ABSTRACT
This chapter discusses the role that socio-cultural events can play in the redevelopment of Iran's image as an international tourism destination. Socio-cultural events play the role of a promoter when it comes to destination and tourism development. By hosting socio-cultural events, the Iranian authorities aim to encourage international tourists to visit the country more than once, so the country can gain its place in a number of different potential markets. The chapter focuses on a particular festival – the Rose and Rosewater Festival in Isfahan province – in order to provide an empirical case study to illustrate the relationship between socio-cultural events and the rebuilding of Iran's destination image. The most well-known national symbol of Kashan is the large Rose and Rosewater Festival, where visitors can learn about rosewater and other herbal drinks, as well as experiencing traditional dress and music.
