Challenges toward Sustainability? Experiences and Approaches to Literary Tourism from Iran
Abstract
:1. Introduction
2. Literature
2.1. Cultural Tourism
2.2. Literary Geography
2.3. Literary Tourism
“Literary tourism is a subset of cultural tourism and heritage tourism that includes places associated with literature writers, literary books and stories, literary festivals, creative arts, movies, and media productions”[31].
“Literary tourism is an opportunity to travel to the birthplaces, graves, houses, properties, and sites hosting memorabilia and relics of literary figures; such trips provide rich cultural experiences, chances to participate in literary festivals and events, and also opportunities to visualize the space where the creative thinking was formed or the place where famous literary works were created”[37].
3. Methodology
- Lack of Support for the Development of Literary Tourism;
- The Current (Inferior) Position of Literary Tourism;
- Weak Preservation of the Iranian Literary Heritage;
- Anonymity of Literary Tourism Capacities;
- Inadequate Facilities and Infrastructure to Develop Literary Tourism;
- Misunderstanding and Underestimation of Literary Tourism.
- 1.
- Government Support for the Development of Literary Tourism;
- 2.
- Recognizing and Designing Literary Routes;
- 3.
- Development of Literary Places;
- 4.
- Promotion of Literary Events;
- 5.
- Teaching and Culturalizing Literary Tourism;
- 6.
- Literary Tourism Marketing;
- 7.
- Turning the Writers’ House into a Literary Tourism Attraction;
- 8.
- Preserving Literary Heritage;
- 9.
- Developing Infrastructures for Technical Actions in Literary Tourism;
- 10.
- Literary Cartography and Designing Literary Tourism Map.
4. Results
4.1. Developing Literary Tourism in Iran: New and Old Challenges
4.1.1. Lack of Support for the Development of Literary Tourism
“literary tourism in Iran as the cradle of literature has been neglected so far. This failure can have various reasons, but the most important one is the negligence of the officials in using the literary capacities of the country (…). A specific strategy for using these capacities has not been defined (…). Due to the negligence of the officials, who knows where Jalal Al-Ahmad’s house or (…) is and whether is it possible to visit them at all or not”.
4.1.2. The Current (Inferior) Position of Literary Tourism
“(…) Iran can revolutionize the tourism industry with its literary richness and poets such as Saadi, Hafez, Ferdowsi, Khayyam, Attar, and Baba Tahir; but unfortunately, this type of tourism still has no place in Iran and for this reason, Iran is deprived of its income and some of the capacities of this industry are being destroyed” [67]. “Iran despite having plenty of potentials has not been able to properly present itself as a literary tourism hub by introducing Iranian poets and literary figures and benefit from its positive effects”[68].
4.1.3. Weak Preservation of the Iranian Literary Heritage
4.1.4. Anonymity of Literary Tourism Capacities
“due to its mystical literature and ancient culture, Iran is one of the destinations in the world with great potential for the development of literary tourism which has received less attention so far (…). This requires more effective and efficient planning to benefit from this cultural and spiritual heritage. One of the first steps is designing the special path of literary tourism”[70].
4.1.5. Inadequate Facilities and Infrastructure to Develop Literary Tourism
“so far, no comprehensive plan has been developed to direct and organize this type of tourism (…). The anonymity of space-based works is one of the important problems facing the literary tourism of Iran”[27].
4.1.6. Misunderstanding and Underestimation of Literary Tourism
“Literary tourism in its modern notion and concept is not defined in our country and does not have a long history either (…) that we expect it to gain attention in our country like other countries”[71].
“Our literary tourism is limited to visiting the silent graves. If they (people) go to Konya to see Rumi’s tomb, they get acquainted with a collection; there is Mevlevi Sema Ceremony and music, but here everything is limited to one tombstone”[72].
4.2. Approaches to the Development of Literary Tourism and Urban Growth in Iran
4.2.1. Government Support for the Development of Literary Tourism
“bringing together the three vertices of government, industry and academia triangle to cooperate and consult on the ways to develop literary tourism better and more sustainable at the regional, national and local levels”, and “encouraging the government and industry to diversify the country’s tourism product by relying on the country’s valuable literary assets”.
4.2.2. Recognizing and Designing Literary Routes
“literary tourism is a form of cultural tourism that is narrative and creating based on the routes introduced by famous figures. In Iran, it is possible to define tourism routes for each of these poets and philosophers, introduce these routes, and attract tourists in honor of their birthdays and memorials. Of course, defining routes for literary tourism requires doing scientific research, defining basic concepts, and reviving historical identity, and these issues should be considered for the promotion of this form of tourism”[73].
4.2.3. Development of Literary Places
“places that carry the culture and literature of a country with them are the attraction of literary tourism. Literature in Iran is thousands of years old. Thousands of poets, writers, and literates have lived in this land whose houses and tombs can be a meeting place for those interested in literature and tourism”[74].
4.2.4. Promotion of Literary Events
“in literary festivals, such as the celebration of Ferdowsi’s birthday (…) it is necessary to consider aspects of literary tourism in addition to the scientific and literary ones and necessary measures should be taken to expand the sphere of internal influence as well as the sphere of external one at the same time with the literary festival as a literary tourism event”[75].
4.2.5. Teaching and Culturalizing Literary Tourism
“our ancient and contemporary literature is now almost faded in the shadow of the literature of other nations and is ignored by different segments of the country, especially the youth. So, to introduce it to the world and strengthen its position in public, it must be thought of in more attractive, creative, and less elitist ways. One of the methods that has many approaches for society is the connection between the tourism industry and the literary heritage of the country”[76].
4.2.6. Literary Tourism Marketing
“we go to Tus and Neyshabur and visit the tombs of Khayyam, Attar, Ferdowsi, and Mehdi Akhavan-Sales, but the literary tour has its own meaning and concept. It is a complete specialized tour with special audiences and tour guides specialized in literature and poetry”[77].
4.2.7. Turning the Writers’ Houses into a Literary Tourism Attraction
“in our country, despite the existence of successful and brilliant figures in the world of culture and art, almost no serious action has been taken to preserve the houses of (those) artists… The house of Jalal Al-Ahmad’s adolescence (…) can be a good place for those who are enthusiastic about this author and a place to introduce him to Iranian and non-Iranian cultural tourists”[78].
4.2.8. Preserving Literary Heritage
“one of the rich heritage of Iranians (…) is its literature. Literature is a manifestation of creativity and self-confidence (…). Literature in the cultural sphere of Iran due to its richness and undeniable diversity (…) is a treasure that (protection of it) can lead to the promotion of the name of Iran (…). The link tourism industry and literary heritage needs coherent planning”[79].
4.2.9. Developing Infrastructures for Technical Actions in Literary Tourism
“today, the tourist attraction industry is competitive around the world and it is increasingly getting technical. So there is a need for advertising, cultural promoting, and giving information (with a technical approach). Iran, with its deep cultural and literary infrastructure, is largely free from the need to create artificial tourism hubs. However, little importance is given to the country’s abundant assets in this area”.
4.2.10. ‘Literary Cartography’ and Designing Literary Tourism Maps
“the ultimate goal of this project is to design a multi-layered map with research and tourism objectives for all cities of Iran, in which other important components in a literary map such as the birthplace of writers and poets and the place of occurrence of epic narratives have also been considered”(p. 98).
5. Discussion
5.1. Rethinking ‘Literary Tourism’ as the Engine of Tourism Development in Iran
5.2. ‘Literary Tourism’ and Sustainable Tourism Development
5.3. The Methodological Issue: The Power of Narrative Analysis and the Need for Quantitative Surveys
5.4. Policy Implications
6. Conclusions
Supplementary Materials
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
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Asadi, A.; Bayat, N.; Zanganeh Shahraki, S.; Ahmadifard, N.; Poponi, S.; Salvati, L. Challenges toward Sustainability? Experiences and Approaches to Literary Tourism from Iran. Sustainability 2022, 14, 11709. https://doi.org/10.3390/su141811709
Asadi A, Bayat N, Zanganeh Shahraki S, Ahmadifard N, Poponi S, Salvati L. Challenges toward Sustainability? Experiences and Approaches to Literary Tourism from Iran. Sustainability. 2022; 14(18):11709. https://doi.org/10.3390/su141811709
Chicago/Turabian StyleAsadi, Alireza, Naser Bayat, Saeed Zanganeh Shahraki, Narges Ahmadifard, Stefano Poponi, and Luca Salvati. 2022. "Challenges toward Sustainability? Experiences and Approaches to Literary Tourism from Iran" Sustainability 14, no. 18: 11709. https://doi.org/10.3390/su141811709