The role of the Arabic language and its cultural load in the prosperity of tourism marketing Iran - Mashhad as an Example

Undoubtedly, language has an important role in tourism marketing in various areas of advertising, service and customer influencing and is an important tool in how to communicate with the tourist and attract and retain him / her. The Arabic language and its cultural and Islamic heritage can boost the tourism sector and attract Arab-speaking tourists to Iran, especially Mashhad. The use of this language as a communication tool in the field of tourism as the language of the Islamic Ummah and the use of its civilizational and Islamic aspects can preserve the position of this language and Islamic culture in the face of the danger of globalization of other languages ​​and on the other hand the development and The flourishing of tourism industry in Mashhad. This study aims to study the role of Arabic language and its civilization function in tourism field of Mashhad through descriptive-analytical method. The need to pay attention to the tourism sector and its prosperity as a fledgling and currency-based industry, relying on the role of the Arabic language in its development, explains the need for such research. The results of this study show that Arabic language and Islamic civilization have four important functions in the tourism industry. Its effective function is in the field of e-marketing. Its communication function is manifested in the interaction of human resources of different tourism sectors with Arabic-speaking tourists. The organized and guiding function of the language makes the traveler comfortable in touring tourist sites and influences his behavior. The fourth function of the Arabic language and its civilizational burden is manifested in the diversity of tourism products in the city of Mashhad.