The Effect of Handicrafts in the Tourism Reconstruction of City Historical Axes (Copperwares, Mesgarha Street, Zanjan City

Extended Abstract

Introduction

Apart from the ancient physical artifacts, one of the main attractions of the historical-cultural heritage of tourist destinations is the native-local industries, which have a decisive effect on the prosperity of tourism. Handicrafts of ethnic groups in tourism destinations achieve two major goals; first, introducing the culture of the destination to the guest community, and second, income generation and economic development of the local community. Therefore, today, the production of handicrafts is considered one of the special activities in the field of tourism. Tourism is the closest industry to handicrafts, which can play a vital role in creating and expanding the handicrafts market. This research aims to investigate the effect of the expansion of activities based on local handicrafts copperware in Zanjan, Tohid Street (Mesgarha) in identity-spatial reconstruction and the development of urban-oriented tourism. The main question of the research is based on how the reconstruction of tourism happens in the axes with the activity of local industries.

- What is the structural effect of local micro-industry indicators in reconstructing tourism?

-How are the indicators of tourism reconstruction based on the activity of local industries, originality-oriented and identity-oriented, related?

Methodology

The research method in the present study is descriptive-explanatory with an applied nature, and the data collection method was library-documentary and field method. In the field method, by observing and taking physical impressions of the axis and activities, as well as completing a questionnaire from tourists and copper crafts workers in the said axis, between the days of Nowruz, from March 20 to April 10, due to the uncertainty of the exact number of tourists. In the axis of the said street, the sample size was used using a non-probability sampling method based on an available sample and a group without bias. Therefore, the questionnaires were completed by tourists in the mentioned period (20 days) 140 data collected in SPSS software was mainly descriptive statistics analysis (mean, standard deviation, and variance) and inferential statistics based on Pearson correlation analysis and path analysis structural model.



Results and discussion

• Descriptive data shows that the tourists based on the local industries of Zanjan copperwares are groups and families and are more from the surrounding provinces.

• The data shows that the amount of purchase from the mentioned industries is 810 thousand tomans on average.

• Local industries based on copperwares have found regional and national brands due to the quality and Zanjan logo engraved on the product.

• The variety of the product has led to the possibility of movement and transportation and its practicality and usability in homes and companies.

• The product is believable for tourists, and there is more desire to prepare it as decorative and functional kitchen furniture.

• The variables of tourism reconstruction by correlating and creating a positive mental image and association of the center and the product offered in it have developed center-oriented tourism.

• Continuity and stability of presence as the main dimension of tourist loyalty to the environment due to the branding of the Zanjan copperware, variety of shape and color, practicality, and long-term durability of the product has led to the development of industry-oriented tourism in the axis.

• Tourism reconstruction variables are correlated and at a reliable significance level.

• The effect of tourism reconstruction variables in the structural model of the route is different despite being correlated, and the two variables of tourist loyalty and product branding have the greatest impact on tourism reconstruction.

• Based on Pearson's statistical model, the positive mental reconstruction of the presence and the mental permanence of the existing activity (copperwares) leads to the tourist's satisfaction from being in the center. Also, it advertises Zanjan's hand-made copperware industry and the desire to repeat the trip. As a result, tourism is developed.

• The originality and identity of the product and the locality of its production and supply, the local mark and logo, along with support and customer orientation, have increased the loyalty of tourists and created a sense of satisfaction and belonging in the space of local industries for tourists.



Conclusion

By examining this issue in one of the historical identity axes of Zanjan city (Mesgarha St.) with the revival of local industries based on copperwares, this research concluded that the tourism reconstruction in these axes occurs when the axis corresponds to the past. The old name of coppersmiths in this axis was the past manifestation of the establishment of copper industries, which is now starting and expanding with the re-establishment of copper guild activities and copperwares. This issue has caused the circle and the basic foundations of tourism reconstruction in the axis. The studies showed that the indicators of tourism reconstruction are in a meaningful relationship. On the other hand, the continued presence of tourists with the development of product brand dimensions has created the association of a positive mind and placed the view of physical quality in the tourist's mental background. Because the tourist, due to the variety of copperwares products, focuses more on the quality of the offered product than on the body-oriented quality features. This research examines the issue of branding the product and improving the physical quality of the historical-identity axes about the revival by the past guild performance and has explained that view and the tourism reconstruction. In order to develop tourism based on indigenous industries in the historical identity axes of a city, it is essential to focus on tourism reconstruction and stabilization. Additionally, any physical activity redesign should be approached from the same perspective.

Key words: Reconstruction, Copperwares, Revitalization, Zanjan.