Introduction

In an era where global mobility faces disruptions from geopolitical tensions and health crises, domestic tourism has become a vital strategy for nations to sustain their tourism sectors [1]. Iran, with its rich cultural heritage and diverse landscapes, exemplifies this shift. The country’s tourism industry has increasingly pivoted toward internal markets, especially following economic sanctions that curtailed international arrivals. Kashan City, located in Isfahan Province, stands out as a prime example. Known for its rosewater festivals, ancient bazaars, and Qajar-era architecture, Kashan attracts domestic tourists seeking authentic experiences away from urban hustle.

Experiential accommodation refers to lodging that goes beyond mere shelter, offering immersive encounters with local culture, history, and lifestyle.

In Kashan, this manifests through boutique hotels converted from traditional Persian houses, providing guests with opportunities to engage in activities like rose distillation workshops or stargazing in historic courtyards. This paper investigates how such accommodations promote domestic tourism, drawing evidence from Kashan to propose original insights for marketing management [2].

The novelty lies in integrating experiential marketing theories with Iran’s unique socio-economic context, where domestic tourism compensates for declining foreign inflows. Prior studies have explored experiential tourism broadly, but few focus on Middle Eastern contexts or link accommodations directly to domestic promotion.  This research addresses this gap by analyzing secondary data on visitor trends and case studies of key accommodations, offering a framework for originality in tourism marketing. The study is structured as follows: a literature review on experiential accommodation and domestic tourism, methodology, results including tables and figures, discussion, and conclusions.

Literature Review

Conceptualizing Experiential Accommodation:

Experiential accommodation shifts the paradigm from transactional lodging to memorable, sensory engagements. It encompasses elements like sense (aesthetics), feel (emotions), think (intellect), act (behavior), and relate (social connections), as per Schmitt’s experiential marketing framework. In tourism, this translates to accommodations that integrate local narratives, fostering co-creation of value between hosts and guests [3].

Recent literature highlights its role in enhancing tourist satisfaction. For instance, Mody et al. (2019) compared hotels and Airbnb in the U.S., finding experiential accommodations score higher on authenticity and personalization. Similarly, in rural China, Ye et al. (2020) demonstrated that memorable experiences in home-based lodgings boost revisit intentions among domestic travelers. These findings align with Hassanli et al. (2020), who argue small-scale accommodations contribute to sustainable tourism by preserving cultural heritage.

In Iran, experiential accommodations leverage historical architecture and cultural practices. For example, Kashan’s boutique hotels, often restored Qajar-era houses, offer guests immersive experiences like traditional tea ceremonies. This aligns with global trends where authenticity drives tourist loyalty [4].

Domestic Tourism in Iran

Iran’s domestic tourism has surged, driven by necessity and opportunity. Pre-2020, international tourists numbered around 9 million annually, but sanctions and the pandemic reduced this to 1.55 million in 2020. Domestic trips, however, compensated, with estimates suggesting over 50 million internal travels in 2023. Policies like extended public holidays aim to stimulate this sector. Studies on Iran emphasize cultural and heritage tourism. Ghaderi et al. (2018) explored how domestic tourism fosters national integration, while Seyfi et al. (2020) noted the appeal of historical sites amid economic constraints. In Kashan, traditional houses turned boutique hotels exemplify this, offering experiential stays that align with Iranian preferences for family-oriented, culturally enriching escapes [5].

 Linking Experiential Accommodation to Domestic Promotion

Experiential marketing in tourism amplifies promotion through emotional bonds. In peer-to-peer settings, social presence enhances trust. For Iran, Cui et al. (2023) linked experiences capes in home-based accommodations to well-being at heritage sites. Novelty emerges in adapting these to domestic markets: post-COVID, Iranian travelers seek safe, immersive experiences [6].

Specific to Kashan, the rosewater festival and historical houses create a unique experiences cape. Unlike urban centers like Tehran, Kashan’s smaller scale allows for personalized guest-host interactions. Gaps include limited empirical evidence from specific locales like Kashan and under-explored digital integration for promotion. This paper contributes by synthesizing these, proposing an original model where experiential accommodations drive domestic tourism via authenticity and innovation.

Additional insights draw from global parallels. In Turkey, experiential hotels increased domestic spending by 25%. South Korea’s tourism policies show how government support enhances domestic travel. Gastronomic experiences, like Kashan’s rosewater traditions, further enrich visitor satisfaction. The Sustainable Tourism in Iran Project (2024) advocates responsible practices, aligning with experiential ethos [7].

Methodology

This study employs a mixed-methods design to ensure robustness and originality, combining secondary data analysis with qualitative case studies. Quantitative data were sourced from official reports on tourism statistics and web-based aggregates on visitor trends in Kashan. Qualitative insights drew from content analysis of promotional materials and reviews from experiential accommodations in Kashan, such as Saraye Ameriha and Manouchehri House.

Data collection focused on 2020-2025 to capture post-pandemic shifts. Quantitative analysis involved simple regression modeling to correlate accommodation growth with tourism increases (R²= 0.78, indicating a strong relationship). Qualitative data included thematic analysis using NVivo software on 50+ online reviews and 20 academic articles, identifying patterns in experiential elements like authenticity and cultural engagement. Sources were triangulated to ensure reliability, including cross-referencing with travel platforms like 1stQuest (2025) and IranAmaze (2025).

Ethical considerations included anonymizing sources and relying on publicly available data to avoid biases. Limitations include reliance on secondary sources due to access constraints in Iran, potentially underrepresenting real-time fluctuations. Future research could incorporate primary surveys for greater depth.

Results

Tourism Trends in Kashan:

Analysis reveals a marked increase in domestic tourism to Kashan, fueled by experiential offerings. From 2020 to 2024, domestic visitor numbers rose from approximately 500,000 to 750,000 annually, per regional estimates (Iran Tourism Organization, 2024). This growth correlates with the proliferation of boutique hotels, which now number over 20 in the city. In 2023, experiential stays accounted for 40% of domestic bookings, reflecting their appeal.

 Table 1. Tourism Statistics for Kashan City, Iran (2020-2024)

Source: Compiled from Iran Tourism Organization (2024) and Statista (2025).

Note: Figures are estimates based on provincial data.

Figure 1. Growth in Domestic and International Tourism to Kashan (2020-2024)

Impact of Experiential Accommodations

Qualitative data from case studies (e.g., Saraye Ameriha Boutique Hotel, Manouchehri House) indicate high satisfaction, with 85% of reviews mentioning cultural immersion. Themes include authenticity (e.g., traditional Persian architecture), activities (e.g., rose distillation workshops), and social connections (e.g., host-guest interactions). These align with Schmitt’s (2010) experiential marketing framework. Reviews show 90% positive sentiment on cultural aspects, with guests valuing storytelling sessions and local cuisine. 

Table 2. Key Experiential Elements in Kashan Accommodations

Source: Synthesized from VisitOurIran (2024), Chapar Gasht Parseh (2025), and OrientTrips (2024).

Figure 2. Framework for Experiential Accommodation’s Role in Domestic Tourism Promotion