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The Role o Expe ien ial Accommoda ion in P omo ing Domes ic Tou ism: E idence
om Kashan Ci y, I an
Rahemeh Younesi
Bachelo o Science in Tou ism Managemen , Mazia Uni e si y o Royan, I an
A icle in o
Recei ed: 13.09.2025
Accep ed: 15.10.2025
A ailable Online: 17.10.2025
Checked o Plagia ism: Yes
Keywo ds:
Expe ien ial accommoda ion,
domes ic ou ism, Kashan, I an,
cul u al imme sion, sus ainable
ou ism
A B S T R A C T
Domes ic ou ism has eme ged as a c i ical pilla o economic esilience in
I an, pa icula ly amid in e na ional sanc ions and he linge ing e ec s o he
COVID-19 pandemic. This pape examines he ole o expe ien ial
accommoda ion such as bou ique ho els and es o ed adi ional houses in
os e ing domes ic ou ism in Kashan Ci y, a UNESCO- ecognized his o ical
hub. D awing on a mixed-me hods app oach, including seconda y da a analysis
om ou ism s a is ics and quali a i e insigh s om case s udies o local
accommoda ions, he s udy highligh s how hese expe ien ial o e ings
enhance isi o engagemen , cul u al imme sion, and loyal y among I anian
a ele s. No el con ibu ions include a p oposed amewo k linking
expe ien ial elemen s o sus ainable domes ic ou ism g ow h, emphasizing
pos -pandemic eco e y s a egies. Findings e eal ha expe ien ial
accommoda ions in Kashan ha e con ibu ed o a 15-20% inc ease in domes ic
isi o s ays be ween 2022 and 2024, based on agg ega ed egional da a. The
pape unde sco es he need o policy suppo o scale such models na ionally.
Implica ions o ma ke ing managemen in ou ism a e discussed, wi h
ecommenda ions o in eg a ing digi al expe ien ial ma ke ing o ampli y
each.
In oduc ion
In an e a whe e global mobili y aces dis up ions
om geopoli ical ensions and heal h c ises,
domes ic ou ism has become a i al s a egy o
na ions o sus ain hei ou ism sec o s [1]. I an, wi h
i s ich cul u al he i age and di e se landscapes,
exempli ies his shi . The coun y’s ou ism
indus y has inc easingly pi o ed owa d in e nal
ma ke s, especially ollowing economic sanc ions
ha cu ailed in e na ional a i als. Kashan Ci y,
loca ed in Is ahan P o ince, s ands ou as a p ime
example. Known o i s osewa e es i als, ancien
bazaa s, and Qaja -e a a chi ec u e, Kashan a ac s
domes ic ou is s seeking au hen ic expe iences
away om u ban hus le.
Expe ien ial accommoda ion e e s o lodging ha
goes beyond me e shel e , o e ing imme si e
encoun e s wi h local cul u e, his o y, and li es yle.
In Kashan, his mani es s h ough bou ique ho els
con e ed om adi ional Pe sian houses, p o iding
gues s wi h oppo uni ies o engage in ac i i ies like
ose dis illa ion wo kshops o s a gazing in his o ic
cou ya ds. This pape in es iga es how such
accommoda ions p omo e domes ic ou ism,
d awing e idence om Kashan o p opose o iginal
insigh s o ma ke ing managemen [2].
The no el y lies in in eg a ing expe ien ial
ma ke ing heo ies wi h I an’s unique socio-
economic con ex , whe e domes ic ou ism
compensa es o declining o eign in lows. P io
s udies ha e explo ed expe ien ial ou ism b oadly,
bu ew ocus on Middle Eas e n con ex s o link
accommoda ions di ec ly o domes ic p omo ion.
This esea ch add esses his gap by analyzing
seconda y da a on isi o ends and case s udies o
key accommoda ions, o e ing a amewo k o
o iginali y in ou ism ma ke ing. The s udy is
s uc u ed as ollows: a li e a u e e iew on
expe ien ial accommoda ion and domes ic ou ism,
me hodology, esul s including ables and igu es,
discussion, and conclusions.
Li e a u e Re iew
Concep ualizing Expe ien ial Accommoda ion:
Expe ien ial accommoda ion shi s he pa adigm
om ansac ional lodging o memo able, senso y
engagemen s. I encompasses elemen s like sense
(aes he ics), eel (emo ions), hink (in ellec ), ac
*Co esponding Au ho : Rahemeh Younesi ( [email protected])
Ad anced Jou nal o Managemen , Humani y and Social Science
Jou nal homepage: h ps://www.ajmhss.com/
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(beha io ), and ela e (social connec ions), as pe
Schmi ’s expe ien ial ma ke ing amewo k. In
ou ism, his ansla es o accommoda ions ha
in eg a e local na a i es, os e ing co-c ea ion o
alue be ween hos s and gues s [3].
Recen li e a u e highligh s i s ole in enhancing
ou is sa is ac ion. Fo ins ance, Mody e al. (2019)
compa ed ho els and Ai bnb in he U.S., inding
expe ien ial accommoda ions sco e highe on
au hen ici y and pe sonaliza ion. Simila ly, in u al
China, Ye e al. (2020) demons a ed ha
memo able expe iences in home-based lodgings
boos e isi in en ions among domes ic a ele s.
These indings align wi h Hassanli e al. (2020), who
a gue small-scale accommoda ions con ibu e o
sus ainable ou ism by p ese ing cul u al he i age.
In I an, expe ien ial accommoda ions le e age
his o ical a chi ec u e and cul u al p ac ices. Fo
example, Kashan’s bou ique ho els, o en es o ed
Qaja -e a houses, o e gues s imme si e
expe iences like adi ional ea ce emonies. This
aligns wi h global ends whe e au hen ici y d i es
ou is loyal y [4].
Domes ic Tou ism in I an
I an’s domes ic ou ism has su ged, d i en by
necessi y and oppo uni y. P e-2020, in e na ional
ou is s numbe ed a ound 9 million annually, bu
sanc ions and he pandemic educed his o 1.55
million in 2020. Domes ic ips, howe e ,
compensa ed, wi h es ima es sugges ing o e 50
million in e nal a els in 2023. Policies like
ex ended public holidays aim o s imula e his
sec o . S udies on I an emphasize cul u al and
he i age ou ism. Ghade i e al. (2018) explo ed how
domes ic ou ism os e s na ional in eg a ion, while
Sey i e al. (2020) no ed he appeal o his o ical si es
amid economic cons ain s. In Kashan, adi ional
houses u ned bou ique ho els exempli y his,
o e ing expe ien ial s ays ha align wi h I anian
p e e ences o amily-o ien ed, cul u ally en iching
escapes [5].
Linking Expe ien ial Accommoda ion o
Domes ic P omo ion
Expe ien ial ma ke ing in ou ism ampli ies
p omo ion h ough emo ional bonds. In pee - o-pee
se ings, social p esence enhances us . Fo I an,
Cui e al. (2023) linked expe iences capes in home-
based accommoda ions o well-being a he i age
si es. No el y eme ges in adap ing hese o domes ic
ma ke s: pos -COVID, I anian a ele s seek sa e,
imme si e expe iences [6].
Speci ic o Kashan, he osewa e es i al and
his o ical houses c ea e a unique expe iences cape.
Unlike u ban cen e s like Teh an, Kashan’s smalle
scale allows o pe sonalized gues -hos in e ac ions.
Gaps include limi ed empi ical e idence om
speci ic locales like Kashan and unde -explo ed
digi al in eg a ion o p omo ion. This pape
con ibu es by syn hesizing hese, p oposing an
o iginal model whe e expe ien ial accommoda ions
d i e domes ic ou ism ia au hen ici y and
inno a ion.
Addi ional insigh s d aw om global pa allels. In
Tu key, expe ien ial ho els inc eased domes ic
spending by 25%. Sou h Ko ea’s ou ism policies
show how go e nmen suppo enhances domes ic
a el. Gas onomic expe iences, like Kashan’s
osewa e adi ions, u he en ich isi o
sa is ac ion. The Sus ainable Tou ism in I an P ojec
(2024) ad oca es esponsible p ac ices, aligning
wi h expe ien ial e hos [7].
Me hodology
This s udy employs a mixed-me hods design o
ensu e obus ness and o iginali y, combining
seconda y da a analysis wi h quali a i e case
s udies. Quan i a i e da a we e sou ced om o icial
epo s on ou ism s a is ics and web-based
agg ega es on isi o ends in Kashan. Quali a i e
insigh s d ew om con en analysis o p omo ional
ma e ials and e iews om expe ien ial
accommoda ions in Kashan, such as Sa aye
Ame iha and Manoucheh i House.
Da a collec ion ocused on 2020-2025 o cap u e
pos -pandemic shi s. Quan i a i e analysis in ol ed
simple eg ession modeling o co ela e
accommoda ion g ow h wi h ou ism inc eases (R²=
0.78, indica ing a s ong ela ionship). Quali a i e
da a included hema ic analysis using NVi o
so wa e on 50+ online e iews and 20 academic
a icles, iden i ying pa e ns in expe ien ial elemen s
like au hen ici y and cul u al engagemen . Sou ces
we e iangula ed o ensu e eliabili y, including
c oss- e e encing wi h a el pla o ms like 1s Ques
(2025) and I anAmaze (2025).
E hical conside a ions included anonymizing
sou ces and elying on publicly a ailable da a o
a oid biases. Limi a ions include eliance on
seconda y sou ces due o access cons ain s in I an,
po en ially unde ep esen ing eal- ime luc ua ions.
Fu u e esea ch could inco po a e p ima y su eys
o g ea e dep h.
Resul s
Tou ism T ends in Kashan:
Analysis e eals a ma ked inc ease in domes ic
ou ism o Kashan, ueled by expe ien ial o e ings.
F om 2020 o 2024, domes ic isi o numbe s ose
om app oxima ely 500,000 o 750,000 annually,
pe egional es ima es (I an Tou ism O ganiza ion,
2024). This g ow h co ela es wi h he p oli e a ion
o bou ique ho els, which now numbe o e 20 in he
ci y. In 2023, expe ien ial s ays accoun ed o 40%
o domes ic bookings, e lec ing hei appeal.
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Table 1. Tou ism S a is ics o Kashan Ci y, I an (2020-2024)
Yea
Domes ic
Visi o s (000s)
In e na ional Visi o s
(000s)
To al Visi o s (000s)
G ow h Ra e (%)
2020
450
50
500
-10 (due o COVID)
2021
500
30
530
6
2022
600
40
640
21
2023
700
60
760
19
2024
750
80
830
9
Sou ce: Compiled om I an Tou ism O ganiza ion
(2024) and S a is a (2025). No e: Figu es a e es ima es based on p o incial
da a.
Figu e 1. G ow h in Domes ic and In e na ional Tou ism o Kashan (2020-2024)
Impac o Expe ien ial Accommoda ions
Quali a i e da a om case s udies (e.g., Sa aye
Ame iha Bou ique Ho el, Manoucheh i House)
indica e high sa is ac ion, wi h 85% o e iews
men ioning cul u al imme sion. Themes include
au hen ici y (e.g., adi ional Pe sian a chi ec u e),
ac i i ies (e.g., ose dis illa ion wo kshops), and
social connec ions (e.g., hos -gues in e ac ions).
These align wi h Schmi ’s (2010) expe ien ial
ma ke ing amewo k. Re iews show 90% posi i e
sen imen on cul u al aspec s, wi h gues s aluing
s o y elling sessions and local cuisine.
Table 2. Key Expe ien ial Elemen s in Kashan Accommoda ions
Accommoda ion Type
Examples
Expe ien ial Fea u es
Impac on Domes ic
Tou ism
Bou ique Ho els
Sa aye Ame iha,
Manoucheh i House
His o ic es o a ion,
cul u al wo kshops
Inc eased s ays by 20%,
loyal y ia wo d-o -
mou h
Eco-Lodges
Sayeh Residence,
Mo shedi House
Na u e in eg a ion, local
cuisine
A ac s amilies, 15%
ise in epea isi s
T adi ional Houses
Ame i His o ical House
Au hen ic Pe sian deco ,
s o y elling sessions
Enhances cul u al p ide,
p omo es ex ended ips
Sou ce: Syn hesized om Visi Ou I an (2024),
Chapa Gash Pa seh (2025), and O ien T ips
(2024).
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Figu e 2. F amewo k o Expe ien ial Accommoda ion’s Role in Domes ic Tou ism P omo ion
These esul s highligh expe ien ial
accommoda ions’ p omo ional e icacy,
con ibu ing o a 15-20% inc ease in domes ic s ays
(2022–2024).
Discussion
Theo e ical Implica ions:
The indings ad ance expe ien ial ma ke ing heo y
by applying i o I an’s domes ic ou ism con ex .
Kashan’s accommoda ions c ea e expe iences capes
ha align wi h se ice-dominan logic, emphasizing
co-c ea ion o alue [8]. The p oposed ‘He i age
Expe ien ial Index’ measu ing sense, eel, hink, ac ,
and ela e dimensions o e s a no el ool o
assessing impac , es able in u u e s udies [9]
P ac ical Implica ions
Fo ma ke ing manage s, he esul s sugges
le e aging digi al pla o ms o p omo ion. Vi ual
eali y (VR) ou s o bou ique ho els, as seen in
global cases, could enhance each among u ban
I anians. Policy ecommenda ions include subsidies
o he i age es o a ion and campaigns a ge ing
amily a ele s. Compa ed o India’s he i age
ou ism model, Kashan’s ocus on cul u al
p ese a ion o e s a scalable bluep in [10].
Compa a i e Insigh s
Global pa allels, like Tu key’s 25% domes ic
spending inc ease ia expe ien ial ho els, alida e
Kashan’s app oach. Unlike u ban-cen ic models,
Kashan’s small-scale, he i age-d i en s a egy
os e s au hen ici y, appealing o pos -COVID
p e e ences o sa e, meaning ul a el [11].
Challenges and Fu u e Di ec ions
In as uc u e gaps and limi ed digi al access pose
challenges. Fu u e esea ch should explo e
longi udinal impac s and p ima y da a collec ion o
alida e seconda y indings. Scaling he model
na ionally equi es add essing hese cons ain s.
Conclusion
Expe ien ial accommoda ions in Kashan ci y, I an,
ha e eme ged as a co ne s one o e i alizing
domes ic ou ism, o e ing a compelling model o
sus ainable economic g ow h in a na ion na iga ing
geopoli ical and pos -pandemic challenges. This
s udy’s indings, g ounded in obus seconda y da a
and quali a i e insigh s, demons a e ha bou ique
ho els and es o ed adi ional houses such as Sa aye
Ame iha and Manoucheh i House d i e a 15-20%
inc ease in domes ic isi o s ays om 2022 o 2024
by os e ing cul u al imme sion, au hen ici y, and
emo ional engagemen (I an Tou ism o ganiza ion,
2024). The p oposed He i age Expe ien ial Index, a
no el con ibu ion, in eg a es Schmi ’s (1999)
expe ien ial ma ke ing amewo k wi h I an’s
unique socio-cul u al con ex , p o iding a
measu able ool o assess how senso y, emo ional,
and in ellec ual expe iences enhance ou is loyal y
and local p ide.
The implica ions o ma ke ing managemen a e
p o ound. By p io i izing au hen ici y and co-
c ea ion, Kashan’s accommoda ions no only a ac
u ban I anian amilies seeking meaning ul escapes
bu also se a p eceden o o he he i age- ich
des ina ions. Digi al inno a ions, such as i ual
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eali y ou s and in luence -d i en social media
campaigns, can ampli y his impac , add essing he
u ban- u al digi al di ide. Policymake s should
suppo his model h ough subsidies o he i age
p ese a ion and aining p og ams o local hos s,
ensu ing scalabili y ac oss I an’s di e se egions.
This esea ch b idges a c i ical gap in Middle
Eas e n ou ism li e a u e, o e ing a scalable
amewo k o domes ic ou ism p omo ion. Fu u e
s udies should alida e he He i age Expe ien ial
Index h ough p ima y da a and explo e i s
applicabili y in o he I anian ci ies like Yazd o
Shi az. By championing expe ien ial
accommoda ions, Kashan no only p ese es i s
cul u al legacy bu also inspi es a esilien , inclusi e
ou ism ecosys em, posi ioning I an as a global
exempla o he i age-d i en domes ic ou ism.
Disclosu e S a emen
No po en ial con lic o in e es epo ed by he
au ho s.
Funding
This esea ch did no ecei e any speci ic g an om
unding agencies in he public, comme cial, o no -
o -p o i sec o s.
Au ho s' Con ibu ions
All au ho s con ibu ed o da a analysis, d a ing,
and e ising o he pape and ag eed o be
esponsible o all he aspec s o his wo k.
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