Afarand Journals

Geographical Research

eISSN : 2538-4384
pISSN : 1019-7052
Bilingual
En/Fa
Geographical Research is Published in both Persian and English Full-text.
Volume 40, Issue 2 (2025)                   GeoRes 2025, 40(2): 125-132 | Back to browse issues page
Article Type:
Original Research |
Subject:

Print XML Persian Abstract PDF HTML Full-Text (HTML)

‎ 10.58209/geores.40.2.125

History

Received: 2025/05/18 | Accepted: 2025/06/26 | Published: 2025/06/29
How to cite this article
Molanazar M, Imani Khoshkhoo M. Compatibility of Tradition and Modernity in Heritage Tourism Attractions (Case Study: Natanz Handicrafts). GeoRes 2025; 40 (2) :125-132
URL: http://georesearch.ir/article-1-1718-en.html
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Rights and permissions
Compatibility of Tradition and Modernity in Heritage Tourism Attractions (Case Study: Natanz Handicrafts)
Authors M. Molanazar1, M.H. Imani Khoshkhoo *1
1- Department of Tourism Marketing, Faculty of Tourism, University of Science and Culture, Tehran, Iran
* Corresponding Author Address: Faculty of Tourism, University of Science and Culture, Bahar Street, Shahid Ghamooshi Street, Before Hemmat Highway Bridge, Ashrafi Esfahani Boulevard, Tehran, Iran. Postal Code: 1461968151 (mohammad.h.imani@gmail.com)
Abstract   (267 Views)

Aims: This research examines the compatibility of tradition and modernity in heritage tourism attractions and attempts to analyze the impacts of modernity on handicrafts and cultural identity.
Methodology: Based on the objective criterion, this research falls under the category of applied research. The statistical population of this study includes handicrafts in Natanz city. The sample size in this research equals 160 individuals, and the sampling method employed is convenience sampling. The data collection tool in this research is a questionnaire, and the data analysis tool is SPSS statistical software. To determine the existence or non-existence of influence between variables and to estimate and generalize the results obtained from the sample size to the statistical population, a one-sample t-test was used to evaluate the research questions.
Findings: From the perspective of activists in the field of Natanz handicrafts, there was a possibility of creating compatibility between tradition and modernity in heritage attractions, as the obtained mean for the compatibility variable between tradition and modernity (3.74) was significantly higher than the average level. Moreover, Friedman test results revealed that "preserving the authenticity of handicrafts" with a mean rank of 3 was considered the most important action for preserving and improving the characteristics of traditional arts, followed by "support and supervision of handicrafts" with a mean rank of 2.68 in second place.
Conclusion: The preservation of tradition in handicrafts, as a fundamental link between cultural identity and tourism attraction, has shown the highest level of impact. Maintaining authenticity and tradition in the production of handicrafts not only plays a positive role in preserving cultural identity but also serves as the most powerful factor in attracting tourists. At the component level, the preservation of authenticity, market challenges, consumerism, and the influence of technology ranked first, while advertising has been identified as the most effective tool for promoting cultural heritage
 

Keywords:
Modernity, Handicrafts, Tourism, Cultural Identity, Natanz
References
1. Abreham H (2022). Traditional handicrafts, creativity art and their relationship with tourism marketing [dissertation]. Canada: St. Mary's University School of Graduate Studies. [Link]
2. Derakhshani M, Kolah Kaj M (2021). Time-based authenticity in handicrafts according to Dutton's theory of evolutionary aesthetics (Case study of woodturning). Journal of Islamic Crafts. 5(1):133-144. [Persian] [Link] [DOI:10.52547/jic.5.1.133]
3. Duan ZY, Tan SK, Choon SW, Zhang MY (2023). Crafting a place-based souvenir for sustaining cultural heritage. Heliyon. 9(5):e15761. [Link] [DOI:10.1016/j.heliyon.2023.e15761]
4. Franklin K, Hammer E (2018). Untangling palimpsest landscapes in conflict zones: A "remote survey" in Spin Boldak, Southeast Afghanistan. Journal of Field Archaeology. 43(1):58-73. [Link] [DOI:10.1080/00934690.2017.1414522]
5. Ghasemi A, Aghajani M, Khosravi M (2021). The role of handicrafts in cultural tourism: A case study of Iran. Tourism Management Perspectives. 39:100-110. [Link]
6. Gill PS, Jones D (2009). Cross-cultural adaptation of outcome measures. European Journal of General Practice. 6(4):120-121. [Link] [DOI:10.3109/13814780009094317]
7. Islam MR, Burmester CF (2020). Impact of globalization on local traditional handicraft industries in Brazil. Journal of Globalization Studies. 11(2):1-15. [Link] [DOI:10.30884/jogs/2020.02.08]
8. Manuel A, Cerisola S, Sacchelli S (2024). Built cultural heritage and local development. Annals of Tourism Research. 84:103025. [Link] [DOI:10.4324/9781003292821-3]
9. Moghim Nejad Hosseini SM, Maziar A, Dadashi I (2022). The relationship between traditional art and handicrafts from the perspective of traditionalists. Scientific Journal of PAZHUHESH-E HONAR. 12(24):75-85. [Persian] [Link]
10. Rahimi A, Tavassoli M (2019). Explaining the relationship between cultural investment and the development of tourist attractions in Tehran. Journal of Tourism Space. 9(33):55-67. [Persian] [Link]
11. Seyed Mousavi S (2017). The role of art and artistic works on tourism development and prosperity (Case study: Handicrafts and visual arts of Qazvin city). Proceedings of the 3rd International Conference on Sustainable Development, Solutions and Challenges with Focus on Agriculture, Natural Resources, Environment and Tourism; 2017 Mar 7-9; Tabriz, Iran. [Link]
12. Shafi M, Junrong L, Yang Y, Jian D, Rahman I, Moudi M (2021). Factors influencing the consumer acceptance of innovation in handicraft products. SAGE Open. 11(4). [Link] [DOI:10.1177/21582440211061528]
13. Shahbaz M, Khan S, Ali A (2018). Environmental adaptation and sustainability: A review. Environmental Science & Policy. 88:1. [Link]
14. Shariati Mazinani S (2014). Heritage tourism, cultural symbols and identity. Proceedings of the First International Scientific-Strategic Conference on Tourism Development of the Islamic Republic of Iran, Challenges and Prospects. Tehran: CIVILICA. [Persian] [Link]
15. Torkan A (2020). Feasibility study of the impact of handicrafts on rural tourism development (case study: Villages of Natanz County). Proceedings of the 4th International Conference on Modern Studies in Civil Engineering, Architecture, Urban Planning and Environment in the 21st Century. Tehran: CIVILICA. [Persian] [Link]
16. UNWTO (2023). Glossary of tourism terms [Internet]. Madrid: United Nations World Tourism Organization [cited 2025.07,04]. Available from: https://www.unwto.org/glossary-tourism-terms. [Link]
17. Upadhyay P (2020). Promoting employment and preserving cultural heritage: A study of handicraft products tourism in Pokhara, Nepal. Journal of Tourism & Adventure. 3(1):1-19. [Link] [DOI:10.3126/jota.v3i1.31354]
18. Yang Y, Shafi M, Song X, Yang R (2018). Preservation of cultural heritage embodied in traditional crafts in the developing countries. A case study of Pakistani handicraft industry. Sustainability. 10(5):1336. [Link] [DOI:10.3390/su10051336]
19. Yustisia K, Rudy P, Reagan B (2021). Adaptation strategy of tourism industry stakeholders during the COVID-19 pandemic: A case study in Indonesia. The Journal of Asian Finance, Economics and Business. 8(4):213-223. [Link]
20. Zare Ashkezari SM, Saghaei M, Mousavi M, Mokhtari Malek Abadi R (2016). Effective factors on development of cultural tourism with the approach to attracting foreign tourists in central Iran (case study: Yazd city). Geography and Territorial Spatial Arrangement. 5(17):189-208. [Persian] [Link]