{"id":34928,"date":"2025-11-11T21:17:06","date_gmt":"2025-11-11T21:17:06","guid":{"rendered":"https:\/\/caesarhakimeh.com\/?p=34928"},"modified":"2025-11-11T21:17:06","modified_gmt":"2025-11-11T21:17:06","slug":"%d8%aa%d8%b3%d9%88%d9%8a%d9%82-%d8%a7%d9%84%d9%85%d8%b4%d8%a7%d8%b9%d8%b1-%d9%81%d9%8a-%d8%a7%d9%84%d8%b6%d9%8a%d8%a7%d9%81%d8%a9-%d9%83%d9%8a%d9%81-%d8%aa%d8%a8%d9%8a%d8%b9-%d8%a7%d9%84%d9%81%d9%86","status":"publish","type":"post","link":"https:\/\/caesarhakimeh.com\/ar\/%d8%aa%d8%b3%d9%88%d9%8a%d9%82-%d8%a7%d9%84%d9%85%d8%b4%d8%a7%d8%b9%d8%b1-%d9%81%d9%8a-%d8%a7%d9%84%d8%b6%d9%8a%d8%a7%d9%81%d8%a9-%d9%83%d9%8a%d9%81-%d8%aa%d8%a8%d9%8a%d8%b9-%d8%a7%d9%84%d9%81%d9%86\/","title":{"rendered":"\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0634\u0627\u0639\u0631 \u0641\u064a \u0627\u0644\u0636\u064a\u0627\u0641\u0629: \u0643\u064a\u0641 \u062a\u0628\u064a\u0639 \u0627\u0644\u0641\u0646\u0627\u062f\u0642 \u0627\u0644\u062a\u062c\u0627\u0631\u0628 \u0644\u0627 \u0627\u0644\u063a\u0631\u0641"},"content":{"rendered":"<p dir=\"rtl\" data-start=\"642\" data-end=\"1004\">\u0641\u064a \u0639\u0627\u0644\u0645 \u0627\u0644\u0636\u064a\u0627\u0641\u0629 \u0627\u0644\u062d\u062f\u064a\u062b\u060c \u0644\u0645 \u062a\u0639\u062f \u0627\u0644\u063a\u0631\u0641\u0629 \u0647\u064a \u0645\u0627 \u064a\u0634\u062a\u0631\u064a\u0647 \u0627\u0644\u0646\u0632\u064a\u0644 \u062d\u0642\u064b\u0627. \u0623\u0635\u0628\u062d <strong data-start=\"711\" data-end=\"739\">\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0634\u0627\u0639\u0631 \u0641\u064a \u0627\u0644\u0636\u064a\u0627\u0641\u0629<\/strong> \u0647\u0648 \u062c\u0648\u0647\u0631 \u0627\u0644\u0639\u0645\u0644 \u0627\u0644\u0641\u0646\u062f\u0642\u064a \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u060c \u062d\u064a\u062b \u062a\u0633\u0639\u0649 \u0627\u0644\u0641\u0646\u0627\u062f\u0642 \u0625\u0644\u0649 \u0628\u064a\u0639 <strong data-start=\"796\" data-end=\"816\">\u0627\u0644\u062a\u062c\u0627\u0631\u0628 \u0648\u0627\u0644\u0645\u0634\u0627\u0639\u0631<\/strong> \u0628\u062f\u0644\u064b\u0627 \u0645\u0646 \u0627\u0644\u0645\u0633\u0627\u062d\u0627\u062a \u0648\u0627\u0644\u062e\u062f\u0645\u0627\u062a.<br data-start=\"844\" data-end=\"847\" \/>\u0641\u0627\u0644\u0636\u064a\u0648\u0641 \u0644\u0627 \u064a\u0628\u062d\u062b\u0648\u0646 \u0641\u0642\u0637 \u0639\u0646 \u0645\u0643\u0627\u0646 \u0644\u0644\u0625\u0642\u0627\u0645\u0629\u060c \u0628\u0644 \u0639\u0646 \u0625\u062d\u0633\u0627\u0633 \u0628\u0627\u0644\u0631\u0627\u062d\u0629\u060c \u0627\u0644\u0627\u0646\u062a\u0645\u0627\u0621\u060c \u0627\u0644\u0631\u0641\u0627\u0647\u064a\u0629\u060c \u0623\u0648 \u062d\u062a\u0649 \u0627\u0644\u0625\u0644\u0647\u0627\u0645. \u0647\u0646\u0627 \u064a\u0628\u062f\u0623 \u0627\u0644\u0641\u0631\u0642 \u0628\u064a\u0646 \u0641\u0646\u062f\u0642 \u064a\u0642\u062f\u0645 \u062e\u062f\u0645\u0629\u060c \u0648\u0641\u0646\u062f\u0642 \u064a\u062e\u0644\u0642 \u062a\u062c\u0631\u0628\u0629 \u0644\u0627 \u062a\u064f\u0646\u0633\u0649.<\/p>\n<h2 dir=\"rtl\" data-start=\"1011\" data-end=\"1045\">\u0645\u0627 \u0647\u0648 \u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0634\u0627\u0639\u0631 \u0641\u064a \u0627\u0644\u0636\u064a\u0627\u0641\u0629\u061f<\/h2>\n<p dir=\"rtl\" data-start=\"1046\" data-end=\"1313\">\u064a\u0634\u064a\u0631 <strong data-start=\"1051\" data-end=\"1079\">\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0634\u0627\u0639\u0631 \u0641\u064a \u0627\u0644\u0636\u064a\u0627\u0641\u0629<\/strong> \u0625\u0644\u0649 \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0647\u062f\u0641 \u0625\u0644\u0649 \u0628\u0646\u0627\u0621 <strong data-start=\"1127\" data-end=\"1170\">\u0631\u0627\u0628\u0637 \u0639\u0627\u0637\u0641\u064a \u0628\u064a\u0646 \u0627\u0644\u0646\u0632\u064a\u0644 \u0648\u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u0641\u0646\u062f\u0642\u064a\u0629<\/strong>. \u0647\u0630\u0627 \u0627\u0644\u0645\u0641\u0647\u0648\u0645 \u0645\u0633\u062a\u0645\u062f \u0645\u0646 <strong data-start=\"1193\" data-end=\"1214\">\u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f \u0627\u0644\u062a\u062c\u0631\u064a\u0628\u064a<\/strong> \u0627\u0644\u0630\u064a \u0637\u0631\u062d\u0647 Pine \u0648Gilmore \u0639\u0627\u0645 1998\u060c \u0648\u0627\u0644\u0630\u064a \u064a\u0631\u0649 \u0623\u0646 \u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u062d\u0642\u064a\u0642\u064a\u0629 \u0627\u0644\u064a\u0648\u0645 \u062a\u064f\u062e\u0644\u0642 \u0639\u0628\u0631 \u0627\u0644\u062a\u062c\u0631\u0628\u0629\u060c \u0644\u0627 \u0627\u0644\u0645\u0646\u062a\u062c.<\/p>\n<p dir=\"rtl\" data-start=\"1315\" data-end=\"1399\">\u0643\u0645\u0627 \u0648\u0636\u0639 Bernd Schmitt (1999) \u0646\u0645\u0648\u0630\u062c <strong data-start=\"1350\" data-end=\"1370\">\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062a\u062c\u0631\u064a\u0628\u064a<\/strong> \u0627\u0644\u0630\u064a \u064a\u0639\u062a\u0645\u062f \u0639\u0644\u0649 \u062e\u0645\u0633\u0629 \u0623\u0628\u0639\u0627\u062f:<\/p>\n<ol dir=\"rtl\" data-start=\"1400\" data-end=\"1690\">\n<li data-start=\"1400\" data-end=\"1453\">\n<p data-start=\"1403\" data-end=\"1453\"><strong data-start=\"1403\" data-end=\"1421\">\u0627\u0644\u062d\u0648\u0627\u0633 (Sense)<\/strong> \u2013 \u0645\u0627 \u064a\u0631\u0627\u0647 \u0648\u064a\u0633\u0645\u0639\u0647 \u0648\u064a\u0634\u0645\u0647 \u0627\u0644\u0636\u064a\u0641.<\/p>\n<\/li>\n<li data-start=\"1454\" data-end=\"1505\">\n<p data-start=\"1457\" data-end=\"1505\"><strong data-start=\"1457\" data-end=\"1475\">\u0627\u0644\u0645\u0634\u0627\u0639\u0631 (Feel)<\/strong> \u2013 \u0645\u0627 \u064a\u0634\u0639\u0631 \u0628\u0647 \u0623\u062b\u0646\u0627\u0621 \u0627\u0644\u062a\u062c\u0631\u0628\u0629.<\/p>\n<\/li>\n<li data-start=\"1506\" data-end=\"1559\">\n<p data-start=\"1509\" data-end=\"1559\"><strong data-start=\"1509\" data-end=\"1526\">\u0627\u0644\u0639\u0642\u0644 (Think)<\/strong> \u2013 \u0643\u064a\u0641 \u064a\u0641\u0643\u0631 \u0648\u064a\u062a\u0641\u0627\u0639\u0644 \u0645\u0639 \u0627\u0644\u0639\u0644\u0627\u0645\u0629.<\/p>\n<\/li>\n<li data-start=\"1560\" data-end=\"1611\">\n<p data-start=\"1563\" data-end=\"1611\"><strong data-start=\"1563\" data-end=\"1579\">\u0627\u0644\u0633\u0644\u0648\u0643 (Act)<\/strong> \u2013 \u0645\u0627 \u064a\u062f\u0641\u0639\u0647 \u0644\u0644\u062a\u0635\u0631\u0641 \u0623\u0648 \u0627\u0644\u062a\u0641\u0627\u0639\u0644.<\/p>\n<\/li>\n<li data-start=\"1612\" data-end=\"1690\">\n<p data-start=\"1615\" data-end=\"1690\"><strong data-start=\"1615\" data-end=\"1636\">\u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a (Relate)<\/strong> \u2013 \u0627\u0644\u0631\u0648\u0627\u0628\u0637 \u0627\u0644\u062a\u064a \u062a\u0646\u0634\u0623 \u0628\u064a\u0646\u0647 \u0648\u0628\u064a\u0646 \u0627\u0644\u0622\u062e\u0631\u064a\u0646 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u0641\u0646\u062f\u0642.<\/p>\n<\/li>\n<\/ol>\n<h2 dir=\"rtl\" data-start=\"1697\" data-end=\"1743\">\u0643\u064a\u0641 \u062a\u0637\u0628\u0651\u0642 \u0627\u0644\u0641\u0646\u0627\u062f\u0642 \u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0634\u0627\u0639\u0631 \u0641\u064a \u0627\u0644\u0636\u064a\u0627\u0641\u0629\u061f<\/h2>\n<h3 dir=\"rtl\" data-start=\"1744\" data-end=\"1785\">1. \u062a\u0635\u0645\u064a\u0645 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062d\u0633\u064a\u0629 (Servicescape)<\/h3>\n<p dir=\"rtl\" data-start=\"1786\" data-end=\"2073\">\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0645\u062d\u064a\u0637\u0629 \u0647\u064a \u0623\u0648\u0644 \u0645\u0627 \u064a\u062e\u0644\u0642 \u0627\u0644\u0627\u0646\u0637\u0628\u0627\u0639.<br data-start=\"1825\" data-end=\"1828\" \/>\u0645\u0646 \u062a\u0635\u0645\u064a\u0645 \u0627\u0644\u0631\u062f\u0647\u0629 \u0648\u0627\u0644\u0625\u0636\u0627\u0621\u0629 \u0625\u0644\u0649 \u0627\u0644\u0631\u0648\u0627\u0626\u062d \u0648\u0627\u0644\u0645\u0648\u0633\u064a\u0642\u0649\u060c \u0643\u0644 \u062a\u0641\u0635\u064a\u0644 \u064a\u064f\u0633\u0647\u0645 \u0641\u064a \u0628\u0646\u0627\u0621 \u0627\u0644\u0645\u0634\u0627\u0639\u0631.<br data-start=\"1907\" data-end=\"1910\" \/>\u062a\u0634\u064a\u0631 \u062f\u0631\u0627\u0633\u0629 Bitner (1992) \u0625\u0644\u0649 \u0623\u0646 <strong data-start=\"1942\" data-end=\"1966\">\u062a\u0635\u0645\u064a\u0645 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0645\u0627\u062f\u064a\u0629<\/strong> \u064a\u0624\u062b\u0631 \u0628\u0634\u0643\u0644 \u0645\u0628\u0627\u0634\u0631 \u0639\u0644\u0649 <strong data-start=\"1987\" data-end=\"2017\">\u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u0646\u0632\u064a\u0644 \u0648\u0631\u0636\u0627\u0647 \u0627\u0644\u0639\u0627\u0637\u0641\u064a<\/strong>\u060c \u0645\u0627 \u064a\u062c\u0639\u0644\u0647\u0627 \u0623\u062f\u0627\u0629 \u0631\u0626\u064a\u0633\u064a\u0629 \u0641\u064a <strong data-start=\"2044\" data-end=\"2072\">\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0634\u0627\u0639\u0631 \u0641\u064a \u0627\u0644\u0636\u064a\u0627\u0641\u0629<\/strong>.<\/p>\n<h3 dir=\"rtl\" data-start=\"2080\" data-end=\"2128\">2. \u0628\u0646\u0627\u0621 \u0627\u0644\u062a\u062c\u0627\u0631\u0628 \u0627\u0644\u0645\u0635\u063a\u0651\u0631\u0629 (Micro-experiences)<\/h3>\n<p dir=\"rtl\" data-start=\"2129\" data-end=\"2193\">\u0627\u0644\u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u0641\u0646\u062f\u0642\u064a\u0629 \u0644\u064a\u0633\u062a \u0644\u062d\u0638\u0629 \u0648\u0627\u062d\u062f\u0629\u060c \u0628\u0644 \u0633\u0644\u0633\u0644\u0629 \u0645\u0646 \u0627\u0644\u0644\u062d\u0638\u0627\u062a \u0627\u0644\u0635\u063a\u064a\u0631\u0629:<\/p>\n<ul dir=\"rtl\" data-start=\"2194\" data-end=\"2269\">\n<li data-start=\"2194\" data-end=\"2210\">\n<p data-start=\"2196\" data-end=\"2210\">\u062a\u0633\u062c\u064a\u0644 \u0627\u0644\u062f\u062e\u0648\u0644<\/p>\n<\/li>\n<li data-start=\"2211\" data-end=\"2227\">\n<p data-start=\"2213\" data-end=\"2227\">\u0648\u062c\u0628\u0629 \u0627\u0644\u0625\u0641\u0637\u0627\u0631<\/p>\n<\/li>\n<li data-start=\"2228\" data-end=\"2251\">\n<p data-start=\"2230\" data-end=\"2251\">\u0627\u0644\u062a\u0648\u0627\u0635\u0644 \u0645\u0639 \u0627\u0644\u0645\u0648\u0638\u0641\u064a\u0646<\/p>\n<\/li>\n<li data-start=\"2252\" data-end=\"2269\">\n<p data-start=\"2254\" data-end=\"2269\">\u0644\u062d\u0638\u0629 \u0627\u0644\u0645\u063a\u0627\u062f\u0631\u0629<\/p>\n<\/li>\n<\/ul>\n<p dir=\"rtl\" data-start=\"2271\" data-end=\"2446\">\u0643\u0644 \u0644\u062d\u0638\u0629 \u064a\u0645\u0643\u0646 \u0623\u0646 \u062a\u062a\u0631\u0643 \u0623\u062b\u0631\u064b\u0627 \u0639\u0627\u0637\u0641\u064a\u064b\u0627 \u0639\u0645\u064a\u0642\u064b\u0627.<br data-start=\"2313\" data-end=\"2316\" \/>\u062f\u0631\u0627\u0633\u0627\u062a \u062d\u062f\u064a\u062b\u0629 (Ali et al., 2016) \u0623\u062b\u0628\u062a\u062a \u0623\u0646 <strong data-start=\"2357\" data-end=\"2378\">\u0627\u0644\u0645\u0634\u0627\u0639\u0631 \u0627\u0644\u0625\u064a\u062c\u0627\u0628\u064a\u0629<\/strong> \u0627\u0644\u0646\u0627\u062a\u062c\u0629 \u0639\u0646 \u0647\u0630\u0647 \u0627\u0644\u062a\u062c\u0627\u0631\u0628 \u0627\u0644\u0635\u063a\u064a\u0631\u0629 \u062a\u0632\u064a\u062f \u0645\u0646 <strong data-start=\"2418\" data-end=\"2445\">\u0627\u0644\u0648\u0644\u0627\u0621 \u0648\u0627\u0644\u0639\u0648\u062f\u0629 \u0627\u0644\u0645\u062a\u0643\u0631\u0631\u0629<\/strong>.<\/p>\n<h3 dir=\"rtl\" data-start=\"2453\" data-end=\"2503\">3. \u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0634\u0627\u0639\u0631 \u0641\u064a \u0627\u0644\u0627\u062a\u0635\u0627\u0644\u0627\u062a \u0627\u0644\u0628\u0635\u0631\u064a\u0629 \u0648\u0627\u0644\u0631\u0642\u0645\u064a\u0629<\/h3>\n<p dir=\"rtl\" data-start=\"2504\" data-end=\"2811\">\u0627\u0644\u0625\u0639\u0644\u0627\u0646\u0627\u062a \u0627\u0644\u0641\u0646\u062f\u0642\u064a\u0629 \u0644\u0645 \u062a\u0639\u062f \u062a\u0642\u062a\u0635\u0631 \u0639\u0644\u0649 \u0639\u0631\u0636 \u0635\u0648\u0631 \u0627\u0644\u063a\u0631\u0641 \u0648\u0627\u0644\u0645\u0633\u0627\u0628\u062d.<br data-start=\"2563\" data-end=\"2566\" \/>\u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062d\u062f\u064a\u062b\u0629 \u062a\u0639\u062a\u0645\u062f \u0639\u0644\u0649 <strong data-start=\"2593\" data-end=\"2615\">\u0633\u0631\u062f \u0627\u0644\u0642\u0635\u0635 \u0627\u0644\u0639\u0627\u0637\u0641\u064a\u0629<\/strong> (Emotional Storytelling):<br data-start=\"2641\" data-end=\"2644\" \/>\u0644\u0642\u0637\u0629 \u0644\u0639\u0627\u0626\u0644\u0629 \u062a\u0636\u062d\u0643 \u0639\u0644\u0649 \u0634\u0631\u0641\u0629\u060c \u0623\u0648 \u0645\u0648\u0638\u0641 \u064a\u0642\u062f\u0651\u0645 \u0642\u0647\u0648\u0629 \u0628\u0627\u0628\u062a\u0633\u0627\u0645\u0629 \u062f\u0627\u0641\u0626\u0629.<br data-start=\"2705\" data-end=\"2708\" \/>\u0647\u0630\u0647 \u0627\u0644\u0635\u0648\u0631 \u062a\u0639\u0632\u0632 \u0645\u0641\u0647\u0648\u0645 <strong data-start=\"2729\" data-end=\"2757\">\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0634\u0627\u0639\u0631 \u0641\u064a \u0627\u0644\u0636\u064a\u0627\u0641\u0629<\/strong> \u0644\u0623\u0646\u0647\u0627 \u062a\u062e\u0644\u0642 <strong data-start=\"2769\" data-end=\"2785\">\u062a\u062c\u0631\u0628\u0629 \u0645\u062a\u0648\u0642\u0639\u0629<\/strong> \u064a\u062a\u0631\u0642\u0628\u0647\u0627 \u0627\u0644\u0636\u064a\u0641 \u0642\u0628\u0644 \u0627\u0644\u0648\u0635\u0648\u0644.<\/p>\n<h3 dir=\"rtl\" data-start=\"2818\" data-end=\"2852\">4. \u062a\u062f\u0631\u064a\u0628 \u0627\u0644\u0645\u0648\u0638\u0641\u064a\u0646 \u0643\u0635\u0627\u0646\u0639\u064a \u0645\u0634\u0627\u0639\u0631<\/h3>\n<p dir=\"rtl\" data-start=\"2853\" data-end=\"3123\">\u0627\u0644\u0639\u0627\u0645\u0644\u0648\u0646 \u0641\u064a \u0627\u0644\u0641\u0646\u0627\u062f\u0642 \u0644\u064a\u0633\u0648\u0627 \u0645\u062c\u0631\u062f \u0645\u0646\u0641\u0651\u0630\u064a \u062e\u062f\u0645\u0627\u062a\u060c \u0628\u0644 <strong data-start=\"2901\" data-end=\"2924\">\u0645\u0647\u0646\u062f\u0633\u0648 \u062a\u062c\u0627\u0631\u0628 \u0639\u0627\u0637\u0641\u064a\u0629<\/strong>.<br data-start=\"2925\" data-end=\"2928\" \/>\u0639\u0646\u062f\u0645\u0627 \u064a\u0634\u0639\u0631 \u0627\u0644\u0646\u0632\u064a\u0644 \u0628\u0627\u0644\u0627\u0647\u062a\u0645\u0627\u0645 \u0627\u0644\u0634\u062e\u0635\u064a \u0648\u0627\u0644\u062a\u0639\u0627\u0637\u0641\u060c \u062a\u062a\u0648\u0644\u0651\u062f \u0645\u0634\u0627\u0639\u0631 \u0627\u0644\u0627\u0646\u062a\u0645\u0627\u0621.<br data-start=\"2995\" data-end=\"2998\" \/>\u062f\u0631\u0627\u0633\u0629 Barsky &amp; Nash (2002) \u0623\u0643\u062f\u062a \u0623\u0646 <strong data-start=\"3033\" data-end=\"3068\">\u0627\u0644\u0645\u0634\u0627\u0639\u0631 \u0627\u0644\u0625\u064a\u062c\u0627\u0628\u064a\u0629 \u062a\u062c\u0627\u0647 \u0627\u0644\u0645\u0648\u0638\u0641\u064a\u0646<\/strong> \u062a\u0624\u062b\u0631 \u0628\u0634\u0643\u0644 \u0623\u0643\u0628\u0631 \u0639\u0644\u0649 \u0648\u0644\u0627\u0621 \u0627\u0644\u0646\u0632\u0644\u0627\u0621 \u0645\u0646 \u062c\u0648\u062f\u0629 \u0627\u0644\u0645\u0631\u0627\u0641\u0642 \u0646\u0641\u0633\u0647\u0627.<\/p>\n<h2 dir=\"rtl\" data-start=\"3130\" data-end=\"3176\">\u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0634\u0627\u0639\u0631 \u0641\u064a \u0627\u0644\u0636\u064a\u0627\u0641\u0629<\/h2>\n<p dir=\"rtl\" data-start=\"3177\" data-end=\"3264\">\u0627\u0644\u0623\u0628\u062d\u0627\u062b \u062a\u0634\u064a\u0631 \u0625\u0644\u0649 \u0623\u0646 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0641\u064a \u0627\u0644\u062a\u062c\u0627\u0631\u0628 \u0627\u0644\u0639\u0627\u0637\u0641\u064a\u0629 \u0644\u064a\u0633 \u0631\u0641\u0627\u0647\u064a\u0629 \u0628\u0644 <strong data-start=\"3241\" data-end=\"3261\">\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0631\u0628\u062d\u064a\u0629<\/strong>:<\/p>\n<ul dir=\"rtl\" data-start=\"3265\" data-end=\"3577\">\n<li data-start=\"3265\" data-end=\"3351\">\n<p data-start=\"3267\" data-end=\"3351\">\u0627\u0644\u0645\u0634\u0627\u0639\u0631 \u0627\u0644\u0625\u064a\u062c\u0627\u0628\u064a\u0629 \u062a\u0639\u0632\u0632 <strong data-start=\"3290\" data-end=\"3304\">\u0646\u064a\u0629 \u0627\u0644\u0639\u0648\u062f\u0629<\/strong> \u062d\u062a\u0649 \u0644\u0648 \u0627\u0631\u062a\u0641\u0639\u062a \u0627\u0644\u0623\u0633\u0639\u0627\u0631 (Barsky &amp; Nash, 2002).<\/p>\n<\/li>\n<li data-start=\"3352\" data-end=\"3505\">\n<p data-start=\"3354\" data-end=\"3505\">\u0627\u0644\u0636\u064a\u0648\u0641 \u0627\u0644\u0630\u064a\u0646 \u064a\u0634\u0639\u0631\u0648\u0646 \u0628\u0627\u0644\u0627\u0631\u062a\u0628\u0627\u0637 \u0627\u0644\u0639\u0627\u0637\u0641\u064a \u064a\u0634\u0627\u0631\u0643\u0648\u0646 \u062a\u062c\u0627\u0631\u0628\u0647\u0645 \u0639\u0644\u0649 \u0627\u0644\u0625\u0646\u062a\u0631\u0646\u062a\u060c \u0645\u0645\u0627 \u064a\u0631\u0641\u0639 \u0645\u0646 <strong data-start=\"3434\" data-end=\"3470\">\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0634\u0641\u0647\u064a \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a (eWOM)<\/strong> (Serra-Cantallops et al., 2018).<\/p>\n<\/li>\n<li data-start=\"3506\" data-end=\"3577\">\n<p data-start=\"3508\" data-end=\"3577\">\u0627\u0644\u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u0639\u0627\u0637\u0641\u064a\u0629 \u062a\u062e\u0644\u0642 <strong data-start=\"3530\" data-end=\"3550\">\u0648\u0644\u0627\u0621\u064b \u0637\u0648\u064a\u0644 \u0627\u0644\u0645\u062f\u0649<\/strong> \u064a\u0635\u0639\u0628 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u062a\u0642\u0644\u064a\u062f\u0647.<\/p>\n<\/li>\n<\/ul>\n<h2 dir=\"rtl\" data-start=\"3584\" data-end=\"3629\">\u0646\u0645\u0648\u0630\u062c \u0639\u0645\u0644\u064a \u0644\u062a\u0637\u0628\u064a\u0642 \u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0634\u0627\u0639\u0631 \u0641\u064a \u0627\u0644\u0636\u064a\u0627\u0641\u0629<\/h2>\n<ol dir=\"rtl\" data-start=\"3630\" data-end=\"3935\">\n<li data-start=\"3630\" data-end=\"3710\">\n<p data-start=\"3633\" data-end=\"3710\"><strong data-start=\"3633\" data-end=\"3648\">\u0642\u0628\u0644 \u0627\u0644\u0648\u0635\u0648\u0644:<\/strong> \u0627\u0633\u062a\u062e\u062f\u0645 \u0627\u0644\u062d\u0645\u0644\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0644\u0631\u0648\u0627\u064a\u0629 \u0642\u0635\u0629 \u0627\u0644\u0641\u0646\u062f\u0642 \u0648\u0635\u0646\u0627\u0639\u0629 \u062a\u0648\u0642\u0639 \u0639\u0627\u0637\u0641\u064a.<\/p>\n<\/li>\n<li data-start=\"3711\" data-end=\"3791\">\n<p data-start=\"3714\" data-end=\"3791\"><strong data-start=\"3714\" data-end=\"3730\">\u0644\u062d\u0638\u0629 \u0627\u0644\u0648\u0635\u0648\u0644:<\/strong> \u0641\u0639\u0651\u0644 \u0627\u0644\u062a\u0631\u062d\u064a\u0628 \u0627\u0644\u062d\u0627\u0631 \u0648\u0627\u0644\u0645\u0641\u0627\u062c\u0622\u062a \u0627\u0644\u0635\u063a\u064a\u0631\u0629 \u0627\u0644\u062a\u064a \u062a\u0628\u0642\u0649 \u0641\u064a \u0627\u0644\u0630\u0627\u0643\u0631\u0629.<\/p>\n<\/li>\n<li data-start=\"3792\" data-end=\"3859\">\n<p data-start=\"3795\" data-end=\"3859\"><strong data-start=\"3795\" data-end=\"3813\">\u0623\u062b\u0646\u0627\u0621 \u0627\u0644\u0625\u0642\u0627\u0645\u0629:<\/strong> \u0642\u062f\u0651\u0645 \u062a\u062c\u0627\u0631\u0628 \u0634\u062e\u0635\u064a\u0629 \u0645\u0635\u0645\u0651\u0645\u0629 \u062d\u0633\u0628 \u062a\u0641\u0636\u064a\u0644\u0627\u062a \u0627\u0644\u0646\u0632\u064a\u0644.<\/p>\n<\/li>\n<li data-start=\"3860\" data-end=\"3935\">\n<p data-start=\"3863\" data-end=\"3935\"><strong data-start=\"3863\" data-end=\"3880\">\u0628\u0639\u062f \u0627\u0644\u0645\u063a\u0627\u062f\u0631\u0629:<\/strong> \u062a\u0648\u0627\u0635\u0644 \u0645\u0639 \u0627\u0644\u0646\u0632\u064a\u0644 \u0628\u0631\u0633\u0627\u0626\u0644 \u0634\u0643\u0631 \u0648\u062f\u0639\u0648\u0627\u062a \u0645\u062e\u0635\u0635\u0629 \u062a\u0639\u0632\u0651\u0632 \u0627\u0644\u0639\u0644\u0627\u0642\u0629.<\/p>\n<\/li>\n<\/ol>\n<h2 dir=\"rtl\" data-start=\"3942\" data-end=\"3984\">\u0643\u064a\u0641 \u062a\u0642\u064a\u0633 \u0646\u062c\u0627\u062d \u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0634\u0627\u0639\u0631 \u0641\u064a \u0627\u0644\u0636\u064a\u0627\u0641\u0629\u061f<\/h2>\n<p dir=\"rtl\" data-start=\"3985\" data-end=\"4049\">\u0644\u0642\u064a\u0627\u0633 \u0641\u0639\u0627\u0644\u064a\u0629 \u0627\u0644\u0645\u0634\u0627\u0639\u0631\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0641\u0646\u0627\u062f\u0642 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0645\u0624\u0634\u0631\u0627\u062a \u0643\u0645\u064a\u0629 \u0648\u0646\u0648\u0639\u064a\u0629:<\/p>\n<ul dir=\"rtl\" data-start=\"4050\" data-end=\"4249\">\n<li data-start=\"4050\" data-end=\"4109\">\n<p data-start=\"4052\" data-end=\"4109\"><strong data-start=\"4052\" data-end=\"4073\">\u0627\u0633\u062a\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0645\u0634\u0627\u0639\u0631<\/strong> (\u0642\u064a\u0627\u0633 \u0627\u0644\u0633\u0639\u0627\u062f\u0629\u060c \u0627\u0644\u0631\u0627\u062d\u0629\u060c \u0627\u0644\u0627\u0646\u0628\u0647\u0627\u0631).<\/p>\n<\/li>\n<li data-start=\"4110\" data-end=\"4177\">\n<p data-start=\"4112\" data-end=\"4177\"><strong data-start=\"4112\" data-end=\"4129\">\u0645\u0624\u0634\u0631\u0627\u062a \u0627\u0644\u0648\u0644\u0627\u0621<\/strong> (\u0645\u0639\u062f\u0644 \u0627\u0644\u0639\u0648\u062f\u0629\u060c \u0627\u0644\u0625\u062d\u0627\u0644\u0627\u062a\u060c \u0627\u0644\u0645\u0631\u0627\u062c\u0639\u0627\u062a \u0627\u0644\u0625\u064a\u062c\u0627\u0628\u064a\u0629).<\/p>\n<\/li>\n<li data-start=\"4178\" data-end=\"4249\">\n<p data-start=\"4180\" data-end=\"4249\"><strong data-start=\"4180\" data-end=\"4204\">\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u062d\u062a\u0648\u0649 \u0627\u0644\u0631\u0642\u0645\u064a<\/strong> (\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0634\u0627\u0639\u0631 \u0641\u064a \u0627\u0644\u062a\u0642\u064a\u064a\u0645\u0627\u062a \u0639\u0628\u0631 \u0627\u0644\u0625\u0646\u062a\u0631\u0646\u062a).<\/p>\n<\/li>\n<\/ul>\n<p dir=\"rtl\" data-start=\"4251\" data-end=\"4355\">\u062a\u0648\u0635\u064a \u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u062d\u062f\u064a\u062b\u0629 \u0628\u062c\u0639\u0644 <strong data-start=\"4278\" data-end=\"4304\">\u0627\u0644\u0645\u0634\u0627\u0639\u0631 \u0645\u062a\u063a\u064a\u0631\u064b\u0627 \u0648\u0633\u064a\u0637\u064b\u0627<\/strong> \u0641\u064a \u062a\u062d\u0644\u064a\u0644 \u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u0641\u0646\u062f\u0642\u064a\u0629 (Ali et al., 2016).<\/p>\n<h2 dir=\"rtl\" data-start=\"4362\" data-end=\"4396\">\u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0641\u064a \u062a\u0637\u0628\u064a\u0642 \u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0634\u0627\u0639\u0631<\/h2>\n<ol dir=\"rtl\" data-start=\"4397\" data-end=\"4584\">\n<li data-start=\"4397\" data-end=\"4457\">\n<p data-start=\"4400\" data-end=\"4457\"><strong data-start=\"4400\" data-end=\"4414\">\u0627\u0644\u0645\u0635\u062f\u0627\u0642\u064a\u0629:<\/strong> \u0627\u0644\u0648\u0639\u0648\u062f \u0627\u0644\u0639\u0627\u0637\u0641\u064a\u0629 \u0627\u0644\u0645\u0628\u0627\u0644\u063a \u0641\u064a\u0647\u0627 \u062a\u0636\u0631 \u0628\u0627\u0644\u062b\u0642\u0629.<\/p>\n<\/li>\n<li data-start=\"4458\" data-end=\"4516\">\n<p data-start=\"4461\" data-end=\"4516\"><strong data-start=\"4461\" data-end=\"4473\">\u0627\u0644\u0627\u062a\u0633\u0627\u0642:<\/strong> \u0627\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u062a\u062c\u0631\u0628\u0629 \u0645\u062a\u0634\u0627\u0628\u0647\u0629 \u0641\u064a \u062c\u0645\u064a\u0639 \u0627\u0644\u0641\u0631\u0648\u0639.<\/p>\n<\/li>\n<li data-start=\"4517\" data-end=\"4584\">\n<p data-start=\"4520\" data-end=\"4584\"><strong data-start=\"4520\" data-end=\"4533\">\u0627\u0644\u062e\u0635\u0648\u0635\u064a\u0629:<\/strong> \u062c\u0645\u0639 \u0628\u064a\u0627\u0646\u0627\u062a \u0634\u062e\u0635\u064a\u0629 \u0644\u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u062a\u062c\u0631\u0628\u0629 \u064a\u062a\u0637\u0644\u0628 \u0634\u0641\u0627\u0641\u064a\u0629 \u062a\u0627\u0645\u0629.<\/p>\n<\/li>\n<\/ol>\n<p dir=\"rtl\" data-start=\"4602\" data-end=\"4833\">\u0625\u0646 <strong data-start=\"4605\" data-end=\"4633\">\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0634\u0627\u0639\u0631 \u0641\u064a \u0627\u0644\u0636\u064a\u0627\u0641\u0629<\/strong> \u0644\u0645 \u064a\u0639\u062f \u062e\u064a\u0627\u0631\u064b\u0627 \u062a\u0643\u0645\u064a\u0644\u064a\u064b\u0627\u060c \u0628\u0644 \u0636\u0631\u0648\u0631\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629.<br data-start=\"4675\" data-end=\"4678\" \/>\u0627\u0644\u0641\u0646\u0627\u062f\u0642 \u0627\u0644\u062a\u064a \u062a\u0641\u0647\u0645 \u0623\u0646 &#8220;\u0627\u0644\u0636\u064a\u0641 \u0644\u0627 \u064a\u0634\u062a\u0631\u064a \u063a\u0631\u0641\u0629\u060c \u0628\u0644 \u0634\u0639\u0648\u0631\u064b\u0627&#8221; \u0647\u064a \u0627\u0644\u0642\u0627\u062f\u0631\u0629 \u0639\u0644\u0649 \u0628\u0646\u0627\u0621 \u0639\u0644\u0627\u0642\u0627\u062a \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0623\u0645\u062f\u060c \u0648\u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u0625\u064a\u0631\u0627\u062f\u0627\u062a\u060c \u0648\u062a\u062d\u0648\u064a\u0644 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0625\u0644\u0649 \u0645\u0631\u0648\u0651\u062c\u064a\u0646 \u0639\u0627\u0637\u0641\u064a\u064a\u0646 \u0644\u0644\u0639\u0644\u0627\u0645\u0629.<\/p>\n<p dir=\"rtl\" data-start=\"3863\" data-end=\"4130\">\u0625\u0646 \u0643\u0646\u062a \u0645\u0647\u062a\u0645 \u0628\u0645\u062c\u0627\u0644 \u0627\u0644\u0641\u0646\u0627\u062f\u0642 \u064a\u0645\u0643\u0646\u0643 \u0642\u0631\u0627\u0621\u0629 \u0623\u064a\u0636\u0627\u064b:<\/p>\n<p dir=\"rtl\" data-start=\"3863\" data-end=\"4130\"><a href=\"https:\/\/caesarhakimeh.com\/ar\/%d8%a3%d9%86%d9%88%d8%a7%d8%b9-%d9%85%d9%84%d9%83%d9%8a%d8%a9-%d8%a7%d9%84%d9%81%d9%86%d8%a7%d8%af%d9%82-%d9%83%d9%8a%d9%81-%d8%aa%d8%ae%d8%aa%d8%a7%d8%b1-%d8%a7%d9%84%d9%86%d9%85%d9%88%d8%b0%d8%ac\/\" target=\"_blank\" rel=\"noopener\">\u0623\u0646\u0648\u0627\u0639 \u0645\u0644\u0643\u064a\u0629 \u0627\u0644\u0641\u0646\u0627\u062f\u0642: \u0643\u064a\u0641 \u062a\u062e\u062a\u0627\u0631 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0623\u0645\u062b\u0644 \u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631\u0643 \u0627\u0644\u0641\u0646\u062f\u0642\u064a\u061f<\/a><\/p>\n<p dir=\"rtl\" data-start=\"3863\" data-end=\"4130\"><a href=\"https:\/\/caesarhakimeh.com\/ar\/%d8%b9%d9%84%d9%85-%d8%a7%d9%84%d9%86%d9%81%d8%b3-%d9%81%d9%8a-%d8%a7%d9%84%d8%b6%d9%8a%d8%a7%d9%81%d8%a9-%d9%83%d9%8a%d9%81-%d8%aa%d8%ae%d9%84%d9%82-%d8%a7%d9%84%d9%81%d9%86%d8%a7%d8%af%d9%82-%d8%aa\/\">\u0639\u0644\u0645 \u0627\u0644\u0646\u0641\u0633 \u0641\u064a \u0627\u0644\u0636\u064a\u0627\u0641\u0629: \u0643\u064a\u0641 \u062a\u062e\u0644\u0642 \u0627\u0644\u0641\u0646\u0627\u062f\u0642 \u062a\u062c\u0627\u0631\u0628 \u0644\u0627 \u062a\u064f\u0646\u0633\u0649 \u0648\u062a\u062c\u0630\u0628 \u0648\u0644\u0627\u0621 \u0627\u0644\u0636\u064a\u0648\u0641\u061f<\/a><\/p>\n<p dir=\"rtl\" data-start=\"3863\" data-end=\"4130\"><a href=\"https:\/\/caesarhakimeh.com\/ar\/%d8%a7%d9%84%d8%b9%d8%a7%d8%b7%d9%81%d8%a9-%d9%81%d9%8a-%d8%aa%d8%b3%d9%88%d9%8a%d9%82-%d8%a7%d9%84%d9%81%d9%86%d8%a7%d8%af%d9%82-%d9%83%d9%8a%d9%81-%d8%aa%d8%b5%d9%86%d8%b9-%d9%84%d8%ad%d8%b8%d8%a9\/\">\u0627\u0644\u0639\u0627\u0637\u0641\u0629 \u0641\u064a \u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0641\u0646\u0627\u062f\u0642: \u0643\u064a\u0641 \u062a\u0635\u0646\u0639 \u0644\u062d\u0638\u0629 \u0627\u0644\u0627\u0646\u0628\u0647\u0627\u0631 \u0627\u0644\u062a\u064a \u0644\u0627 \u062a\u064f\u0646\u0633\u0649\u061f<\/a><\/p>\n<h2 dir=\"rtl\" data-start=\"4840\" data-end=\"4858\">\u0627\u0644\u0645\u0631\u0627\u062c\u0639 \u0627\u0644\u0639\u0644\u0645\u064a\u0629<\/h2>\n<ul dir=\"ltr\" data-start=\"4859\" data-end=\"5570\">\n<li data-start=\"4859\" data-end=\"4962\">\n<p data-start=\"4861\" data-end=\"4962\"><a href=\"https:\/\/hbr.org\/1998\/07\/welcome-to-the-experience-economy\">Pine, B. J., &amp; Gilmore, J. H. (1998). <em data-start=\"4899\" data-end=\"4935\">Welcome to the Experience Economy.<\/em> Harvard Business Review.<\/a><\/p>\n<\/li>\n<li data-start=\"4963\" data-end=\"5048\">\n<p data-start=\"4965\" data-end=\"5048\"><a href=\"https:\/\/www.tandfonline.com\/doi\/abs\/10.1362\/026725799784870496\">Schmitt, B. H. (1999). <em data-start=\"4988\" data-end=\"5013\">Experiential Marketing.<\/em> Journal of Marketing Management.<\/a><\/p>\n<\/li>\n<li data-start=\"5049\" data-end=\"5177\">\n<p data-start=\"5051\" data-end=\"5177\"><a href=\"https:\/\/www.jstor.org\/stable\/1252042\">Bitner, M. J. (1992). <em data-start=\"5073\" data-end=\"5153\">Servicescapes: The impact of physical surroundings on customers and employees.<\/em> Journal of Marketing.<\/a><\/p>\n<\/li>\n<li data-start=\"5178\" data-end=\"5319\">\n<p data-start=\"5180\" data-end=\"5319\"><a href=\"https:\/\/journals.sagepub.com\/doi\/10.1177\/0010880402431004\">Barsky, J., &amp; Nash, L. (2002). <em data-start=\"5211\" data-end=\"5262\">Evoking Emotion: Affective Keys to Hotel Loyalty.<\/em> Cornell Hotel and Restaurant Administration Quarterly.<\/a><\/p>\n<\/li>\n<li data-start=\"5320\" data-end=\"5444\">\n<p data-start=\"5322\" data-end=\"5444\"><a href=\"https:\/\/www.emerald.com\/sjme\/article\/22\/2\/142\/355829\/The-impact-of-positive-emotional-experiences-on\">Serra-Cantallops, A., et al. (2018). <em data-start=\"5359\" data-end=\"5414\">The impact of positive emotional experiences on eWOM.<\/em> Service Industries Journal.<\/a><\/p>\n<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>\u0641\u064a \u0639\u0627\u0644\u0645 \u0627\u0644\u0636\u064a\u0627\u0641\u0629 \u0627\u0644\u062d\u062f\u064a\u062b\u060c \u0644\u0645 \u062a\u0639\u062f \u0627\u0644\u063a\u0631\u0641\u0629 \u0647\u064a \u0645\u0627 \u064a\u0634\u062a\u0631\u064a\u0647 \u0627\u0644\u0646\u0632\u064a\u0644 \u062d\u0642\u064b\u0627. \u0623\u0635\u0628\u062d \u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0634\u0627\u0639\u0631 \u0641\u064a \u0627\u0644\u0636\u064a\u0627\u0641\u0629 \u0647\u0648 \u062c\u0648\u0647\u0631 \u0627\u0644\u0639\u0645\u0644 &hellip; <\/p>","protected":false},"author":1,"featured_media":34929,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_coachify_sidebar_layout":"","footnotes":""},"categories":[4],"tags":[14,47,48,19,29,20,44,69,36,40,71],"class_list":["post-34928","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-insights--","tag-hospitality","tag-hotel","tag-management","tag-marketing","tag-sustainability","tag-20","tag-44","tag-69","tag-36","tag-40","tag-71","image-hover-transition-effect"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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