fa تحلیلی بر تأثیر زمینه‌گرایی بر ارزش ویژه برند مجتمع تجاری لاله‌پارک تبریز براساس دیدگاه گردشگران تخصصي Special پژوهشي Research جهانی‌شدن موجب همگرایی فرهنگی و کالبدی در سطح جهان شده است و این پدیده در توسعه‌های کالبدی جدید ازجمله در مجتمع‌های تجاری مشاهده می&shy;شود. حال سؤال این است که آیا همگرایی فرهنگی برای گردشگران جذابیت و کشش ایجاد می‌کند یا گردشگران به الگوهای فرهنگی و کالبدی بومی و زمینه‌ای بیشتر رغبت نشان می‌دهند. پژوهش حاضر در راستای پاسخ به این پرسش، اثر زمینه گرایی را در ارزش ویژه برند فضاهای تجاری مدرن با نمونه موردی مجتمع تجاری لاله پارک تبریز مورد سنجش قرار داده است. پژوهش حاضر با روش ترکیبی با طرح متوالی اکتشافی ( ابتدا کیفی، سپس کمی) عملیاتی شده است. در ابتدا برای به دست آوردن الگوی زمینه گرایی فضاهای تجاری مدرن از مصاحبه با متخصصین استفاده ‌شد و پس از رسیدن به اشباع نظری از روش تحلیل مضمون برای تحلیل داده‌های پژوهش استفاده شد و درنهایت، الگوی زمینه گرایی فضاهای تجاری به دست آمد. سپس این الگو به شکل سؤالات در پرسشنامه طراحی شد و در کنار سؤالات متغیر ارزش ویژه برند جای گرفت. این پرسشنامه در بین 374 گردشگر &nbsp;&nbsp;مجتمع تجاری لاله پارک توزیع‌شده و داده‌ها با استفاده از نرم‌افزار <span dir="LTR">Smart-PlS</span> با استفاده از مدل معادلات ساختاری مورد آزمون قرار گرفت. به دلیل استقرایی بودن داده‌های زمینه گرایی مورداستفاده در پرسشنامه، تحلیل عاملی اکتشافی با روش واریمکس صورت پذیرفت و داده‌های زمینه گرایی در سه دسته زمینه گرایی نمادین، زمینه گرایی همگرایانه و زمینه گرایی جغرافیایی جای گرفتند. پس از انجام تحلیل عاملی تأییدی، آزمون‌های مربوط به مدل معادلات ساختاری انجام شد. یافته‌های پژوهش نشان داد که متغیر زمینه گرایی بر ارزش ویژه برند در مجتمع لاله پارک از دیدگاه گردشگران اثر مثبت با ضریب مسیر767/0 دارد. نتیجه کلی پژوهش این است که زمینه‌گرایی و توجه به ارزش‌ها و شرابط فرهنگی، تاریخی، محیطی بر ارزش ویژه برند مجتمع تجاری لاله پارک و جذابیت و برآورده‌کردن انتظارات گردشگران تأثیر مثبت دارد. <span dir="LTR">Introduction</span><br> Because of globalization and cultural globalization, local and national identities getting deformed. Have been lost their originality and social interaction, places transform to the planeness Relph stated that this placeness have qualities like biformal, sense of none formality, deforestation of places.<span dir="RTL"></span><br> Since tourist are tend to visit urban spaces that are unique and have different qualities, so, the repetitions of other communities urbanism patterns in urban areas would have negative effects on attraction of urban spaces. So, there seem to have need to put local pattern and values in cornerstone of urban policy. Thus, urban spaces are required to be context friendly to be more competitive and attractive.<br> Besides, since there is a critical demand for shopping malls and restoring classic Bazzars, cultural transformation of time passing, dominance of classicity and new needs of communities including tourists, it is logical to offer contextualism pattern in such spaces. Unless there would be such a new pattern, it can be deteriorated function and branding of the spaces. Getting the pattern, it is required to empirically test its impacts on brand equity of Lalehpark shopping center. As if it would have positive on brand equity it would be recommended to apply this pattern for designing such shopping spaces.<br> Materials and Methods<br> Aiming to sort out particular problem of the society, the research is considered as applied one. The method is considered as mixed method which firstly thematic method (as a qualitative method) were included in the research. For doing thematic analysis for getting contextualism pattern for modern shopping centers, interviews were done and in 9^th interview theoretical saturation were recognized in the research process. In this phase, thematic analysis started to work and after initial coding, it is required to mix the codes. The mixed codes forms main and sub themes. By making sub theme, the codes have hemoginity categorize in same main theme, and then by using the components extracted of it for contextualism its impact on brand equity were examined by&nbsp; structural equation modeling . the appropriate software were determined for executing such a modeling was Smart-Pls. doing explanatory factor analysis, data were inserted to Smart-PlS to have firstly some tests on validity, reliability, T-valueand based on them three items were removed to have valid results.<br> &nbsp;<br> Discussion<br> The results shows that there is a positive impact of contextualism on brand equity by .767 route coeffienct, as well there is such a positive impact between contextualism contextualism i.e. symbolic contextulaism, convergence contextualism and geographic contextualism and brand equity variable. The results imply that in order to have a great brand equity in such shopping centers it is better to practical execute of the pattern in such shopping centers. As well, the results indicate that to have attractiveness in such shopping centers it should include some historical and cultural values in designing.<br> Although the research made some different pattern for shopping centers that have not ever offered but there is a similarity with background researches such as Merriles and etal and Eladly.<br> In spite of having some good features such as its attractiveness, publicity, offering well-known brands, there would be some recommendation for its improvement:<br> 1-making bus line and sub way system terminated to Lalehpark.<br> 2- Have more cultural events in the shopping center.<br> 3- Completing shopping center projects surrounded to Lalehpark and harmonize them with Lalehpark as distinctive building based in the area.<br> 4-offering spaces for youth such as sitting areas or reading areas.<br> 5- Prioritizing low income individuals demands and offering affordable products.<br> 6- Making separation of food court and path to have more calm and safe place for serving food. زمینه‌گرایی, ارزش ویژه برند, مجتمع لاله پارک, تحلیل مضمون, مدل معادلات ساختاری contextualism, brand equity, Lalehpark, thematic analysis, structural modeling 171 199 http://geographical-space.iau-ahar.ac.ir/browse.php?a_code=A-10-856-8&slc_lang=fa&sid=1 mohammad hassan yazdani محمد حسن یزدانی yazdani@uma.ac.ir 100319475328460022926 100319475328460022926 Yes University of Mohaghegh Ardabili دانشگاه محقق اردبیلی،ایران Hossein Sadlounia حسین سعدلونیا hosseinsadlou1@yahoo.com 100319475328460022927 100319475328460022927 No University of Mohaghegh Ardabili دانشگاه محقق اردبیلی،ایران Ghasem Zarei قاسم زارعی info@drgzarei.com 100319475328460022928 100319475328460022928 No University of Mohaghegh Ardabili دانشگاه محقق اردبیلی،ایران Rahim Heydari chianeh رحیم حیدری چیانه rheydari@tabrizu.ac.ir 100319475328460022929 100319475328460022929 No University of Tabriz دانشگاه تبریز،ایران