Bilingual
En/Fa
Geographical Research is Published in both Persian and English Full-text.
Volume 37, Issue 1 (2022)
GeoRes 2022, 37(1): 81-90 |
Back to browse issues page
Article Type:
Subject:
History
Received: 2021/12/1 | Accepted: 2022/01/2 | Published: 2022/03/11
Received: 2021/12/1 | Accepted: 2022/01/2 | Published: 2022/03/11
How to cite this article
Abbasi S, Eghbali N, Rajabi A. Indigenous Requirements Set for Development of Religious-Historical Tourism in Zanjan, Iran. GeoRes 2022; 37 (1) :81-90
URL: http://georesearch.ir/article-1-1259-en.html
URL: http://georesearch.ir/article-1-1259-en.html
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Rights and permissions
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
1- Department of Geography and Urban Planning, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Full-Text (HTML) (127 Views)
Introduction
The tourism industry is the largest service industry in the world [Ghasemi et al., 2017]. In addition to its economic benefits, it plays a fundamental role in numerous domains [Heydari et al., 2013] and brings about profound transformations in economic conditions, cultural patterns, and social customs. Tourism also serves as a platform for improving quality of life and strengthening the economies of local communities [Kasimati, 2005]. Among the vital and symbolic indicators of ancient and modern civilizations, tourism is the only one whose geographical scope is not determined by political borders, administrative divisions, or spheres of ethnic authority [Sepahpanah et al., 2014]. Tourism is an identity-forming and identity-enhancing industry for places and spaces, emerging through the presence of attractive elements [Meshkini & Daviran, 2013]. At present, the tourism economy is becoming one of the main pillars of the global commercial economy and has attracted increasing attention in both developed and developing countries [Kasimati & Dawson, 2009]. Moreover, many development planners and policymakers regard tourism as a central component of sustainable development, which, through appropriate and systematic planning and the identification of tourism opportunities and constraints, can play an effective role in the development of urban regions and, consequently, national development and economic diversification [Meshkini & Heidari, 2011; Khakpour et al., 2021].
Over the past half-century, tourism activities have expanded significantly, and each year the number of travelers with diverse motivations has increased [Ghasemi et al., 2017]. According to estimates by the World Tourism Organization, the total number of international tourists worldwide was approximately 25 million in 1950 and about 700 million in 2000, a figure projected to reach nearly 1.6 billion by 2020. These figures indicate an average annual growth rate of about 7% over the 50-year period from 1950 to 2000. Therefore, based on the available statistics and reports, tourism can be considered to be evolving into the largest and most profitable industry at the global scale, accounting for approximately 11% of gross domestic product, 10% of employment, 5% of exports, and 5% of global investment [Ghanbari et al., 2014; Omrani et al., 2018]. Many countries view this dynamic industry as a primary source of income, employment generation, private-sector growth, and infrastructure development [Kiani & Irvani, 2018]. Tourism also possesses the necessary potential for sustainable regional development [Jerry et al., 2011] and is regarded as an important tool and component for development and poverty reduction [Rodriguez et al., 2011]. Consequently, tourism can be employed as a successful strategy for improving and enhancing regional development in both urban and rural areas [Psaltopoulos et al., 2011].
Today, urban spaces are among the most important environments that attract tourists and provide numerous opportunities for visitation and experience. What makes urban spaces dynamic and appealing, generating satisfaction among residents and attracting tourists, is history, rich culture, visual quality, and urban landscape [Sarvar et al., 2015]. Historical–religious sites, by representing urban identity, possess considerable value in attracting tourists [Teimouri et al., 2014]. The importance of these fabrics as symbols of identity, authenticity, and valuable cultural heritage in cities is well recognized [Abbaszadeh et al., 2015]. In recent years, religious–historical tourism has gained attention in various countries as a means of income generation as well as cultural heritage preservation. The development of religious tourism can contribute to regional development by increasing employment and, at the national level, by enhancing income generation and safeguarding cultural heritage [Aghajani & Farahanifard, 2015].
Researchers have examined the role of social capital in urban development from various perspectives in existing studies.
Most of the studies referenced above have focused on religious tourism and its relationship with urban and socio-economic development, or have examined the effects of religious tourism on quality of life and the competitiveness strategies of religious tourism. The findings of the majority of these studies indicate a positive and significant relationship between religious tourism, urban development, and quality of life. Furthermore, most of the existing research has been conducted using quantitative methods, while qualitative approaches have not been employed. In contrast, the present study adopts a grounded theory approach and draws on expert opinions in the field of tourism to analyze the indigenous requirements for the development of religious–historical tourism in Zanjan.
Iran, owing to its ancient culture and history rooted in a long-standing civilization and the abundance of archaeological remains found throughout the country, ranks among the world’s most significant countries in terms of historical, cultural, and other tourism attractions. Moreover, due to Iran’s distinctive religious–historical position among other countries, this type of tourism holds a prominent status. The diversity of religious centers, historical monuments, and places of worship belonging to different religions across various regions has rendered Iran a unique destination on a global scale [Ahmadi Shapourabadi & Sabzabadi, 2011]. One of the cities that has consistently attracted tourists in the historical–religious domain over the centuries is Zanjan.
Zanjan, benefiting from historical–religious and natural attractions as well as a distinctive geographical location, is considered a major tourism axis in the northwest of the country [Heydari et al., 2013]. Due to its ancient history and civilization, the city contains numerous historical and religious monuments and thus possesses a rich heritage. Historical structures from ancient periods are found throughout the city. Within the urban area, many historical sites, buildings, and precincts exist, among which the Zanjan Bazaar, the longest bazaar in Iran, can be highlighted. Within the city limits of Zanjan, 23 historical–religious sites have been officially registered [Armanshahr Consulting Engineers, 2006]. Zanjan, recognized as the tenth spiritual capital of Iran and the second sacrificial center of the Islamic world after Mina, plays a significant role in attracting tourists from various cities and countries through the enthusiastic mourning and religious ceremonies held in mosques, hussainiyas, and other religious venues. The city hosts two major mourning processions on the eighth and eleventh days of Muharram, centered around the Hosseiniyeh-e A‘zam and Zeynabiyeh-e A‘zam of Zanjan, which are considered the longest and most populous religious processions in the country. Owing to the geographical characteristics of Zanjan, these events attract numerous visitors from near and far, including neighboring countries [Meshkini & Daviran, 34]. Zanjan is regarded as the religious symbol of northwestern Iran and was registered as the country’s tenth item of intangible cultural heritage in Esfand 1387 (February–March 2009).
The pilgrimage sites located within the historical fabrics of Zanjan are of particular significance. Analyses of land-use density around religious sites in these historical fabrics, characterized by the highest levels of compactness, indicate the core role of these centers in the process of urban formation and physical growth. These areas are thus capable of hosting diverse domestic and international tourists [Zanjan City Master Plan, 2019]. Consequently, the mosques and hussainiyas of Zanjan, due to their positive social, artistic, religious, historical, economic, and psychological impacts on the urban lifestyle of the city, hold considerable importance. The presence of these historical–religious monuments and rituals reflects the enduring dynamism of this cultural, economic, historical, artistic, and religious complex over time. Nevertheless, despite possessing substantial capacities and potential for historical–religious tourism, Zanjan remains relatively unfamiliar to many tourists. Accordingly, the objective of this study is to present a set of indigenous requirements for the development of religious–historical tourism in Zanjan.
Methodology
This applied study adopted a qualitative approach and was conducted in 2021–2022 using data collected through documentary–library research and fieldwork. Field data were gathered through in-depth, unstructured interviews conducted within an exploratory study framework. The research was carried out based on grounded theory using the systematic approach of Strauss and Corbin. As grounded theory is a fully inductive method, the researcher develops theory from the data rather than testing existing theories.
Accordingly, the parameters under investigation were identified and explored based on the theoretical framework and through categorical analysis . Grounded (context-based) theory is a well-established qualitative research method originally developed by Glaser and Strauss. Researchers typically employ this method when the research topic has been neglected or only superficially addressed in previous studies .
Data analysis in this method was conducted through open coding (identification of categories), axial coding (development of categories), and selective coding (final selection of core categories) . The stages of implementing grounded theory were as follows:
Review Phase
This stage served as an introduction to the analytical process. To avoid subjective judgment during data organization, recorded interviews and the researcher’s field notes were collected, reviewed, and refined. This procedure helped minimize the influence of the researcher’s personal beliefs and values on the analysis.
Extraction of Semantic Data (Open Coding)
Open coding involved identifying, labeling, categorizing, and describing phenomena present in the data. The objective of this stage was to understand the latent concepts embedded in the interviews. Some concepts were derived from prior knowledge, while others were articulated by the researcher or the participants and subsequently incorporated into the data.
Secondary Coding and Category Formation
In the subsequent stage, due to their frequency, initial codes were transformed into secondary codes by grouping similar primary codes into common categories. Several secondary codes were then integrated into a single conceptual code.
Extraction of Core Categories and Themes (Axial Coding)
At this stage, relationships among the categories generated during open coding were established.
Theory Development (Selective Coding)
The categories obtained through the grounded theory process were ultimately conceptualized as the indigenous requirements for the development of religious–historical tourism in Zanjan.
Non-probability purposive sampling was employed and continued until theoretical saturation was achieved. In total, 17 in-depth interviews were conducted. Each interview lasted between 60 and 90 minutes and was both audio-recorded and documented through field notes.
Findings
Among the 17 experts in the field of urban studies, 15 were male and 2 were female. Their ages ranged from 35 to 65 years, with an average age of 45. The participants’ fields of study were urban planning and tourism. Of the 17 participants, 11 were faculty members at Zanjan University, and 6 were specialists working in urban organizations, including the municipality, the Cultural Heritage Organization, and tourism offices.
The next step involved conceptualizing the research data through open coding. Overall, approximately 39 concepts were extracted from the interview texts. During this stage, the semantic units identified included marketing, organizational cohesion, deregulation of tourism, preparation of comprehensive specialized plans, cultural development, linking tourism with universities, formation of specialized committees, crisis prevention and mitigation, imagery, access infrastructure, strategic document preparation, and good governance.
The main categories and themes derived from the analysis were as follows:
A paradigmatic model illustrating the relationships among these eight major categories was developed to visualize their interconnections.
Discussion
This study was conducted with the aim of identifying the localized requirements for the development of religious–historical tourism in Zanjan. Based on interviews, key categories were proposed, including advertising, integrated tourism management, infrastructure development, strengthening tourism culture, utilization of specialized personnel, rules and regulations, strategic planning, and tourism crisis management.
One of the main obstacles to tourism was the lack of effective advertising to introduce Zanjan’s historical–religious attractions both nationally and internationally. Advertising related to historical–religious tourism in Zanjan was so weak that many people remained unaware of numerous religious and historical sites in the city. This lack of awareness among potential tourists was contributed to stagnation in the religious tourism sector. Despite its historical–religious attractions, Zanjan is still relatively unknown to tourists; therefore, branding initiatives such as designing logos and formally registering the identity and names of each historical–religious site are necessary to increase recognition.
Another local requirement for developing historical–religious tourism in Zanjan was integrated tourism management. In Zanjan’s tourism industry, coordination between public and private sectors was essential to achieve optimal outcomes. If either sector operated independently or one was ignored, the positive results of tourism development cannot be realized. The public sector plays a crucial role by providing management capacity and necessary infrastructure for private investment. Its primary responsibilities include overall governance and setting general policies for historical–religious tourism. By identifying the tourism potential of Zanjan, the public sector should prepare a comprehensive tourism plan, allocate budgets, improve transport systems, and ensure security and comfort for visitors. Greater integration and coordination among tourism managers directly enhance the prosperity of historical–religious tourism in the city.
Strategic planning was another essential requirement. Developing a comprehensive and specialized strategic document provides an appropriate response to the needs of historical–religious tourism. This should be aligned with urban development plans for Zanjan, such as detailed master plans, using a scientific, participatory, and goal-oriented approach involving all stakeholders to shape the future of tourism development in the city.
The legal and regulatory framework also played a critical role. Several experts have noted the absence of comprehensive tourism legislation in Zanjan. Burdensome regulations must be revised or eliminated, clear legal definitions for tourists and their rights should be established, and tourism law should be taught in universities. Reducing excessive permits and bureaucratic procedures, especially in areas far from the city center, is essential for promoting tourism. Simplifying legal and cultural regulations is necessary to attract maximum international tourists.
Strengthening tourism culture emerged as another important requirement. Recognizing, documenting, and promoting Zanjan’s local culture is essential. When local residents observe that tourists value and respect their culture, it enhances their pride and reinforces cultural identity. Additionally, cultural exchange between locals and tourists fosters mutual understanding and respect.
Utilization of specialized personnel was also emphasized. Tourism development cannot rely on a one-size-fits-all approach. Establishing specialized tourism committees across cities, including Zanjan, ensures that local plans, capacities, and monitoring are communicated to the Cultural Heritage and Tourism Organization.
Infrastructure development was another requirement for historical–religious tourism in Zanjan. Education is a key infrastructure element, and training programs should be provided for all local stakeholders involved in tourism to increase the capacity to accommodate visitors at historical and religious sites. Moreover, developing event infrastructure and hosting religious and historical events are essential for preserving and revitalizing Zanjan’s national and local identity.
Tourism crisis management was also a critical localized requirement. The recent COVID-19 pandemic highlighted vulnerabilities in Zanjan’s tourism sector. The city’s tourism-related economy including hotels, air and rail transport, bus and taxi fleets, travel agencies, catering services, and local businesses was severely affected due to its dependence on tourist inflows. Preventive measures to control virus spread, such as restricting visitor access, directly impacted Zanjan. The pandemic demonstrated the urgent need for effective crisis management strategies in tourism to minimize economic shocks. Stakeholders, managers, planners, and policymakers should use such crises as opportunities to enhance their experience and strengthen tourism crisis management systems. Understanding that ideal conditions are not constant, attention to crisis management knowledge and resilience of tourism businesses is crucial. COVID-19, as a human and biological threat, affected all tourism-related enterprises in Zanjan, and potential damages will continue if preventive measures are not institutionalized. Training in crisis management for all components of the tourism system is therefore essential.
Regarding urban integrated management, although Zanjan has partially met tourism development expectations, failures in many areas persist. Comprehensive review and planning at all levels of urban management are necessary to ensure successful tourism development. Although historical–religious tourism in Zanjan has grown with structured planning, weaknesses in infrastructure and the focus solely on increasing revenue and employment have created multiple challenges. The findings of this study are consistent with those of Taqvaei et al. (2010) in Noorabad Mamasani, Hashemi (2020) in Rezvanshahr, Saberi et al. (2021) in Mashhad, and Faraji Darabkhani & Moradi (2021) in Mehran.
Based on these findings, several strategies are recommended for the development of religious–historical tourism in Zanjan:
Conclusion
Despite Zanjan’s significant potential in tourism, the city has not been able to optimally leverage this asset for its development and progress due to several factors. The most important of these include the lack of practical programs for managing Zanjan’s historical and religious attractions, the presence of multiple stakeholders across the city, and the reliance on traditional advertising and information systems that limit awareness of religious tourism.
Nevertheless, implementing the strategies proposed by experts such as advertising, integrated tourism management, infrastructure development, strengthening tourism culture, utilization of specialized personnel, legal and regulatory reforms, strategic planning, and tourism crisis management can lead to localized development in the field of religious–historical tourism.
Acknowledgments: None declared by the authors.
Ethical permission: None declared by the authors.
Conflict of interest: This article is derived from the PhD dissertation of the first author in Geography and Urban Planning, under the supervision of the second author and consultation of the third author at the Islamic Azad University, Central Tehran Branch.
Authors’ contributions: Abbasi S (first author), Principal Researcher/discussion writer (50%); Eghbali N (second author), Methodologist (25%); Rajabi A (third author), Methodologist (25%)
Funding: This research was conducted using the personal resources of the authors.
The tourism industry is the largest service industry in the world [Ghasemi et al., 2017]. In addition to its economic benefits, it plays a fundamental role in numerous domains [Heydari et al., 2013] and brings about profound transformations in economic conditions, cultural patterns, and social customs. Tourism also serves as a platform for improving quality of life and strengthening the economies of local communities [Kasimati, 2005]. Among the vital and symbolic indicators of ancient and modern civilizations, tourism is the only one whose geographical scope is not determined by political borders, administrative divisions, or spheres of ethnic authority [Sepahpanah et al., 2014]. Tourism is an identity-forming and identity-enhancing industry for places and spaces, emerging through the presence of attractive elements [Meshkini & Daviran, 2013]. At present, the tourism economy is becoming one of the main pillars of the global commercial economy and has attracted increasing attention in both developed and developing countries [Kasimati & Dawson, 2009]. Moreover, many development planners and policymakers regard tourism as a central component of sustainable development, which, through appropriate and systematic planning and the identification of tourism opportunities and constraints, can play an effective role in the development of urban regions and, consequently, national development and economic diversification [Meshkini & Heidari, 2011; Khakpour et al., 2021].
Over the past half-century, tourism activities have expanded significantly, and each year the number of travelers with diverse motivations has increased [Ghasemi et al., 2017]. According to estimates by the World Tourism Organization, the total number of international tourists worldwide was approximately 25 million in 1950 and about 700 million in 2000, a figure projected to reach nearly 1.6 billion by 2020. These figures indicate an average annual growth rate of about 7% over the 50-year period from 1950 to 2000. Therefore, based on the available statistics and reports, tourism can be considered to be evolving into the largest and most profitable industry at the global scale, accounting for approximately 11% of gross domestic product, 10% of employment, 5% of exports, and 5% of global investment [Ghanbari et al., 2014; Omrani et al., 2018]. Many countries view this dynamic industry as a primary source of income, employment generation, private-sector growth, and infrastructure development [Kiani & Irvani, 2018]. Tourism also possesses the necessary potential for sustainable regional development [Jerry et al., 2011] and is regarded as an important tool and component for development and poverty reduction [Rodriguez et al., 2011]. Consequently, tourism can be employed as a successful strategy for improving and enhancing regional development in both urban and rural areas [Psaltopoulos et al., 2011].
Today, urban spaces are among the most important environments that attract tourists and provide numerous opportunities for visitation and experience. What makes urban spaces dynamic and appealing, generating satisfaction among residents and attracting tourists, is history, rich culture, visual quality, and urban landscape [Sarvar et al., 2015]. Historical–religious sites, by representing urban identity, possess considerable value in attracting tourists [Teimouri et al., 2014]. The importance of these fabrics as symbols of identity, authenticity, and valuable cultural heritage in cities is well recognized [Abbaszadeh et al., 2015]. In recent years, religious–historical tourism has gained attention in various countries as a means of income generation as well as cultural heritage preservation. The development of religious tourism can contribute to regional development by increasing employment and, at the national level, by enhancing income generation and safeguarding cultural heritage [Aghajani & Farahanifard, 2015].
Researchers have examined the role of social capital in urban development from various perspectives in existing studies.
Most of the studies referenced above have focused on religious tourism and its relationship with urban and socio-economic development, or have examined the effects of religious tourism on quality of life and the competitiveness strategies of religious tourism. The findings of the majority of these studies indicate a positive and significant relationship between religious tourism, urban development, and quality of life. Furthermore, most of the existing research has been conducted using quantitative methods, while qualitative approaches have not been employed. In contrast, the present study adopts a grounded theory approach and draws on expert opinions in the field of tourism to analyze the indigenous requirements for the development of religious–historical tourism in Zanjan.
Iran, owing to its ancient culture and history rooted in a long-standing civilization and the abundance of archaeological remains found throughout the country, ranks among the world’s most significant countries in terms of historical, cultural, and other tourism attractions. Moreover, due to Iran’s distinctive religious–historical position among other countries, this type of tourism holds a prominent status. The diversity of religious centers, historical monuments, and places of worship belonging to different religions across various regions has rendered Iran a unique destination on a global scale [Ahmadi Shapourabadi & Sabzabadi, 2011]. One of the cities that has consistently attracted tourists in the historical–religious domain over the centuries is Zanjan.
Zanjan, benefiting from historical–religious and natural attractions as well as a distinctive geographical location, is considered a major tourism axis in the northwest of the country [Heydari et al., 2013]. Due to its ancient history and civilization, the city contains numerous historical and religious monuments and thus possesses a rich heritage. Historical structures from ancient periods are found throughout the city. Within the urban area, many historical sites, buildings, and precincts exist, among which the Zanjan Bazaar, the longest bazaar in Iran, can be highlighted. Within the city limits of Zanjan, 23 historical–religious sites have been officially registered [Armanshahr Consulting Engineers, 2006]. Zanjan, recognized as the tenth spiritual capital of Iran and the second sacrificial center of the Islamic world after Mina, plays a significant role in attracting tourists from various cities and countries through the enthusiastic mourning and religious ceremonies held in mosques, hussainiyas, and other religious venues. The city hosts two major mourning processions on the eighth and eleventh days of Muharram, centered around the Hosseiniyeh-e A‘zam and Zeynabiyeh-e A‘zam of Zanjan, which are considered the longest and most populous religious processions in the country. Owing to the geographical characteristics of Zanjan, these events attract numerous visitors from near and far, including neighboring countries [Meshkini & Daviran, 34]. Zanjan is regarded as the religious symbol of northwestern Iran and was registered as the country’s tenth item of intangible cultural heritage in Esfand 1387 (February–March 2009).
The pilgrimage sites located within the historical fabrics of Zanjan are of particular significance. Analyses of land-use density around religious sites in these historical fabrics, characterized by the highest levels of compactness, indicate the core role of these centers in the process of urban formation and physical growth. These areas are thus capable of hosting diverse domestic and international tourists [Zanjan City Master Plan, 2019]. Consequently, the mosques and hussainiyas of Zanjan, due to their positive social, artistic, religious, historical, economic, and psychological impacts on the urban lifestyle of the city, hold considerable importance. The presence of these historical–religious monuments and rituals reflects the enduring dynamism of this cultural, economic, historical, artistic, and religious complex over time. Nevertheless, despite possessing substantial capacities and potential for historical–religious tourism, Zanjan remains relatively unfamiliar to many tourists. Accordingly, the objective of this study is to present a set of indigenous requirements for the development of religious–historical tourism in Zanjan.
Methodology
This applied study adopted a qualitative approach and was conducted in 2021–2022 using data collected through documentary–library research and fieldwork. Field data were gathered through in-depth, unstructured interviews conducted within an exploratory study framework. The research was carried out based on grounded theory using the systematic approach of Strauss and Corbin. As grounded theory is a fully inductive method, the researcher develops theory from the data rather than testing existing theories.
Accordingly, the parameters under investigation were identified and explored based on the theoretical framework and through categorical analysis . Grounded (context-based) theory is a well-established qualitative research method originally developed by Glaser and Strauss. Researchers typically employ this method when the research topic has been neglected or only superficially addressed in previous studies .
Data analysis in this method was conducted through open coding (identification of categories), axial coding (development of categories), and selective coding (final selection of core categories) . The stages of implementing grounded theory were as follows:
Review Phase
This stage served as an introduction to the analytical process. To avoid subjective judgment during data organization, recorded interviews and the researcher’s field notes were collected, reviewed, and refined. This procedure helped minimize the influence of the researcher’s personal beliefs and values on the analysis.
Extraction of Semantic Data (Open Coding)
Open coding involved identifying, labeling, categorizing, and describing phenomena present in the data. The objective of this stage was to understand the latent concepts embedded in the interviews. Some concepts were derived from prior knowledge, while others were articulated by the researcher or the participants and subsequently incorporated into the data.
Secondary Coding and Category Formation
In the subsequent stage, due to their frequency, initial codes were transformed into secondary codes by grouping similar primary codes into common categories. Several secondary codes were then integrated into a single conceptual code.
Extraction of Core Categories and Themes (Axial Coding)
At this stage, relationships among the categories generated during open coding were established.
Theory Development (Selective Coding)
The categories obtained through the grounded theory process were ultimately conceptualized as the indigenous requirements for the development of religious–historical tourism in Zanjan.
Non-probability purposive sampling was employed and continued until theoretical saturation was achieved. In total, 17 in-depth interviews were conducted. Each interview lasted between 60 and 90 minutes and was both audio-recorded and documented through field notes.
Findings
Among the 17 experts in the field of urban studies, 15 were male and 2 were female. Their ages ranged from 35 to 65 years, with an average age of 45. The participants’ fields of study were urban planning and tourism. Of the 17 participants, 11 were faculty members at Zanjan University, and 6 were specialists working in urban organizations, including the municipality, the Cultural Heritage Organization, and tourism offices.
The next step involved conceptualizing the research data through open coding. Overall, approximately 39 concepts were extracted from the interview texts. During this stage, the semantic units identified included marketing, organizational cohesion, deregulation of tourism, preparation of comprehensive specialized plans, cultural development, linking tourism with universities, formation of specialized committees, crisis prevention and mitigation, imagery, access infrastructure, strategic document preparation, and good governance.
The main categories and themes derived from the analysis were as follows:
- Advertising – encompassing the semantic units of marketing and imagery.
- Integrated Tourism Management across Organizations – including organizational cohesion and good governance.
- Strategic Planning – covering preparation of comprehensive specialized plans and development of strategic documents.
- Rules and Regulations – including deregulation of tourism from restrictive laws.
- Strengthening Tourism Culture in the City – represented by cultural development.
- Utilization of Specialized Personnel – covering links between tourism and universities and formation of specialized committees.
- Infrastructure Development – including access infrastructure.
- Tourism Crisis Management – covering crisis prevention and mitigation.
A paradigmatic model illustrating the relationships among these eight major categories was developed to visualize their interconnections.
Discussion
This study was conducted with the aim of identifying the localized requirements for the development of religious–historical tourism in Zanjan. Based on interviews, key categories were proposed, including advertising, integrated tourism management, infrastructure development, strengthening tourism culture, utilization of specialized personnel, rules and regulations, strategic planning, and tourism crisis management.
One of the main obstacles to tourism was the lack of effective advertising to introduce Zanjan’s historical–religious attractions both nationally and internationally. Advertising related to historical–religious tourism in Zanjan was so weak that many people remained unaware of numerous religious and historical sites in the city. This lack of awareness among potential tourists was contributed to stagnation in the religious tourism sector. Despite its historical–religious attractions, Zanjan is still relatively unknown to tourists; therefore, branding initiatives such as designing logos and formally registering the identity and names of each historical–religious site are necessary to increase recognition.
Another local requirement for developing historical–religious tourism in Zanjan was integrated tourism management. In Zanjan’s tourism industry, coordination between public and private sectors was essential to achieve optimal outcomes. If either sector operated independently or one was ignored, the positive results of tourism development cannot be realized. The public sector plays a crucial role by providing management capacity and necessary infrastructure for private investment. Its primary responsibilities include overall governance and setting general policies for historical–religious tourism. By identifying the tourism potential of Zanjan, the public sector should prepare a comprehensive tourism plan, allocate budgets, improve transport systems, and ensure security and comfort for visitors. Greater integration and coordination among tourism managers directly enhance the prosperity of historical–religious tourism in the city.
Strategic planning was another essential requirement. Developing a comprehensive and specialized strategic document provides an appropriate response to the needs of historical–religious tourism. This should be aligned with urban development plans for Zanjan, such as detailed master plans, using a scientific, participatory, and goal-oriented approach involving all stakeholders to shape the future of tourism development in the city.
The legal and regulatory framework also played a critical role. Several experts have noted the absence of comprehensive tourism legislation in Zanjan. Burdensome regulations must be revised or eliminated, clear legal definitions for tourists and their rights should be established, and tourism law should be taught in universities. Reducing excessive permits and bureaucratic procedures, especially in areas far from the city center, is essential for promoting tourism. Simplifying legal and cultural regulations is necessary to attract maximum international tourists.
Strengthening tourism culture emerged as another important requirement. Recognizing, documenting, and promoting Zanjan’s local culture is essential. When local residents observe that tourists value and respect their culture, it enhances their pride and reinforces cultural identity. Additionally, cultural exchange between locals and tourists fosters mutual understanding and respect.
Utilization of specialized personnel was also emphasized. Tourism development cannot rely on a one-size-fits-all approach. Establishing specialized tourism committees across cities, including Zanjan, ensures that local plans, capacities, and monitoring are communicated to the Cultural Heritage and Tourism Organization.
Infrastructure development was another requirement for historical–religious tourism in Zanjan. Education is a key infrastructure element, and training programs should be provided for all local stakeholders involved in tourism to increase the capacity to accommodate visitors at historical and religious sites. Moreover, developing event infrastructure and hosting religious and historical events are essential for preserving and revitalizing Zanjan’s national and local identity.
Tourism crisis management was also a critical localized requirement. The recent COVID-19 pandemic highlighted vulnerabilities in Zanjan’s tourism sector. The city’s tourism-related economy including hotels, air and rail transport, bus and taxi fleets, travel agencies, catering services, and local businesses was severely affected due to its dependence on tourist inflows. Preventive measures to control virus spread, such as restricting visitor access, directly impacted Zanjan. The pandemic demonstrated the urgent need for effective crisis management strategies in tourism to minimize economic shocks. Stakeholders, managers, planners, and policymakers should use such crises as opportunities to enhance their experience and strengthen tourism crisis management systems. Understanding that ideal conditions are not constant, attention to crisis management knowledge and resilience of tourism businesses is crucial. COVID-19, as a human and biological threat, affected all tourism-related enterprises in Zanjan, and potential damages will continue if preventive measures are not institutionalized. Training in crisis management for all components of the tourism system is therefore essential.
Regarding urban integrated management, although Zanjan has partially met tourism development expectations, failures in many areas persist. Comprehensive review and planning at all levels of urban management are necessary to ensure successful tourism development. Although historical–religious tourism in Zanjan has grown with structured planning, weaknesses in infrastructure and the focus solely on increasing revenue and employment have created multiple challenges. The findings of this study are consistent with those of Taqvaei et al. (2010) in Noorabad Mamasani, Hashemi (2020) in Rezvanshahr, Saberi et al. (2021) in Mashhad, and Faraji Darabkhani & Moradi (2021) in Mehran.
Based on these findings, several strategies are recommended for the development of religious–historical tourism in Zanjan:
- Developing and attracting trained human resources in tourism to provide efficient services.
- Inviting domestic and international investors and providing special incentives for establishing hotels, resorts, and other tourism facilities.
- Educating the public on proper interaction with tourists to prevent conflicts between locals and visitors.
- Involving local residents in planning and programs to create stakeholder engagement and support through workshops and educational initiatives to raise awareness about the significance of historical–religious attractions.
- Implementing measures to better protect existing historical–religious sites.
- Adjusting urban management approaches to leverage the skills of different age and professional groups in Zanjan, while encouraging participation from scientific elites and supporting individuals or organizations with innovative tourism development initiatives.
- Utilizing the perspectives of academics and experts as key decision-making stakeholders, and facilitating the exchange of knowledge with global scientific centers. Given Zanjan’s numerous higher education institutions and annual output of specialized professionals, opportunities should be created to incorporate their expertise into the execution and planning of tourism initiatives.
Conclusion
Despite Zanjan’s significant potential in tourism, the city has not been able to optimally leverage this asset for its development and progress due to several factors. The most important of these include the lack of practical programs for managing Zanjan’s historical and religious attractions, the presence of multiple stakeholders across the city, and the reliance on traditional advertising and information systems that limit awareness of religious tourism.
Nevertheless, implementing the strategies proposed by experts such as advertising, integrated tourism management, infrastructure development, strengthening tourism culture, utilization of specialized personnel, legal and regulatory reforms, strategic planning, and tourism crisis management can lead to localized development in the field of religious–historical tourism.
Acknowledgments: None declared by the authors.
Ethical permission: None declared by the authors.
Conflict of interest: This article is derived from the PhD dissertation of the first author in Geography and Urban Planning, under the supervision of the second author and consultation of the third author at the Islamic Azad University, Central Tehran Branch.
Authors’ contributions: Abbasi S (first author), Principal Researcher/discussion writer (50%); Eghbali N (second author), Methodologist (25%); Rajabi A (third author), Methodologist (25%)
Funding: This research was conducted using the personal resources of the authors.
References
1. Abbaszadeh M, Mohammad Moradi A, Soltanahmadi E (2015). The role of architectural and urban heritage values in cultural tourism development (case study: The historical fabric of Urmia). Urban Studies. 4(14):77-90. [Persian] [Link]
2. Aghajani M, Farahanifard S (2015). Religious tourism and effective factors on it (case study Iran). Journal of the Macro and Strategic Policies. 3(9):43-66. [Persian] [Link]
3. Ahmadi Shapourabadi MA, Sabzabadi A (2011). The analytical review of development capacities of religious and cultural tourism in Qom metropolis. National Studies. 12(46):83-112. [Persian] [Link]
4. Armanshahr Consulting Engineers (2006). Zanjan detailed plan studies. Physical Studies. [Persian] [Link]
5. Esfandiari M, Imankhan N (2019). Customer behavior analysis of the bank industry: grounded theory approach. Quarterly Journal of Economic Modeling. 13(45):93-114. [Persian] [Link]
6. Faraji Darabkhani M, Moradi H (2021). Analyzing the role of Arbaeen religious tourism in the sustainable development of transit-border cities (case study: Mehran city). Journal of Sustainable Urban and Regional Development Studies (JSURDS). 2(2):1-24. [Persian] [Link]
7. Firouzjaeian Galoogah A, Yousefi N, Mirmohamadtabar SA (2014). Functional analysis of religious tourism in Iran (meta-analysis on current research). Journal of Tourism Planning and Development. 3(8):143-165. [Persian] [Link]
8. Ghanbari D, Shojaeivand B, Zeynali B (2014). Ranking the counties of East Azarbaijan province based on urban tourism infrastructures by MCDM's methods. Geography and Territorial Spatial Arrangement. 4(12):89-112. [Persian] [Link]
9. Ghasemi M, sharafi H, Jafari M, Shaykhalipour B (2017). Ranking the urban tourism infrastructure with the use of Copra's technique. case study: Zanjan province. Urban Tourism. 3(1):31-41. [Persian] [Link]
10. Glaser BG, Strauss LA (1999). Discovery of grounded theory: Strategies for qualitative research. Rutledge: London. [Link]
11. Hashemi SY (2021). Competitive strategies for the development of religious tourism (case study: Rezvanshahr city). Journal of Urban Tourism. 7(4):75-89. [Persian] [Link]
12. Heydari T, Rashidi A, Hesari E, Tavalai S (2013). The evaluation of Zanjan's tourism capabilities toward proposing tourism attraction strategies. Tourism Management Studies. 8(21):29-57. [Link]
13. Jerry Ho WR, Tsai CL, Tzeng GH, Fang SK (2011). Combined DEMATEL technique with a novel MCDM model for exploring portfolio selection based on CAPM. Expert Systems with Applications. 38(11):16-25 [Link] [DOI:10.1016/j.eswa.2010.05.058]
14. Kasimati E (2005). Economic aspects and the Summer Olympics: a review of related research. Tourism Research. 5(6):433-444 [Link] [DOI:10.1002/jtr.449]
15. Kasimati E, Dawson P (2009). Assessing the impact of the 2004 Olympic Games on the Greek economy: A small macro econometric model. Economic Modeling. 26(1):139-146. [Link] [DOI:10.1016/j.econmod.2008.06.006]
16. Kaveh Pishkhatam MK, Rajaei Dastgheib M, Rajaei Dastgheib Z (2018). Analyzing the shrine of the holy shrine by Ahmadbn Musa Alacam Shahkhraq (AS) in the development of the religious tourism of Shiraz city. Religious Culture Approach. 1(1):195-210. [Persian] [Link]
17. Khakpour B, Kamandari M, Shafie F, Ebrahimi M (2020). Exploration the role of security in sustainable development of tourism. Journal of Khorasan Razavi Disciplinary Knowledge. 7(28):59-78. [Persian] [Link]
18. Kiani G, Irvani A (2018). The role of non-governmental organizations (NGOs) in the development of tourism industry with emphasis on Chaharmahal & Bakhtiari. Journal of Architecture. 1(2):1-9. [Persian] [Linkv]
19. Mertens DM (2007). Transformative paradigm: Mixed methods and social justice. Journal of Mixed Methods Research. 1(3):212-225. [Link] [DOI:10.1177/1558689807302811]
20. Meshkini A, Daviran E (2013). The effect of religious ceremonies on the production and reproduction of religious tourism (a case study of Zanjan). Journal of Studies on Iranian Islamic City. 25(14):33-41. [Persian] [Link] [DOI:10.3233/IFS-120698]
21. Meshkini A, Heidari T (2011). Evaluation of tourism development in Zanjan city using SWOT model (case study: Zanjan rood region). Journal of Geographical Space. 11(35):37-63. [Persian] [Link]
22. Omrani N, Naghizadeh R, Shahrzad Azar A (2018). The impact of railway infrastructure on the tourism industry in two groups of OECD countries and countries in the Mena region. Journal of New Research Approaches in Management and Accounting. 2(8):101-112. [Persian] [Link]
23. Psaltopoulos D, Skuras D, Thomson KJ (2011). Employment effects of private investment initiatives in rural areas of southern Europe: A regional SAM approach. Agricultural Economics Review. 12(2):50-61. [Link]
24. Rodriguez LG, Perez MR, Yang XG (2011). From farm to rural hostel: new opportunities and challenges associated with tourism expansion in Dali, a village in Anji county, Zhejiang, China. Sustainability. 3(1):306-321. [Link] [DOI:10.3390/su3010306]
25. Saberi M, Anabestani Z, Bidkhori A (2021). The analysis of the effects of the presence of non-Iranian religious tourists on the quality of citizens' lives (case study: Samen area of municipality of Mashhad). Journal of Research and Urban Planning. 12(45):99-116. [Persian] [Link]
26. Kashani Asl A, Sarvar H, Eslami M, Salahi Sarikhan Biglou V (2015). Investigation of the effect of urban symbols and elements on tourist attraction (Case study: Tabriz city). Journal of Tourism Planning and Development. 3(11):118-140. [Persian] [Link]
27. Sepahpanah M, Paymard N, Farshadian M (2014). Religious Tourism Management an Approach to Employment. Proceeding of the First National Conference on Tourism, Income and Opportunity. 21 September 2014. Hamedan.[Persian] [Link]
28. Soltani N, Mirnajaf M (2014). An analysis of the role of religious tourism in urban development (case study: Imamzadeh Jafar Yazd). Urban Planning. 5(18):77-94. [Persian] [Link]
29. Taqvaei M, Mousavi SA, Gholami Bimargh Y (2010). An analysis on the development of religious tourism (case study: Noorabad Mamasani). Journal of Geographical Space. 10(31):39-64. [Persian] [Link]
30. Teimouri R, Karami F, Teimouri Z, Safdari A (2014). Affecting factors in urban historical sites tourism (case study: Tabriz metropolis historic market). Urban Tourism. 1(1):63-78. [Persian] [Link]
31. Zanjan City Master Plan (2019). Zanjan City Municipality. Available at: https://www.shahrsazionline.com [Link]