Analysis of experiences and perceived social value of urban tourists in Mashhad water parks

The purpose of this study was to investigate the effect of dimensions of experimental marketing including the physical environment and humanistic interactions on tourists’ perceived social value in recreational water sport complexes which was performed through descriptive-correlation method. The statistical population of the study was included all of the tourists presenting in recreational water sport complexes of Mashhad, out of whom 405 were randomly selected as sample. Measuring instrument of the study was including Wallz's standard questionnaire (2009), whose reliability was confirmed by using Cranbach's alpha test with coefficient of 0.91. Research data were analyzed by using descriptive statistics tests, confirmatory factor analysis inferential statistics methods, structural equation and SPSS and LISREL softwares. The research results show that the physical environment dimension including: design and environmental architectural, maintenance, and physiological and environmental factors, and humanistic interactions dimension including: assurance and security, proper accountability, professionalism, and attention, effect on the perceived social value of the tourists. Using these results could improves customers satisfaction of recreational sport complexes by increasing quality and promoting standards in physical environment and humanistic interactions and leads to further urban tourism boom.