گردشگري شجرهنامه: بازار نوين گردشگري اصفهان.

Searching in family roots and traveling to discover genealogy with a leisure motivation is called tourism, which can not only create opportunities to introduce and preserve family heritage, but also diversify the tourism market. The present study pursued the following 3 objectives: 1) identification of the potentials of Isfahan City for promoting ancestral tourism, 2) introduction of suitable travel packages of ancestral tourism in Isfahan Province, and 3) identification of appropriate strategies for promoting ancestral tourism. This research was of an exploratory type with qualitative method associated with thematic analysis. The statistical population of the study consisted of the experts in the fields of history, tourism, and culture. The findings of this research illustrated that Isfahan City had the potential of promoting ancestral tourism due to the presence of famous families, who had migrated to this city throughout history, families, who were known for their professions, royal families, neighborhoods called other cities in Isfahan;, and immigrants and refugees throughout the history, as well as different past divisions of the country. In addition, the incoming and outgoing travelers and city tour packages could be introduced as the revenue-generating opportunities in the ancestral tourism sector in this province. Lastly, the 4 strategies of market penetration, product development, horizontal integration, and collaboration could be introduced as suitable strategies for the prosperity of ancestral tourism in Isfahan City. [ABSTRACT FROM AUTHOR]