Advanced Journal of Management, Humanity and Social Science

Abstract Domestic tourism has emerged as a critical pillar for economic resilience in Iran, especially amid international sanctions and the lingering effects of the COVID-19 pandemic. This study investigates the role of experiential accommodations, including boutique hotels and restored traditional houses, in promoting domestic tourism in Kashan City, a UNESCO-recognized historical hub. Using a mixed-methods approach, secondary data on tourism trends were analyzed alongside qualitative insights from case studies of local accommodations. Findings indicate that experiential offerings enhance visitor engagement, cultural immersion, and loyalty among Iranian travelers. The study introduces a Heritage Experiential Index linking sensory, emotional, intellectual, and social dimensions of stays to domestic tourism growth. Results reveal that experiential accommodations contributed to a 15–20% increase in domestic visitor stays between 2022 and 2024, highlighting their economic and cultural significance. Implications include the need for policy support to scale such models nationally and for marketing strategies integrating digital experiential promotion. This research provides a novel framework for applying experiential marketing theories in the Iranian context and offers actionable insights for tourism managers and policymakers aiming to strengthen domestic tourism.

Abstract In the context of globalization, Small and Medium Enterprises (SMEs) encounter unprecedented challenges and opportunities that demand both digital innovation and sustainable business strategies. Digital transformation, which involves the adoption of advanced technologies such as cloud computing, artificial intelligence, blockchain, and big data, enables SMEs to enhance efficiency, improve decision-making, and expand access to international markets. At the same time, sustainability has become a critical business imperative, as stakeholders increasingly expect companies to align their practices with environmental, social, and governance (ESG) standards. This paper explores the intersection between digital transformation and sustainable practices, highlighting how globalization accelerates both trends and creates a synergistic relationship. On one side, digital technologies facilitate sustainable practices through resource optimization, supply chain transparency, and reduction of carbon footprints. On the other, sustainability initiatives enhance brand reputation and provide SMEs with a competitive edge in globalized markets. Despite these benefits, SMEs face significant barriers including limited financial resources, skills shortages, and regulatory complexity. By analyzing existing literature and real-world case examples, this study argues that SMEs must adopt an integrated strategy where digital transformation supports sustainability objectives, ensuring long-term competitiveness and resilience. Moreover, global cooperation, policy support, and innovation ecosystems are essential to enable SMEs to thrive in this transformative era.

Abstract Small and Medium Enterprises (SMEs) represent the backbone of global economic activity, contributing significantly to employment, innovation, and sustainable development. However, globalization, rapid technological advancements, shifting consumer preferences, and increasing environmental pressures have intensified the challenges these firms face in remaining competitive. Strategic planning and sustainability practices have therefore become critical tools for ensuring SME survival and growth in international markets. This paper examines the role of strategic planning in guiding SMEs through uncertain environments, enabling them to align resources, anticipate risks, and pursue innovation-driven opportunities. It also highlights how sustainability practices—such as green supply chain management, energy efficiency, corporate social responsibility, and circular economy models—can strengthen resilience, improve brand reputation, and enhance long-term profitability. The integration of sustainability into strategic planning allows SMEs not only to comply with international standards but also to gain a competitive advantage in markets where eco-consciousness and ethical practices are increasingly valued. Despite resource limitations and barriers to adoption, SMEs that combine effective strategy with sustainability are better positioned to respond to global market challenges and contribute meaningfully to sustainable economic growth. Policymakers, business leaders, and stakeholders must therefore support SMEs by providing financial incentives, training, and collaborative platforms to accelerate this transformation.