he Challenges and Solutions of Establishing Tourism Television

Iran is the tenth country in the world in terms of cultural heritage, human civilization and tourist attractions, but in terms of the number of tourists visiting the country, it is in the lower ranks. This research has used the depth interview technique to find out views of media, communication and tourism experts to address the obstacles and strategies for the establishment of tourism television in Iran. Fourteen experts, who are familiar with the subject, were interviewed in accordance with the principle of saturation. In one of the two important questions of this research, interviewees have been interviewed about the challenges and problems of launching a TV network and In another, the identification of the primary model of a tourism TV has been considered. The most important results are: The majority of the experts have identified the problems as legal, political, economic and professional. The legal problem relates solely to the exclusivity of radio and television. From the experts' point of view, professional issues include five categories of managerial, technical, human resources, audience engagement, and competition with state-owned television. The interviewees also pointed out that the financial and economic challenges including costliness of media production and the costly nature of the work of the media can cause economic problems in setting up a tourism network. From the perspective of experts, the pattern of this network of tourism is public media model; a media that needs to be focused on the audience and its programs should be produced and distributed according to the audience's needs.