Intangible Cultural Heritage in Tourism Strategy

Abstract

Cultural heritage carries two sets of tangible and intangible assets. The relationship between tourism and intangible cultural heritage is a young but growing discourse. However, tourism planning and strategy development for intangible cultural heritage have so far remained undervalued. This gap looks much bigger within the Persian context. The aim of this chapter is to explore how the roles of Persian intangible cultural heritage in tourism are perceived, and whether the intended roles can be promoted as practicable tourism strategies. Data analysis suggests intangible cultural heritage as a tool that contributes positively to developing tourism strategies through promoting destination attraction and marketing opportunities and sustainability in tourism.

Citation

Esfehani, M.H. (2019), "Intangible Cultural Heritage in Tourism Strategy", Experiencing Persian Heritage (Bridging Tourism Theory and Practice, Vol. 10), Emerald Publishing Limited, Leeds, pp. 65-79. https://doi.org/10.1108/S2042-144320190000010005