multisensory Landscape of Yazd with an Emphasis on the Five Senses
This study aimed to examine and analyze tourists’ experiences in Yazd through the lens of the five senses and assess how each sensory dimension contributes to their overall perception of the city’s sensory landscape. As an applied study within the descriptive-analytical paradigm, this research adopted a quantitative survey method. Data were collected using a researcher-designed questionnaire, which was validated by experts and demonstrated high internal consistency (Cronbach’s α = 0.94). The study sample consisted of 140 domestic tourists who visited Yazd between March 21, 2024, and February 19, 2025. Participants were selected using simple random sampling. The data were analyzed using structural equation modeling via the PLS-SEM technique to explore the relationships between sensory dimensions and the perceived sensory landscapes. The results indicated that among the five sensory variables, vision was the only one not significantly related to the sensory landscape of Yazd (t = 0.144, β = -0.009), leading to the rejection of the hypothesis. In contrast, the remaining four senses—auditory, gustatory, tactile, and olfactory—showed significant positive relationships with the sensory landscape. The strongest influence was attributed to touch (t = 7.201, β = 0.360), followed by hearing (t = 6.107, β = 0.328) and taste (t = 5.936, β = 0.286), whereas smell (t = 3.807, β = 0.194) had a weaker yet significant impact. All factor loadings exceeded the minimum acceptable threshold of 0.4, confirming the convergent validity. The Average Variance Extracted (AVE) for all constructs was above 0.5, indicating strong correlations between the indicators and their respective constructs. Moreover, both Cronbach’s alpha and composite reliability values surpassed the 0.7 benchmark, confirming the adequate internal reliability of the measurement model. Finally, the calculated goodness-of-fit (GOF) value of 0.673 indicated a strong overall model fit. Extended Abstract Introduction In today’s competitive landscape, every tourism destination must create a distinctive identity to sustain its position in the market. However, differentiation is often challenging for destinations that operate in similar markets or environments. The formation of a destination’s identity in tourists’ minds largely depends on memorable experiences, in which sensory perception becomes a crucial factor in distinguishing the destination (Kah et al., 2023). Sensory perception, including sight, hearing, smell, taste, and touch, significantly influences tourists’ experiences, decision-making, and overall satisfaction (Chechi et al., 2021). Environmental elements, such as lighting and spatial design, also affect tourists' moods and behaviors, particularly in urban and cultural destinations (Kozak, 2019). Culture, history, and social context further enrich sensory experiences, especially in international tourism, where cultural contrasts diversify perceptions of the destination. A sensory landscape integrates environmental perception—how the surroundings are interpreted through the senses—with multisensory experiences to offer a deeper engagement with place (Gibson, 1979; Pallasmaa, 2024). In urban settings, this sensory richness enhances emotional attachment through memories linked to the physical environment (Sarmadi et al., 2020). In tourism, the sensory landscape represents a specific mode of environmental perception that elevates the human experience by engaging the senses and offering a distinct quality to destinations. This study focuses on the sense of place within the context of tourism’s sensory landscape, a concept widely explored in Iranian. Despite existing research, gaps remain in the exploration of sensory landscapes within historically and culturally rich environments such as Yazd, Iran. With its ancient adobe architecture, labyrinthine alleys, tall windcatchers, and cultural heritage, Yazd offers a fully multisensory experience—from the sound of coppersmiths’ hammers and the aroma of fresh bread to the taste of local dishes and the tactile feel of traditional textiles. This study investigates Yazd’s multisensory landscape from the perspective of domestic tourists and analyzes how sensory dimensions shape the city’s tourism identity. Methodology This applied, descriptive-analytical study examined Yazd’s multisensory landscape through the eyes of its visitors and provided recommendations for enhancement. A quantitative survey was conducted using a researcher-designed, self-administered questionnaire. The instrument consisted of two parts: five demographic questions and 33 items measuring the sensory landscape using a five-point Likert scale (ranging from very positive to very negative). The questionnaire’s face validity was confirmed by experts, and its reliability was established using Cronbach’s alpha, indicating strong internal consistency across all 38 items. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The target population included tourists who visited Yazd. A simple random sample of 140 respondents was selected, exceeding the recommended minimum of 100 participants (Barclay et al. 1995; Hafeznia 2008). The sample was statistically validated using the gamma exponential method (80% power, effect size 0.15) via G*Power software. The research proposed one main hypothesis: "There is a significant positive relationship between sensory dimensions (sight, sound, taste, touch, smell) and the sensory landscape of Yazd," along with five sub-hypotheses, each corresponding to one sensory dimension. Results and discussion Demographic data showed diversity among respondents: 60.84% female and 39.16% male; 31.47% married and 68.53% single; aged 15 to 65, with a majority aged 15–45; and educational backgrounds ranging from high school diplomas (12.56%) to PhDs (26.57%). Inferential analysis using PLS-SEM revealed a non-normal distribution of the data (skewness and kurtosis), which did not critically affect the SEM results. The measurement model confirmed internal reliability (Cronbach’s alpha and composite reliability > 0.7), convergent validity (AVE > 0.4), and discriminant validity via the Fornell-Larcker criterion after removing one problematic visual item (Q6-10) from the model. The structural model fit was strong (R² = 0.792, Q² = 0.387, GOF = 0.673). The main hypothesis was supported, confirming a significant positive relationship between the sensory dimensions and Yazd’s sensory landscape. However, the sub-hypotheses yielded varying outcomes. Sight: Rejected (t = 0.144, β = -0.009), indicating no significant effect from visual elements (e.g., architecture), possibly due to the dominance of other senses or unmet expectations, contrary to prior studies (Buzova et al., 2020). Hearing: Supported (t = 6.107, β = 0.328), consistent with research on soundscapes in tourism (Qiu et al. 2018). Taste: Supported (t = 5.936, β = 0.286), aligning with culinary tourism findings (Kim & Eves, 2012). Touch: Strongest effect (t = 7.201, β = 0.360), supporting the role of tactile engagement (Agapito et al., 2017). Smell: Supported (t = 3.807, β = 0.194), affirming the importance of olfactory memory in experience creation. Although visual perception had no significant impact, the dominance of the other four senses underscores the critical role of multisensory landscapes in shaping tourists’ perceptions and Yazd’s competitive advantage in tourism. Conclusion This study confirms that Yazd’s sensory landscape—shaped primarily by auditory, gustatory, tactile, and olfactory elements—meaningfully enhances the tourist experience, distinguishing the city as a culturally and historically unique destination. The lack of visual influence, although noteworthy, is a minor limitation in light of Yazd’s strong multisensory appeal. Preserving authentic sensory stimuli, such as the sounds of coppersmiths, flavors of local cuisine, textures of handicrafts, and smells of fresh bread, amidst modernization is vital. Recommendations include strengthening the city’s soundscape, promoting food tourism, encouraging tactile interactions, enriching olfactory elements, and reevaluating visual features to maintain Yazd’s authenticity and sustainability as a global heritage destination. Funding There is no funding support. Authors’ Contribution The authors contributed equally to the conceptualization and writing of this article. All authors approved the content of the manuscript and agreed on all aspects of the work. Declaration of competing interests: None. Conflict of Interest The authors declare no conflicts of interest. Acknowledgments We are grateful to all the scientific consultants of this paper.
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