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Abstract
Iran, as most countries in the Middle East, has a natural competitive advantage in the global tourism industry. However, the potential of this competitive advantage has not been reached. This research is designed to provide Iranian policy makers with a systematic approach toward understanding and narrowing the gap which exists between tourism potential and market realities. The Constant Market Share (CMS) model is used toward that end. The model is used to analyze two sets of actual data related to tourist arrivals. Based on the results of this study, some policy implications are advanced.
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