Localized Model Development-Oriented Tourism Television in Iran with an Emphasis on Cultural Diversity

Document Type : researcher

Authors
Sheyda Jafari Khanghaholiya 1
Davood Nemati Anaraki 2
Norouz Hashemzehi 3
1 PhD Student in Communication, Islamic Azad University, Central Tehran Branch
2 Associate Professor @IRIBU
3 Assistant Professor, Islamic Azad University, Central Tehran Branch
10.22034/scm.2025.548231.1951
Abstract
This study aims to design a “localized model of development-oriented tourism television” in Iran, employing the grounded theory approach within the paradigmatic framework of Strauss and Corbin. Data were collected through semi-structured interviews with experts in media, tourism, and culture, and analyzed in three stages: open coding, axial coding, and selective coding. The findings indicate that achieving the developmental function of tourism television requires five interrelated pillars: (1) culturally localized policy-making based on spatial planning; (2) enhancement of media literacy and training at both intercultural and development-oriented levels; (3) authentic representation of ethnic–linguistic diversity and multi-voiced local narratives; (4) local participation and ownership in content production and dissemination, with direct linkage to the destination’s economy; and (5) synergy between traditional and digital media accompanied by a hybrid revenue model to ensure financial sustainability. These pillars were mapped within the paradigmatic model, encompassing causal conditions, contextual factors, intervening conditions, strategies, and consequences. The results reveal that the proposed model aligns with existing literature on destination image, content tourism, and cultural marketing, while adding components of localization, identity-oriented micro-narratives, and cultural justice indicators. This integrated framework offers practical applicability for media and tourism policy-making in Iran. The model can simultaneously enhance Iran’s destination image at national and international levels, foster sustainable development in less-developed regions, stimulate local economic growth, and strengthen cultural diplomacy.

 
Keywords
Tourism television
Development-oriented
Localized model
Cultural diversity
Media policy-making
Subjects
 
 
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Society Culture Media
Volume 14, Issue 57
Winter 2026
Pages 289-320

  • Receive Date 20 September 2025
  • Revise Date 24 September 2025
  • Accept Date 25 September 2025