Uncovering the macro challenges of event tourism marketing in Iran: A qualitative study

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Event tourism is a rapidly growing sector with significant socioeconomic and cultural impacts, playing a vital role in developing tourism destinations. In this context, marketing activities are key, positioning events as distinct attractions. They substantially increase event attendance, attract diverse visitor segments, stimulate demand, and contribute to economic growth and cultural development, ultimately fostering sustainable development in the tourism industry. Despite Iran’s rich cultural and historical assets, the country's event tourism sector faces significant marketing challenges that have constrained its growth. This qualitative study addresses a notable research gap in this area by exploring these challenges through a thematic analysis based on expert interviews. Following the coding of the interviews, 15 sub-themes were identified, which were then categorized into four main themes: structural and policy-related challenges, inefficiencies in product development and delivery, shortcomings in marketing operations, and challenges in customer experience and demand management. By highlighting these obstacles, the findings of this research offer valuable insights for policymakers and industry stakeholders. The study argues that to overcome these challenges and realize Iran's unique potential in event tourism, a paradigm shift is needed from simply holding events to commercializing them as a tourism product and comprehensively managing the customer experience. Additionally, a focus on supportive policymaking and strategic planning for advertising and branding can contribute to sustainable growth and strengthen Iran's competitive position in the global event tourism market

Keywords: Event tourism, Tourism marketing, Event management, Marketing challenges, Destination management