The Role of Experiential Accommodation in Promoting Domestic Tourism: Evidence from Kashan City, Iran

Domestic tourism has emerged as a critical pillar for economic resilience in Iran, especially amid international sanctions and the lingering effects of the COVID-۱۹ pandemic. This study investigates the role of experiential accommodations, including boutique hotels and restored traditional houses, in promoting domestic tourism in Kashan City, a UNESCO-recognized historical hub. Using a mixed-methods approach, secondary data on tourism trends were analyzed alongside qualitative insights from case studies of local accommodations. Findings indicate that experiential offerings enhance visitor engagement, cultural immersion, and loyalty among Iranian travelers. The study introduces a Heritage Experiential Index linking sensory, emotional, intellectual, and social dimensions of stays to domestic tourism growth. Results reveal that experiential accommodations contributed to a ۱۵–۲۰% increase in domestic visitor stays between ۲۰۲۲ and ۲۰۲۴, highlighting their economic and cultural significance. Implications include the need for policy support to scale such models nationally and for marketing strategies integrating digital experiential promotion. This research provides a novel framework for applying experiential marketing theories in the Iranian context and offers actionable insights for tourism managers and policymakers aiming to strengthen domestic tourism.

کلیدواژه ها:

Experiential accommodation ، domestic tourism ، Kashan ، Iran ، Cultural immersion ، Sustainable Tourism