Evaluation of the role of iran national museum in the cultural tourism in iran

• Autores: Omid Salek Farokhi
• Directores de la Tesis: Lluís Mundet Cerdán (dir. tes.), Dolors Vidal Casellas (codir. tes.)
• Lectura: En la Universitat de Girona ( España ) en 2019
• Idioma: español
• Tribunal Calificador de la Tesis: Nuria Elisa Morère Molinero (presid.), Maria Josep Balsach (secret.), Maria del Ripoll Freixa Serra (voc.)
• Programa de doctorado: Programa de Doctorado en Turismo por la Universidad de Girona y la Universidad de las Illes Balears
• Materias:
  • Sociología
    • Sociología cultural
      • Relaciones culturales
• Enlaces
  • Tesis en acceso abierto en: TDX
• Resumen

  • There has always been a controversy in relevant studies about the role of the museum in the tourism industry, particularly in cultural tourism. The studies which have focused on different aspects of the context of the relationship between the museum and cultural tourism, such as attracting visitors through the museum, visitor’s intentions in the museum and so on. This research attempts to understand and place the role museum as one of the pillars of cultural tourism in Iran. In this study, the strongest and the weakest points of cultural tourism in Iran, were detected through the SWOT (Strength, Weakness, Opportunity and Threat) model. This model is used as a sub-evaluation in this research . According to the results which indicated that the 2500 years old civilization as acted the strongest point and inappropriate global destination image of Iran as the weakest point for cultural tourism in Iran. The role of museum was evaluated to find out how the museum could change the erroneous destination image of Iran which acts as the weakest point and encourages visitors to visit other cultural tourism attractions as the strongest point of Iran`s cultural tourism. In this regard, Iran National Museum which specialises in archaeology and history of Iran was selected to be evaluated for its contribution. 385 questionnaires were distributed to visitors visiting the museum. After collecting the data, SPSS 16 was used to analyse the data. It was found that the Museum mostly has positive effects on cultural tourism in Iran and could inspire and drive visitors to visit other cultural tourism attractions in Iran and consequently change the perception of the visitor towards Iran. The result and the evaluation process of this research could be adapted and used to evaluate and measure the relationship of a museum with the local or national cultural tourism in other cases. Additionally, future cultural tourism researchers by using the research model of this study could analyze the relationship of other cultural tourism pillars having both direct and indirect effects on the cultural tourism of a region.