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  Did the Silk Road contribute to attracting visitors and reinforcing the cultural identity of the neighbouring regions ?

Dr Nasrollah MOSTOFI - First Vice President, Iran National Organisation of Tourism, Tehran, Iran

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The real voyage of discovery lies not in seeking new landscapes but in having new eyes. (Marcel Proust)

 

The ways in which we think about culture have changed. Culture is no longer conceptualized as a set of norms, symbols, and customs that people inside its boundaries unanimously agree to. Without going into the more complex questions of representation and translation of cultural textuality, at present we must consider that the vitality of a given culture comes from a constant debate with its own members driving it to adapt to new contexts and to change its boundaries in relation to other groups.(culture in sustainable development –UNESCO)

The role of tourism to reinforce the cultural diversity and identity is as important as the role of trade which is one of the motivation of people movements.

Tourism, an integral part of culture

Travel and tourism themselves are today an integral part of modem culture. The tourism subculture possesses not only economic frictions. Tourism is one of the last possibilities for the human being to exercise individual liberty in a world where social constraints are ubiquitous. The touristic subculture lends itself to the adoption of new modes of living. It enables the individual to try the experience of himself and of others.(UNESCO Conference)

Tourism therefore also possesses its own cultural value. It is more than a commercially-oriented cultural service.

In the field of tourism, a cultural innovation is being played out A significant number of visitors invade the resident population, which having really little to do with tourism, sees its role reduced to that of a minority devoted to service activities. The result is a mixture of different cultures: the tourism subculture and the service structure, the daily-life culture and the traditional culture of the population. This situation is new and interesting from the cultural standpoint It certainly engenders tensions, but succeeds also in proposing new solutions to approach the new, the alien, the foreign.

Tourism thus plays an important role in the development of old and new cultural forms. That is why those concerned with cultural creativity should recognize its value. Tourism is not only destructive. Recognition of the cultural damage caused by tourism is important to the extent that virtual or artificial tourism universes are beginning to replace, and provoke the disappearance of, authentic traditional tourism based on travel and stay outside the framework of daily life. In fact, it is the first time in history that the travel motivation is tolerated by the virtual events of multimedia and by artificial entities such as Disneyland and « holidays on a balcony', remote from reality.

RESPECT FOR Multiculturalism

The return to the tourist culture

The new interest of potential tourists in cultural affairs is an encouraging development which may lead to a return to the traditional concept of travel as education, as it was perceived by Humboldt, but in a more modern form.

The broadening of the tourist's cultural experience could help to resolve some of the problems noted in relations with the resident population and cultural traditions. Respect both for nature and culture presupposes that visitor recall what they have learned.

Accepting the right to be different

Finally - and this is not the least important point - a better symbiosis between culture and tourism could lead to a better understanding between peoples. what is at stake is to recognize and to tolerate the existence of several cultures of equal value. It will be increasingly important in future to manage, if possible, without conflict, the cultural mix existing in the global village'.

The above theories selected from tourism relevant UNESCO and other international conferences, would represent the today’s world request to foster peace through sustainable tourism development with focus on cultural aspects.

As the world is seeking for a practical example which could prove the above theories, thereby a destination with the eligibility of above mentioned theory criteria would be the case.

Taking a look at the silk Road history and chronology, shows this could be one the most important case to study and generalize the concept behind in order to respond effectively to the global issues

SILK ROAD CHRONOLOGY

5000-500 B.C.

• 3200 : Horse domesticated on south Russian steppe.
• 3000 : Minoan civilization starts, the earliest in Europe.
• 3000 : Silk first produced in China.
• 3000 : Sumerians develop first writing system.
• 2500 : Domestication of the Bactrian and Arabian camel, vital for desert travel.
• 1700 : Horse-drawn chariot introduced in Near East.
• 1500 : Iron technology developed in Asia Minor.
• 1500 : Seminomadic stockbreeding tribes inhaabit steppes.
• 900 : Spread of mounted nomadism.
• 753 : Rome founded.
• 707 : Cimmerians, earliest-known mounted nomads, defeat kingdom of Urartu in Near East.
• 900-700 : Scythians and Sarmatians appear in the northern steppes - two of the first races learn to ride horses and wear trousers.
• Vers 600 : Zoroaster born in Persia.
• Vers 560 : Buddha born in Nepal.
• 550 : Achaemenid Empire established in Persia.
• Vers 500 : Chinese adopt nomadic style, wear trousers and ride horses.
• 450 : Herodotus visits Greek trading colony of Olbia to gather information on Scythians.
• 551-479 : Confucius born in China.

400 B.C.

• Empire of Alexander the Great expands into Asia. Greek culture into Central Asia.

300 B.C.

• Roman expansion begins.
• Greco-Bactrian kingdom develops in Central Asia.
• Parthians establish their empire in Iran.
• Qin dynasty unites the entire China for the first time.
• Chinese complete Great Wall as defense against the northern nomads' invasion.
• Han dynasty overthrows Qin and develops its vast empire.
• Buddhism begins to spread north. Gandhara art type emerges and starts a new art style - Serindian.
• Paper first made in China.
• Achaemenid Empire of Persia.

200 B.C.

• Stirrup appears in Indian and Central Asia.
• Greek city-states come under Roman rule.
• The Xiongnu, later called Huns rise to power in Central Asia and invade Chinese western border regions.
• Han Emperor, Wu-ti's interests in Central Asia cause him to command the Chang Ch'ien expeditions to the West, (Fergana and the Yueh-chih). Celestial Horses introduced to China.
• Han power reaches Tarim region. The Silkroad under China's control and the route to the West now open.

100 B.C.

• Mithridates, Parthian king, sends ambassadors to both Sulla and Wu-ti to provide an important link between Rome and China.
• Parthians defeat Romans at Carrhae. One of the most disastrous in Roman history.
• Roman conquers Gaul.
• Egypt under Roman rule. Gives Rome access to Red Sea and Spice Route trade.
• Rome officially becomes an empire.

1 A.D.

• Silk first seen in Rome.
• Buddhism begins to spread from India into Central Asia.
• Roman Syria develops the technique of blowing glass. The industry expands.
• Kushan Empire of Central Asia. Sogdians trading on Silk Route.
• Xiongnu raids upset Chinese power in Tarim region.
• Death of Jesus Christ. Spread of Christianity begins.
• Chinese General Pan Ch'ao defeats Xiongnu and keeps the peace in the Tarim Basin. The stability of the Silkroad popularizes the caravan trades into two routes - north and south.
• China sends the first ambassador to Rome from Pan Ch'ao's command, but he fails to reach Rome.
• Graeco-Egyptian geographer, Claudius Ptolemy, writes his Geography, attempts to map the Silkroad.

100 A.D.

• Rome sends the first Roman envoy over sea to China.
• Roman empire at its largest. A major market for Eastern goods.
• Buddhism reaches China.
• For the next few centuries, Buddhism flourishes, becoming the most popular religion in Central Asia, replacing Zoroastrianism.
• The four great empires of the day - the Roman, Parthian, Kushan, and Chinese - bring stability to the Silkroad.

200 A.D.

• Silk is woven into cloth across Asia, but using Chinese thread.
• Han dynasty ends. China splits into fragments.
• Sassanians rise to power from Parthians. Strong cultural influence along the trade routes.
• Barbarian attacks on the Roman Empire.
• Death of Mani in Persia. Manichaeism spreads throughout Asia, not to die out until the 14th century.

300 A.D.

• Stirrup introduced to China by the northern nomads.
• Secret of sericiculture begins to spread west along the Silkroad.
• Xiongnu invade China again. China further dissolved into fragments.
• Constantinople becomes Rome's capital.
• Christianity becomes the official Roman religion.
• Dun Huang caves starts to appear and becomes the world's largest Buddha caves.
• Huns attack Europe.
• Roman Empire splits into two.
• Fa-hsien, one of the first known Chinese Silkroad travellers by foot and a Buddhist monk, sets out for India.

400 A.D.

• A Chinese princess smuggles some silkworm eggs out of China. Silkworm farms appear in Central Asia.
• New techniques in glass production introduced to China by the Sogdians.
• Visigoths invade Italy and Spain.
• Angles and Saxons rise in Britain.
• Western Roman Empire collapses.
• Frankish kingdom formed.

500 A.D.

• Silkworm farms appear in Europe.
• Nestorian Christians reach China.
• Kingdom of Hephthalites (White Huns) in northern Asia, conquering Sogdian territory.
• Buddhism reaches Japan.
• Split of the Turkish Kaganate into Eastern and Western Kaganates. Western Turks move to Central Asia from Mongolian plateau. At the Chinese end of Central Asia, the Eastern Turks or Uighurs are in control.
• Sui dynasty reunites China.
• Sassanian Empire at its greatest extent in Central Asia.

600 A.D.

• Roman Empire becomes Byzantine Empire.
• Tang dynasty rules in China. For the first two centuries, the Silk Road reaches its golden age. China very open to foreign cultural influences. Buddhism flourishes.
• The Islamic religion founded.
• Death of Muhammad. Muslim Arab expansion begins.
• Xuan Zang's pilgrimage to India.
• The Avars from the steppes introduces stirrups to Europe.
• Sassanian Persia falls to the Arabs.
• Muslims control Mesopotamia and Iran, along with the Silk and Spice routes.

700 A.D.

• Arabs conquer Spain in Europe, which introduces much Eastern technology and science to Europe.
• Arabs defeat Chinese at Talas and capture Chinese papermakers, which introduces paper making into Central Asia and Europe.
• Block printing developed in China.
• Tang dynasty begins to decline, and with it, the Silkroad.
• Glassmaking skill introduced to China by Sogdians.

800 A.D.

• First porcelain made in China.
• Gunpowder invented in China and spread to the West by the 13th century.
• All foreign religions banned in China.
• Compass begins to be used by Chinese.
• Diamond Sutra dated 11 May 868, the world's oldest known printed book made in Dunhuang.
• Venice established as a city-state.

900 A.D.

• Kirghiz Turks in control of Eastern Central Asia, establish kingdoms at Dunhuang and Turfan.
• Tang Dynasty ends. China fragmented.
• England unified for the first time.
• Playing cards invented in China and spread to Europe toward the end of 14th century.
• The Islamic Empire divides into small kingdoms.
• Sung Dynasty reunites China.
• Porcelain developed in China and exported to western Asia.

1000 A.D.

• First Crusade. Exchange of technology between Europe and Middle East.

1100 A.D.

• China divided into Northern Sung and Southern Sung.
• Muslim oust the Franks from the Levant.
• Genghiz Khan unites Mongols. Expansion of Mongol Empire begins.
• Silk production and weaving established in Italy.
• Paper money, first developed in China.

1200 A.D.

• Death of Genghis Khan.
• Mongols invade Russia, Poland, and Hungary.
• The Europe's first envoy to the East, Friar Giovanni Carpini leaves Rome for Mongol capital at Karakorum.
• Friar William Rubruck sent to Karakorum by the King of France.
• Seventh, and last, Crusade.
• Mongol control central and western Asia.
• Silk road trade prospers again under the "Pax Mongolica."
• Kublai Khan defeats China and establishes the Yuan dynasty.
• Paper money introduced to Central Asia and Iran by Mongols.
• Marco Polo leaves for the East.

1300 A.D.

• Turkish Ottoman Empire in power.
• Tamerlane, with capital in Samarkand, rises and conquers Persia, parts of Southern Russia, and northern India.
• Third Silkroad route appears in the north.
• Ibn Battuta, the first known Arab travels on a 750,000 mile journey to China via the Silkroad.
• The Black Death spreads throughout Europe.
• Paper made across Europe.
• Spinning wheel in Europe.
• Battle of Crecy between French and English, where cannons used first in Europe.
• Mongol Yuan Dynasty collapes. Chinese Ming Dynasty begins.

1400 A.D.

• Tamerlane defeats the Ottoman Turks, and causes the deaths of seventeen million people.
• Renaissance period in Europe.
• Chinese explore the Spice Routes as far as Africa.
• Death of Tamerlane leads to the decline of Mongol power. Ottoman rises again in the Central Asia.
• Ottomans conquer Constantinople.
• Gutenberg printing press in use.
• China closes the door to foreigners.
• Fearing the power of Uighurs, Ming China reduces the trade and traffic dramatically in the Silkroad. The Silkroad comes to an end for purposes of silk.
• Lyon becomes the new center of the silk trade.
• Columbus reaches America.
• Vasco da Gama discovers the sea route from Europe to the East via the cape of Good Hope to Calicut in India.

1500 A.D.

• Islam becomes the religion of the entire Taklamakan region.

1600 A.D.

• Uzbek Turks appear from the north, settle in today's Uzbekistan.
• Prince Babur, descendant of Genghis Khan and Tamerlane, extends his empire from the Ferghana valley to India. Founder of Mogul dynasty.
• Manchuria rises and invades China. Qing Dynasty established.

1700 A.D.

• Numbers of severe earthquakes in Central Asia damage some of the great monuments.
• Porcelain produced in Europe.
• The Manchus, a Tungusic people from Manchuria, absorb the Gobi and Altai districts.

1800 A.D.

• German scholar, Baron Ferdinand von Richthofen uses the term "Silkroad" (Seidenstrasse) for the first time.
• Manchus take over the Tarim Basin.
• Xinjiang Province created under Qing Dynasty.
• Elias crosses the Pamirs and identifies Muztagh Ata. Recommends the Wakhan corridor be established.
• Younghusband crosses the Gobi Desert, pioneering a new route from Peking to Kashgar via the Muztagh Pass.
• Hedin explores the Kun Lun and Takla Makan desert, unearthing buried cities along the old Silkroad.
• Conway in the Karakoram Mountains.
• Stein's archaeological investigations of the Takla Makan and central Asia.
• The Great Game - Tsarist Russia and British India expand in Central Asia.

1900 A.D.

• Hedin expeditions.
• Chinese revolution; end of Chinese dynasties.
• Europeans begin to travel in the Silkroad.
• Tibet under China's control.
• Karakoram highway from Islamabad to Kashgar built by China and Pakistan.

The above chronology and the different cultures domination would prove how Silk Road possesses different cultural identity and tolerant the people from the communities on Silk Road have become.

The Silk Road countries Tourists statistics show, despite all attractions to mobilize tourists, still the silk road share in world tourism is not satisfactory

Tourists arrivals, in thousands

PAYS	2000
ITALY	62702
CHINA	...
REPUBLIC OF KOREA	5322
DEMOCRATIC PEOPLES REPUBLIC OF KOREA	...
JAPAN	4757
GREECE	...
EGYPT	5506
TURKEY	9586
IRAN	1342
PAKESTAN	557
AZERBAIJAN	681
TURKMENESTAN	...
GEORGIA	387
KYRGYZSTAN	...
TAJIKESTAN	1683
KAZAKHESTAN	...
UZBAKESTAN	3015
SYRIA	...
BELARUS	...
TOTAL	95538

Iran , the country which has experienced different empires along with different cultures and religion has played an important role in the development of silk road

Iran’s experience, on how to develop the Silk Road in order to promote cultural tourism within the structure of international trends as far as the tourism development and master plan is concerned, would enable to see how to define strategies based on human values and diversity of cultures.

This move will help to increase the potential of Silk Road to attract more number of tourists or make it as one of the world’s main destination for tourists.

As one the main problems challenging with Silk Road to develop is Management philosophy, thereby studying the old silk routes life cycle would inspire some ideas on how to approach with this issue.

Making the adjustment with old silk routes concepts and taking the local communities problems into account with the countries strategies is one of the key issues.

In this regard the international tourists routes in Iran which the most important of them is Silk Road, has been defined in such a way that touches the less developed areas in order to provide positive economic leakage and streamlining positive linkages.

This would result the economy improvement, job creation and poverty alleviation.

Nowadays the world is experiencing new challenges to reach the ideal status, which could provide the self-satisfaction and community satisfaction.

Because of the higher educated population in the third millennium, the politicians and decision makers have come to know, the best and less risky way to introduce the new ideas, would be those which could satisfy the people’s needs.

If the latter is not well observed the resistance from the community and people will lead any attempts to failure.

One of the most controversial issues is globalization, which despite of all its advantages, a considerable resistance is observed.

The reason is due to the unfair competition or rather in the field of trade the tendency is towards competition.

Hence the people’s resistance due to the above fact and in addition because of the fear over the loss or change of values in the local community would be the other fact.

One of the solutions to solve the problem and assure success in this process would to mix the tourism essence in this process, or to position tourism in the trade.

The reason could be due to tourism’s tendency towards localization and in addition giving more attention to the cooperation rather than competition.

As the result the new terminologies namely; Glocolaisation and Co-epition shall be the case to focus on.

From the above explanation, it is concluded that if some strategies with the special and delicate factors are formulated, then the phenomena of globalization would be implemented with less negative impacts i.e. Less resistance, Less economic leakage, less imposing, more logical and rational liberalization.

Most of the listed items are achieved if the strategies are based on human values in which the people themselves would be mobilizing force for proper success and at the same time to assure good implementation at local levels with different values.

On the other hand the main Idea behind the Global Code of Ethics for Tourism has been to minimize the chance of any failure to promote and develop tourism in the local communities and the key success is to respect the values from both sides i.e. tourists and host communities.

Some parts of this paper is from a research by Deborah Crick-Furman Eastbourne Borough Council, UK and Richard Prentice Glasgow Caledonian University, UK and also supports the use of a contextual value measurement technique for assessing tourism values as an alternative to the more common generic personal ones in everyday life approach.

Customisation on necessary adjustment to the main ideas of Global Code of Ethics and how to implement the items through the two dimensional model as presented in this paper is the other factor to lead us for the human value based strategies.

Key points to assure successful implementation of GCE

• Positioning Tourism within Trade framework
• Proper strategy based on value and ethic
• Dialogue of cultures
• Streamlining the linkages
• Balancing economic flows internationally and nationally
• Sustainability in context
• Proper global and regional development policy
• Up-down and bottom-up approach
• Poverty reduction
• Public private partnership
• Linkage between trade and Tourism

Taking the items of Global Code of Ethics for tourism as a good macro policy to facilitate the above mentioned key success achievement, thereby one of the items in the GCE has been picked up, for pivoting purpose as far as the title of speech is concerned.

To promote responsible, sustainable and universally accessible tourism in the framework of the right of all persons to use their free time for leisure pursuits or travel with respect for the choices of society of all peoples

To exploit synergies among tourism, the environment, and the local economy in responsible management and sustainability

But for those strategies some challenges are to be taken into the consideration :

• The native people do not want change
• There is a need for continuity in every culture; otherwise the accumulation of knowledge that is the essence of culture would be lost, and each generation would have to start afresh with nothing more than its biological heritage.
• Conservation strategy toward freezing native culture vs. cultural evolution
• One of the most urgent issues in resource management is the problem of finding an acceptable compromise between the development of land for recreation, and its preservation for ecological scientific, cultural, historical and aesthetic reasons

Due to the vital role of values in drawing the strategies, if values are identified then the measurement could be possible, some points are listed as an example as below :

• The conflict between preservation and utilization requires a clear understanding of values and preferences of tourists and others and their incorporation into decision-making
• Tourists could be segmented by travel/leisure choice criteria and That group membership and visits to attractions could be predicted By differences in personal values
• Tourist behaviour can be distinguished from daily routine life and `global' values as `guiding principles', it could be hypothesized that a different set of values obtains when an individual takes a holiday, especially if this is seen as an escape from routine and daily life.

The advantages of good value measurements for better and applicable strategies are listed as follows :

• Effective measurement of tourism values needs to cover all aspects of the tourism life domain (context) and the immediate situation, including the `environment', or destination that the tourist finds him or herself in.
• Using a proper modelling technique integrates the literature and provides a basis for the examination of the emotion/cognition content of these contextualized values and their inner or other direction. This modelling has important implications for tourism managers
• If the satisfaction of emotion-dominant inner directed values is achieved by fulfilling an outcome such as the need to relax and unwind, or to feel free in wide open spaces, then classes of objects such as destinations, services, or experiences that satisfy these values can be chosen and are readily substitutable
• If tourism value systems have a cognition-dominant and outer directed Component, satisfaction and fulfilment are through more specific objects or processes, which are not so readily substitutable.

To show on how to formulate a proper strategy based on human values a two dimensional model is proposed to integrate the Literature and help to better understand tourism values. The two bi-polar dimensions: one, emotion-dominant and cognition-dominant and, two, inner-directed and outer-directed. This Model is assessed using hierarchical log linear analysis to examine the to a specific area or problem (Todd and Williams 1996).

Two Dimensional Model of Values Contextualized to Survey Locations

This bivariate analysis indicates which values have an effect on Particular activities carried out. It also shows that activities are Guided by a value group comprising both inner and outer directed, cognition and emotionally dominant values. However, one cannot deduce from this analysis how the interaction and conflict of these values affects the propensity to engage in a particular activity. The latter has important implications for tourism management and marketing. If emotionally dominant values are satisfied by a group of objects or situations, and not a specific object or situation, then for the consumer these are potentially more substitutable. The importance of cognition-dominant values (as object, place, or situation specific) and their interaction with emotionally dominant values may influence the likelihood of satisfaction, positive associations with a particular place, and repeat visits.

In summary the methodology is as follows :

• To find the model that best represented the underlying relationship among the variables.
• To examine the models derived from the above item and the interactive effects of the value variables at all levels on the propensity to participate in a particular holiday activity.
• Log linear modelling began with guidance from earlier analysis. Only the variables, which had been shown to significantly, influence a particular activity to be included in the model
• The results of the analysis to be interpreted through lambda or Effect’ parameters
• The results could be used by tourism marketers to guide product development and advertising strategies

Log linear modelling began with guidance from earlier bivariate Analysis. Only the variables, which had been shown to significantly influence a particular activity, were included in the model. A backward elimination approach was used; successively removing terms having the least effect on the model, thereby simplifying the interactions involved. This process began with the highest order generating class (all the variables included which are significantly associated with an activity). Simplification is essentially a compromise between loss of predictive power and ease of interpretation.

For each successive model generated, the maximum likelihood ratio chi-square statistic (L2), the degrees of freedom (df) and the significance level ( p) were recorded. The maximum likelihood ratio chi-square statistic is an indicator of the additional information conveyed by a variable being removed from the model. If the difference in L2 relative to the difference in df is significant, it can be concluded that one or more independent variables being considered for removal, or their interactions, significantly affect the dependent variable and should be retained

Hierarchical Loglinear Models for Holidaymaking Activities and Tourist Values

Legend

• L²= the Maximum liklihood ratio chi-square statistic
• ddl = the degrees of freedom
• p = the significance level

Activity Codes

• saf = a safe place to holiday
• fre = freedom in wide open spaces
• na = to be closer to nature
• int = to learn something interesting
• lea = to learn something about my own country
• wk = somewhere well known so I can tell my friends
• fun = fun
• rel = to relax and unwind
• has = no hassle
• ff = to spend quality time with friends and family

For this analysis the significance level was set at 0.05. At each stage, subject to the significance level, the term whose removal resulted in the least significant change in the maximum likelihood chi-square was removed. This process continued until the model, which most simply described the data, was obtained.

Goodness of Fit of the Hierarchical Log Linear Models for Values and Activities

Activity Codes

• saf = a safe place to holiday
• fre = freedom in wide open spaces
• na = to be closer to nature
• int = to learn something interesting
• lea = to learn something about my own country
• wk = somewhere well known so I can tell my friends
• fun = fun
• rel = to relax and unwind
• has = no hassle
• ff = to spend quality time with friends and family

The results of the analysis were interpreted through lambda or 'effect' parameters (Knock and Burke 1980 ; Norusis 1994). Taking the average log of the frequencies in a particular category and subtracting the base value obtained these.

The lambda parameters (1) and the base value (the average of the logs of the frequencies in all table cells) were estimated from the data.

Positive values of lambda occur when the average number of cases in a row or column is larger than the overall average. For example, if the majority of people in the sample had camped on holiday, rather than not camped, the lambda for 'camped' would be positive.

The parameters are an indication of the effect and extent of the difference between the sums of the effects of the variables taken individually and collectively.

In other words, they represent the positive and negative effects associated with particular combinations of the values. To estimate the lambda parameters, the constraint is imposed whereby they must sum to zero across all categories of a variable. The same constraints are also imposed on the interaction terms’ (Knoke and Burke 1980; Norusis 1994)

The effective measurement of tourism values needs to cover all aspects of the tourism life domain (context) and the immediate situation, including the `environment', or destination that

The tourist finds him or herself in. The Human or tourism values to be measured are multiple, compounding, and conflicting. Hierarchical log linear analysis allows examination of the interaction and resolution of these multiple, conflicting values in a tourism context when an individual has made the decision to participate, or not, in a situational activity.

The two dimensional model proposed integrates the literature and provides a basis for the examination of the emotion/cognition content of these contextualized values and their inner or other direction. This model has important implications for tourism managers. If the satisfaction of emotion-dominant inner directed values is achieved by fulfilling an outcome such as the need to relax and unwind, or to feel free in wide open spaces, then classes of objects such as destinations, services, or experiences that satisfy these values can be chosen and are readily substitutable. Where these tourism value systems have a cognition-dominant and outer directed component, satisfaction and fulfilment is through more specific objects or processes which are not so readily substitutable. The unique selling points of destinations are likely to be more associated with those values of potential and actual tourists, which are simultaneously cognition-dominant, and outer directed. In particular, strategists or managers who seek to promote or foster responsible tourism in a destination need to examine what is valued there and how those who visit it value this. The responsibility of managers and marketers is twofold. First, they should ensure that the emotion-dominant values of tourists are satisfied through the services and amenities available in a particular destination in order to encourage repeat visits.

Second, identifying and promoting the activities or objects in their environment which invoke cognition-dominant and outer directed values can help confirm this satisfaction and Strengthen the attitudes of individuals that a particular destination is less substitutable.

In brief, the result would be useful to formulate the strategies based on the multiple values on both host and tourists.

The advantages of such a method are as follows :

• Strategist or Managers who seek to promote or foster responsible tourism in a destination need to examine what is valued there and how this is valued by those who visit it
• The responsibility of managers and marketers is twofold. First, they should ensure that the emotion dominant values of tourists are satisfied through the services and amenities available in a particular destination in order to encourage repeat visits. Second, identifying and promoting the activities or objects in their environment which invoke cognition-dominant and outer directed values can help conform this satisfaction and strengthen the attitudes of individuals that a particular destination is less substitutable.
• For general application, future studies need to utilize this method but vary situation among cities, towns, and rural places, and vary contextuality within tourism, to explore a series of contexts, beach tourism, cultural tourism, business tourism, and the like. The extent of contextuality and situationality will then be more readily understood.

Conclusion

Positioning culture and cultural tourism within the framework of trade is an essential tool to achieve sustainable tourism development.

Silk Road experience shows the ancient people of Silk Road could succeed to do it out of the experience and long period of time.

But the moment the modernisation process started, the Silk road started failing and at the same time the human values were not taken as a strategic point.

Iran’s fast growth of tourism in the last five years in International Tourism while respecting the values as an essential tool for sustainable tourism could be a good case to study.

Formulation of Tourism strategies based on human values, need some techniques, which one of them could be the log linear modelling technique.

Using the above-mentioned technique would lead the decision makers to formulate and implement the International and well proved philosophy with more reliability and from the other hand assuring the local communities and human values are taken in to the consideration.

From the other perspective, it helps to have proper implementation at regional, national and local levels while making sure all necessary precautions are well taken up and at the same time the connection with the international trend is secured.

The latter will facilitate the advantages of international trends for nations or on the other hand to help for the successful implementation of Global code of Ethics for Tourism and having a sustainable cultural tourism

As an example, this technique increases the chance of more value based communities contribution to the international activities, and helping them for development while keeping their values and at the same time letting the world enjoying their cultures and values.

The proposed technique could assure more precised value or ethic based strategy for the sustainable Tourism development in the regions where conservation of values is important.

Thank you.

Slideshow