Document Type : Science - Research
Authors
1 Geography & urban planning, university of Mohaghegh Ardabili, Ardabil, Iran
2 University of Mohaghegh Ardabili
3 University of Tabriz
Abstract
Because of modernization, local and national identities getting deformed and Have been lost their originality. Tabriz Bazaar which is considered as registered historical building never been out of this risks and there should be contextualist consideration in its designing and its improvement. The question that can be asked is what effect this kind of attention, ie contextualism, has on the Tabriz Bazar’s brand equity. This research has been done with a mixed method approach with a sequential exploratory scheme (first a qualitative method and then a quantitative method). In the first stage, experts were interviewed to extract the contextualist model of traditional commercial spaces, which did not exist before, and the data obtained from interviews with experts were evaluated using thematic analysis. The results of this analysis showed the pattern of contextualization of traditional commercial spaces. Then, after compiling the contextual questions in the form of a questionnaire, the complete questionnaire - which included the contextual questions and brand equity - was distributed and collected among 374 tourists in Tabriz Bazar. The data were then tested using Smart-Pls software and structural equation modeling. Findings show that from the perspective of Tabriz Bazar tourists, contextualism had a positive effect on brand equity. As a result, the contextualism model obtained in the present study and the preservation of social, cultural and historical values can be used to strengthen the special value of the Tabriz Bazar brand.
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