Identifying the Potentials and Strategies for Exploiting Armenian Heritage in the Development of Tourism in Chaharmahal and Bakhtiari Province

Document Type : Original Article

Authors

1 Master Student in Tourism, Department of Museum and Tourism; Art University of Isfahan, Isfahan, Iran.

2 Associate Professor in Tourism, Department of Museum and Tourism; Art University of Isfahan, Isfahan, Iran

3 Ph.D. in Tourism; Researcher, Department of Tourism Studies of City, ACECR, Isfahan Branch, Isfahan, Iran

4 Ph.D. student in Tourism, Department of Tourism Management, Allameh Tabataba'i University, Tehran, Iran

Abstract

Context and Purpose: Armenian heritage in Iran, as part of the shared Iranian-Armenian identity, has the potential to become a unique attraction for tourism. This study examined the Armenian heritage in Chaharmahal and Bakhtiari province and proposed strategies to promote tourism with an emphasis on this heritage.
Design/methodology/approach: Data were collected through semi-structured interviews with 20 participants and a review of authentic documents; the data were analyzed through thematic analysis.
Findings: The results illustrated that 15 villages in this province have the potential for Armenian heritage-based tourism. The tangible heritage identified in these areas was divided into six categories, including Armenian cemeteries, remains of historical Armenian castles, traditional Armenian jewelry, churches, old Armenian houses with special architecture. Intangible heritage was also classified into seven categories, including Armenian handicraft and craft skills, literary, traditional Armenian food, traditional Armenian games, traditional Armenian clothes of Chaharmahal and Bakhtiari, holding events and festivals during the Armenian settlement, and farming skills.
Conclusion: The extracted solutions were presented in five general axes: 1) restoration and protection of tourism attractions left by Armenians in villages, 2) creation of tourism facilities and infrastructure, 3) holding festivals and events, 4) education and empowerment of local communities, and 5) advertising and marketing.
Originality/value: The literature review indicates that most research has focused on aspects of Armenian heritage in Chaharmahal and Bakhtiari Province with a historical or artistic purpose. However, no research has comprehensively and with a tourism approach identified and developed operational strategies for the prosperity of tourism with an emphasis on Armenian heritage in Chaharmahal and Bakhtiari Province.

Keywords

References

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Tourism and hospitality marketing research
Volume 3, Issue 1 - Serial Number 4
Spring and Summer
March 2025
Pages 101-126

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