The Relationship of Place Attachment and the Satisfaction of Visitors in Cinema Multiplex (Case Study: Pardis Melat and koorosh, Tehran, Iran)

The study tested whether place attachment enhances the place satisfaction among visitors of the multiplex cinema in Tehran-Iran. Structural equation modeling was employed on a sample of 220 visitors. Regression models were estimated to test the relationship of place attachment and place satisfactions of visitors. Place attachment has the four dimensions of place dependence, place identity, place affect, and place social bonding. Results show that as hypothesized, the place attachment has the positive effect on place satisfaction and these effects have been approved and an important theoretical contribution is that the important role of place attachment on place satisfaction of visitors of multiplex cinemas by approving four hypotheses of this study. The results of this study enhance the body of knowledge of place satisfaction and place attachment in cultural place. Practical applications of this study include marketing aimed at encouraging repeat visitation by increasing levels of satisfaction by increasing the place attachment in multiplex cinema. The article closes with implications of the study for academics and practitioners.