Promoting ghetto niche tourism in Isfahan, Iran

摘要

In recent decades, survival in a competitive world has required the emergence of niche tourism. Niche tourism needs to be considered against mass tourism, and it consists of two main components: the specific tourism product and the needs of a particular audience. This study focuses on the development of ghetto niche tourism in the city of Isfahan, Iran, as a case study with an emphasis on religious minorities. Moreover, this research follows three major objectives: 1) to measure domestic tourists' interests in different cultures and religions in Isfahan; 2) to consider the attitude of domestic tourists towards ghetto tourism attractions and activities; and 3) to determine the tourists' perspective on the priority of ghetto tourist attractions and activities. The data were gathered through a questionnaire, and a quantitative analysis was used in this study. The results show that domestic tourists are interested in ghetto tourism attractions/activities in the city of Isfahan. Further analysis illustrates that among variables, visiting the minorities' cemeteries, visiting the Zoroastrian fire temple, listening to holy books of religious minorities, listening to religious music and visiting synagogues in Isfahan are high priorities and have more tourism potential.