Religious minorities as an opportunity for ghetto niche tourism development (case study: Isfahan, Iran)

Abstract

Niche tourism, whose emphasis on a specific tourism product can meet the needs of a particular audience, has developed in the tourism area over recent decades. The dynamic and competitive nature of tourism means that staying alive in a competitive world needs the emergence of niche tourism. This paper tries to introduce Isfahan city (Iran) as a new destination for ghetto niche tourism development with an emphasis on religious minorities. Moreover, this research has two major purposes: 1) to investigate the attitude of domestic tourists for ghetto tourism development and 2) to measure national tourists’ awareness of this niche market. This study was conducted in Isfahan, Iran. Data was gathered through questionnaire using simple random sampling method. On the basis of the results of this study it can be concluded that domestic tourists are not familiar with the ghetto tourism concept; however, they are interested in ghetto tourism development (activities, attractions and strategies) in Isfahan city.