Tourism of Culture2717-26272620211023Investigating the Contemporary Lifestyle of Iranian Society
An Analysis of Travel Style and Cultural MarketingsInvestigating the Contemporary Lifestyle of Iranian Society
An Analysis of Travel Style and Cultural Marketings51613933910.22034/toc.2021.300976.1050FAMohammad Hossein Imani KhoshkhooAssociate Professor in Tourism,University of Science and Culture, Tehran, Iran.Zohreh KoraniPh.D. Student in Tourism, University of Science and Culture, Tehran, Iran.0000-0002-2692-4207Journal Article20210822<span lang="EN-GB" style="font-size: 11.0pt; font-family: 'Times New Roman',serif;">Iranian society has undergone profound changes in recent decades. While main changes are the result of the rule of modernization and its consequences, some of these changes follow the pattern of transformation in society. Meanwhile, cultural marketing seeks to find customers in the modern age with powerful tools such as culture. This study seeks to investigate the changes in the travel style of contemporary Iranian society through a qualitative lens and examines how the travel style has been affected by cultural marketing. For this purpose, the conceptual framework of the research was first drawn using the previous literature. Then, according to the revelatory nature of the research, the grounded theory method was chosen for it. The research data were obtained through in-depth interviews with 47 experts and those who had an experience of more than ten trips abroad. The research analysis was performed using triple coding. Finally, the conceptual model of the research was drawn by extracting 14 major categories under the headings of conditions, interaction, and consequences. The results indicate that under the influence of contemporary world culture, Iranian society has redefined and reorganized its former identities to redefine its social and cultural maps and create a new identity. In the meantime, cultural marketing in many cases has not been able to lead people to adhere to their roots, which in many cases is fundamentally contrary to traditional and popular culture and has led to changing values, identity conflict, and material and spiritual imbalance.</span><span lang="EN-GB" style="font-size: 11.0pt; font-family: 'Times New Roman',serif;">Iranian society has undergone profound changes in recent decades. While main changes are the result of the rule of modernization and its consequences, some of these changes follow the pattern of transformation in society. Meanwhile, cultural marketing seeks to find customers in the modern age with powerful tools such as culture. This study seeks to investigate the changes in the travel style of contemporary Iranian society through a qualitative lens and examines how the travel style has been affected by cultural marketing. For this purpose, the conceptual framework of the research was first drawn using the previous literature. Then, according to the revelatory nature of the research, the grounded theory method was chosen for it. The research data were obtained through in-depth interviews with 47 experts and those who had an experience of more than ten trips abroad. The research analysis was performed using triple coding. Finally, the conceptual model of the research was drawn by extracting 14 major categories under the headings of conditions, interaction, and consequences. The results indicate that under the influence of contemporary world culture, Iranian society has redefined and reorganized its former identities to redefine its social and cultural maps and create a new identity. In the meantime, cultural marketing in many cases has not been able to lead people to adhere to their roots, which in many cases is fundamentally contrary to traditional and popular culture and has led to changing values, identity conflict, and material and spiritual imbalance.</span>https://www.toc-sj.com/article_139339_224b5ec8a37e54a40e6e73e72f95a746.pdfTourism of Culture2717-26272620211023An Introduction to Narrative TourismAn Introduction to Narrative Tourism172413937510.22034/toc.2021.306119.1052FAMajid GhorbaniB.S. Student in Tourism Management, Shiraz University, Shiraz, Iran.0000-0003-2008-7759Nazanin AzarnejadB.S. Student in Tourism Management, Shiraz University, Shiraz, Iran.Journal Article20210922Narrative tourism can be referred to a type of tourism or a strategy through which stories, legends, myths, rituals of a destination or stories, memories, and experiences of a tourist from the destination are used as an effective tool to create and increase the attractiveness of a place or destination. Sustainable narrative tourism not only increases tourist attraction, increases incomes of government and local community, and enhances the quality of life of local people in the region, but also makes tourists more respectful of the conditions, traditions, and culture of the host community. Narrative tourism resources can be classified into two categories: the first category includes history, stories, myths, and legends of the destination, and the second includes experiences, memories, stories, and souvenirs of the tourist. In the following, the relationship between narrative tourism and historical-cultural tourism, nature-based tourism, adventure tourists, the quality of life of locals, and the digital age are discussed. With the help of new technologies in the digital age, the development and exploitation of narrative tourism are much easier than ever. Finally, narrative tourism is a simple strategy to use the potential of attractions in story-building, storytelling, and story-listening, which aims to maintain the variety of stories, narratives, and cultures by creating diverse stories, in addition to creating new attractions and reviving old attractions. However, narrative tourism is a new concept that needs further statistical and numerical research to understand its capabilities, effects, and consequences in various economic, social, cultural, and environmental aspects.Narrative tourism can be referred to a type of tourism or a strategy through which stories, legends, myths, rituals of a destination or stories, memories, and experiences of a tourist from the destination are used as an effective tool to create and increase the attractiveness of a place or destination. Sustainable narrative tourism not only increases tourist attraction, increases incomes of government and local community, and enhances the quality of life of local people in the region, but also makes tourists more respectful of the conditions, traditions, and culture of the host community. Narrative tourism resources can be classified into two categories: the first category includes history, stories, myths, and legends of the destination, and the second includes experiences, memories, stories, and souvenirs of the tourist. In the following, the relationship between narrative tourism and historical-cultural tourism, nature-based tourism, adventure tourists, the quality of life of locals, and the digital age are discussed. With the help of new technologies in the digital age, the development and exploitation of narrative tourism are much easier than ever. Finally, narrative tourism is a simple strategy to use the potential of attractions in story-building, storytelling, and story-listening, which aims to maintain the variety of stories, narratives, and cultures by creating diverse stories, in addition to creating new attractions and reviving old attractions. However, narrative tourism is a new concept that needs further statistical and numerical research to understand its capabilities, effects, and consequences in various economic, social, cultural, and environmental aspects.https://www.toc-sj.com/article_139375_7f019cabeeacf1222e47be5d3f9925ca.pdfTourism of Culture2717-26272620211023An Investigation of the Iranian Cultural and Religious Policies for the Development of Halal TourismAn Investigation of the Iranian Cultural and Religious Policies for the Development of Halal Tourism254013943810.22034/toc.2021.277223.1042FAMahdi BasooliPh.D. in Tourism Management, ACECR, Tehran, Iran.Saeedeh DerakhshPh.D. Candidate, University of Science and Arts, Faculty of Humanities, Department of Management, Yazd, Iran.Journal Article20210412Traces of the ‘halal issue’ can be found in most of today’s industry including food, cosmetics, transportation, and other related productions. Muslim tourists are paying more attention to tourism markets than ever before. Since Iran is an Islamic country and its laws are in accordance with the standards of Islam, halal tourism can be flourished in this country according to the background of Islamic culture. Therefore, it is necessary to examine the importance of paying attention to the cultural and religious policies of Iran to develop halal tourism. The purpose of this article is to evaluate the contribution of the cultural and religious policies of Iran to the improvement and development of halal tourism. To this purpose, the relationship between religious and cultural indicators affecting the development of this type of tourism was examined using the interpretive structural modeling (ISM) technique. This method is a system analysis that examines the interactions between its elements and is based on the opinion of experts. The group of experts in the field of religious tourism and cultural heritage, tourism stakeholders, and managers of accommodation centers have received foreign Muslim tourists. The findings showed that Islamic branding indicators focusing on Iranian culture, marketing, and advertising can introduce the Islamic religious culture of Iran to Muslim tourists and create a good image of the cultural situation in Iran. As a result, Muslim tourists can be attracted to Iran by the most basic religious and cultural indicators affecting tourism development. This strategy should be incorporated into the executive policies of the country as a priority.Traces of the ‘halal issue’ can be found in most of today’s industry including food, cosmetics, transportation, and other related productions. Muslim tourists are paying more attention to tourism markets than ever before. Since Iran is an Islamic country and its laws are in accordance with the standards of Islam, halal tourism can be flourished in this country according to the background of Islamic culture. Therefore, it is necessary to examine the importance of paying attention to the cultural and religious policies of Iran to develop halal tourism. The purpose of this article is to evaluate the contribution of the cultural and religious policies of Iran to the improvement and development of halal tourism. To this purpose, the relationship between religious and cultural indicators affecting the development of this type of tourism was examined using the interpretive structural modeling (ISM) technique. This method is a system analysis that examines the interactions between its elements and is based on the opinion of experts. The group of experts in the field of religious tourism and cultural heritage, tourism stakeholders, and managers of accommodation centers have received foreign Muslim tourists. The findings showed that Islamic branding indicators focusing on Iranian culture, marketing, and advertising can introduce the Islamic religious culture of Iran to Muslim tourists and create a good image of the cultural situation in Iran. As a result, Muslim tourists can be attracted to Iran by the most basic religious and cultural indicators affecting tourism development. This strategy should be incorporated into the executive policies of the country as a priority.https://www.toc-sj.com/article_139438_39597a2d108d8dc55538f9350221e12a.pdfTourism of Culture2717-26272620211023The Role of Local Community Culture in Slow Tourism Attraction
(Case Study: Turkmen Sahara)The Role of Local Community Culture in Slow Tourism Attraction
(Case Study: Turkmen Sahara)414813949810.22034/toc.2021.261655.1033FANarges KazemifardMaster of Tourism Planning, University of Science and Culture, Tehran, Iran.Seyed Saeed HashemiAssociate Professor, University of Science and Culture, Tehran, Iran.Parvaneh ParchekaniAssistant Professor, University of Science and Culture, Tehran, Iran.Journal Article20201211The world of tourism is getting much bigger and more complicated. New types of tourism have emerged to meet the needs of humans in modern life. It drives modern man to slow down. Slow tourism has emerged to slow down the rapid life cycle of modern humans and help them get closer to the indigenous cultures that have been forgotten at this speed of technology. It also aims at improving their lives by benefitting from all the elements of travel. Slow tourism is a new perspective in the world of tourism that contributes to both the environment and the quality of human life at the same time. The purpose of this research is to study the role of local community culture on slow tourism attraction in Turkmen Sahara. This study is applied and its nature is descriptive-analytical. After designing the questionnaire, its validity was confirmed by experts and its reliability by Cronbach’s test. Due to the limited number of slow tourists based on the inclusion criteria, through non-probable snowball sampling, 103 questionnaires were collected from the slow tourists of the Turkmen Sahara region, afterward, data were analyzed in SPSS software using regression and F test. The conclusion is that the local culture directly affects the slow tourist attraction in Turkmen Sahara.The world of tourism is getting much bigger and more complicated. New types of tourism have emerged to meet the needs of humans in modern life. It drives modern man to slow down. Slow tourism has emerged to slow down the rapid life cycle of modern humans and help them get closer to the indigenous cultures that have been forgotten at this speed of technology. It also aims at improving their lives by benefitting from all the elements of travel. Slow tourism is a new perspective in the world of tourism that contributes to both the environment and the quality of human life at the same time. The purpose of this research is to study the role of local community culture on slow tourism attraction in Turkmen Sahara. This study is applied and its nature is descriptive-analytical. After designing the questionnaire, its validity was confirmed by experts and its reliability by Cronbach’s test. Due to the limited number of slow tourists based on the inclusion criteria, through non-probable snowball sampling, 103 questionnaires were collected from the slow tourists of the Turkmen Sahara region, afterward, data were analyzed in SPSS software using regression and F test. The conclusion is that the local culture directly affects the slow tourist attraction in Turkmen Sahara.https://www.toc-sj.com/article_139498_58dc5eb74aeac0e34785ab0c94856ff1.pdfTourism of Culture2717-26272620211023Strategies, Causes and Challenges of Cultural Development through a Tourism Development Approach Using Grounded TheoryStrategies, Causes and Challenges of Cultural Development through a Tourism Development Approach Using Grounded Theory495613967710.22034/toc.2021.306642.1053FAAbozar RezaeiPh.D. Student in Cultural Management and Planning, Islamic Azad University, South Tehran Branch, Tehran, Iran .0000-0003-1950-1860Mohammadrea KarimiAssistant Professor, Department of Cultural Affairs, Faculty of Economics and Management, Islamic Azad University, South Tehran Branch, Tehran, Iran.0000-0003-2560-070xAlireza EbrahimpourAssistant Professor, Department of Cultural Affairs, Faculty of Economics and Management, Islamic Azad University, South Tehran Branch, Tehran, Iran.Journal Article20210926Cultural development contributes to sustainable growth in the tourism industry. The main role of tourism development is improving economic, social, and cultural development. Also, sustainable cultural development can be achieved through tourism evolution. This means that not only tourism must be sustainable, but also sustainable cultural development needs to be on agenda. Since Iran is one of the top ten countries, which has many potentials in the tourism industry, identifying its capacities is important. Moreover, developing accurate strategies and recognizing the challenges and obstacles of cultural development can turn this country into a top tourist destination in the industry. Therefore, it is necessary to study the strategies, their performance, and consequences in the tourism industry. Cultural tourism will have positive consequences if it is well planned and managed. This article aims to identify strategies, causes, and challenges of cultural development on tourism. This study employed a qualitative approach. Following the in-depth study of the relevant articles and documents, the data were gathered through in-depth interviews and then were analyzed using the Grounded Theory method through three coding stages (i.e. open, axial, and selective) using MAXQAD software.Cultural development contributes to sustainable growth in the tourism industry. The main role of tourism development is improving economic, social, and cultural development. Also, sustainable cultural development can be achieved through tourism evolution. This means that not only tourism must be sustainable, but also sustainable cultural development needs to be on agenda. Since Iran is one of the top ten countries, which has many potentials in the tourism industry, identifying its capacities is important. Moreover, developing accurate strategies and recognizing the challenges and obstacles of cultural development can turn this country into a top tourist destination in the industry. Therefore, it is necessary to study the strategies, their performance, and consequences in the tourism industry. Cultural tourism will have positive consequences if it is well planned and managed. This article aims to identify strategies, causes, and challenges of cultural development on tourism. This study employed a qualitative approach. Following the in-depth study of the relevant articles and documents, the data were gathered through in-depth interviews and then were analyzed using the Grounded Theory method through three coding stages (i.e. open, axial, and selective) using MAXQAD software.https://www.toc-sj.com/article_139677_00aa6d9cb2c937e6b2a1c326a04daf4d.pdfTourism of Culture2717-26272620211023School, a Perspective of the Scientific Life of Islamic CitiesSchool, a Perspective of the Scientific Life of Islamic Cities576613970610.22034/toc.2021.309179.1054FASajad MoazenAssistant Professor, School of Architecture and Environmental Design, Iran University of Science and Technology, Tehran, Iran.0000000329997652Journal Article20211006The Islamic city is a living being, and each member has duties. The health and interaction of members with each other ensure the performance of those duties. The buildings of the Islamic city have intangible sub-uses that confirm the material and spiritual life of the town, in addition to their central function. Apart from their cultural and historical significance, the survivors of these buildings today recount the period of dominance of the original traditions over human life. Accordingly, the study of any particular architecture recognizes the impact of its current function on city life. On the other hand, the process of acceleration over time deprives man today of confidence and increases his need to take refuge in the effects of a time when man lived a quieter life. The main questions of this research are to figure out the role of school narration of the scientific life in the Islamic city and how to portray it for today’s tourists. The method of conducting research is a historical method that analyzes the way of life in the period by interpreting the past events. This study used a descriptive method in the data analysis. The purpose of this article is to go beyond filling leisure, entertainment, and sightseeing in the face of historic buildings and cities. Therefore, a tourist in the school building should be interpreted as a human sitting in the narrator’s presence. A narrative in which the school is a point of view that acquaints the tourist with traditional life.The Islamic city is a living being, and each member has duties. The health and interaction of members with each other ensure the performance of those duties. The buildings of the Islamic city have intangible sub-uses that confirm the material and spiritual life of the town, in addition to their central function. Apart from their cultural and historical significance, the survivors of these buildings today recount the period of dominance of the original traditions over human life. Accordingly, the study of any particular architecture recognizes the impact of its current function on city life. On the other hand, the process of acceleration over time deprives man today of confidence and increases his need to take refuge in the effects of a time when man lived a quieter life. The main questions of this research are to figure out the role of school narration of the scientific life in the Islamic city and how to portray it for today’s tourists. The method of conducting research is a historical method that analyzes the way of life in the period by interpreting the past events. This study used a descriptive method in the data analysis. The purpose of this article is to go beyond filling leisure, entertainment, and sightseeing in the face of historic buildings and cities. Therefore, a tourist in the school building should be interpreted as a human sitting in the narrator’s presence. A narrative in which the school is a point of view that acquaints the tourist with traditional life.https://www.toc-sj.com/article_139706_98c8f7f3e40874eeac87de77f70467ed.pdf