Exploring Iranian Tourist's Image of Isfahan using Grounded Theory

‘Tourist destination image’ is among the most significant concepts in knowing the perceptions and behaviors of visitors. The objective of this study is to explore the Iranian tourists’ image of Isfahan’s urban spaces by way of a conceptual model. The study follows a qualitative approach using grounded theory. Semi-structured interviews were carried out with 30 Iranian visitors of Isfahan, 24 of which were tourists and six of which were tourist guides. The data were analyzed using Corbin and Strauss’s approach. Data analysis revealed five categories including search for meaning, sensory-physical dimension, hosting community, discovery of space, and contextual factors. A conceptual model was then developed to explain the inter-relationships of these categories. The results of this study can help urban designers and tourism experts to understand the needs and perceptions of visitors of urban spaces.