The Ceremony of Tasua and Ashura as a Tourism Attractions in

Iran (Case Study: Taft City)

Abstract:

Today, tourism as a global and social phenomenon has special implication of its own. The

mechanism behind the phenomenon intertwines and takes different forms in different times

and places and completely different effects on the human beings (de freitas, 2003:47). There

are many types of tourism. One of the most important tourism forms is religious tourism.

Religious tourism is a combination of travel and religion. Most writers are taking into account

religious tourism as a part of cultural tourism. Of course, both are quite different, but these

two are tied together, and religion is a part of culture. Religious Cultural Festival is an event

that causes tourism to travel to a foreign country for looking for religion and heritage

experience. Hence the Muharram ceremonies (Ashura and Tasua) as a religious event can be

raised as an event that can familiarize domestic and foreign tourists with part of Iranian

religious and culture society. Iran is an old and historical country and its present religious is

Islam, most of the people are Shia? The ceremonies of Tasua and Ashura in most part of this

country with different showings are done. One of those is in Taft city located in Yazd

province. This research is with aims to optimize utilization of the Ashura and Tasua religious

festival in order to develop Taft city and to remove barriers on the way of Taft religious

tourism using the SWOT model. This evaluation model (that evaluated strengths, weaknesses,

opportunities and threats) is considered one of the best strategies for tourism planning.

Methods of data collection and analysis of required data is more documentaries, analytical

and Survey research. The results indicate that proximity to population centers and urban

centers, such as the city of Yazd and distinctive funeral's style from other parts of Province,

are the best strengths for this city's religious tourism. Short duration of tourists stay in the

cities and Lack of tourists' economic outputs in the city are the weaknesses. Finally,

considering to strengths, weaknesses, threats and opportunities were presented competitive -

aggressive, variation, revision and defensive strategies.

Keywords: Religious tourism, religious carnivals, Moharram, Taft, SWOT model

1. Introduction

Tourism is traditionally closely linked to religion which has acted as powerful motive for

travel from the time of early pilgrimages to contemporary journeys to sacred

places(Jackowski & Smith, 1992

events are important tourism attractions for those with a casual interest as well as mor

followers of the particular systems of belief

In urban tourism different factors can be lead to attract tourism, that existe

be one of these factors(Papoli

being Muslim is among countries that can be

number of eager tourist(Mousavi & Baghery, 2013

example of Shia-Muslim cultural

and movement folk (Ghaderi, Ezati

as a ceremony that reflects culture and religious of Shia Muslims can be

form of the events as tourism attraction. The most important aim of this research is

discrimination of positive points in Tas

strengths and on the other hand

tourism industries in Tasua and Ashura in Taft city

research is that what are the potential

development of tourism industries in Taft city

Pic 1: Two scenes of Tasua and A

So far, In addition, little attention has been paid to religious events and festivals and most

studies in this mater have only been carried out in a small number of areas. Hence, General

texts about events and religious tourism include those by Getz (2008);

(2013); Lamont, Kennelly, and Wilson (2012

and Wong (2010); Collins-Kreiner (2010b

and Lee (2012); Henderson (2003

2. Theoretical Basis

Jackowski & Smith, 1992). Religious buildings, rituals, festivals and ceremonial

events are important tourism attractions for those with a casual interest as well as mor

followers of the particular systems of belief represented(Henderson, 2003;

In urban tourism different factors can be lead to attract tourism, that existe

Papoli yazdy & Saqaei, 2006). Iran due to its specific situation and

is among countries that can be very active in religious tourism and attract large

Mousavi & Baghery, 2013). Tasua and Ashura ceremonies are one

Muslim cultural-religious ceremonies that every year held in form of

Ezati, & Hafezi zade, 2009) (Pic. 1). Tasua and Ash

as a ceremony that reflects culture and religious of Shia Muslims can be

form of the events as tourism attraction. The most important aim of this research is

discrimination of positive points in Tasua and Ashura ceremonies in Taft city and

on the other hand surveys the factors that are as an obstacle in the wa

tourism industries in Tasua and Ashura in Taft city and resolve them. Basic question in this

the potentials Tasua and Ashura ceremony and what role

ourism industries in Taft city?

Ashura ceremony in Taft City.

So far, In addition, little attention has been paid to religious events and festivals and most

s in this mater have only been carried out in a small number of areas. Hence, General

texts about events and religious tourism include those by Getz (2008); Mills and Rosentraub

Lamont, Kennelly, and Wilson (2012); del Barrio, Devesa, and Herrero (2012

Kreiner (2010b), Felsenstein and Fleischer (2003);

Henderson (2003); Anwar and Sohail (2004).

buildings, rituals, festivals and ceremonial

events are important tourism attractions for those with a casual interest as well as more devout

; Montazeri, 2011).

In urban tourism different factors can be lead to attract tourism, that existence of custom can

. Iran due to its specific situation and

very active in religious tourism and attract large

ra ceremonies are one

held in form of flow

a and Ashura ceremonies

as a ceremony that reflects culture and religious of Shia Muslims can be introduced in the

form of the events as tourism attraction. The most important aim of this research is

Taft city and their

the factors that are as an obstacle in the way of

and resolve them. Basic question in this

ra ceremony and what role it has in

So far, In addition, little attention has been paid to religious events and festivals and most

s in this mater have only been carried out in a small number of areas. Hence, General

Mills and Rosentraub

del Barrio, Devesa, and Herrero (2012); Haq

, Felsenstein and Fleischer (2003); Lee, Arcodia,

Lefebvre, in Vukonic (1996), Vukonic and Matesic (1996)defines religious tourism as

consisting of a range of spiritual sites and associated services, which are visited for both

secular and religious reasons. Within this definition two different kinds of sites can be

identified: shrines and pilgrimage sites. Shrines encompass sites where a relic or image is

‘venerated’, whereas pilgrimage sites are places where it is recognized that a miracle has

occurred, still occurs and may do so again: an example of the latter is Lourdes in France(Raj

& Morpeth, 2007). Pilgrimage is one of the oldest forms of tourism and is an integral

component of the tourist industry; the three terms, above, can be defined in different ways and

from differing viewpoints. Pilgrimage is a journey made by a pilgrim, who travels from place

to place, usually journeying a long distance and to a sacred place as an act of

devotion(Onions, 1983). Harvey (2000) describes religion as structured, orderly, socially,

sanctioned ways of reaching out for what people want most(Rotherham, 2007). Cohen

(1992)raises important ideas, in particular noting relationships between pilgrim and tourist as

travelers(Rotherham, 2007) . Religious journeys are not new phenomena. Traditionally

religion has been an impartible motive for journeys that it considered as the earliest form of

non-economical and non-financial journeys. Jackowski (2000) estimates that approximately

240 million people travel every year because of the religion, including Christians, Muslims

and Hindus(Rojo, 2007). Lately the number of worldwide pilgrims and religious tourists has

increased significantly ((Blackwell, 2007; Collins-Kreiner, 2010a) The United Nations’

World Tourism Organization(UNWTO, 2011) has estimated the number of religious tourists

in the world to 600 million of which 50% in Asia and the Pacific and 40% in Europe(Egresi,

Kara, & Bayram, 2012)

Shackley (2003) has classified set of attraction based on religion as follows:

- Natural phenomenon (lakes, mountains, islands and gardens and Etc.).

- Buildings and places that originally are made for religious purposes.

- Buildings with religious content.-

- Special events with religious importance that held on non-religious places.

- Places with secular thought that are relevant with tragic stories or those events are

particular politically. For example: Nelson Mandela prison on Robin island.

Generally religious tourist is one who has five characteristics: first, volunteer, and temporary

and without any wages. Second, has religious motive. Third, be imposed by other motive.

Fourth, destination was a religious place and finally travel to destination was a religious

obligation(Santos, 2003).

Visitors of holy places can be classified in these groups:

• Pilgrims visiting sacred sites that have meaning for them.

• Religious tourists.

• Secular tourists.

• Pilgrims visiting sacred sites that have no religious meaning for them (tacked on to the

end of pilgrimage).

• Religious festival and religious event participants(Raj & Morpeth, 2007)

Maybe some of religious tourists are more pilgrims than tourists and on other hand maybe

they are tourists than pilgrims(Sharpley & Sundaram, 2005)

Cultural – religious festivals as an event cause a tourist to travel from a country for gain

experience from religion and heritage of other countries. Hence, Muharram ceremony

(tasooa and ashura) in Iran can be introduce as event that cause to inner and outer tourists.

Accustom with part of religious and spiritual heritage of Iranian culture. Do not perform

Muharram mourning ceremonies in Iran only, in many religious of the world

(Afghanistan, Germany, Sweden, Finland, Istanbul and Los Angeles) followers of Imam

Hussein with magnificent ceremony, exhibit their beliefs.

3. Research Area

Territory of this research is Taft city in Yazd province. Yazd province with area about

131,551 square kilometers located in center of Iran, among provinces such as Kerman,

Esfahan, Fars, Khorasn. The mean of Yazd is pure and holy. This province located

between 131 north degrees latitude and 54 east degrees longitude. The counties of this

province are including Yazd, Meybod, Mehriz, Tabas, Sadogh, Khatam, Ardakan,

Abarkouh and Taft. Taft city located from 11 and 18 until 11,2 and 87 northern latitude

and 11,7 until 11,72 eastern longitude. This city is in southwest of Yazd province and a

distance about 20 kilometer to Yazd city (provincial capital). The area that Taft located is

a valley that limited by mountain from three sides.

Map1: spatial location of

The area of this city is about 15 square kilometers and most of spaces of this city formed

by old neighborhoods and garden. Generally this city formed by two section, northern part

and southern part that respectively named garmsir and sardsir. The current city has 24

small and large neighborhoods. (http://yazdchto.ir). The people of this city before arrival

of Islam to Iran tend to Zoroastrian

included Muslims. Nevertheless we see Zoroastrians in some parts

prominent religious ceremony of this city is Nakhlbardari ceremony that this ceremony

done in Ashura day. In slang term, the means of Nakhl is palm tree but in mourning

ceremony Nakhl term is something that is like a big coffin and people turn around

(www.rasekhoon.net). Of course tasu

ceremony and people holding

Picture 2: Aerial Photos of Taft city

Map1: spatial location of Taft Township in province and country, source authors

The area of this city is about 15 square kilometers and most of spaces of this city formed

by old neighborhoods and garden. Generally this city formed by two section, northern part

at respectively named garmsir and sardsir. The current city has 24

small and large neighborhoods. (http://yazdchto.ir). The people of this city before arrival

nd to Zoroastrian religion, but today the most of population of Taft city

ms. Nevertheless we see Zoroastrians in some parts

prominent religious ceremony of this city is Nakhlbardari ceremony that this ceremony

done in Ashura day. In slang term, the means of Nakhl is palm tree but in mourning

hl term is something that is like a big coffin and people turn around

Of course tasua and shura ceremony is not unique to n

holding mourning ceremony in tasua night and ashura morning.

of Taft city and location of mourning ceremonies places

Taft Township in province and country, source authors

The area of this city is about 15 square kilometers and most of spaces of this city formed

by old neighborhoods and garden. Generally this city formed by two section, northern part

at respectively named garmsir and sardsir. The current city has 24

small and large neighborhoods. (http://yazdchto.ir). The people of this city before arrival

religion, but today the most of population of Taft city

ms. Nevertheless we see Zoroastrians in some parts of city. Most

prominent religious ceremony of this city is Nakhlbardari ceremony that this ceremony

done in Ashura day. In slang term, the means of Nakhl is palm tree but in mourning

hl term is something that is like a big coffin and people turn around

a and shura ceremony is not unique to nakhlbardari

a night and ashura morning.

of mourning ceremonies places.

4. Methodology

This research from the point of view of purpose is applied and developmental and

research method is descriptive and analytical. Techniques of data collection were

documentary and field studies like interview, then due to obtained data was survived to

attractions, facilities, services and general religious tourism policies in Taft city,

recognition quad factors of SWOT model as a inevitable in order to weaknesses and

threats removal, strengths and opportunity improvement that has been stated below:

1.1.Effective external factors of Taft city religious tourism and method of valuation

The purpose of this step is survey external circumference effects in study area for

recognize opportunities and threats that this city is faced in relation with tourism

development. Base on done studies and survey peripheral area situation, studied collection

of opportunities and threats that are effective in this city in view of tourism that they are

stated in table 1 and 2:

Table 1: analysis external factors of opportunities and threats

Weighted

Score

Score Weight Opportunities(O)

1/2 4 0/3 Employment and income generation

0/8 4 0/2 Contribute to the city economic dynamism

0/3 3 0/1 Growth tourism industries in Taft city, Taft township and Yazd

province

0/15 2 0/075 Increase rate of absorbed provincial funding in Taft township

0/225 3 0/075 Improvement of Infrastructures city facilities

0/1 2 0/05 Introduction of Taft as sample of tourism city and enhance the city

prestige

0/025 1 0/025 Enhance sense of belonging and citizen participation in city affairs

0/025 1 0/025 Appropriate opportunity for introducing other productions of Taft

0/3 3 0/1 Absorption of native and non-native investors

0/5 1 0/5 A reduction in migration indigenous people to provincial capital

0/2 2 0/1 Proper geographical location of Yazd province

3.375 1 Sum

Weighted

Score

Score Weight Threats(T)

0/1 1 0/1 Environmental pollution

0/2 2 0/1 Destruction of gardens and city green spaces.

0/1 4 0/25 Changing nature of ceremony from a spiritual ceremony to a folk

show

0/4 2 0/2 Influx off population and disrupting in perform ceremony

0/3 3 0/1 Creating conflict with indigenous people due to entering tourism

with different cultures

0/1 2 0/05 A general increase in prices particularly in land prices

0/15 3 0/05 Reduction in presence of indigenous people in this ceremony

0/1 1 0/1 Destruction infrastructures and city facilities

0/05 1 0/05 Destruction and exhaustion of mosques and religious sites

1/5 1 Sum

According to table 1, the most important opportunities that Taft city in religious tourism is

faced with them: Employment and income generation with weighted score 1/2 as first

opportunity, Contribute to the city economic dynamism with weighted score 0/8 as second

opportunity, Absorption of native and non-native investors and Growth tourism industries in

Taft city, Taft township and Yazd province with weighted score 0/3 as third opportunity,

Improvement of Infrastructures city facilities with weighted score 0/225 as fourth opportunity,

Proper geographical location of Yazd province with weighted score 0/2 as fifth opportunity,

Increase rate of absorbed provincial funding in Taft township with weighted score 0/15 as

sixth opportunity, A reduction in migration indigenous people to provincial capital with

weighted score 0/05 as seventh opportunity and town opportunities of Enhance sense of

belonging and citizen participation in city affairs and Appropriate opportunity for introducing

other productions of Taft are known as eight opportunity. On the other hand, according to

table 2, components such as influx of population and disturbing in perform ceremony with

weighted score 0/4 as first threat, creating conflict with indigenous people due to entering

tourisms with different culture with weighted score0/3 as second threat, destruction of

gardens and city green space with weighted score 0/2 as third threat. Reduction in presence

of indigenous people in this ceremony with weighted score 0/15 as fourth threat,

environmental pollution, changing nature of the ceremony from a spiritual ceremony to a

folkloric show, a general increases in prices particularly in land prices and destruction

infrastructures and city facilities with weighted score 0/1 are as fifth threat, destruction and

exhausting of mosques and religious sites with weighted score 0/05 as sixth threat, are known

as threats that Taft religious tourism in tasooa and ashura ceremony is faced with them.

1.2.Effective eternal factors on religious tourism and method of valuation

The purpose of this step is survey of the internal circumference study area for recognizing

strength and weakness. Aspects are considered that have conductive or obstructive content in

achieving to plan goals. Hence, in this part, were investigated three existing strategic

categories, functions, resources and was divided in framework of Taft religious tourism

dimensions in table 3 and 2.

Table 2: analysis internal factors of Strengths and Weakness

Weighte

d Score Score Weight Strengths(S)

0/1 2 0/05 Attention of authorities to this ceremony and being this ceremony in national

heritage list of Iran.

0/8 4 0/2 Proximity of Taft city to urban centers such as Yazd city.

0/14 2 0/07 Taft city is being able to invest on tourism planning.

0/3 3 0/1 Existence of beautiful and unique view with green space and gardens in the city.

0/8 4 0/2 Performing this ceremony with different style forms in other cities in Yazd

province.

0/15 3 0/05 Existence of proper space for car park.

0/14 2 0/07 High capacity of Taft city for attraction of tourists.

0/3 3 0/1 Existence of many vows and devotes for serving.

0/12 2 0/06 Performing this ceremony in different hours in other surrounding cities.

3.05 1 Sum

Weighte

d Score Score Weight Weakness(W)

0/3 2 0/15 Existence of heavy traffic at early and late hours of ceremony.

0/45 3 0/15 Weakness of related infrastructures to tourism in the city.

0/6 4 0/15 Short staying time of tourists in the city.

0/6 4 0/15 Lack of tourists economic returns.

0/15 2 0/75 Pollution and making garbage.

0/1 2 0/05 Disorder in performing ceremony by tourists.

0/15 1 0/15 Wake of full informing this ceremony in country.

0/25 2 0/125 Impose a financial burden to city organizations like municipality.

2/6 1 Sum

According to table 2, most important strength is proximity to urban centers like Yazd city and

performing this ceremony in different style from other cities with weighted score0/8 as first

strength, existence of beautiful scene with green spaces and gardens in the city and existence

of many vows and devotes for serving to tourists with weighted score 0/3 as second strength,

existence of proper space for car park with weighted score 0/15 as third strength. Proper space

and capacity in the city for attraction tourists and make able Taft to invest on tourism

planning and introduce Taft as an important pole for tourism with weighted score 0/14 as

fourth strength and finally performing this ceremony in different hours from other

surrounding cities.

According to table 2, section weakness the first weakness that gain highest weighted score is

short staying of tourists in the city and on the other hand lack of tourists economic returns for

city weighted score 0/6, weakness of infrastructure related to tourism with weighted score

0/45,existence heavy traffic at early and late hours of ceremony with weighted score 0/3,

impose a financial burden to city organizations like municipality with weighted score

0/25,pollution and making garbage and wake of full informing this ceremony in country with

weighted score 0/15, disorder in performing this ceremony by tourists with weighted score

0/1, are respectively most important weakness in Taft religious tourism.

Figure 1: Internal and external matrix (IE) Taft city religious tourism.

Table 3: the matrix of SWOT model for Taft city religious development

2. Conclusion

eakness Strengths

� Existence heavy traffic at early

and late hours of ceremony.

� Weakness of related

infrastructures to tourism in the

city .

� Short staying time of tourists in

the city.

� Lack of tourists economic

returns.

� Pollution and making garbage.

� Disorder in perform ceremony by

tourists.

� Wake of full informing this

ceremony in country.

� Attention of authorities to this ceremony

and being this ceremony in national

heritage list of Iran.

� Proximity of Taft city to urban centers

such as Yazd city.

� Taft city is being able to investment and

tourism planning.

� Existence beautiful and unique view with

green space and gardens in the city.

WO Strategy SO Strategy

• Development and

improvement of

Communication ways.

• Consultation and interact

among city authorities and

organizations related to

tourism in development of

tourism plans.

• Using from people

participation in all level of

tourism planning

• Attraction native and non-

native investigators to exit

from Lack of economic

returns conditions.

• Recognition and utilization from

other tourism attraction of this

city with use this ceremony.

• Draw attention of Authorities to

increase investigation and

employment in the city.

• Draw attention of investigators to

investigation in Taft tourism

sector.

• Attraction native and non-native

experts from other parts of

province and country.

• Attraction tourism in other

seasons of the year.

• Using from people donations to

improvement infrastructures and

Municipal utilities.

• Development Tourism

infrastructures like build hotel

and restaurant and using from

Beautiful and pristine Taft nature

to attract tourists and create new

jobs.

� Employment and income

generation

� Contribute to the city economic

dynamism

� Growth tourism industries in Taft

city, Taft township and Yazd

province

� Increase rate of absorbed

provincial funding in Taft

township

� Improvement of Infrastructures

city facility

� Introduction of Taft as sample

city tourism and enhance the city

prestige

� Enhance sense of belonging and

citizen participation in city affairs

� Appropriate opportunity for

introducing other production of

Taft

Op

po

rtu

nit

ies

WT Strategy STStrategy � Environmental pollution

� Destruction of gardens and city

green space .

� Changing nature of ceremony

from a spiritual ceremony to a

folk show

� Influx off population and

disrupting in perform ceremony

� Creating conflict with indigenous

people due to entering tourism

with different cultures

� A general increase in prices

particularly in land prices

� Reduction in presence of

indigenous people in this

ceremony

� Destruction infrastructures and

city facilities

� Destruction and exhaustion of

mosques and religious sites

Th

rea

ts

• Attraction public

participation in

conservation of Natural

and human resources.

• Holding mitting with the

presence of community

elders and adoption

measures about

performing ceremony

regularity.

• Consultations of city

authorities with

government officials about

receive a budget for those

expenses that tourist

imposed.

• Coordination among

organizations to decrease

environmental pollutions.

• Attract Public investment to

reconstruction of mosques and

religious site.

• Increase of indigenous people in

performing this ceremony.

• Using from Yazd city as nearest

and biggest city to Taft for

attract excess entered

population.

• Strengthening advertising In the

Media about Taft tourism

capabilities.

Taft city Religious Tourism

Development

According to theoretical basis and preformed field studies, in order to offer strategies and

guidelines for development of tourism capacity, specified tourism limitation in the city and

presented practical response for city tourism development. With this description can present

obtained results in both qualitative and quantitative aspects. The results of identified

qualitative aspects reflect these subjects that, first: level of vulnerability is in high level in

view of tourism development in the city. Second, this city has needs in tourism that they are

necessary for tourism development. quantities aspects review show that, among strong points

proximity to population and city centers like Yazd and perform this mourning ceremony in

different style in other cities of Yazd province, existence of beautiful and unique scene with

green spaces and gardens in the city and existence of many vows and devotes for serving

passengers are most important strength for development of Taft city religious tourism.

with respect to obtain results among weak points, short staying of tourists in the city and lack

of tourism economic returns for city, weakness of infrastructures related to tourism in the city,

heavy traffic at early and late hours of ceremony are as barriers for development of tourism

and must remove and improve these barriers. Moreover, among external opportunities,

employment and income generation contribute to city economic dynamism and absorption of

native and non-native investors are most important opportunities that Taft city faces with

them among external threats factors like influx of population and disputing in performing

ceremony. Creating conflict with indigenous people due to entering tourisms with different

culture and disruption of gardens and city green space are most important external threats.

In total it can be said if Taft city wants to develop and has a role in tourism attraction should

at first identify potentials and capacities in the city and develop tourism with codified

planning. This city has high potential and this invisible export (tourism) can do considerable

help with development and growth of the city. Tasua and ashura ceremony is one of this

tourism potential. Props to prepare comprehensive and detailed tourism plan and it is

necessary to provide enough money for create tourism data bank and research marketing for

tourism attraction. It is necessary to maintain and restore mosques and husaniyes and develop

and improve facilities and city infrastructures in standard level. It is necessary to coordinate

among responsible organizations through create an integrated management and doing

extensive advertisement in the country and neighbor countries for acquainting more tourists,

particularly shies for this ceremony. On the other hand, should revive traditional jobs like

handicrafts and create marketplaces for sale handicrafts, livestock products, agricultural

products for job creating and earning in the city. Active participation in external and internal

tourism exhibition and establishment of different exhibitions in the city will cause to

introduce this city and gain useful experience.

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