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

A B S T R A C T
Cultural and historical tourism constitutes a major sub-sector of the tourism industry and, beyond its economic benefits, plays a significant role in the recognition, preservation, and promotion of the cultural and historical heritage of societies. Owing to its diverse natural, historical, and cultural attractions, Talesh County possesses substantial potential for tourism development. However, the level of tourists’ awareness of these attractions can directly influence destination selection and the effectiveness of tourism policies. This study investigates tourists’ level of awareness of the cultural and historical attractions of Talesh County and identifies the factors influencing it, with the aim of proposing practical strategies for targeted marketing and the effective promotion of the county’s cultural and historical attractions. The study adopts a descriptive-analytical and applied research design, with data collected through both documentary and field methods. Data were collected using a questionnaire consisting of 28 Likert-scale items and 12 demographic questions. The statistical population included tourists who visited Talesh during the study period, and a sample of 384 respondents was selected using simple random sampling. The data were analyzed using SPSS software, applying one-sample and independent t-tests. The findings indicate that the majority of tourists traveled to Talesh primarily to visit natural attractions, while their level of awareness of cultural and historical attractions was below the average level. Tourists’ destination image was predominantly shaped by natural attractions. The findings underscore the need for targeted information dissemination and promotional activities to enhance awareness of Talesh’s cultural and historical attractions. Such measures can contribute to the sustainable development of tourism in the region. The utilization of mass media, social networks, and cultural events is recommended.
Extended Abstract
Introduction
The tourism industry, as one of the largest and most dynamic sectors of the global economy, plays a crucial role in the economic, social, and cultural development of societies. Among the various forms of tourism, cultural and historical tourism has gained particular significance due to its emphasis on heritage, identity, and indigenous values. This form of tourism not only contributes to the revitalization of historical monuments and traditional customs but also fosters mutual understanding and cultural exchange among nations. Owing to its ancient civilization and strategic geographical location, Iran is considered one of the most culturally and historically rich countries in the world, with substantial capacity to attract both domestic and international tourists.
Within this context, Gilan Province, and particularly Talesh County located along the western coast of the Caspian Sea, possesses exceptional tourism potential. Talesh is not merely a destination for nature-based tourism resulting from its climatic and geographical diversity; it also encompasses a valuable reservoir of historical heritage, cultural traditions, and long-standing rituals. Despite this richness, the prevailing destination image of Talesh among tourists and even tourism planners remains largely confined to natural attractions such as forests and coastal landscapes. In other words, notwithstanding the region’s extensive cultural and historical assets, tourists’ level of awareness of these attractions remains notably low, leading to a destination image that is partial and unbalanced.
The absence of clear empirical evidence regarding tourists’ familiarity with the history, culture, and heritage of Talesh, as well as the factors shaping this limited perception, has created a significant barrier to effective tourism planning and marketing. When tourists visit Talesh primarily through an ecotourism-oriented perspective and remain unaware of its deeper cultural layers, the prospects for sustainable tourism development in the region are undermined. Accordingly, this study seeks to address this critical gap by assessing tourists’ level of awareness of the cultural and historical attractions of Talesh, analyzing the process through which their destination image is formed, and examining the role that such awareness, or lack thereof, plays in the final selection of Talesh as a travel destination. Ultimately, the study aims to propose practical strategies for improving tourism marketing and reshaping the destination image of Talesh toward a more comprehensive and culturally and historically enriched tourism brand.
 
Methodology
This study is applied in terms of purpose and descriptive–analytical in terms of nature and methodology, and it is designed using a mixed-methods approach that integrates quantitative and qualitative perspectives to achieve a more comprehensive examination of the research topic. The statistical population of the study consists of all tourists who visited Talesh County during the period of data collection. Data were gathered using a researcher-developed questionnaire comprising two main sections. The first section focuses on the demographic characteristics of respondents, including age, gender, educational level, and mode of familiarity with the destination. The second section includes a set of items designed to measure tourists’ levels of awareness, knowledge, and perceptions of the cultural and historical attractions of Talesh. These items were structured using a five-point Likert scale to assess the degree of respondents’ agreement or disagreement.
The face and content validity of the research instrument were confirmed by experts and academic specialists in the fields of tourism and cultural heritage. In addition, the reliability of the questionnaire was assessed using Cronbach’s alpha coefficient, which indicated an acceptable level of internal consistency among the items. Simple random sampling was employed to select the respondents, and the sample size was determined using Cochran’s formula, taking into account the desired confidence level and acceptable margin of error. The collected data were analyzed using statistical software at both descriptive and inferential levels. Descriptive analysis included frequency distributions and mean values, while inferential analysis involved one-sample and independent t-tests to examine group differences and to determine the extent to which the examined variables influenced tourists’ levels of awareness.
 
Results and Discussion
The analysis of the questionnaire data revealed several significant findings regarding the status of cultural tourism in Talesh. The results indicate that tourists’ levels of awareness and knowledge of the cultural and historical attractions of Talesh, particularly in relation to intangible heritage such as local customs, traditional music, and indigenous clothing, as well as historical buildings, are below the average level. In contrast, tourists’ perceptions of natural attractions were rated considerably higher. This finding confirms that the dominant destination image of Talesh among tourists remains strongly nature-oriented, while cultural and historical dimensions occupy a marginal and less visible position within this mental image.
Further analysis demonstrates that multiple factors contribute to this low level of cultural awareness. One of the most influential factors is the nature of information channels. The results show that the majority of tourists became familiar with Talesh through friends and acquaintances, whereas official media and digital platforms have played a limited role in introducing the region’s cultural attractions. Word-of-mouth promotion typically emphasizes general and visually appealing aspects, such as landscapes and natural scenery, and rarely engages with deeper cultural content. In addition, the short duration of tourists’ stays and the dominant forms of accommodation, often informal or private villas, have reduced opportunities for meaningful interaction with local culture and limited visits to museums or historical sites.
Moreover, the findings reveal that demographic variables such as educational level and source of information have a statistically significant impact on cultural awareness. Tourists who obtained information about the destination through specialized tourism sources or digital media exhibited a more accurate and comprehensive understanding of historical attractions. This outcome highlights existing deficiencies in the local tourism interpretation and guiding system. The lack of adequate informational signage, educational brochures, and organized cultural programs within accommodation facilities has hindered the effective transfer of cultural knowledge, even during tourists’ presence in the destination. These findings are consistent with international research emphasizing the role of heritage interpretation and storytelling in destination marketing. When tourists’ destination image is shaped by a single dimension, predominantly nature, their motivation for repeat visitation and their willingness to spend on cultural experiences tend to decline.
 
Conclusion
This study was conducted to examine tourists’ levels of awareness and knowledge of the cultural and historical attractions of Talesh County and to assess their influence on the destination image. The results indicate that although Talesh possesses considerable potential in the field of cultural tourism, these capacities have not been adequately recognized or effectively marketed. The current destination image held by tourists, which is largely constructed around natural attractions, has created an obstacle to the balanced development of tourism in the region. Based on the findings, it can be concluded that enhancing tourists’ awareness is directly associated with improving the destination image and, consequently, attracting more targeted visitor segments.
To address this situation, the region’s marketing approach must shift from an exclusively nature-oriented focus toward an integrated strategy that combines nature and culture. The proposed strategies include the design of promotional campaigns centered on the cultural heritage of Talesh, the use of digital media and social networks to narrate the region’s historical stories, the training of local guides to ensure the accurate transmission of indigenous culture, and the development of interpretive infrastructure, such as local museums and cultural centers, to enrich tourists’ experiences.
Ultimately, strengthening the cultural dimension of tourism in Talesh will not only contribute to the diversification of tourism products but also support the preservation and continuity of the region’s historical and cultural identity. By increasing tourists’ length of stay and expenditure, such an approach can lead to sustainable socio-economic development in Talesh County. In the absence of well-defined and coherent strategies, Talesh is likely to remain a single-dimensional destination and to forgo its potential competitive advantages within the cultural tourism market.
 
Funding
There is no funding support.
 
Authors’ Contribution
Authors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none.
 
Conflict of Interest
Authors declared no conflict of interest.
 
Acknowledgments
We are grateful to all the scientific consultants of this paper.