Intangible Heritage and Service Exports: Two New Paths for Tourism

Isfahan – Tourism activists at the Manavin Tax meeting discussed the potential of rituals, indigenous skills, specialized content production, and services that can be offered to foreign markets to develop tourism businesses.

Ambassador of Arjan Group of Provinces, Korosh Dibaj: Tourism needs to redefine the methods of value creation more than in the past when infrastructure limitations, economic uncertainties, transportation difficulties and changing travel patterns have challenged the activities of businesses in this field. In such a situation, relying on the traditional patterns of attracting tourists alone does not meet the needs of this industry, and the development of creative products, the use of digital capacities, the accurate understanding of the market and the design of distinctive experiences can create new paths for the continuation of activity and income generation.

On the other hand, tourism is not limited to the arrival of foreign tourists or the introduction of well-known attractions; Producing authentic content, recreating the capacities of intangible heritage, designing small-scale events, developing the domestic market and exporting specialized services can also play a role in the value chain of this industry. The realization of these capacities, in addition to recognizing the real needs of the audience, depends on the ability of businesses to test ideas, adapt to market changes, and transform knowledge, skills, and cultural assets into marketable products.

In the meantime, examining the ratio between the opportunities and threats of tourism from the perspective of innovative businesses, specialized media, and the experience of the industry's activists, can reveal different aspects of the ways to develop this field. Manvin Taks meeting titled "Tourism; Opportunities and Threats" was organized by the Presidential Vice President for Science, Technology and Knowledge-Based Economy and on the sidelines of the Manvin Creative Industries National Event in Isfahan. In this meeting, the activists of the field of tourism, under the management of the panel of Hadih Moulai, a tourist guide, tourist and activist of the field of tourism, discussed the new capacities of this industry, the role of storytelling, the need to know the market and the possibility of generating income from creative services.

Tourism businesses should focus on product production instead of mediation

Mehsa Motahar, a guide and activist in the field of tourism, referring to the opportunities available for the entry of new forces into this industry, stated: Part of the tourism opportunities are formed from the existing threats. Infrastructural limitations and the difficulty of geographic access to Iran are among the challenges that can be followed by new solutions such as the virtual presentation of tourism experiences and the development of content platforms.

Referring to the experience of the formation of digital businesses during the Corona era, he added: During that period, platforms were created in different parts of the world that provided the possibility of virtual participation in various activities and experiences. Such patterns can be the basis for the formation of new services in tourism and reduce some of the access restrictions.

Emphasizing the need to change the traditional view of the tourism market, this tourism activist said: the tourism industry still needs forces that enter this field with new approaches. For people who intend to work in this industry, especially those who enter the market from professional and specialized paths, there are significant opportunities in the field of human resources.

Motahar continued by referring to tourism content production capacities: We are facing a lack of specialized content in this field, but generating income from content production is a separate issue and requires understanding the business model. The experience of working in two content startups shows that it is not easy to generate income from this field, but it is still possible to design reliable economic models for the production of Iranian tourism content.

Referring to the capacity of the domestic tourism market, he said: despite the various statistics about the arrival of foreign tourists, it should be checked to what extent this arrival is reflected in the value chain of tourism services. The existence of empty capacities in the accommodation and transportation sector, along with the economic limitations of domestic tourists, highlights the necessity of designing products according to people's ability to pay.

This tourism guide added: holding short-term, low-cost and experience-oriented events can be one of the ways to activate existing capacities. Also, regarding generation Z tourism, there is still insufficient knowledge of the preferences and decision-making methods of this group; While designing products that suit the interests of new generations can provide the basis for new businesses.

Emphasizing the need to pay attention to the scale and applicability of handicrafts, Motahar said: Many domestic tourists, due to economic reasons or differences in taste, are not able to buy large and expensive handicraft products. On the other hand, it is possible to design smaller and functional products according to the needs of tourists and even make their production process a part of the travel experience.

Referring to the concept of experience economy, he clarified: one should think beyond the sale of a product to the design of experience. Observing the production process, participating in a part of it and familiarizing with local skills can be valuable for the tourist. For this purpose, not every experience necessarily leads to the production of a carpet, penmanship or a complex product; Sometimes an exciting activity that provides a new experience and a souvenir is attractive to the audience.

Referring to the capacity of food, rituals and cultural events, this tourism activist said: experiences related to food, local ceremonies and cultural events can be used to design diverse products; From fun, short-term experiences to programs with deeper content. In the design of these products, attention should be paid to creating excitement and providing the possibility of relaxation at the same time.

Emphasizing the importance of matching the experience with the tourist's expectations, Motahar said: Tourists are looking for a different experience, but at the same time familiar and reliable. He expects to receive services with standards that he can understand, along with facing a different culture and way of life. From this point of view, the link of traditional hospitality with professional service delivery standards becomes important.

He considered the export of services as another field that can be pursued in tourism and added: Iran has capacities in the field of education, consulting, standardization and transfer of tourism-related skills that can be offered to other markets in the form of specialized services. Also, the design of environmental and digital games can be considered in the development of tourism experiences.

Emphasizing the necessity of continuous learning for tourism activists, this guide said: Activists in this field should distance themselves from the notion of having complete expertise and not stop the process of learning and improving skills. Persistence in the market depends on the ability to learn, recognize past experiences and use expert advice.

Motahar also stated about the design of business models: creating a website or platform to receive users' opinions and earn money from intermediation of services is not a successful economic model by itself. Such plans require a well-known brand, a clear business model and a precise understanding of the market. Before implementing similar ideas, it is necessary to check the reasons why the previous examples were successful or unsuccessful.

He continued: In the current conditions of the tourism market, it is better for businesses to own a specific product or service instead of focusing only on mediation. This product can be the knowledge and experience of a tourist guide, accommodation services, food or any other service that creates real value for the audience.

Emphasizing the necessity of flexibility in businesses, this tourism activist added: One should not have unchangeable attachment to the original idea. Activists in this field should be ready to modify their product based on market demand and taste and, if needed, take a new path.

Motahar also considered professional communication as one of the effective factors in business development and said: Networking is important in various industries, but it does not mean a relationship based on favoritism; Rather, it is a deep and professional relationship between people that can provide the basis for cooperation, exchange of experience and the formation of new opportunities.

In the end, he emphasized the importance of a human perspective in tourism services and stated: the activists of this industry should pay attention to both people and their enjoyment of travel and adhere to the quality of service. Tourism is a field in which companionship with tourists and interest in providing service are considered essential elements of professional activity.

Seeing the destination is not enough; Authentic narrative should lead to choices and journeys

Nafiseh Hajati, a journalist and researcher in the field of tourism, pointed out the difference between the visibility of a destination and its choice by tourists and stated: In today's media environment, bloggers are seen more than many specialized journalists, but being seen does not necessarily mean success in introducing a destination. The effective path in tourism starts from visibility, builds trust, and finally should lead to choosing a destination, a satisfying travel experience, and the desire to return.

He added: A media that operates in the field of tourism should know the capabilities of the destination and be able to win the trust of the audience as a consultant and narrator. It is not enough to introduce a place with beautiful pictures; The audience should be able to make a decision based on valid travel information and trust the presented destination.

Emphasizing the necessity of verifying tourism information, this journalist stated: One of the important duties of a media activist who works professionally in this field is to check the accuracy of the information provided by the host or local sources about the destination. The tourism narrative should not only reflect the words of the host, but should be based on recognizing, investigating and discovering the real capabilities of the destination.

Hajati continued by pointing to the importance of discovering less-seen angles in content production: tourism content production is not limited to capturing beautiful images. The narrator must be able to discover features that are new even to the destination host. Finding the right story line and paying attention to the less seen details can help to form a different and effective narrative.

To explain this issue, he mentioned the experience of traveling to the station village in North Khorasan and said: The train station, the thatched texture of the houses and the hospitality of the people are the three distinct capacities of this village. Introducing these features along with the experience of staying in ecotourism houses and tasting local food can create an incentive to get to know this destination more closely.

This researcher in the field of tourism also pointed to the village of Upper Dovidukh in North Khorasan and added: the possibility of seeing double silk carpets in this village is a special feature that can be attractive to the audience by itself. If it is not possible to travel directly to the destination, viewing an example of this carpet in the Shirvan Museum can form a part of the way to get to know this heritage.

Emphasizing the necessity of going beyond the purely visual presentation of destinations, Hajati stated: the proper narration of a destination does not mean showing it beautifully; The narrative should provide reliable information and provide context for informed decision making. In this way, paying attention to intangible heritage and event design based on cultural assets can lead to the creation of new experiences.

Referring to the capacity of intangible heritage for tourism development, he said: Rituals, oral traditions, accents, dialects, proverbs and local skills can be the basis for designing tourism events. If these events are designed on a small scale, with repeatability and the possibility of reservation, they can turn part of the cultural capacities into experiences that can be offered to tourists.

To explain the importance of these capacities, this journalist pointed to the experience of being in Samarkand and added: In one of the programs of this city, a collection of local clothes, music and local foods were presented in the form of a hospitality experience. This example shows that the combination of cultural elements and hosting style can help create a distinctive experience for visitors.

Hajati also pointed to the concept of proximity in journalism and media and stated: physical, semantic and cultural proximity can play a role in attracting the attention of the audience. Seeing the Isfahan carpet in Berlin's Pergamon Museum or seeing the name of Isfahan at the entrance of Amirtimur's tomb in Samarkand creates a meaning beyond viewing a work or a geographical name for the audience who has a mental and cultural connection with this city.

Referring to the examples of Isfahan's intangible heritage, he continued: Watermelon cultivation in "Chale Sanbek" of Aran and Bidgol cities is one of the capacities registered in the list of intangible heritage. The introduction of such skills and traditions can be attractive to the audience who have no knowledge of indigenous ways of life and knowledge and increase the motivation to visit the place where these experiences are formed.

Emphasizing the importance of accurate information in difficult travel conditions, this tourism researcher said: In the current situation, travel is facing two important issues, namely the existence of unpredictable events and limited travel options in the field of transportation and services. Accurate, timely and up-to-date information can help the audience to have a proper understanding of the conditions of the destination before the trip.

Referring to the experience of traveling to Barcelona, ​​Hajati stated: Before entering one of the crowded squares of this city, visitors were warned about the possibility of theft and the need to take care of valuable items. Such notifications are an example of pre-trip awareness that allows the tourist to make a more informed decision and be prepared for possible situations.

He added: Professional media in the field of tourism is not only responsible for promoting the destination or increasing the number of visitors. Sometimes informing about the restrictions and special conditions of an accommodation, including the location of the toilet outside the room, helps the audience to make a decision based on their needs and expectations. Proper awareness can prevent the formation of adverse experience and dissatisfaction of tourists.

Emphasizing the necessity of knowing the customers, this journalist stated: To start a tourism business, the interests and capabilities of the activists, competitive advantages and the needs of the audience must be properly identified. The Japanese concept of Ikigai also emphasizes finding the meeting point of these factors and can be considered in knowing the right path for economic activity.

Hajati said by separating the needs of travel from the demand of tourism: even when tourism faces restrictions, the need for travel does not disappear completely. People who go to other cities to visit family or do essential work still need transportation; However, they may not use accommodation services or some other tourism services.

In the end, he emphasized: New tourism businesses must know the real conditions of the market and the needs of the society in order to operate effectively. Designing long-term programs and extensive products is important, but the implementation of these programs requires attention to the existing demand and the conditions that customers are facing at the present time.