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

A B S T R A C T
Despite having a small local title, handicrafts complete the origin-destination tourism cycle. The development and organization of these industries in the scale of urban tourism is the beginning of introducing the identity and culture of the destination and is understood with economic consequences. The loss of identity based on the manufacture and production of local handicrafts in the streets of the city center is a factor in their decay and the reconstruction of its traditional identity is the cause of the reproduction of tourism. This research aims to investigate the role of handicrafts in the tourism reconstruction of urban axes (streets). The descriptive-explanatory research method is based on applied nature. Data collection has been done by field-library method, in which 140 data were obtained by completing the questionnaire of tourists. The tourism reconstruction of the copperwares in Mesgarha Street (Tohid) of Zanjan city has been explained with the four main components of the product brand: physical quality, loyalty, and mental memory. The collected data were implemented in SPSS software; then, the data analysis was done with a quantitative method based on descriptive statistics (central tendency and dispersion) and inference (correlation and structural model of path analysis). The research results show that the reconstruction of tourism in the city's historical centers should be based on the revival of traditional handicrafts. The statistical model showed that the tourism reconstruction indicators based on handicrafts in Zanjan's Mesgarha axis are moderately favorable. At the same time, the correlation of tourism reconstruction indicators with each other has a positive relationship with the different effects of reconstruction. Hence, loyalty and branding have the most effect on tourism reconstruction
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.
 
Funding
There is no funding support.
 
Authors’ Contribution
Authors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none.
 
Conflict of Interest
Authors declared no conflict of interest.
 
Acknowledgments
 We are grateful to all the scientific consultants of this paper.