An Evaluation of the Role of Shopping Tourism in the Development of Urban Tourism Case Study of Tanakura Market in Urmia

Document Type : Articles extracted from Thesis


1 M.A student of Geography and Tourism Planning, University of Tabriz, Tabriz, Iran

2 Associate Professor of Geography and Urban Planning, University of Tabriz, Tabriz, Iran

3 Profesor Ciencias Sociales, University Tabriz, Tabriz, Irán


Extended abstract
Shopping is a determinative factor in the decision to travel, and shopping is one of the oldest tourist activities  and is usually the main destination for travel expenses. In the meantime, local markets provide opportunities for tourists to buy a wide range of goods, sometimes providing locally, living, and coloring their trade. Local markets eliminate the needs of tourists for novelty or renewal, socialization and better understanding of different places and their cultures, and often provide credible experience. In addition, the local market may offer attractive deals, in which some tourists feel both rewards and promotions both mentally and economically. And become popular attractions in some destinations, where they become an important part of the experiences of tourists, and can help to shape the image. In cases where a particular market is associated with certain cultural products, it can even lead to increased target competitiveness by highlighting it for other purposes. Shopping centers in Urmia are one of the main reasons for traveling to Urmia. Due to the interconnectedness of the West Azerbaijan province with the countries of Turkey and Iraq, different markets in this province have been formed, which brings passengers to this city and province from most parts of our country. One of these centers, which has been described as the tourism brand of Urmia in recent years, is the foreign apparel market (Tanakura). Considering the above-mentioned issues, the necessity of evaluating the role of tourism in the purchase of the foreign apparel market of Urmia city in the development of tourism in this city In particular, it was felt that the factors attracting tourists to the domestic purchase of this market are identified and the impact of these types of tourists on the development of urban tourism, which itself consists of economic, social, environmental and urban brand.
 The purpose of this study was to evaluate the role of shopping tourists in the development of tourism in Urmia. The purpose of this study was to investigate the nature of the purpose, the method and the descriptive-analytical method and to collect the data, documentary and survey methods were used. The statistical population consisted of domestic tourists entering the Tanakura market of Urmia in the summer of 1396, which was determined by the Unique Volume Size formula of 384 individuals and the available sampling method was used. Structural equations (factor analysis) and stepwise regression modeling were used to analyze data and information.
Results and discussion
The descriptive findings show that the gravity variables of the product are 64.09 and the sustainable development of urban tourism with an average of 62.63 in very good condition and the development of the Tanakoura market has had a significant effect on this. Also, the average of quality variables of second-hand foreign apparel quality and the quality of U.'s second-hand market vendors are in a moderate situation and the research data are also in the normal range due to the variance and range of changes. Also, comparing the beta coefficients is seen. Among these four variables, the relative importance of the variable "Quality of Service Providers" with beta coefficient (0.310) has the highest effect and the "Brand Attention" variable with beta coefficient (0.134) is the lowest has an impact on the sustainable development of urban tourism in the area under study. The results of structural equations show that the level of impact of the service quality on the development of urban tourism is equal to (0.50) which is more than other variables. The effectiveness of tourism facilities on urban tourism development is equal to (0.38) and the rate The impact of product attraction on urban tourism development is equal to (0.15) and the effect of the shop environment on urban tourism development is equal to (-22.2) The environment of shops has had the least effect on other variables.
One of these shopping centers in Iran, which has been described as the tourism brand of Urmia in recent years, is the foreign apparel market (Tanakura). Considering the above mentioned issues, the necessity of evaluating the role of tourism in buying foreign apparel market of Urmia city in development Tourism of this city has been especially felt. Therefore, the results showed that the role of tourism in the purchase of the foreign apparel market or the Tanakoura city of Urmia has a significant impact on the development of sustainable tourism in the city. As shown by regression analysis, a total of 471% of the changes reflect the development of urban tourism sustainability, which reflects the positive effects of these indicators on sustainable tourism in Urmia. Also, among these four variables, the variable "The quality of service providers with beta coefficient (0.310) has the greatest impact on sustainable development of urban tourism in Urmia. In general, low prices and high product quality play an important role in attracting tourists shopping for the Tanakoura market in Orumiyeh. In fact, the superior quality of this kind of apparel, in comparison to domestic production and low prices, has led these types of tourists to buy from Tanakvray market Orumiyeh, occurs. Also, the results of structural equation modeling indicate positive effect of index of service quality of vendors and tourism facilities on Urumieh urban tourism development, which is higher than number 2. However, the impact of product attractiveness and the environment of shops on the development of urban tourism is the intensity of the relationship is less than 2, as a result of these paths are rejected. Therefore, the effect of variable quality of service providers on urban tourism development is equal to (0.50) which is more than other variables. So according to the RMSEA index, it can be concluded that it has a well-designed model that can be extended to a larger community.


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