Tourism of Culture
Scientific Quarterly Journal

Analyzing the Relationship between Tourism and Social/Cultural Activities During the New Year Celebration (Nowruz) (Case Study: Iran Mall Project, Tehran)

https://doi.org/10.22034/toc.2024.427685.1142
Volume 5, Issue 16
Spring 2024
Pages 46-51
Tourism of Culture

Document Type : Review Article

Authors

Mahdi Zandieh 1
Parmis Baramaleki 2
Sara Javaherian Rad 3
Lida Yosefi 3

1 Associate Professor. in landscape architecture, Architecture, Restoration and Urbanism Faculty, Imam Khomeini International University, Qazvin, Iran.

2 M.A. student in architecture, Faculty of Architecture and Urban Planning; Imam Khomeini International University, Qazvin, Iran.

3 M.A. in architecture, Faculty of Architecture and Urban Planning; Imam Khomeini International University, Qazvin, Iran.

Abstract
Nowadays, tourist and commercial centers are constantly expanding. These days, a grand project called “Iran Mall” has been constructed in District 22 of Tehran, which is a magnificent example of the capabilities of Iranian engineers using state-of-the-art technologies. It has managed to significantly change the appearance and structure of its surrounding area. One of the factors that has contributed to the recognition of this shopping center and attracting tourists is the organization of events and special occasions, which connects the tourism industry with the economy. This article examines the Nowruz event in Iran, its cultural and social activities, and its relevance to a commercial platform. The descriptive-analytical method, along with library studies and field visits through interviews, were used for this purpose, and the role of organizing such events in the formation of important tourist centers in Tehran was identified. Shopping centers have played a significant role in the development of social interactions and the improvement of urban life. Iran Mall, by utilizing large spaces, organizing multiple events, and providing diverse facilities, meets international standards. Even during the COVID-19 crisis, it played a crucial role in changing the use of spaces and solving societal problems. Overall, the completion and development of this cultural and commercial landmark, as an Iranian and Islamic symbol, has had a considerable impact on attracting tourists, despite some criticisms such as the lack of architectural coherence in the spaces.

Keywords

Nowruz
Tourism
Cultural
Commercial
Social
Subjects
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  • Receive Date 29 November 2023
  • Revise Date 18 April 2024
  • Accept Date 13 March 2024

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