The contribution of rose and rosewater tourism and festival to the destination image.

Abstract

This study seeks to explore rose and rosewater tourism and festival to understand how tourist attitudes to the festivals contribute to their image of the destination. To achieve this survey of domestic tourists was undertaken in the Kashan region of Iran. The results provide some original insights into the selection of destinations which are of value to academics, industry practitioners, tourism planners and policymakers. It confirms that events and festivals cannot develop or grow without the support of the hospitality and tourism industries. Some of the cultural limitations of undertaking the research, together with suggestions for future research are also discussed.