نگاشت نقشه ذهني افراد نسبت به برند گردشگري مذهبي مشهد با استفاده از روش استخراج استعاره زالتمن (زيمت)

شهر مقدس مشهد به دليل بارگاه حضرت رضا (ع) مهم‌ترين قطب گردشگري مذهبي ايران است‌، از اين رو با هدف درك عميق از برند گردشگري مذهبي مشهد، از طريق رويكرد شناختي تكنيك زيمت ، نقشه ذهني گردشگران نسبت به شهر مشهد استخراج شد. در اين راستا با 11 نفر از دانشجويان دانشگاه علامه طباطبايي كه به شهر مشهد مسافرت كرده‌ و درگيري ذهني بالايي با اين شهر داشتند مصاحبه صورت گرفت. 22 سازه وارد نقشه اجماعي شد كه سازه‌هاي ''حرم امام رضا'' ، ''شهر توريستي'' ، ''شهر مذهبي'' ، ''مراكز خريد'' ، ''مراكز تفريحي'' و ''هتل'' سازه‌هاي اصلي و پايه بودند‌،‌پر‌تكرار‌ترين سازه‌ي پايه، سازه حرم امام رضا بود كه تداعي كننده ''احساس آرامش'' در افراد بود، از جمله سازه هاي منفي در مورد برند مشهد ''عدم وجود دريا'' و ''گران فروشي و فروش اجناس تقلبي'' است كه به ترتيب به سازه پايه شهر توريستي و مراكز خريد مربوط مي شود.

Religious tourism was one of the oldest and most popular types of tourism in the world and the holy city of Mashhad is the most important religious tourism hub in Iran due to the holy shrine of Imam Reza. Therefore, with the aim of deep understanding of the religious tourism brand of Mashhad, through the cognitive approach and interview-centric approach of the ZMET technique, the cognitive structures of tourists in Mashhad were examined and analyzed to extract the mental map of tourists towards the city of Mashhad. In this regard, 11 students of Allameh Tabatabai University who traveled to Mashhad and had a high level of mental conflict with this city were interviewed. 22 constructs were integrated into the consensus map. The constructs of "Imam Reza Shrine", "Tourist City", "Religious City", "Shopping Centers", "Recreation Centers" and "Hotel" were the main and basic constructs. The most frequent basic construct that had the most contact with the Mashhad brand was the Imam Reza shrine, which was associated with a "feeling of peace" in people. Among the negative construct about the Mashhad brand were "lack of sea" and "extortion and selling counterfeit goods", which were related to the basic constructs of the tourist city and shopping centers, respectively.