| Summary: | Musical tourism is a combination of two interesting recreation that
have a lot of favor around the world. Today in many of developed
countries have recognized high potential of music in attracting of
tourists. Iran is a country with ancient civilization and culture, and
wide variety of tribes that everyone has its own special culture identity
that provides an opportunity for developing of folk music tourism. For
instance region of Azerbaijan is located in north west of Iran that this
region besides of many kind of natural and cultural attractions has an
interesting local music called Ashighlar that it can be as a new cultural
product. This research is tried to evaluate the role of folklore music
festivals as a strategic marketing tool in a specific destination in order
to attract tourist and develop the local tourism. In the present paper,
the data are collected via questionnaires distributed among potential
tourists presented in 8th National folk Music Festival held from 19th
to 21st May 2013 at Vahdat Hall in Tehran. 120 questionnaires
distributed between the people who were present during performance
of Azerbaijan folklore music (Ashighlar) at festival in three days, 99
questionnaires were usable after collecting. Eventually in base of
above conceptions a conceptual model was designed. This article for
validity of model and responding to hypothesizes used Confirmatory
Factor Analysis and one sample T test by using LISREL and SPSS
soft wares. The results suggest that music festivals have ability in
attracting of tourist and development of local tourism as well
development of tourism causes conservation, revival and sustainability
of folk music.
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