Tourism is seen as a way of promoting a nation's history or heritage. This is especially resonant for countries such as Iran which is home to one of the world's oldest continuous major civilizations, with its historical and urban settlements dating back to 4000 BC. However, the mere existence of historical and cultural resources is not sufficient to develop a country as an international destination.   Building on comparatively limited tourism and hospitality research on Iran as a destination, and being mindful of recent political, cultural, and social transitions there, Experiencing...