Marketing Strategies in Historical Tourism Based on Tourist Motivation and Needs

Abstract

Marketing tourism is essential for long-term tourism development which requires gaining knowledge about the motivation and needs of tourists. In order to help tourists gain a hospitable experience, information regarding the needs, perception, and their behavior while on site is important. This research attempts to explore the priority of tourists’ needs in visiting historical sites. It also tries to conceptualize new forms of hospitality strategies for smart tourism development. Based on grounded theory, Maslow’s hierarchy of needs is conceptualized for historical tourists and used as the main framework for this work. The Persepolis-Pasargadae Historical Range (PPHR) is chosen as the case study of the research because of the historical and cultural attractions located in this historical range. Results indicate that tourists interested in visiting this destination are looking to fulfill their growth needs. These growth needs can be complemented by new technologies while on site such as virtual reality (VR) goggles that help tourists gain knowledge about the reality of these destinations. The research concludes with findings and suggestions that can contribute to the planning of an effective marketing plan based on tourists’ motivation and needs for visiting historical destinations.

Citation

Saremi, M., Darabi, H., Amiri, M.J., Bidhendi, G.N. and Behbahani, H.I. (2024), "Marketing Strategies in Historical Tourism Based on Tourist Motivation and Needs", Andrei, J.V. and Grigorescu, A. (Ed.) Emerging Patterns and Behaviors in a Green Resilient Economy (Lab for Entrepreneurship and Development), Emerald Publishing Limited, Leeds, pp. 187-203. https://doi.org/10.1108/978-1-83549-780-720241010