Survey of tourists’ awareness and knowledge of cultural and historical tourist attractions of the destination (Case study: Talesh County

Introduction

Cultural and historical tourism occupies a prominent position within the global tourism industry, offering destinations opportunities not only for economic development but also for preserving and promoting their unique heritage and identity. Iran, a country endowed with an extensive array of cultural landscapes and historical sites, holds substantial potential for attracting cultural tourists from both domestic and international markets. Talesh County in Gilan Province, situated on the western coast of the Caspian Sea, is characterized by diverse natural scenery, ancient monuments, distinctive intangible heritage, and traditional crafts. Notably, the region encompasses archaeological sites such as Noudeh and Meryan, Lisar Castle, vibrant local music and dance traditions, and traditional Talshi clothing and handicrafts. Despite these exceptional resources, prior research and anecdotal evidence indicate that Talesh remains perceived primarily as a nature-based tourism destination. Tourists often associate the area with coastal landscapes, forests, and mountain scenery, while awareness and understanding of its cultural and historical assets remain limited. Such an incomplete image can hinder efforts to diversify tourism products and foster sustainable development. Accordingly, the present study was designed to assess the current levels of tourists’ awareness and knowledge regarding the cultural and historical attractions of Talesh County. Furthermore, it aimed to identify the factors influencing this awareness and to provide recommendations for strengthening marketing and interpretation strategies. In doing so, the research contributes to broader discussions about how destinations can leverage cultural heritage to improve competitiveness, visitor satisfaction, and community engagement.

Methodology

This applied research employed a descriptive-analytical approach combining both quantitative and qualitative elements. The research was conducted among domestic tourists who visited Talesh during the data collection period. The statistical population included all tourists traveling to Talesh County. A simple random sampling method was adopted, and the sample size was determined as 384 individuals using Cochran’s formula (with a 5% margin of error). Data were gathered through a researcher-designed questionnaire comprising: 28 statements measured on a five-point Likert scale (ranging from "strongly disagree" to "strongly agree"), assessing awareness and perceptions of cultural and historical attractions; 12 demographic questions covering age, gender, education level, occupation, trip duration, accommodation type, travel companions, mode of transport, and source of information about the destination. Face and content validity were established through expert reviews in the fields of tourism and heritage management. Reliability was confirmed via Cronbach’s alpha coefficient (>0.7), indicating acceptable internal consistency. Descriptive statistics were used to profile respondents and summarize key variables. Inferential statistics—including one-sample t-tests and independent t-tests (student t-tests)—were applied to determine whether mean awareness scores differed significantly from a neutral midpoint (score = 3) and whether demographic variables influenced awareness. The statistical software SPSS was used for all analyses.

Conclusion

Most respondents were female (57%) and predominantly in the 31–40 age group. Over half held a bachelor’s degree or higher. Approximately 43% stayed in Talesh for 1–3 days, while family travel was the most common mode of visiting (77%). Notably, the majority became aware of Talesh through friends and acquaintances (45.8%), whereas fewer relied on social media or traditional media. The findings revealed that tourists’ awareness and knowledge of Talesh’s cultural and historical attractions were significantly below the midpoint of the scale.

Awareness of local cultural practices and intangible heritage also remained below average. By contrast, perceptions of natural attractions achieved higher ratings (mean ~3.17), highlighting a strong association of the region with nature tourism rather than cultural experiences. Several factors contributed to the low awareness scores:

Limited professional promotion and interpretation materials: There was a lack of consistent storytelling and engaging content explaining the significance of sites such as Lisar Castle, Meryan archaeological area, and traditional music or crafts.

Heavy reliance on word-of-mouth: The dominance of personal recommendations over structured promotional channels meant information often focused on nature-based attractions, echoing findings from previous studies in Iran and elsewhere.

Short trip durations and non-formal accommodation: Many tourists stayed only a few days and used rental homes rather than hotels, which reduced opportunities for guided interpretation and structured cultural experiences.

Underutilization of digital platforms and social media campaigns: Despite being major channels for younger audiences, social media content about Talesh’s cultural heritage was sparse and inconsistent.

These observations align with international studies (e.g., Chen & Rahman, 2018; Zhang et al., 2018), which emphasize that without strategic investment in interpretation services and digital storytelling, even destinations rich in heritage may fail to achieve cultural tourism objectives. The low awareness and knowledge mean that Talesh’s cultural heritage assets remain under-leveraged, preventing the area from diversifying its tourism economy and reducing vulnerability to seasonal nature tourism fluctuations. Moreover, insufficient engagement with cultural resources can limit community benefits and weaken incentives for heritage conservation. As highlighted by research such as Hung et al. (2021), an integrated marketing strategy combining education, emotional connection, and narrative interpretation is essential to cultivate repeat visits and loyalty.