The Effect of the Components of Sensory Richness on Creating a Sense of Place Attachment (A Comparative Study between Traditional Bazaars and Modern Shopping Malls)

Place experiences can enhance a sense of place attachment in viewers by evoking positive feelings and engaging their senses. In doing so, such experiences can contribute to the stability of commercial centers. Therefore, the experience of loyal customers is critical to the sustainability of marketplaces and commercial centers. The primary goal of this study is to compare the effects of sensory experiences (visual, tactile, auditory, gustatory and olfactory) on the development of pleasant feelings and a sense of place attachment in traditional Bazaars and modern shopping malls. For this purpose, this study aims at examining different aspects of sensory richness in the literature. It also scrutinizes the influence of sensory richness on place attachment. The research conceptual model was developed. Then, using the sensory technique, the index points in the samples were then selected using the sensory walking technique, and the degree of involvement of the five senses in each point was examined using sensory notations. Finally, the links between sensory richness, perceptual indicators, and place attachment were scrutinized using a questionnaire. The results demonstrated a significant relationship between the positive sensory components and the perception component in samples. Among the perceptual indicators, contentment and memorability were effective in both traditional Bazaars and modern shopping malls attachments. The findings of this study demonstrate the importance of the identity index in traditional Bazaars, but this index has been overlooked in modern shopping malls. Furthermore, the security index has received much attention in modern shopping malls. However, this index was overlooked in traditional Bazaars. Finally, given that the sense of place attachment at Tajrish Bazaar is higher than that at Palladium shopping mall, it can be stated that the indicators of memorability, identity and satisfaction influence the development and promotion of attachment to commercial centers.