List of Articles زیباشناسی

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  1 - Examination of the causes of the Neoclassical (Roman) Façade with Emphasis on John B. Watson's Behaviorist approach (Case study: residential buildings of the city of Shahin shahr )
  fataneh sangtarash leila karimifard
  The issue of façade and design of it in the architectural design process has always been of fundamental importance. Also, the facade is one of the most effective features in creating visual quality for the audience. While Facade design has continued with the least fluct More

  The issue of façade and design of it in the architectural design process has always been of fundamental importance. Also, the facade is one of the most effective features in creating visual quality for the audience. While Facade design has continued with the least fluctuation until the last decade in the art of architecture, today we witness the emergence of facades with the name of neoclassical (Roman) in the context of Iranian cities. This type of facade uses similar elements such as columns, entrance stairs, proportion, order, and symmetry in stone materials. Neo-classical architecture has inspired government buildings in Iran, although it has less attention to the precise proportions of classical architecture and its intellectual insight. Hence, this study aims to investigate the four economic, social, aesthetic, and fashion indicators in the emergence of the neoclassical facade according to Watson's behaviorist approach. It seems that these four indicators are important according to John B. Watson's behaviorist approach to the emergence of the neoclassical facade. The research method is survey-based. In this article, first, the origin of these facades in Greek and Roman architecture also, in the Qajar and Pahlavi eras are historically analyzed. Then, according to Watson's psychological approach, each environmental stimuli is addressed through a Likert scale questionnaire, considering the statistical population in Shahin Shahr and calculating the number of households using Cochran's formula. It is concluded that the economic, aesthetic, fashion, and social indicators, respectively, in the emergence of the neoclassical facade have motivated the purchase of the buildings with these facades through analyzing and evaluating the questionnaire, using SPSS software, and the received response from the stimulus. Manuscript profile
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  2 - The Effect of Aesthetics, Satisfaction from Augmented Reality Marketing on Travel Intention in Food Tourism Brand (Tehran City Case Study)
  Yazdan  Shirmohammadi Zahra Mehdipour Sinaei Soolmaz
  One of the important aspects of tourism is paying attention to food, which restaurants should consider in various matters such as advertising. This research investigates the impact of experiential economics and satisfaction with augmented reality marketing on travel int More

  One of the important aspects of tourism is paying attention to food, which restaurants should consider in various matters such as advertising. This research investigates the impact of experiential economics and satisfaction with augmented reality marketing on travel intention and shared social experiences in the food tourism industry in Tehran. This research is applied in terms of purpose and descriptive-correlational in terms of method. The statistical population comprises domestic tourists at tourist restaurants in Tehran, with a sample size of 384 individuals selected due to the unlimited population. The data collection tool was a standard questionnaire, whose face validity was confirmed by research experts, construct validity by factor analysis, and the reliability of variables by Cronbach's alpha coefficient. The overall Cronbach's alpha value for the questionnaire was 0.961. Using a random method, 384 usable questionnaires were collected. Data analysis was conducted using SPSS22 and Amos22 software. The results showed that aesthetics have a significant effect on entertainment, education, and escape from reality. Additionally, the positive and significant effect of entertainment, education, and escape from reality on satisfaction with augmented reality was confirmed. It was shown that escape from reality has a significant effect on shared social experience; however, the effect of escape from reality on satisfaction with augmented reality was not confirmed. Finally, the positive and significant effects of satisfaction with augmented reality and new brand experience on shared social experience, purchase intention, and credibility on new brand experience were confirmed. Manuscript profile