Investigating the Contemporary Lifestyle of Iranian Society An Analysis of Travel Style and Cultural Marketings

Iranian society has undergone profound changes in recent decades. While main changes are the result of the rule of modernization and its consequences, some of these changes follow the pattern of transformation in society. Meanwhile, cultural marketing seeks to find customers in the modern age with powerful tools such as culture. This study seeks to investigate the changes in the travel style of contemporary Iranian society through a qualitative lens and examines how the travel style has been affected by cultural marketing. For this purpose, the conceptual framework of the research was first drawn using the previous literature. Then, according to the revelatory nature of the research, the grounded theory method was chosen for it. The research data were obtained through in-depth interviews with 47 experts and those who had an experience of more than ten trips abroad. The research analysis was performed using triple coding. Finally, the conceptual model of the research was drawn by extracting 14 major categories under the headings of conditions, interaction, and consequences. The results indicate that under the influence of contemporary world culture, Iranian society has redefined and reorganized its former identities to redefine its social and cultural maps and create a new identity. In the meantime, cultural marketing in many cases has not been able to lead people to adhere to their roots, which in many cases is fundamentally contrary to traditional and popular culture and has led to changing values, identity conflict, and material and spiritual imbalance.