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Abstract
Local input into identifying and selecting the unique selling points (USPs) of a destination is an important element in the development of appropriate and culturally sensitive tourism to developing international tourist destinations. Here a destination appraisal matrix was created and then was tested by a group of Iranian tourist industry representatives. The destination appraisal matrix technique can easily be used by tourism marketers in such developing countries and the matrix proved a successful method of initiating discussions on the problem of positioning a destination when normal expertise, structures and resources are lacking and conventional approaches to positioning difficult or inappropriate.
Original language | English |
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Journal | International Journal of Tourism Research |
Early online date | 31 Jul 2011 |
DOIs | |
Publication status | Published - 2011 |
Keywords
- destination positioning
- appraisal matrix
- Iran
- cultural heritage
- marketing
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Iranian Hospitality & Tourism
O'Gorman, K. D. (Principal Investigator)
1/09/07 → …
Project: Non-funded project