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Volume 40, Issue 2 (2025)
GeoRes 2025, 40(2): 125-132 |
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Received: 2025/05/18 | Accepted: 2025/06/26 | Published: 2025/06/29
Received: 2025/05/18 | Accepted: 2025/06/26 | Published: 2025/06/29
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Molanazar M, Imani Khoshkhoo M. Compatibility of Tradition and Modernity in Heritage Tourism Attractions (Case Study: Natanz Handicrafts). GeoRes 2025; 40 (2) :125-132
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Authors
M. Molanazar1, M.H. Imani Khoshkhoo *1
1- Department of Tourism Marketing, Faculty of Tourism, University of Science and Culture, Tehran, Iran
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Background
Iran, with its rich heritage in traditional arts, particularly handicrafts, faces the dual challenge of preserving cultural authenticity while adapting to the demands of globalization and modernity. Handicrafts play a vital role in shaping cultural identity and attracting tourists. However, they are increasingly threatened by factors such as consumerism, changing lifestyles, and the younger generation’s lack of interest. Previous studies have emphasized the importance of preserving traditions, strengthening cultural heritage, and the role of handicrafts in tourism development.
Previous Studies
Previous studies have shown that globalization and modernity have had significant negative impacts on handicrafts and local identities, leading to the erosion of traditional cultures and occupations (Islam & Burmester, 2020; Duan et al., 2023). Yang et al. (2018) have emphasized that most research has focused on tangible heritage, while intangible heritage such as handicrafts has received less attention. Ghasemi et al. (2021) highlight the importance of cultural adaptation in preserving heritage and attracting tourists. Other studies have pointed to the role of handicrafts in rural tourism development (Torkan, 2020), enhancing tourist satisfaction (Zare Ashkezari et al., 2016), and strengthening the connection between handicrafts and place as a means of sustaining traditions (Duan et al., 2023). Research also indicates that innovation in handicrafts is generally accepted as long as it does not compromise authenticity (Shafi et al., 2021).
Aim(s)
The present study was conducted with the aim of examining the compatibility of tradition and modernity in heritage tourism attractions, with a focus on the handicrafts of Natanz city.
Research Type
This study employed a survey method to investigate the compatibility of tradition and modernity in heritage tourism attractions.
Research Society, Place and Time
The statistical population of this study consisted of individuals active in the handicrafts sector of Natanz. The geographical scope of the research was Natanz, a city in Isfahan Province with a rich historical background and a wide variety of handicrafts such as carpet weaving, traditional ceramics, and charogh making (traditional footwear). The study was conducted from October 2023 to August 2024, during which the design, implementation, and analysis phases were completed.
Sampling Method and Number
The sampling method used in this study was convenience sampling. A sample size of 160 individuals active in the handicrafts sector of Natanz was selected based on their availability and willingness to participate.
Used Devices & Materials
Data collection was carried out through library research, in-depth interviews with handicraft artists and cultural heritage experts, and a researcher-made questionnaire. The questionnaire included 12 Likert-scale questions measuring the main parameters of the study. Data were analyzed using SPSS version 26, applying one-sample t-tests and the Friedman test for analysis and prioritization. The reliability of the questionnaire was confirmed for each parameter using Cronbach's alpha test.
Findings by Text
According to handicraft practitioners in Natanz, a harmony between tradition and modernity in heritage tourism attractions is achievable. Traditional handicrafts of the region can meet modern tastes and needs without losing their authenticity and cultural identity. The study identified three main parameter: “The Impact of Modernity on Handicrafts,” “Preservation of Authenticity and Implementation of Proper Measures,” and “Preserving Tradition as a Link Between Cultural Identity and Tourism Attractions”, each consisting of relevant sub-components (Table 1).
Table 1. Research components and subcomponents
The one-sample t-test indicated that all parameters were statistically significant, with “Preserving Tradition in Handicrafts” receiving the highest mean score (Table 2).
Table 2. One-Sample t-Test results for research parameters (p-value = 0.0001)
The Friedman test for the “Impact of Modernity on Handicrafts” parameter showed that “Market Challenges and Consumerism” and “Technological Impact” ranked first as the most influential factors in diminishing authenticity and weakening cultural identity, followed by “Modern Customer Preferences” in second place (Table 3).
Table 3. Ranking of components of the parameters "Impact of Modernity on Handicrafts and Reduction of Authenticity and Weakening of Cultural Identity"
In the parameter “Implementation of Proper Measures to Preserve and Improve Handicrafts,” “Preserving Handicraft Authenticity” ranked highest, followed by “Support and Monitoring of Handicrafts” and “Promotion of Cultural and Historical Features” (Table 4).
Table 4. Ranking of components of the parameter of "Implementing Appropriate Measures to Preserve and Improve Traditional Art Features"
Regarding the parameter “Preserving Tradition as a Link Between Cultural Identity and Tourism Attractions,” the component “Advertising” ranked first, and “Awareness-Raising in Promoting Cultural Heritage” ranked second, with a statistically significant difference between them.
Main Comparisons to Similar Studies
This study on tradition-modernity compatibility in Natanz’s handmade crafts aligns with prior research while offering unique insights. Like Shafi et al. (2021), it showed innovation is accepted if authenticity is preserved, focusing here on producers’ views. The importance of preserving tradition for cultural identity and tourism matches findings by Duan et al. (2023) and Upadhyay (2020). Similar to Abraham (2022), the current study highlighted balancing modern challenges with tradition, but with a stronger cultural emphasis. Prioritizing craft authenticity agrees with Derakhshani & Kolah Kaj (2021) and Moghim Nejad Hosseini et al. (2022), and the role of advertising aligns with Seyed Mousavi (2016). The multifaceted view on market challenges and technology matches Torkan (2020) and Zare Ashkezari et al. (2016). Methodologically, it resembles previous quantitative case studies but uniquely combines tradition-modernity interaction’s effects on heritage tourism. Limitations include geographic scope and data timeframe, affecting broader application.
Suggestions
It is recommended to establish a Handicraft Innovation Center in Natanz aimed at designing modern products while preserving traditional identity. Organizing joint workshops between traditional and modern artists, creating a regional handicraft-tourism brand, and developing standards for authenticity preservation are essential measures. Other important initiatives include launching an online sales platform, setting up an interactive museum, preparing educational packages for tourists, and supporting entrepreneurs through special incentives. Furthermore, holding an annual innovation festival and offering training in digital skills and marketing can significantly contribute to revitalizing this sector.
Conclusion
Preserving tradition in handicrafts, as a fundamental link between cultural identity and tourism attraction, has had the greatest impact. Maintaining authenticity and tradition in handicraft production not only positively influences the preservation of cultural identity but also serves as the strongest factor in attracting tourists. At the component level, preserving the authenticity of handicrafts, market challenges, and consumerism along with the influence of technology rank highest, while advertising is recognized as the most effective tool for promoting cultural heritage.
Acknowledgments: We sincerely thank the experienced experts who supported us throughout this study.
Ethical Permission: None reported by the authors.
Conflict of Interest: None reported by the authors.
Authors’ Contributions: Mollanazar M (First author), Main Researcher (60%); Imani KhoshkhooMH (Second author), Introduction Writer/Discussion Writer/ Methodologist (40%)
Funding: This article did not receive financial support from any institution. All research expenses were covered by the first author.
Iran, with its rich heritage in traditional arts, particularly handicrafts, faces the dual challenge of preserving cultural authenticity while adapting to the demands of globalization and modernity. Handicrafts play a vital role in shaping cultural identity and attracting tourists. However, they are increasingly threatened by factors such as consumerism, changing lifestyles, and the younger generation’s lack of interest. Previous studies have emphasized the importance of preserving traditions, strengthening cultural heritage, and the role of handicrafts in tourism development.
Previous Studies
Previous studies have shown that globalization and modernity have had significant negative impacts on handicrafts and local identities, leading to the erosion of traditional cultures and occupations (Islam & Burmester, 2020; Duan et al., 2023). Yang et al. (2018) have emphasized that most research has focused on tangible heritage, while intangible heritage such as handicrafts has received less attention. Ghasemi et al. (2021) highlight the importance of cultural adaptation in preserving heritage and attracting tourists. Other studies have pointed to the role of handicrafts in rural tourism development (Torkan, 2020), enhancing tourist satisfaction (Zare Ashkezari et al., 2016), and strengthening the connection between handicrafts and place as a means of sustaining traditions (Duan et al., 2023). Research also indicates that innovation in handicrafts is generally accepted as long as it does not compromise authenticity (Shafi et al., 2021).
Aim(s)
The present study was conducted with the aim of examining the compatibility of tradition and modernity in heritage tourism attractions, with a focus on the handicrafts of Natanz city.
Research Type
This study employed a survey method to investigate the compatibility of tradition and modernity in heritage tourism attractions.
Research Society, Place and Time
The statistical population of this study consisted of individuals active in the handicrafts sector of Natanz. The geographical scope of the research was Natanz, a city in Isfahan Province with a rich historical background and a wide variety of handicrafts such as carpet weaving, traditional ceramics, and charogh making (traditional footwear). The study was conducted from October 2023 to August 2024, during which the design, implementation, and analysis phases were completed.
Sampling Method and Number
The sampling method used in this study was convenience sampling. A sample size of 160 individuals active in the handicrafts sector of Natanz was selected based on their availability and willingness to participate.
Used Devices & Materials
Data collection was carried out through library research, in-depth interviews with handicraft artists and cultural heritage experts, and a researcher-made questionnaire. The questionnaire included 12 Likert-scale questions measuring the main parameters of the study. Data were analyzed using SPSS version 26, applying one-sample t-tests and the Friedman test for analysis and prioritization. The reliability of the questionnaire was confirmed for each parameter using Cronbach's alpha test.
Findings by Text
According to handicraft practitioners in Natanz, a harmony between tradition and modernity in heritage tourism attractions is achievable. Traditional handicrafts of the region can meet modern tastes and needs without losing their authenticity and cultural identity. The study identified three main parameter: “The Impact of Modernity on Handicrafts,” “Preservation of Authenticity and Implementation of Proper Measures,” and “Preserving Tradition as a Link Between Cultural Identity and Tourism Attractions”, each consisting of relevant sub-components (Table 1).
Table 1. Research components and subcomponents
The one-sample t-test indicated that all parameters were statistically significant, with “Preserving Tradition in Handicrafts” receiving the highest mean score (Table 2).
Table 2. One-Sample t-Test results for research parameters (p-value = 0.0001)
The Friedman test for the “Impact of Modernity on Handicrafts” parameter showed that “Market Challenges and Consumerism” and “Technological Impact” ranked first as the most influential factors in diminishing authenticity and weakening cultural identity, followed by “Modern Customer Preferences” in second place (Table 3).
Table 3. Ranking of components of the parameters "Impact of Modernity on Handicrafts and Reduction of Authenticity and Weakening of Cultural Identity"
In the parameter “Implementation of Proper Measures to Preserve and Improve Handicrafts,” “Preserving Handicraft Authenticity” ranked highest, followed by “Support and Monitoring of Handicrafts” and “Promotion of Cultural and Historical Features” (Table 4).
Table 4. Ranking of components of the parameter of "Implementing Appropriate Measures to Preserve and Improve Traditional Art Features"
Regarding the parameter “Preserving Tradition as a Link Between Cultural Identity and Tourism Attractions,” the component “Advertising” ranked first, and “Awareness-Raising in Promoting Cultural Heritage” ranked second, with a statistically significant difference between them.
Main Comparisons to Similar Studies
This study on tradition-modernity compatibility in Natanz’s handmade crafts aligns with prior research while offering unique insights. Like Shafi et al. (2021), it showed innovation is accepted if authenticity is preserved, focusing here on producers’ views. The importance of preserving tradition for cultural identity and tourism matches findings by Duan et al. (2023) and Upadhyay (2020). Similar to Abraham (2022), the current study highlighted balancing modern challenges with tradition, but with a stronger cultural emphasis. Prioritizing craft authenticity agrees with Derakhshani & Kolah Kaj (2021) and Moghim Nejad Hosseini et al. (2022), and the role of advertising aligns with Seyed Mousavi (2016). The multifaceted view on market challenges and technology matches Torkan (2020) and Zare Ashkezari et al. (2016). Methodologically, it resembles previous quantitative case studies but uniquely combines tradition-modernity interaction’s effects on heritage tourism. Limitations include geographic scope and data timeframe, affecting broader application.
Suggestions
It is recommended to establish a Handicraft Innovation Center in Natanz aimed at designing modern products while preserving traditional identity. Organizing joint workshops between traditional and modern artists, creating a regional handicraft-tourism brand, and developing standards for authenticity preservation are essential measures. Other important initiatives include launching an online sales platform, setting up an interactive museum, preparing educational packages for tourists, and supporting entrepreneurs through special incentives. Furthermore, holding an annual innovation festival and offering training in digital skills and marketing can significantly contribute to revitalizing this sector.
Conclusion
Preserving tradition in handicrafts, as a fundamental link between cultural identity and tourism attraction, has had the greatest impact. Maintaining authenticity and tradition in handicraft production not only positively influences the preservation of cultural identity but also serves as the strongest factor in attracting tourists. At the component level, preserving the authenticity of handicrafts, market challenges, and consumerism along with the influence of technology rank highest, while advertising is recognized as the most effective tool for promoting cultural heritage.
Acknowledgments: We sincerely thank the experienced experts who supported us throughout this study.
Ethical Permission: None reported by the authors.
Conflict of Interest: None reported by the authors.
Authors’ Contributions: Mollanazar M (First author), Main Researcher (60%); Imani KhoshkhooMH (Second author), Introduction Writer/Discussion Writer/ Methodologist (40%)
Funding: This article did not receive financial support from any institution. All research expenses were covered by the first author.
Keywords:
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