MASTER'S THESIS The Study of Achaemenid Empire’s Strategies and Tourism Development Seyedeh Hoda Hendi Sara Mirfakhraei Master program Business Administration Luleå University of Technology Department of Business, Administration, Technology and Social Sciences MASTER’S THESIS The study of Achaemenid Empire’s strategies and tourism development Sarah Mirfakhraei Seyedeh Hoda Hendi Luleå University of Technology Master Thesis, Continuation Courses Tourism and Hospitality Management Department of Business Administration and Social Sciences Division of Industrial marketing and e-commerce The study of Achaemenid Empire’s strategies and tourism development Supervisors: Dr. Kamran Mohammadkhani Dr. Joao Sarmento By: Sara Mirfakhraei Seyedeh Hoda Hendi January 2011 Abstract Persia, a country with over 2,500 years of history which is now called Islamic Republic of Iran has been governed and ruled by different kings and empires. From the point of view of many researchers Achaemenid Empire was one the most glorious periods of Persian history. Rezaeian (2004, p.16) argues that Persia on Achaemenid period. ”Extended from the borders of India in the east to the Greece on the Mediterranean, down to Egypt and Ethiopia in Africa and up to what is Russia and Eastern Europe.” It is evident that strong and very effective strategies and laws were set to bring twenty-eight nations together at that time. The main reason to choose and study Achaemenid era from a travelling and tourism point of view is the fact that history reveals that Persia was safe, people and government then were hospitable and the whole nation was politically stable. These elements potentially make Iran, a suitable destination for travelers and tourists and nowadays, highly effective on tourism industry. As the first step, the research seeks out to identify the main strategies related to travelling during Achaemenid era and identify the effects of Achaemenid strategies on travel development then. The researchers’ goal is to find out how to implement these strategies in today’s tourism of Iran. The present research enjoys descriptive method within the framework of historic research methodology. Keywords: Strategy, Achaemenid Empire, Achaemenid strategies, Tourism development i Acknowledgements First, we would like to thank the staff and principal of Lulea University and also the International department of Institute of Training, Research and Operational Consultancy for Tourism (Instroct) We are also grateful to our supervisors, Dr. Karman Mohammadkhani and Dr. Joao Sarmento who have advised us in few past months for our research. Moreover, Special thanks go to Mrs. Sepehri who has done lots of efforts during our education. Furthermore, we should thank all our professors during our Study: Professor Jafar Jafari, Professor Jenkins, Dr. Tomasevic ,Dr. Reza Mirmiran, Prof. Parviz Piran, Mr.Arthur Henry,Dr. Metin Kozak and… We should express our deepest thanks and respect to our parents who have patiently and generously helped us during our studies and have financially supported us to continue our education. Finally we feel happy since we tried to prove cooperation and understanding each other can lead to the accomplishment of a task whatever hard it be. Sarah Mirfakhraei, Seyedeh Hoda Hendi January 2011 ii Table of Contents Abstract………………………………………………………………………….……i Acknowledgements………………………………………………………………….ii Table of Contents………………………………………………………..………….iii List of Tables………………………………………………………………………..vi Chapter 1. Introduction………………………………………………………………1 1.1. Introduction……………………………………………………..…………. 1 1.2. Key Words……………………………………………………….………….2 1.3. Statement of the problem……………………………………...…………….4 1.4. Significant of the study………………………………………….………….4 1.5. Literature review………………………………………………...………….5 1.6. Objectives of the research……………………………………….………….6 1.7. Research questions………………………………………………………….7 1.8. Research Methodology…………………………………….……………….7 1.9. Discussions of the further chapters………………………...……………….7 Chapter 2. Literature Review……………………………………………………….9 2.1. Introduction………………………………………………….……………….9 2.2. Key Words………………………………………………………….10 2.2.1. Strategy………………………………………………………………...….10 2.2.2 Achaemenid Empire……………………………………….……………….10 2.2.3. Achaemenid strategies…………………………………………………….14 2.2.3.1. Safety and security …………………………..………………….14 2.2.3.2. Roads and Transportation……………………………………….15 2.2.3.3. Accommodation………………………………………..……….16 2.2.3.4. Education……………………………………………………….17 2.2.3.5. Aesthesis……………………………………….……………….17 2.2.3.5.1. Art……………………………..………………………18 iii 2.2.3.5.2. Persepolis (Takht-e-Jamshid)…………………………18 2.2.3.5.3. Health and Cleanliness………………………………………19 2.2.3.6. Human right………………………………………………...….19 2.2.3.7. Visa…………………………………………………………….20 2.2.3.8. Communication………………………………..……………….21 2.2.3.8.1. Post ……………………….………………………………….21 2.2.3.8.2. Audio and Visual …………………………………………….22 2.2.3.9. Sustainability………………………………………..………….22 2.2.4. Tourism Development…………………………..……………….23 2.3. Literature review on travelers to Great Persia……………..………………25 2.4. Theories……………………………………………………………………27 2.4.1. Sustainable Development……………………………………………28 2.4.2. Roads and Transportation……………………...…………………29 2.5. Conclusion……………………………………………………………..….30 Chapter 3. Methodology……………………………………………………………….31 3.1. Research Purpose………………………………………………….………31 3.2. Research approach…………………………………………………………32 3.2.1 Why historical method……………………………………………......32 3.2.2. Problems: delimitation and limitations ………………………………32 3.2.2.1. Primary data………………………………………………….……33 3.2.2.2. People………………………………………………………………33 3.2.2.3. Research Method……………………………………..……………33 3.2.2.4. Internet as reference……………………………………..…………34 3.2.2.5. Time…………………………………………………………..……34 3.3. Research Strategy…………………………………………………………34 3.4. Data Collection……………………………………………………………34 3.5. Sample Selection……………………………………….…………………35 3.6. Data Analysis…………………………………………………..…………35 iv Chapter 4. Presentation of Findings………………………………………………..37 4.1. Introduction…………………………………………………………...….37 4.2. Major Discussions: Achaemenid strategies ……………………………...37 4.2.1. Safety and security ………………………………….………….38 4.2.2. Roads and Transportation……………………………………….40 4.2.3. Accommodation……………………………………………..….42 4.2.4. Education……………………………………………………….45 4.2.5. Aesthesis………………………………………………….…….46 4.2.5.1. Art……………………………………………………………46 4.2.5.2. Persepolis (Takht-e-Jamshid)…………………………………47 4.2.5.3. Health and Cleanliness…………………………….…………50 4.2.6. Human right……………………….………………..………….50 4.2.7. Visa…………………………………………………………….51 4.2.8. Communication………………………………..……………….53 4.2.9. Sustainability………………………………………….……….53 4.3. Data Analysis and result……………………………………...………….53 Chapter 5. Conclusion and Suggestions……………………………………………..58 References……………………………………………………………………………..65 List of Tables Table.1 A model of Sustainable development………………………………..28 Table.2 Caravansaries Distances ……………………………………………..41 Table.3 List of Achaemenid Strategies………………………………………53 List of Figures Figure.1 Chronology of Achaemenid Empire………………………………...14 Figure.2 Map of Great Persia…………………………………………….…...16 Figure.3 Cyrus Cylinder………………………………………………………20 Figure.4 Achaemenid Soldier………...………………………………………39 Figure.5 Persepolis……………………………………………………………48 Note: In this thesis, all of the dates are according to Christian calendar. Dates in solar calendar could be calculated by subtracting 621 years from Christian dates. vi Chapter 1. Introduction 1.1. Introduction There are lots of definitions of tourism in different context. Generally, Wall and Matheison (2006, p.1) believe that “Tourism is the temporary movement of people to destinations outside their normal places of work and residence, the activities undertaken during their stay in those destination , and the facilities created and services provided to cater to their needs .“ Within the competitive world of tourism, it seems that presenting a well developed tourism program is of paramount importance to survive the destinations. According to Goeldner and Ritchie (2003, p.439), “Tourism development looks attractive to both developed and underdeveloped countries with the right preconditions- some combination of natural, scenic, historical, archeological, cultural, and climate attractions.” Also, Edgell, et al. (2008, p.17) have discussed that tourism development should be in harmony with the socio-cultural, ecological and heritage goals, values and aspirations of the host community.” Tourism development has a vital image for all countries which have the potential to attract tourism. 1 According to Goeldner and Ritchie (2003, p.441), ”The relationship between tourism and the community, state, regions and countries requires consideration of many difficult issues: the quality of architecture, landscape, and environmental design; environmental reclamation and amenity, natural conservation; land use management; financial strategies for long term economic development; employment; transportation; energy conservation; education, information and interpretation systems; and more.” One country in order to remain in the competitive manner has to focus on the causes that attract tourists to come and stay in the country. The components are quality of roads, transportation, amenity, accommodation, attractions such as festivals, natural and cultural attractions, and recreation. These are the most important factors in tourism development. Iran has a glorious history through the ages and it has a lot of cultural, natural, and historical attraction to motivate tourism. One unique idea that came to researchers’ minds is to focus