An analysis of the effects of perceptive contexts and place attachment on tourists’ active loyalty: A case study of Tabriz Historic Bazaar Complex

As a major architectural and civil treasury in Iran, Tabriz Historic Bazaar Complex is characterized by numerous capacities and capabilities. Today, lack of proper attention to perceptive contexts, values, and significances; and valuing it based on its material aspect, has led to unprecedented decrease in meaning and perception weight. This problem leaves visitors frustrated in receiving meaningful messages, leading to decreased place attachment, and reduced loyalty; making them liable to abandon or feel less socially committed. Absence of customers, would make the Bazaar of Tabriz functionally and structurally erroted; having adverse effects on its life. This research is to determine the effects of perceptive contexts, and the demensions of place attachment, on tourists’ place-satisfaction, and active loyalty in Tabriz Historic Bazaar Complex. This is an applied research with a descriptive-analytical nature and method. Research data were collected from library and field studies. We bnefited from questionnaires, the validity of which were approved in a facial way, and their reliability, using Cronbach's alpha (0.808). In addition, the research sample was determined using Cochran Formula with 5% error and 95% confidence level. Research sample includes 364 subjects. Spearman's coefficient, and multivariate regression model were employed to analyze the data. Findings and Research findings show that all the studied variables are powerful in determining the variance of place attachment in the Tabriz Historic Bazaar Complex in tourists’ eyes. Accordingly, all variables are significant if Coefficient of Determination (R2) were near 1; t-value, greater than 2.33; and β or beta coefficient were at Ƥ2=0.127)- is highly affective in directly determining active loyalty of the tourist in this Bazaar. Attention to the perceptive contexts and features of place attachment -with respect to its significance in terms of tourists' satisfaction and active loyalty- can affect protection methods; leading to effective and targeted presence of tourists and endurance and persistence of Tabriz Historic Bazaar Complex; being considered as points of innovations in the present research.