An investigation of tourists' attitudes towards promoting music niche tourism (case study: Isfahan, Iran)

Niche tourism can be a novel strategy for preserving specific heritage. Music tourism, art tourism, literary tourism, architectural tourism etc. constitute good examples. This paper highlights the introduction of Isfahan city (Iran) as a new music tourism destination. Moreover, this research has four major purposes: 1) to identify the attractions and heritage for promoting music tourism in Isfahan; 2) to investigate the attitude of tourists towards music tourism development; 3) to measure tourists' awareness of this niche market; and 4) to measure the attitude of tourists towards participating in music tours. This study was conducted in Isfahan, Iran. On the basis of the results of this study it can be concluded that domestic tourists are not familiar with the music tourism concept; however, domestic and international tourists are interested in music tourism development in Isfahan city and they have a high interest in participating in music tours.