DUGiDocsEvaluation of the role of Iran National Museum in the cultural tourism in Iran
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There has always been a controversy in relevant studies about the role of the museum in the tourism industry, particularly in cultural tourism has always remained controversial in relevant studies. The studies which have focused on different aspects of the context of the relationship between the museum and cultural tourism, such as attracting tourists through the museum, visitor’s intentions in the museum and so on. This research attempts to understand and place the role of the museum as one of the important 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 as a sub-evaluation. The results detected the ancient 2500 years old civilization as the strongest point, and the inappropriate global destination image of Iran as the weakest point for cultural tourism in Iran. The role of the museum was evaluated to find out how the museum could change the erroneous destination image of Iran and encourage visitors to visit other cultural tourism attractions. 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 can use the research model used in this study to analyze the relationship between other cultural tourism pillars having both direct and indirect effects on the cultural tourism of a region
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