The Effect of Place Attachment on the Visitors’ Place Satisfaction in the cinema multiplex of Iran(Case Study: Pardis Melat and koorosh, Tehran)

The study tested whether place attachment enhances the place satisfaction among visitors of the multiplexcinema in Tehran-Iran. Structural equation modeling was employed on a sample of 222 visitors. Regression modelswere estimated to test the effects of place attachment on place satisfactions of visitors. Place attachment has the fourdimensions of place dependence, place identity, place affect, and place social bonding. Results show that ashypothesized, these effects have been approved and an important theoretical contribution is that the important role ofplace attachment on place satisfaction of visitors of multiplex cinemas by approving four hypotheses of this study. Theresults of this study enhance the body of knowledge of place satisfaction and place attachment in cultural place.Practical applications of this study include marketing aimed at encouraging repeat visitation by increasing levels ofsatisfaction by increasing the place attachment in multiplex cinema. The article closes with implications of the study foracademics and practitioners.

Keywords:

place attachment , place satisfaction , multiplex cinema