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Title: What is in a name? : evoking associations in cultural tourism marketing of Persia and Iran
Author: Khodadadi, Masood
ISNI:       0000 0004 5354 9187
Awarding Body: Glasgow Caledonian University
Current Institution: Glasgow Caledonian University
Date of Award: 2014
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This research aims to investigate how destination images relating to Iran are formed pre-visit and (in most cases) reconfigured post-visit by British cultural tourists. In particular it explores how a range of different discourses of Iran/Persia are (re )produced by the British media, Iranian tourism suppliers and British cultural tourists themselves, these being the discourse of Iran-as-Polity, Iran-as-Society and Iran-as-Persia. I looked into this area of tourism research from a social constructionist perspective, conducting qualitative research - interviews, discourse analysis, visual analysis - which has enabled me to investigate the concept of destination image formation from a relatively novel perspective compared to most previous studies. The study shows that while the media-driven discourse of Iran-as-Polity dominates pre-visit, the tourist-produced discourse of Iran-as-Society dominates during and post-visit, while the discourse of Iran-as-Persia is present at all stages, but is reinforced by an actual visit to the country. Educational capital emerges as a key component in enabling cultural tourists to challenge the discourse of Iran-as-Polity and develop alternative destination images.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available