Strategic Management in Tourism for Silk Road Cultural Heritage in Iran

Abstract

In recent decades, the Silk Road known as one of the world's most valuable international tourism destinations, which is a bridge between great civilizations in the East and West. This study focuses on the Silk Road in Iran as a case study and tries to identify tourism strategies for promoting Silk Road tourism in Iran. The data was gathered through an interview form. A qualitative method (content analysis) through MAXQDA software was used to analyse the data.

The results illustrate that product development, conglomerate diversification, concentric diversification, joint venture, and market penetration are five strategies that can promote Silk Road tourism in Iran. Further investigation revealed seven operational solutions for product development and conglomerate diversification, divided into four categories. In addition, concentric diversification and joint venture strategies include ten and five operational solutions respectively. Lastly, the market penetration strategy is classified into six categories.