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The purpose of this study is to provide a new strategic plan for tourism development using the SOAR framework with a focus on the religious event of Muharram in the province of Yazd, Iran. Muharram ceremony is a religious event based on the culture and religion of Shia Muslims, which could introduce a tourist attraction in the form of an event to other countries. The SOAR framework is a strengths-based strategic planning matrix that focuses on strengths, opportunities, aspirations, and results (SOAR). This framework is an alternative for SWOT analysis. Participants are asked to identify the most important strengths, opportunities, aspirations, and results after interviews, because SOAR uses a participatory approach to strategic planning. Finally, the measurable results of this research are to provide tourism with a comprehensive way of planning this ceremony, to improve facilities in and near tourist attractions, to attract public investment for the reconstruction of mosques and religious sites, and to hold exhibitions with a focus on Yazd tourism potentials like handicrafts, customs, and traditions.
