Investigating literary gaze through the orchestra model of the tourist experience

Purpose Considering the diversity of literary sites, various needs and motivations visitors, limited research on tourists’ experiences, this study aims to explore gaze at Hafez Tomb in Shiraz, Iran. As visitor encompasses dimensions experience, connected two notions identify components determine attributes that best describe it. Design/methodology/approach Data sources include semi-structured interviews with visitors user-generated content Tripadvisor. The deductive thematic analysis multiple correspondence were used. Findings findings revealed multidimensionality gaze. dominant factors Hafez’s tomb sensory component including “seeing”, “smelling”, “hearing”; affective “anticipation”, “joy”, “trust”; cognitive “perceiving”, “thinking”, “learning”; behavioural “literary related”, “general”; relationship “tourist-companion”, “tourist-tourist”. Practical implications Understanding can assist site managers destination marketers designing experience developing promotional strategies reflect multifaceted nature experience. Tourism authorities should shape perceptions sites build city’s image brand as a city. Originality/value This paper used orchestra model analyse tourist’s modification could explain has studying all gives greater significance.