The Role of Architectural Representation on the Formation of the Mental Image of Tourist Destination (Case Study: Traditional Dwellings in the Data Theory Method)

The aim of this study was to explain the role of place representation in shaping the mental image of tourists from traditional residences. Representing the architecture of traditional residences in cyberspace as one of the most important sources of effective information in shaping the image of tourist destinations is of great importance. Today, traditional resorts as one of the most important tourist attractions of historic cities, are of interest to tourists. These tourists make extensive use of the visual and verbal information contained in the online media to identify and select their destinations. Using a qualitative approach, in addition to field observations, research data were collected through semi-structured interviews with 32 domestic and foreign tourists, experienced tour guides, content production experts, and managers of traditional accommodations. To analyze the data and present the final theory, the data theory method of Corbin and Strauss Innovative Foundation was used. Based on this method, through open, central and selective coding, research findings were drawn and presented in the form of a paradigm model consisting of three dimensions of conditions, strategies and consequences. The findings include 9 sub-categories, consisting of cyberspace, location-based representation, cultural tourism, geographical context of the destination, managerial factors, tourism, location-based evaluation, online interaction and exchange, and mental image enhancement. The main category of this research is location-based experience, which includes the sub-categories. Providing a conceptual model to explain the relationships between categories shows that the category of location-based representation, as the most important reason for creating experience through space, allows the development of perceptions of the environment, which is classified into three categories: architectural representation, representation of semantic aspects and representation of activities and events. The role of architectural representation was done by explaining how the mental image of tourists is formed from traditional accommodations in cyberspace. The results of this study can help architects to understand the perceptions and knowledge of tourists of traditional accommodations in cyberspace, as well as how historical monuments are represented in the media.