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Geographic Analysis of Luncheonette in Rasht City

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Geographic Analysis of Luncheonette in Rasht City ijcrb.webs.com JULY 2013 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 5, NO 3 Geographic Analysis of Luncheonette in Rasht City and Its Role on Local Tourism Development Teymour Amar1, Mohammad Baset Ghoreyshi2, Masoumeh Mirgharavi3* 1Department of Geography, Islamic Azad University Rasht Branch, Rasht, Iran 2Department of Geography, Islamic Azad University Rasht Branch, Rasht, Iran 3*M.A Student of Geography, Islamic Azad University Rasht Branch, Rasht, Iran (Corresponding Author) Abstract Dramatic changes in the social, economic and cultural relations in recent decades have been considered more attention to leisure as one of the basic requirements that its consequences has been the development of tourism industry and recreation of city as a tourist destination in small scale. This study has been done with aims to explain role of suburban luncheonette in Rasht city (Iran) to spend their leisure time and as well as measure satisfaction of local tourists in the suburb of Rasht city. Thus data required collected with completing 388 questionnaires by tourists and interviews with some managers and visitors and has been analyzed as adaptation and based on location and the availability and quality of services provided, while attention to strengths and weaknesses of luncheonette in city suburban, their role in the development of tourism and spend their leisure time. Results show that the guest’s community will welcome from this tourism product and to spend their leisure time and its space is the most important factor in choosing luncheonette. Space include place of peace and safety, quality of food, music, offering coffee and hookah, style of luncheonette, decoration and external landscape. Keywords: Leisure, Tourism Services, Access, Luncheonette, Rasht 1- Introduction Nowadays tourism service is considered one of the important issues for the growth and prosperity of tourism industry in community, specifically marketers of this industry (Vellas, 2005, p185). A service is a wide sector, which includes variety of economic and social activities (Masoumi Eshkavari, 1995, p247). Performing any travel and use of travel service and tourism is dependent on use of factors that by using it can provide more utility for the traveler or visitor (Ketabchi, 2004, P24). Tourism planning and provision of services to offer its optimum, creating satisfying in tourists is needs of detailed analysis of services and its proper handling (Fattahi, 2004, 15). Service quality is providing customers' expectations and control of flexibility services that are offered to customers (Simmons, 2003, 67). Without addressing to the issue of quality can hardly be argued about service outcomes (Lumsdon, 2001, 28). One interesting approach to measure service quality research in recent years has discussed the purchase of intangible, that it is a research method for the collection of factual information about the levels of service quality in different service companies (Azizi, 2008, 55). The use of spaces and mode of distribution in service centers is one of the important factors to be considered in planning that in the meantime, tourism and distribution centers across the city due to their versatility and accessibility is important (Farid, 1994, 58). Satisfaction is positive feeling that is created in any person after use of product or service (Masoudi, 2003). But on arrival, tourists cannot have good services and facilities in the country, will certainly lead to dissatisfaction (Rahimpour, 2005, 23). Satisfaction can be a relative matter because is different according to each person's expectations and amount of it changes. Satisfaction and service quality have the different structural, but are linked together (Abdoli, 2006, 134). Part of the reception has vital aspect in tourism and tourism trends are directly affect two parts and their adaption each other means demand and the reception quality (Vellas, 2005,259). Food is such a basic human psychological needs but the food in addition to an essential requirement is known as such an important attraction of the tourist destination. Eating in restaurants, food shops, cafeteria, and tea shops are to spend their leisure time tourists as well as residents. Leisure has two Major Semantic Dimensions (Papoli Yazdi, 2009, 133). Local food and taste what they have not experienced yet gives enthusiasm and special delight to tourists cannot find a substitute for it. There is simple classification and yet so funny about eating. In this division, food is classified to two section body and soul food. Body food is mostly a typical meal that is relatively inexpensive, fast and simple available and is eaten the aim of satisfying your hunger but food as food for the soul is something beyond it, because it not only requires the human body in full will be provided, but eating become experience pleasant and memorable. Soul food is more complete and more expensive and in terms of time will be longer, but all this must be added that this food is spent in environment, such as luncheonette is a part of eating process. Soul food can be considered as a social activity because people rarely located to eat spatially and such expenses will be spent and COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 867 ijcrb.webs.com JULY 2013 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 5, NO 3 typically spend more on food fit only one type of food the body. Eating at restaurants, luncheonette and ... will remember the life experiences of people and sometimes it is for diagnosis (Ranjbarian, 2007, 119-120). Tourism in each region is a function of both time and place. Based on factor of time and spend their leisure time are such as long-term, monthly, weekly, short time. In addition to the main factors (attraction and demand), always two things that must be considered in the development of tourism and leisure time, a place to stay even if it be for a short time and the other thing to eat and drink. One of the most trusted and popularized places that has grown significantly in recent years and are considered as short-term destination and attraction for a tourist (in the form of spend their leisure time). Luncheonettes are surrounding cities. The aim of this study is to analyze place distribution and quality reviews luncheonettes around the city of Rasht in order to explain its role in spend their leisure time Rasht citizens and tourists from far and near source. Due to rainy weather and regional climate of region, these places have an important role for short- term leisure. Dispersion of luncheonettes and the distance from the access are very important factors. According to research done, there are 21 luncheonettes in10 kilometers path of Rasht to Khomam that in comparison of main and important paths leading to the city of Rasht has largest number luncheonettes in the suburbs. In addition to local tourists, transit passengers can also go to these places. In this paper has attempted to examine the factors affecting improve quality, ease of access and also select a suitable location for luncheonettes, by providing practical solutions effective steps should be taken in order to increase the quality and its satisfaction. 2 - Materials and Methods In this research due to the nature of it is used descriptive - analytical method in geography field based on field observations and statistically and to collect data is used library method (refer to documents and sources) and field (observation, interview with individuals and entities associated with like managers of luncheonette and completing questionnaire from tourists referred to luncheonette). Statistical population in study is all individuals referred to luncheonette to spend their leisure time and 400 questionnaires were completed randomly that 388 questionnaires were analyzable and data and information after collecting by the software of Excel, SPSS and GIS has been analyzed. 3 - Research Findings: Ranges studied of Rasht city entries are including Rasht to Khomam length of 14 kilometers and rasht to Fouman lengths to 25 kilometers, Rasht to Lahijan lengths to 32 Km, Rasht to Kaftrood (slightly above Pirbazar) in length 8 Km and Rasht to Gill square length of 1 km. Cultural heritage encompasses both sections of physical and spiritual and luncheonette with symbols and traditional rituals and the introduction of Iranian art and architecture and offers a variety of food and drinks different regions of country plays prominent role in the restoration and preservation of the material and spiritual heritage of Iranian (Khoshkholgh,2012). Luncheonette with historical in periods of its life has had various functions and multi-faceted. Art and culture and also interact and discuss are different aspects of these activities (Janetan, 2008, p179). Management and investments in reception everywhere in the world requires experience, knowledge, and attitudes and necessary information in this regard. A location and select in set up unit of a residential - entertainment such as luncheonette is very important in terms of access. Choose the location is often based on customer demand and trends. Right and proper decision about the construction site is a factor affecting the profitability of residential - entertainment units. Many people are interested that go to a place near their location to spend less time and money. People just do not go luncheonette to eat good food, because good food is only part of the experience and utility that customer achieve in luncheonette. The pleasant feeling of the customer is result of luncheonette space or atmosphere. This exact reason the design of a suitable environment luncheonette is necessary to attention to various factors. So perhaps the most important step in designing luncheonette is that the first should be their target market in terms of size, income, age, social class, and other related elements to market segmentation analyzed and choose appropriate part of activities (Ranjbarian,2007,25). The first judgment about luncheonettes due to their time constraints is primarily focused the exterior of luncheonettes (Yahyaei, 2006, 154).
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