زهرا حسین نژاد

Spirituality is an inner and natural concept and a truth in the heart of the universe that human beings can achieve in the context of travel and tourism, as well as in the path of movement and communication with society, the universe, and God. The revival of high values ​​and indicators aims to create and recreate a new identity and promote to create and recreate the sense of spirituality in a meaningful relationship between tourists and visitors with the environment. The environment and elements in the urban space in macro-planning is a crucial and undeniable issue. This article examines the role of art and architecture in strengthening the spiritual dimension of tourism with an emphasis on aesthetic elements. For this purpose, seven examples of ancient historical and religious buildings in Qazvin, including Saad Al-Saltanah Palace, Chehel Sotun Palace, Aali Qapo Mansion, Darb-e Koushk Gate, Jameh Mosque, Al-Nabi Mosque, and Imamzadeh Hussein (AS), have been studied. Accordingly, by applying an analytical-descriptive approach based on library documents and by using Content Analysis and inferential method, this study identified elements, indicators, and components of aesthetics that lead to promotion the sense of spirituality of tourists in tourist places. These components include environmental psychology, the importance and impact of urban space and landscape, art and perception of aesthetics, beauty and perfection, color and light, geometry and its application in sacred art, geometry in Islamic decorations and patterns, form and structure of Islamic art and transcendent values in Iranian-Islamic art patterns.

This study aimed to evaluate the impact of cultural advertisements on tourist attraction, focusing on their effectiveness in conveying the unique cultural aspects of a destination. A descriptive study using a structured questionnaire was conducted with a sample of tourists who have been exposed to visual media advertising of tourist destinations. Orams and Page’s (2000) Tourists Questionnaire, included questions related to the awareness, appeal, and influence of visual media advertisements on their travel decisions. The results of the study indicated that modern visual media advertising plays a significant role in attracting tourists to destinations. The majority of respondents was aware of visual media advertisements and found them appealing. Furthermore, a significant number of respondents reported that visual media advertisements influenced their travel decisions.The results showed that the advertising media with the greatest impact in terms of attracting the audience and tourists included the website, television, Instagram, location symbols, environmental graphics, Telegram, cameras, YouTube, special tourism channels and Facebook. The study revealed that the modern visual media advertising is effective tool for attracting tourists to destinations. From a sociological point of view, these media play an important role in promoting cultural development and growth. It is important for destination marketers to utilize visual media platforms effectively to reach a wider audience and promote their destinations.