Conference Paper

Iran as a destination: A textual and pictorial analysis of heritage meanings

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Abstract

The general objective of this study was to explore meanings and perceptions that might be involved in the image formation of Iran as a heritage destination by tourists that could help develop a brand in the future. A combined textual and pictorial analysis was applied aiming to achieve this goal in order to produce useful and important information for the process of creating a brand for Iran as a destination. In terms of heritage, it will be interesting to explore the main attributes of each cultural attraction and try to promote them more accurately, based on the USP (Unique Selling Proposition) of Iran. this study highlights the relevance of sensory perceptions as a way for creating a bond with the cultural heritage. This should be explored in the process of defining an image and a brand for Iran as a tourism destination.

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... Nevertheless, discoveries of heritage, ranging from prehistoric (e.g. rock art), ancient, and medieval to the Islamic period are being constantly made or recognized (Rodrigues, Ghasemi, Correia, & Kozak, 2018). Also, Iran with 24 world heritage sites and 13 elements in the world intangible cultural heritage list has a unique superiority over its neighbors and this country focused on meeting cultural objectives on attracting tourists who are familiar with and have an interest in Iran's rich history and culture and who respect Iranian people as well as Iranian cultural-religious tradition (UNESCO, 2019a; UNESCO, 2019b; Zamani-Farahani & Eid, 2016). ...
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