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Title

IDENTIFICATION OF MARKETING APPROACHES IN LITERARY TOURISM (A CASE STUDY OF NEYSHABOUR IN MASHAD)

Pages

 Start Page 99 | End Page 110

Abstract

 One type of tourism is LITERARY TOURISM which can be considered as one of the clusters of culture and tourism that includes writers, related places of stories and books, literary festivals, films and media productions, and so on. Due to the cultural and literary richness of Iran, this country is one of the most prominent areas in this field that can benefit from this intangible heritage. Neyshabour, which is located in Iran, is literally a privileged and famous place and this city can be considered for developing this branch of tourism but, despite its high capacity, LITERARY TOURISM in NEYSHABUR does not still suffice. In this research, using qualitative method and focus group technique, solutions were identified for marketing of LITERARY TOURISM in NEYSHABUR, which included six categories: (a) creation of advertising bases, (b) directing of passengers who travel to Mshad towards NEYSHABUR, (c) to conduct literary festivals, (d) familiarization of the residents of Neishabour with tourism capacities, (e) designing and making souvenirs related to the literature of Neyshabour and finally (f) designing games appropriate to the LITERARY TOURISM of NEYSHABUR.

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