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Destination appraisal for European cultural tourism to Iran

Butler, Richard and O'Gorman, Kevin D and Prentice, Richard (2011) Destination appraisal for European cultural tourism to Iran. International Journal of Tourism Research. ISSN 1099-2340

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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.