Document Type : Original Article


1 Ph.D. Candidate in Tourism Management, University of Science and Culture, Tehran, Iran

2 Professor, Faculty of Tourism, University of Science and Culture, Tehran, Iran

3 Assistant Professor, Faculty of Tourism, University of Science and Culture, Tehran, Iran

4 Ph.D. in Tourism Management, Director of R&D Department of National Park of Soft Sciences and Technologies and Cultural Industries, Tehran, Iran


this study seeks to propose a cultural marketing model based on the cultural characteristics of the tourism destination of Shiraz. The research was conducted using a qualitative research method as well as semi-structured interviews with tourism and marketing specialists. Based on the rational approach of theoretical and judgmental sampling, 16 participants were sampled until theoretical saturation was reached. Based on the findings, the cultural marketing model was divided into 20 sub-themes, such as; valuing the cultural experience, engaging the local community with conservation, the government's role, friendly communication between host and guest, transforming the tourism approach, revitalizing culture, national pitifulness, media, technology, supplying infrastructure and cultural background, destination features, residents and destination management, the destination community's awareness and education, cultural identity, the tourist's influence on the host, the tourist's behavior in the destination, the foreign tourist's influence, the human role, friendly interactions between guests and hosts, cultural products of tourism, the production and representation of cultural products and 4 primary classifications such as; product, destination, communication, along with procedures. There are many effects and consequences associated with tourism development. Tourism development and the management of its diverse cultural impacts and consequences can be enhanced with the use of cultural marketing, taking into consideration the destinations' cultural capacities. The pursuit of cultural marketing with the aim of creating jobs and income for the residents of the destination can contribute to the re-establishment of national and cultural identity, the conservation of cultural heritage, and the protection of its authenticity