نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار، دانشکده علوم اجتماعی، دانشگاه تهران، تهران، ایران
2 دانشجوی کارشناسی ارشد دانشگاه تهران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Purpose- This research aims to investigate and explain the attractions and challenges of old café-restaurants in Tehran, proceeding from two perspectives: first, the solutions proposed by business owners and experts for attracting customers to these places, and second, the methods for overcoming the problems facing these café-restaurants. In an era where luxurious cafés and restaurants with modern designs and diverse menus are expanding, these traditional places, with their simple, intimate, and nostalgic atmosphere, still draw a large number of customers. These cafés and restaurants are an important part of the collective memory and cultural identity of Tehran. Studying them can contribute to a better understanding of the city's social and cultural transformations.
Methodology- The research approach for this study is ethnography, with data collected through the researcher's long-term presence, active observation, and deep, semi-structured interviews with 40 key participants (customers, owners, and managers), using purposive sampling. Data analysis was performed using a descriptive-interpretive approach. This type of interview helped the researcher maintain a specific framework while retaining the necessary flexibility to pursue new points and explore the participants' experiences in depth.
Findings- The findings indicated that the main factors of attraction (such as original architecture, nostalgic tastes, and intimate social relations) are rooted in their historical age as cultural-historical symbols and a setting for a sense of nostalgia. Dedicating a part of the space to displaying old photos of the café-restaurant, the neighborhood, or related historical events can create a deeper connection with the past and be appealing to customers. The quality of the customer experience in old café-restaurants is tightly linked to the interior space and positive environmental factors. The old café-restaurant space achieves its desired identity and quality through the correct and artistic combination of these elements, including preserving original features, and provides a secure and strong environment that ultimately leads to customer satisfaction and contentment. Conversely, the challenges include increasing competition with modern spaces, high costs of maintenance and renovation, and changes in contemporary customer tastes.
Conclusions- The conclusion of the research is that the sustainability of old café-restaurants in Tehran requires a comprehensive, multi-faceted strategy. This strategy encompasses three key axes: 1. Preserving identity and authenticity through intelligent building renovation, staff training to enhance the sense of hospitality, and creating a link to the past (such as displaying historical photos). 2. Improving the customer experience by focusing on high quality of raw materials and attention to infrastructure (such as access and parking). 3. Business development by utilizing emerging technologies and flexibility in social networks to attract new audiences and enhance service efficiency. Finally, the support of urban policymakers through the development of comprehensive programs for facilities and the removal of legal and infrastructural barriers is essential for the sustainability of this cultural heritage. This support should allow these places to maintain their authenticity while enabling them to meet the needs of contemporary customers. The continuation of these cultural and tourism hubs requires special attention from officials and community support to strike a balance between preserving tradition and innovation
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