ارائه مدلی برای سنجش جذابیت مراکز خرید در مناطق گردشگری (مورد مطالعه جزیره کیش)

The importance of commercial centers as a major driver of tourism has been widely acknowledged in theoretical studies of tourism marketing. This study combines quantitative and qualitative approaches to determine the effective measures on the attractiveness of commercial centers as one of the effective dimensions on the attractiveness of tourism areas and the research data have been collected and analyzed in two main phases. The first phase by conducting qualitative exploratory research through semi-structured interviews with active managers in the urban planning and tourism area of Kish Island and analyzing the content of the responses presented confirmed that the attractiveness of commercial marketing could be considered as one of the criteria determining the attractiveness of the tourist areas. In the second phase of the study, in two separate studies, with the participation of tourists from Kish Island, with the aim of identifying the criteria affecting the attractiveness of commercial shopping centers in terms of buyers based on confirmatory and exploratory factor analysis methods as well as structural equation modeling (SEM), a five-dimensional model tangible factors, store space, product, sellers, and convenience shopping is designed.