Journal of Tourism and Development

Journal of Tourism and Development

An Importance–Performance Analysis of Night Tourism for the Sustainable Utilization of Historical Sites: Emphasis on the Persepolis Archaeological Complex

Document Type : Original Article

Authors
ََAzam Safarabadi 1
Amir Arghavan 2
Fatemeh Shekari 1
1 Assistant Professor, Department of Tourism and Hospitality Management, Shiraz University, Shiraz, Iran
2 Master of Science, Tourism Marketing Management, Shiraz University, Shiraz, Iran
10.22034/jtd.2025.504176.3024
Abstract
Night tourism, as one of the contemporary models in the tourism industry—particularly in historical sites—has garnered significant attention from researchers and policymakers in this field. Night tourism aims to utilize tourist attractions during nighttime hours to enhance efficiency and attract visitors during periods when tourism activities typically decline. This study was conducted to analyze the role and performance of night tourism in historical monuments, with a specific focus on the Persepolis complex, one of Iran's most prominent cultural heritage sites. In terms of methodology, this research adopts a mixed-methods approach (qualitative-quantitative). The qualitative phase involved interviews with 20 experts (including tourism specialists, cultural heritage professionals, university professors, and tour guides), while the quantitative phase surveyed 145 stakeholders in 2024. Data were collected through questionnaires and analyzed using Importance-Performance Analysis (IPA) and SPSS and Excel software. The findings indicate that among the criteria for night tourism in Persepolis, the components of design and services perform at a more favorable level, whereas safety and event planning rank lower. In terms of importance, the variables of investment, marketing, and safety received the highest desirability scores. Accordingly, improving safety measures and event organization plays a key role in attracting tourists. The development of night tourism in Persepolis requires a focused effort on enhancing design, services, investment, marketing, and safety
Keywords
Night tourism
historical sites
cultural heritage
tourism experience
Persepolis
 
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