Ethnic tourism, as a form of cultural tourism that emphasizes meaningful interactions with local traditions and communities, plays a crucial role in preserving cultural heritage and reinforcing local identity. This study analyzes the perceived impacts of tourism and evaluates the attitudes of the Armenian community in Isfahan’s Jolfa neighborhood toward the ethnic tourism development. The research is applied in objective, and descriptive-analytical in approach. The statistical population comprised the Armenian residents of Jolfa, from whom 210 individuals were selected using a stratified-random sampling method. Data were collected using a researcher-developed questionnaire, which demonstrated high internal consistency, with a Cronbach’s alpha coefficient of 0.89. The collected data were analyzed using SPSS through exploratory and confirmatory factor analyses, Pearson’s correlation analysis, and regression analysis. Exploratory Factor Analysis categorized the perceived impacts of tourism into four factors: social cohesion and cultural interactions, ethnic identity enhancement, social participation and economic development, and environmental sustainability. Together, these factors explained 52.64% of the total variance. Confirmatory Factor Analysis (CFA) identified two dimensions of attitudes toward tourism development: tourism product development and participation in tourism development, accounting for 58.67% of the total variance. Regression results indicated that perceived tourism impacts predict the development of ethnic tourism products (R² = 0.592) and participation in and support for ethnic tourism development (R² = 0.552). The findings provide a framework for understanding residents’ perceptions and attitudes toward ethnic tourism development, offering practical guidance for designing culturally sensitive tourism programs in the Jolfa neighborhood.



Extended Abstract

Introduction

Ethnic tourism has gained increasing prominence as a key dimension of cultural tourism, particularly for its capacity to safeguard intangible heritage, strengthen cultural identity, and support community-based pathways to sustainable development. By enabling meaningful encounters between visitors and ethnic communities, it promotes intercultural understanding while contributing to the preservation of distinct cultural traditions. These dynamics are especially relevant in multicultural urban contexts, where tourism development intersects with heritage conservation and social cohesion. The Jolfa neighborhood of Isfahan illustrates this intersection. As one of the oldest Armenian settlements in Iran, Jolfa possesses unique architectural, cultural, and religious characteristics that render it a significant site for ethnic tourism. However, shifts in population structure and the gradual deterioration of historic fabric raise concerns that highlight the need for development strategies informed by local community perspectives. Despite extensive scholarship on tourism impacts, limited attention has been directed toward understanding how ethnic minorities perceive the representation of their culture within tourism frameworks and how these perceptions shape their attitudes toward tourism development. This gap is particularly pronounced within minority communities embedded in urban environments. The present study addresses this gap by examining the perceptions and attitudes of the Armenian minority in Jolfa regarding ethnic tourism development. It seeks to clarify how residents interpret tourism impacts, determine the extent to which they support tourism initiatives, and identify the factors shaping their orientation toward tourism. The findings offer insights relevant to culturally sensitive policy formulation, heritage safeguarding, and the advancement of participatory models of ethnic tourism planning in diverse urban settings.

Methodology

The present study is applied in purpose and descriptive-analytical with a survey-based approach in terms of nature and method. The research was conducted in the Jolfa neighborhood of Isfahan, and the population consisted of all ethnic-religious Armenian residents of the area (3,500 individuals). The sample size was determined based on a minimum of 10 respondents per questionnaire item, resulting in a required sample of 200 participants. Ultimately, 210 questionnaires were valid for analysis. Stratified-random sampling was employed, dividing the neighborhood into four clusters (north, south, east, and west), with participants randomly selected from each cluster. Data were collected using a researcher-designed questionnaire comprising general demographic questions and 37 specialized items regarding perceptions of tourism impacts (21 items) and attitudes toward ethnic tourism development (16 items), measured on a five-point Likert scale. Content validity was verified through expert opinion, and reliability was confirmed with a Cronbach’s alpha coefficient of 0.89. Questionnaires were distributed both in-person and online. Data were analyzed using IBM SPSS Statistics 26. The analysis included Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), Pearson's correlation tests, and Multiple Regression Modeling to assess the predictive effect of perceptions on attitudes.





Result and Discussion

The findings reveal that the Armenian residents of Jolfa perceive tourism as a multidimensional and largely positive phenomenon. Exploratory factor analysis identified four key dimensions of perception: (1) social cohesion and cultural interaction, (2) ethnic identity reinforcement, (3) community participation and empowerment, and (4) economic–environmental development, which together explain %64.5 of the total variance. Residents’ attitudes toward tourism were reflected in two dimensions: the development of tourism products and experiences, and participation in and support for tourism development. Correlation and regression analyses showed strong positive relationships between perceptions and attitudes, with community participation and social cohesion exerting the greatest influence on supportive attitudes. Overall, the Armenian community views tourism as a means of preserving cultural heritage, fostering intercultural exchange, and improving quality of life. The results suggest that successful ethnic tourism development depends on active community involvement, cultural preservation, and context-sensitive planning. Therefore, urban policymakers should strengthen social capital and local institutions to promote sustainable tourism in Jolfa.



Conclusion

This study demonstrates that ethnic tourism in the historic Jolfa neighborhood of Isfahan is perceived as multidimensional and largely positive by the Armenian community. Residents’ perceptions encompass social cohesion, cultural identity reinforcement, community participation, and economic–environmental development, while their attitudes toward tourism development are reflected in the development of tourism product and local participation. Significant positive relationships between perceptions and attitudes indicate that a sense of belonging and social capital serve as a key motivator for supporting tourism development. Active community involvement and strengthened cultural cohesion foster supportive and participatory attitudes. The findings highlight that successful ethnic tourism requires cultural preservation, local community engagement, and sustainable planning. Urban policymakers can promote sustainable tourism in Jolfa by enhancing local institutions, social capital, and community-based tourism education. The cross-sectional nature of the data suggests that longitudinal studies could provide deeper insights into the evolution of residents’ attitudes.