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.