1
researcher at Tourism Research Institute of ACECR
2
sociology of tourism department, tourism research institute, ACECR
Abstract
One of the determining factors in traveling to tourist destinations is the image that individuals hold of a destination. In this regard, cinema is considered one of the most influential media in shaping the image of different phenomena in the mind of the audience, including the image of potential tourist destinations. Accordingly, this study sought to identify the image of Mashhad as represented in cinema. To this end, all the movies that represent the image of Mashhad were collected. Then, using Fiske's semiotic model, the codes of social reality, representational codes, and ideological codes were analyzed in terms of visual characteristics, the director’s creativity, and the ideology and belief system underlying the legitimacy and acceptability of the codes, respectively. The findings of the study indicated that the representation of Mashhad in cinema could be divided into three general categories: The first category comprises identity-oriented movies, generating an appealing representation of the city as a whole and, in a sense, of Khorasan culture. The second category includes movies themed on pilgrimage, which themselves are divided into two groups: the movies focused on the pilgrimage of Imam Reza (AS), whose holy shrine catalyzes transformation and change, and the movies where traveling to Mashhad leads to the resolution of one’s problems. The third category consists of movies centered on social issues, representing problems such as poverty, marginalization, unemployment, and prostitution, class differences, and the dichotomy of poverty and wealth.
davari,H. and bakhshi,H. (2026). Investigating the Representation of Mashhad as a Tourist Destination in Post-Revolution Iranian Cinem. Social Studies in Tourism, 13(31), 59-99.
MLA
davari,H. , and bakhshi,H. . "Investigating the Representation of Mashhad as a Tourist Destination in Post-Revolution Iranian Cinem", Social Studies in Tourism, 13, 31, 2026, 59-99.
HARVARD
davari H., bakhshi H. (2026). 'Investigating the Representation of Mashhad as a Tourist Destination in Post-Revolution Iranian Cinem', Social Studies in Tourism, 13(31), pp. 59-99.
CHICAGO
H. davari and H. bakhshi, "Investigating the Representation of Mashhad as a Tourist Destination in Post-Revolution Iranian Cinem," Social Studies in Tourism, 13 31 (2026): 59-99,
VANCOUVER
davari H., bakhshi H. Investigating the Representation of Mashhad as a Tourist Destination in Post-Revolution Iranian Cinem. Social Studies in Tourism, 2026; 13(31): 59-99.