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Destination Appraisal for European Cultural Tourism to Iran
Author(s) -
Butler Richard,
O'Gorman Kevin D.,
Prentice Richard
Publication year - 2011
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.862
Subject(s) - tourism , destinations , marketing , element (criminal law) , business , matrix (chemical analysis) , geography , political science , materials science , archaeology , law , composite material
Local input into identifying and selecting the unique selling points 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 to be 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 are difficult or inappropriate. Copyright © 2011 John Wiley & Sons, Ltd.