The Process Model of Tourism Culture from the Perspective of Tourism Experts with Grounded Theory

Document Type: Research Paper


1 Ph.D. Student of Cultural Management and Planning, North Tehran Branch, Islamic Azad University, Tehran, Iran

2 Assistant Professor, Department of Management, Naragh Branch, Islamic Azad University & Research Group Manager, Cultural Comparative Studies Department, Research Institute for Intercultural Studies, Tehran, Iran

3 Associate Professor, Department of Management and Cultural Planning, North Tehran Branch, Islamic Azad University, Tehran, Iran


Culture is one of the factors tourists consider to choose their destination, and what is the level of cultural Host community and cultural differences compared to what other nations. Therefore, recognizing the culture of the society itself is one of the ways in which it can attract the tourists by refining its competitive advantages and by stepping up the knowledge of the weaknesses in order to eliminate them. The methodology of this research is qualitative and is based on the grounded theory. Data was collected through interview and observation. The research community was selected from tourism experts including university professors, officials and tourism industry activists using snowball method and theoretical saturation criterion. 13 of them were selected. The findings of the interviews are coded (open, axial, and selective) and the concepts and categories obtained are analyzed. The core topic of this survey is "Tourism Culture", which covers other categories. The research findings have twenty propositions about this phenomenon. In summary, it can be said that the causal conditions include identity rings, influence on others, the inherent interests of humans, reflections of behavior and culture, cultural similarities, inner conflicts and self-adaptation, and dramatic behaviors. Familiarity with literature and travel algorithm, influencing other cultures, moving away from daily routine were only international conditions, and strategies include maintaining identity, interactive spaces, dissenting, rules, regulations and policies, as well as reducing opportunities for growth, reducing economic growth, unifying Culture, cultural divide, consumption and commercialization of the culture were related to the consequences.