Evaluation of Customer Attraction Focusing on Biophilic Design Features in the Case Study of Saray-e-Moshir, Shiraz

Document Type : Original Article

Authors

1 Ph.D Student of Architecture, UAE Branch, Islamic Azad University, Dubai, United Arab Emirates

2 Professor of Architecture, School of Architecture, Pars University, Tehran, Iran

3 Assistant Professor of Architecture, Faculty of Arts and Architecture, Central Tehran Branch, Islamic Azad UniversityTehran, Iran

Abstract

Biophilia, in addition to its concepts in philosophy and psychology, has been rooted into man-made environments in recent decades. Biophilic architecture is a part of an innovative view that helps both people and the environment in the way to keep them healthy and promotes the physical performance for having better life. Commercial areas, as spaces for meetings, entertainment, leisure, relaxation, and interchange,  are the most important domains that are considered nowadays; and the designers of these spaces should focus on providing diverse memorable sensorial, emotional, and behavioral experiences; and also be able to improve the offer conditions, their attractiveness, and their image by considering alternative or complementary factors. Examining biophilic design elements in architectural cases may lead us to find the impression of these elements on increasing customer attraction. It seems that finding common features of biophilic design and customer attraction, and different attributes, such as the design, management, and environment arrangement increase the number of visits. Despite the changes of the community’s psychological needs in the last decades and increasing users of commercial spaces, these spaces receive less attention, and few practical studies on these areas in Iran, make this study more significant. The present study aims to investigate the impact of biophilic design elements on customer attraction in Saray-e-Moshir, Shiraz. For this purpose, based on mixed research methodology and library studies, common criteria of biophilic architecture and customer attraction are retrieved from related literature; then through field observations and questionnaire distribution among customers and visitors, the effects of factors on each other are analyzed, using SPSS software and correlation method. The results indicate that the components of biophilic architecture have a significant relationship with the factors of customer attraction, and the biophilic features not only help increase the attraction but also enhances people’s spiritual, social and cultural health

Keywords

References

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Armanshahr Architecture & Urban Development
Volume 13, Issue 30
June 2020
Pages 1-17

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History

  • Receive Date: 05 July 2019
  • Revise Date: 29 September 2019
  • Accept Date: 09 October 2019

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