... Licensed re-use rights only Historic core of Shiraz Transformation Modernisation Heritage management Development Integrated approach The expansion of Shiraz to city scale happened only after the fall of the Sassanid city of Estakhr and the invasion of Muslim Arabs. The Arabs established...

... presented in this paper is for practitioners and curators to deepen their understanding of their consumers and to improve the overall quantity and quality of services offered. Originality/value – This paper presents a novel and integrated approach to investigate customers’ experience and their needs...