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
Full text not available in this repository. (Request a copy from the Strathclyde author)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.
| Item type: | Article |
|---|---|
| ID code: | 31239 |
| Keywords: | destination positioning , appraisal matrix, Iran, cultural heritage, marketing, Commerce |
| Subjects: | Social Sciences > Commerce |
| Department: | Strathclyde Business School > Hospitality and Tourism Management Strathclyde Business School > Management |
| Related URLs: | |
| Depositing user: | Pure Administrator |
| Date Deposited: | 02 Aug 2011 10:13 |
| Last modified: | 12 Mar 2012 11:27 |
| URI: | http://strathprints.strath.ac.uk/id/eprint/31239 |
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