نوع مقاله : مقاله پژوهشی
نویسندگان
1 هیات علمی دانشکده علوم اجتماعی دانشگاه تهران
2 دانشجوی کارشناسی ارشد دانشگاه تهران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The present study has studied the attractions and challenges of old cafes and restaurants in Tehran. The main goal of this study is to investigate and explain the reasons for the pleasantness of these old places from the perspective of patrons and to identify the problems and dilemmas facing these businesses. The questions raised in this study included why these spaces are memorable and the main factors of the problems and dilemmas of old cafes and restaurants. Data collection was carried out through in-depth and semi-structured interviews with people who have had the experience of being present and interacting with old cafes and restaurants in Tehran (including owners, managers and customers), along with lived experience and long-term presence at different times in the research context. The sampling was purposeful and was carried out with participants who had sufficient information on the research topic. This study provides a comprehensive understanding of the attractions and challenges of old Tehran cafes and restaurants by providing an in-depth interpretation of the lived experiences of individuals and also with observations. The conceptual framework is also based on the concepts of Oldenburg's third place and private and public space in the urban context. The findings show that traditional architecture, intimate space and authentic Iranian food are among the factors that make these places attractive as cultural-historical symbols. In the hustle and bustle of the city where skyscrapers and modern architecture are abundant; traditional architecture provides a platform for showcasing local culture and providing authentic experiences for tourists in this space. However, competition, maintenance costs and lifestyle changes are among the problems they face. Traditional architecture and authentic spaces are experienced not only as attractive visual elements, but also as a platform for creating a sense of nostalgia and belonging; not only architecture, but also decorations, elements and objects of traditional cafes have a great impact on the attractiveness of these places. The findings showed that the reasons for the nostalgia of such places are rooted in factors such as authentic architecture and decoration, familiar and memorable tastes and aromas, and warm and intimate social relationships. Challenges such as deterioration and the need for restoration of buildings, competition from modern spaces, and concerns about maintaining quality and authenticity while responding to contemporary needs indicate that these obstacles not only affect the sustainability of these businesses, but also the quality of the customer experience. Therefore, urban policymakers can help preserve and restore these valuable spaces by providing the necessary facilities and support. Future research can gain a more complete understanding of the issue by examining the role of these cafes and restaurants in attracting cultural tourists and the impact of social changes on consumption patterns in these spaces.
It is suggested that while preserving identity and authenticity, which is one of the most important issues in this research, a part of the space be dedicated to displaying old photos of the cafe, neighborhood, or historical events to create a deeper connection with the past and be attractive to customers. The quality of customer experience in old cafes and restaurants is closely related to the interior space and positive environmental factors. Since the interior design of the space and environmental features directly affect the mental and psychological states of people, achieving a desirable experience requires attention to all effective elements. In this regard, pleasant coloring and harmony with the identity of the space, trained and friendly personnel who inspire a sense of hospitality, as well as intelligent renovation and renovation of the space to maintain authenticity and create a sense of freshness are also of great importance. The atmosphere of the old cafe-restaurant achieves the desired identity and quality by combining these elements correctly and artistically, including preserving original features, and provides a safe and solid environment that ultimately leads to customer satisfaction and delight.
کلیدواژهها [English]
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