Promoting ghetto niche tourism in Isfahan, Iran

ABSTRACTIn recent decades, survival in a competitive world has required the emergence of niche tourism. Niche tourism needs to be considered against mass tourism, and it consists of two main components: the specific tourism product and the needs of a particular audience. This study focuses on the development of ghetto niche tourism in the city of Isfahan, Iran, as a case study with an emphasis on religious minorities. Moreover, this research follows three major objectives: 1) to measure domestic tourists’ interests in different cultures and religions in Isfahan; 2) to consider the attitude of domestic tourists towards ghetto tourism attractions and activities; and 3) to determine the tourists’ perspective on the priority of ghetto tourist attractions and activities. The data were gathered through a questionnaire, and a quantitative analysis was used in this study. The results show that domestic tourists are interested in ghetto tourism attractions/activities in the city of Isfahan. Further analysis illust...