Investigating literary gaze through the orchestra model of the tourist experience

Shekari, Fatemeh, Azizi, Fatemeh, and Mohammadi, Zohre (2023) Investigating literary gaze through the orchestra model of the tourist experience. International Journal of Tourism Cities, 9 (1).

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Abstract

Purpose – Considering the diversity of literary sites, various needs and motivations of literary visitors, and the limited research on literary tourists’ experiences, this study aims to explore the literary gaze at Hafez Tomb in Shiraz, Iran. As the visitor gaze encompasses various dimensions of experience, this study connected the two notions to identify the components of the literary gaze and determine the attributes that best describe it.

Design/methodology/approach – Data sources include semi-structured interviews with visitors and usergenerated content on Tripadvisor. The deductive thematic analysis and multiple correspondence analysis were used.

Findings – The findings revealed the multidimensionality of the literary gaze. The dominant factors that best describe the literary gaze at Hafez’s tomb were the sensory component of the experience, including "seeing", "smelling", "hearing"; affective including "anticipation", "joy", "trust"; cognitive including "perceiving", "thinking", "learning"; behavioural including "literary related", "general"; and relationship including "tourist-companion", "tourist-tourist".

Practical implications – Understanding the literary gaze can assist site managers and destination marketers in designing the literary experience and developing promotional strategies that reflect the multifaceted nature of the literary experience. Tourism authorities should identify and shape tourists’ perceptions of literary sites to build the city’s image and brand as a literary city.

Originality/value – This paper used the orchestra model of experience to analyse the literary tourist’s gaze. This modification could explain that the literary gaze has multiple dimensions and studying all the dimensions gives the literary experience greater significance.

Item ID: 77132
Item Type: Article (Research - C1)
ISSN: 2056-5615
Keywords: Tourist experience, Literary gaze, Orchestra model of experience, Thematic analysis, MCA analysis, Iran
Copyright Information: © International Tourism Studies Association
Date Deposited: 09 Feb 2023 00:56
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350803 Tourism management @ 40%
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350806 Tourist behaviour and visitor experience @ 60%
SEO Codes: 11 COMMERCIAL SERVICES AND TOURISM > 1104 Tourism services > 110402 Socio-cultural issues in tourism @ 50%
15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150303 Marketing @ 50%
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