Evaluation and assessment of Kazeroon City tourism in line with the realization of the creative tourism model

Document Type : Research Article

Authors

Department of Human Geography and Planning, Faculty of Geography, University of Tehran, Tehran, Iran

Abstract

A B S T R A C T
Creative tourism is a new generation of tourism that, through innovative approaches and creative activities, can bring about numerous positive outcomes for both the tourist community and the host community. The aim of this study is to evaluate the tourism potential, as well as the opportunities and capacities of Kazeroon County, in order to develop creative tourism and establish a creative city. Given its nature, this research is applied-developmental and follows a descriptive-analytical method. The necessary data were obtained through two methods: library research and fieldwork (questionnaires). To examine the research variables, four major tourism indicators and five essential indicators for the realization of a creative city were assessed. For data analysis and evaluating the tourism potential of Kazeroon County, the SPSS statistical software was used, along with Friedman tests, T-tests, and multiple regression analysis. The results of the study regarding the establishment of creative tourism indicate that Kazeroon County has significant potential and capacity according to the indicators examined. The results of the T-test indicate that among the components, social capital has a higher level, while leadership and management have a lower level compared to other components. The results from the Friedman test also show that the three indicators of social capital, initiative and innovation, and flexibility and acceptance are in a favorable position regarding the establishment of creative tourism. Furthermore, the development of strategic planning and a focus on strengthening cultural and social indicators can accelerate the process of transforming Kazeroon County into a creative city.
Extended Abstract
Introduction
Achieving a creative city requires the presence of a creative class in society, and it seems that one of the appropriate ways to recognize and attract the creative class is to use the tourism industry. In this process, tourism, due to its multidimensional nature, can provide the basis for the better development of the city through the development of cultural and creative tourism. Therefore, if this industry (tourism) is used creatively, it can have many positive results for both the tourist community and the host community. Thus, paying attention to the effective factors in the development of creative tourism and planning to realize this concept is a must. In this regard, according to the importance of urban tourism and the issues raised in the introduction, the present research aims to investigate and evaluate the tourism potential of Kazeroon City to create a model of creative tourism at the city level. The research questions include: 1-What potential does Kazeroon have for the realization of creative tourism?2-What is the status of the indicators of creative tourism in Kazeroon City in terms of the realization of creative tourism? During the steps of conducting the present research, the research conducted by some researchers has been referred to. The findings of the mentioned research are consistent with the findings of the present research. The difference between this research and other research is in the research method, the area under study, and the variables used.
 
Methodology
According to its nature, the present research is applied-developmental and utilizes a descriptive-analytical method. Information about the current situation has been collected through two methods: library research and field studies (questionnaire). The statistical population consists of the residents of Kazeroon City, and the statistical sample includes 50 experts in the field of tourism and local residents. To examine the research variables, four major tourism indicators and five basic preconditions for the realization of a creative city have been used. SPSS software, along with Friedman and T-tests, was employed to analyze the questionnaire data.
 
Results and discussion
To investigate and evaluate the tourism potential of Kazeroon City for creating creative tourism, four major tourism indicators have been used: historical and architectural attractions, natural attractions, social and cultural indicators, and the infrastructure index. According to the results, Kazeroon has significant potential and diversity in terms of these indicators for developing creative tourism. A T-test was employed to assess the feasibility of creative tourism in Kazeroon City based on the five basic preconditions for realizing a creative city and creative tourism. The results indicate that the social capital component in Kazeroon City ranks higher than other components and serves as a key factor in the development and creation of creative tourism. Conversely, the leadership and management component in Kazeroon City exhibits a lower level of creative tourism development compared to other components. Friedman's test results show that the indices of social capital, initiative and innovation, and flexibility and acceptance, based on their average ranks and significance levels, are in a favorable position for creating creative tourism compared to the other two indices.
 
Conclusion
Kazeroon City, with its ancient history, boasts numerous historical and ancient monuments from various eras, a rich heritage of traditional architecture, handicrafts, souvenirs, and local foods. In addition to its diverse tourist attractions—including historical, natural, and religious sites—it is a popular destination for both domestic and foreign tourists throughout the year. The analysis of the questionnaire data reveals that Kazeroon City has significant potential and capacity regarding the indicators examined for the creation of creative tourism. The results of the T-test indicate that the social capital index in Kazeroon City ranks higher than other components in relation to creative tourism. The presence of strong social capital in Kazeroon City serves as a critical factor in the development and establishment of creative tourism.
The results of Friedman's test further demonstrate that the social capital index, initiative and innovation index, and flexibility and acceptance index are in a favorable position for fostering creative tourism based on their average ranks and significance levels. However, the risk-taking index and the leadership and management index show lower levels.
Regarding the selection of research indicators and a comparison of this study’s findings with those of other researchers, the results are entirely consistent with the findings of previous research.
 
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.

Keywords

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urban tourism
Volume 12, Issue 2
August 2025
Pages 21-39

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