Prioritization of the Components of Regionalism in Choosing the Field of Architectural Design with the Aim of Increasing Tourist Satisfaction

Today, tourism is known as the cleanest and most sustainable industry globally, and tourist satisfaction as one of the most critical factors in the success of this industry has been increasingly considered by researchers and investors in the tourism industry. This study aimed to prioritize the components of regionalism in choosing the field of architectural design to increase tourist satisfaction.

This descriptive-analytical study was conducted during the Nowruz holiday in 2019 among 120 tourists from Kang village in Khorasan Razavi province who were selected by stratified sampling method. First, by examining the leading domestic and international texts in the field of concepts related to satisfaction and regional architecture, appropriate indicators for the satisfaction of this style of architecture were determined and categorized. In the next step, two questionnaires were designed to compare pairs of indicators and sub-indicators to analyze the data using the Analytic Hierarchy Process (AHP).

The hierarchical model consisted of 5 leading indicators and 14 sub-indicators. Environmental study acquired the first place with the weight of 0.331, attention to international and regional conditions acquired the second place with the weight of 0.197, attention to the ecology of the region acquired the third place with the weight of 0.180, attention to traditions acquired the fourth place with the weight of 0.163, and attention to environmental psychology acquired the fifth place with the weight of 0.128.

From the tourists’ point of view in the Kang region, indicators of environmental study, attention to international and regional conditions, and attention to the ecology of the region are the first to third priorities, respectively.