Destination appraisal for European cultural tourism to Iran

Richard Butler, Kevin D O'Gorman, Richard Prentice

    Research output: Contribution to journalArticlepeer-review

    21 Citations (Scopus)


    Local input into identifying and selecting the unique selling points (USPs) of a destination is an important element in the development of appropriate and culturally sensitive tourism to developing international tourist destinations. Here a destination appraisal matrix was created and then was tested by a group of Iranian tourist industry representatives. The destination appraisal matrix technique can easily be used by tourism marketers in such developing countries and the matrix proved a successful method of initiating discussions on the problem of positioning a destination when normal expertise, structures and resources are lacking and conventional approaches to positioning difficult or inappropriate.
    Original languageEnglish
    JournalInternational Journal of Tourism Research
    Early online date31 Jul 2011
    Publication statusPublished - 2011


    • destination positioning
    • appraisal matrix
    • Iran
    • cultural heritage
    • marketing


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    • Iranian Hospitality & Tourism

      O'Gorman, K. D.

      1/09/07 → …

      Project: Non-funded project

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