Investigating the Quality of Subjective Perception of Tourists of the Artistic lements of Monuments in a Mixed- Methods Case Study: Hamedan City

One of the important factors in shaping the quality of tourists' mental perception of the monument is the quantity and quality of architectural elements, both tangible and intangible elements, which the tourist judges in his mind after visiting. This study aimed to investigate the role of architectural elements of historical monuments in Hamadan in shaping the quality of tourists' mental perception. The research method is mixed (qualitative than quantitative). The results of qualitative research findings showed that tourists, depending on their characteristics, receive different meanings from seeing a historical monument. Also, the results showed that the variables of patterns, inscriptions, plastering, and tiling have the highest frequency among tourist interviews and have a great impact on creating mental quality. In the quantitative findings section, the results of regression test showed that the variables of designs and inscriptions are R2 = 0.841, historical history of the building = R2 = 0.542, plastering and tiling = R2 = 0.509, date of construction = R2 = 0.489, respectively. Entrances and windows = R2 = 0.403, materials, brickwork and structure shape = R2 = 0.388, landscape = R2 = 0.369 and structural proportions = R2 = 0.610 have a significant relationship with the quality of mental perception. The results of one-way analysis of variance showed that the role of architectural elements in the quality of tourists 'mental perception by age, gender, level of education and previous tourist experience in visiting the monument in all eight dimensions of factors affecting the quality of tourists' mental perception at 000 / 0 was significant. Among these, the literacy level variable with the value of F = 12.478 had the highest expectation from the three groups.