A Textual and Visual-based Exposition of Iran as a Destination

Abstract

Iran, home to 22 World Heritage Sites in 2017, is blessed with an abundance of breathtaking scenery and a multitude of historic environments for tourists to enjoy. This exploratory chapter investigates tourists’ perceptions about the nature of heritage tourism in Iran, using the five most important cultural attractions as a starting point. A total of 25 photos and 60 reviews constitute the sample. The data were content-analyzed using a deductive and inductive procedure. The results show the relevance of sensory perceptions as a way of creating a bond with cultural heritage that should be considered in the future when defining a brand for Iran as a destination.

Citation

Rodrigues, A.I., Ghasemi, V., Correia, A. and Kozak, M. (2019), "A Textual and Visual-based Exposition of Iran as a Destination", Experiencing Persian Heritage (Bridging Tourism Theory and Practice, Vol. 10), Emerald Publishing Limited, Bingley, pp. 169-187. https://doi.org/10.1108/S2042-144320190000010011