Analyzing the Role of Qahvehkhaneh Painting in Enhancing Iran’s Art Tourism Experience

Document Type : Original Article

Authors

1 Assistant Professor, Handicrafts Department, Faculty of Arts, University of Mazandaran, Babolsar, Iran.

2 Associate Professor, Department of Handicrafts, Faculty of Art and Architecture, University of Mazandaran, Babolsar, Iran.

Abstract

Context and Purpose. This article aims to explore the potential of Qahvehkhaneh painting in connection with Iran’s art tourism. From an aesthetic and cultural perspective, it seeks to examine how this traditional art form can enhance the experiential dimension of tourism.
Design/methodology/approach: Employing a qualitative approach and a descriptive-analytical method, two prominent works — The Battle of Rostam and the White Demon and The Tragedy of Karbala — were analyzed based on Ibn al-Haytham’s three-stage model of perception (sensation, differentiation, judgment). Data were collected through document analysis and visual-narrative content analysis, focusing on the hypothetical experience of domestic and international tourists when encountering these artworks from an aesthetic and perceptual standpoint.
Findings: The analysis reveals that Qahvehkhaneh painting, through its vibrant colors, epic-religious narratives, and rich cultural symbols, offers a multilayered experience for tourists. Iranian tourists, due to cultural familiarity, demonstrate a deeper understanding of the symbolic content, while international visitors tend to engage more with the visual form and color. This gap in symbolic comprehension among non-Iranian tourists underscores the need for cultural mediation tools such as expert guides and interactive technologies.
Conclusion: Qahvehkhaneh painting can be transformed from a static artwork into an immersive cultural experience through the development of interactive tours, story-based pathways, and integration with live performances. Moreover, the use of augmented reality and multilingual storytelling can significantly enhance the understanding of foreign tourists.
Originality/value: This study bridges classical Islamic aesthetic theory with contemporary challenges in art tourism, offering a conceptual framework for analyzing artistic perception within the context of tourism experience. It also provides practical recommendations for integrating traditional arts into the design of tourism products.

Keywords

References

Ansari, M., & Vafadari, J. (2019). A study of tourism culture and cultural-artistic tourism in Iran. The Great Islamic Encyclopedia. Retrieved April 10, 2025, from https://www.cgie.org.ir/fa/news/127498
Belting, H. (2011). An anthropology of images: Picture, medium, body. Princeton University Press. https://doi.org/10.1515/9781400839780-002
Canby, S. R. (2009). Persian painting. London: British Museum Press.
Diba, L. S. (2013). Qajar art and society: The role of coffeehouse painting. In L. S. Diba (Ed.) , Royal Persian paintings: The Qajar epoch, 1785–1925 (pp. 150–165). Brooklyn Museum.
Frey, B. S., & Meier, S. (2006). The economics of museums. In V. A. Ginsburgh & D. Throsby (Eds.) , Handbook of the economics of art and culture (Vol. 1, pp. 1017–1047). Elsevier. https://doi.org/10.1016/S1574-0676(06)01029-5
Future Market Insights. (2024). Art tourism market size, demand & trends 2025–2035. Retrieved from https://www.futuremarketinsights.com/reports/art-tourism-sector-outlook
Ghaderi, Z., Abooali, G., & Henderson, J. (2018). Community capacity building for tourism in a heritage village: The case of Hawraman Takht in Iran. Journal of Sustainable Tourism, 26(4), 537–550. https://doi.org/10.1080/09669582.2017.1361429
González, V. (2001). Beauty and Islam: Aesthetics in Islamic art and architecture. I.B. Tauris.
International Council of Museums. (2021, December 1). The digital leap: Museums adapting to COVID-19 and beyond. Retrieved from https://icom.museum/en/news/the-digital-leap-museums-adapting-to-covid-19-and-beyond/
Karimi, P. (2022). Alternative Iran: Contemporary art and critical spatial practice. Stanford University Press. https://doi.org/10.1515/9781503631816
Khodadadi, M. (2016). Challenges and opportunities for tourism development in Iran: Perspectives of Iranian tourism suppliers. Tourism Management Perspectives, 19, 90–92. https://doi.org/10.1016/j.tmp.2016.05.001
Lindberg, D. C. (1976). Theories of vision from Al-Kindi to Kepler. University of Chicago Press. https://doi.org/10.1126/science.194.4269.1047
Marzolph, U. (2001). Narrative illustration in Persian lithographed books. Brill. https://doi.org/10.1163/9789004445529
Mazidi Sharafabadi, M., & Ghazizadeh, K. (2022). A comparative study of the paintings of the Conquest of Khaybar by Imam Ali (AS) in two Safavid-era Falnameh manuscripts and in the works of Mohammad Modabber and Hossein Hamdani. Bagh-e Nazar, 19(108), 41–54. https://doi.org/10.22034/bagh.2022.295587.4946. (in Persian)
Moridi, M. R., & Torabi, E. (2019). Emerging artists in Iran's art market: Evaluating the alignment and conflict of economic value and aesthetic value in the art market. Journal of Culture-Communication Studies, 20(46), 157–182. https://doi.org/10.22083/jccs.2019.109291.2310. (in Persian)
Pakbaz, R. (2004). Iranian painting from the past to the present. Zarrin & Simin. (in Persian)
Pinterest. (n.d.). [Qajar-era Persian miniature painting] [Image]. Retrieved March 28, 2025, from https://www.pinterest.com/pin/796785359069841872/
Richards, G. (2007). Cultural tourism: Global and local perspectives. Routledge. https://doi.org/10.4324/9780203826188
Richards, G. (2018). Cultural tourism: A review of recent research and trends. Journal of Hospitality and Tourism Management, 36, 12–21. https://doi.org/10.1016/j.jhtm.2018.03.005
Salek Farokhi, O., & Hosseini, S. Y. (2021). Evaluating the role of the National Museum of Iran in the development of cultural tourism. Studia Periegetica, 34(2), 9–26. https://doi.org/10.5604/01.3001.0015.0235
Sabra, A. I. (1989). The optics of Ibn al-Haytham. Books I–III: On direct vision. Warburg Institute. https://doi.org/10.1017/S0007087400029186
Seif, H. (1991). Coffeehouse painting. Soureh Mehr. (in Persian)
Seyfi, S., & Hall, C. M. (Eds.). (2020). Cultural and heritage tourism in the Middle East and North Africa: Complexities, management and practices. Routledge.
Seyfi, S., Hall, C. M., & Kuhzady, S. (2018). Tourism and hospitality research on Iran: Current state and perspectives. Tourism Geographies, 21(1), 143–162. https://doi.org/10.1080/14616688.2018.1454506
Timothy, D. J., & Nyaupane, G. P. (2009). Cultural heritage and tourism in the developing world: A regional perspective. Routledge. https://doi.org/10.4324/9780203877753
UN Tourism. (2023). Tourism highlights: 2023 edition. Retrieved from https://www.unwto.org/statistics
Visit Our Iran. (2024). Iran tourism insights 2024. Retrieved from https://www.visitouriran.com/blog/iran-tourism-insights-2024
Tourism and hospitality marketing research
Volume 3, Issue 1 - Serial Number 4
Spring and Summer
March 2025
Pages 151-170

Files

Share

How to cite

Statistics