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Destination Appraisal for European Cultural Tourism to Iran


  • This paper is based upon the last piece of empirical research conducted by the late Professor Richard Prentice during one of his frequent visits to Iran.

Kevin D. O'Gorman, University of Strathclyde, Strathclyde Business School, Glasgow, UK.



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.