Role of Place Representation in Online Media in Formation of the Mental Image of Traditional Residences

The effect of architectural components and tourists' perception and interpretation of the conditions, processes and consequences of the destination formation are of great importance. In this research, the destination is traditional accommodations that attract tourists' attention. We conducted this study using a qualitative approach; our aim was to understand the tourists' mental image of Kashan traditional accommodations in online media, and to explain the role of place representation in these media and design a model for it. We collected the research data through in-depth semi-structured interviews with 32 domestic and foreign tourists, experienced tour guides, content production experts and managers of traditional residences, as well as through our field observations. We applied Corbin and Strauss's innovative grounded theory to analyze the data and present the final theory. Based on this method and through open, centralized and selective coding, we draw the research findings and presented in the form of a paradigm model consisting of three dimensions of conditions, strategies and consequences. Our findings include 9 sub-categories, including cyberspace, place-based representation, cultural tourism, geographical base of destination, managerial factors, tourist, place evaluation, online interaction and exchange, and promotion of architectural tourism. The main category of this research is mediated experience of place, which includes sub-categories. We designed a conceptual model to explain the relationships between categories. Recognition of the effective architectural components in the representation of the buildings was rendered by explaining the formation of tourists' mental image of the traditional accommodations of Kashan in online media. The results of this study can help architects and tourism professionals to understand the tourists' perceptions and needs of traditional accommodations in online media.