Identifying Zoorkhaneh Sport Attractions for Foreign Tourists the Point of View of Tour Guides

This objective of this study was to identify the attraction of Zoorkhaneh Sport for foreign tourists from tour guides’ point of view. The present study was conducted on a thematic analysis method using review of interviews. The statistical population of the study consisted of foreign tour guides. Using purposive sampling, 13 tour leaders were selected, of which the theoretical saturation was fulfilled with the 8th individual views. From the analysis of qualitative data, 60 initial codes were obtained, which were divided into 15 central categories, and finally, the two main categories of Zurkhaneh sports attractions were obtained. The validation method of the study was validity-interpretation, in which the study results and feedbacks were presented to the tour leaders and was approved by them. The results showed that the attractions of Zoorkhaneh Sport are divided into two main categories. Tangible attractions, including decoration and architecture, sport instruments, non-sport instruments, Zoorkhaneh authorities, group synchronized exercises, combination of moves, fitness of athletes, and the public state of exercise. Also, intangible attractions included hierarchy of athletes at Zoorkhaneh, antiquity of Zoorkhaneh, combination of sports and music, having roots in Iran, combination of literature and sports, combination of culture with sports, and combination of religion with sports. Hence, it’s recommended that travel agencies, Cultural Heritage, Handicrafts and Tourism Organization of Iran, and Zoorkhaneh Federation try to attract tourists and develop this sport across other countries using advertisement and promotion.