Evaluation of effective components on increasing tourist satisfaction in the wayfinding process(Case study of the lower neighborhood of Mashhad Street)

One of the most important things in the tourism industry is the ease of travel and choosing an easy route for tourists. Optimal tourist perception causes tourists satisfaction with the environment. Therefore, tourists who have experienced the presence in the environment have a greater sense of satisfaction by enjoying the well-being in the environment. The evaluation of tourist destinations is directly related to the quality of services provided and the needs of tourists in the environment. Tourists expect their needs to be met in the environment, so as a travel strategy, providing the desired quality of services can cause more satisfaction to tourists in the urban space. Urban planning requires attention. The tourism industry, as the second most lucrative industry in the world, plays an important role in the economy and prosperity of cities, and increases satisfaction with how to choose the route to reach attractive points, prevent confusion in wayfinding , how to access services and facilities and meet expectations. Tourists can increase their desire to return to their destination. One of the most important things in the tourism industry is the ease of moving and choosing an easy route for tourists from one point to another. When a tourist is unfamiliar with the environment and enters it for the first time, he tries to find and discover his route, in this case he uses the external information in the environment and finds his route. Therefore, tourists' satisfaction with wayfinding behavior in urban space is influenced by two components of mental-cognitive factors and physical-visual factors. Tourist satisfaction has a psychological dimension that is effective from the experience of the person's presence in the environment and the evaluation of the person's experience in the environment to evaluate the destination and use travel strategies such as travel guides, tourist attractions, maps and tour guides, The security and experiences of the individual from the past and the indicators and socio-economic characteristics. Due to the fact that tourist satisfaction and wayfinding behavior is affected by physical-visual and mental-cognitive factors, so in the direction of tourists in urban space, the tourist receives information from the environment and executes his decision and decision. Among the physical-visual factors affecting the wayfinding process, we can mention the key elements, route guides, tourist attractions, access to facilities and services. Signs are one of the main tools for directing tourists in urban areas. Physical factors and the pattern of the network of passages in the tissue in familiar environments increase tourists' satisfaction with the wayfinding process. The purpose of this study is to evaluate the effective factors on increasing the satisfaction of tourists the wayfinding process. The research method is applied in terms of purpose and survey nature and is based on quantitative method. Field observations and a questionnaire were used to collect data. Data analysis was analyzed using descriptive statistics and Pearson test correlation method. The results show that tourists' satisfaction depends on physical-visual and mental-cognitive factors, and tourist wayfinding and determining the position between origin and destination using physical factors.