University of Applied Sciences and Technology of Tehran Municipality Urban Development Policy Making 3092-653X 3 2 2026 06 01 Optimizing Tourist Attraction in the Historic Khorramabad Valley: A Sustainable Urban Tourism Planning Approach Optimizing Tourist Attraction in the Historic Khorramabad Valley: A Sustainable Urban Tourism Planning Approach 299 314 235947 10.22034/judpm.2025.556087.1071 FA Ali Asghar Abdeshahi Ph.D. Candidate, Department of Management, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran 0009-0007-8243-760X Journal Article 2025 10 23 <span>The Historic Khorramabad Valley, one of Iran’s oldest human settlements and a UNESCO World Heritage Site, holds exceptional natural and cultural tourism potential, yet faces barriers in infrastructure, marketing, and planning. This study aimed to determine the optimal combination of tourism infrastructure, destination marketing, and cultural-recreational events to maximize tourist attraction using Response Surface Methodology (RSM) with Central Composite Design. The sample included 101 tourism practitioners in Lorestan, assessed via a 9-point Likert questionnaire under hypothetical scenarios. The quadratic model (R² = 0.9638) was optimal. Results revealed marketing with the strongest linear effect (coefficient 1.23), infrastructure with positive quadratic effect (increasing returns), and events with negative quadratic effect (diminishing returns beyond optimum). A positive marketing-events interaction indicated synergy. The optimal mix infrastructure and marketing at level 9, events at 8.015 yielded 7.98 attraction. Findings underscore the need for integrated, data-driven sustainable tourism planning. Recommendations include forming an inter-sectoral steering committee, phased infrastructure investment, smart marketing, and optimized event management.</span> <span>The Historic Khorramabad Valley, one of Iran’s oldest human settlements and a UNESCO World Heritage Site, holds exceptional natural and cultural tourism potential, yet faces barriers in infrastructure, marketing, and planning. This study aimed to determine the optimal combination of tourism infrastructure, destination marketing, and cultural-recreational events to maximize tourist attraction using Response Surface Methodology (RSM) with Central Composite Design. The sample included 101 tourism practitioners in Lorestan, assessed via a 9-point Likert questionnaire under hypothetical scenarios. The quadratic model (R² = 0.9638) was optimal. Results revealed marketing with the strongest linear effect (coefficient 1.23), infrastructure with positive quadratic effect (increasing returns), and events with negative quadratic effect (diminishing returns beyond optimum). A positive marketing-events interaction indicated synergy. The optimal mix infrastructure and marketing at level 9, events at 8.015 yielded 7.98 attraction. Findings underscore the need for integrated, data-driven sustainable tourism planning. Recommendations include forming an inter-sectoral steering committee, phased infrastructure investment, smart marketing, and optimized event management.</span> https://www.judpm.ir/article_235947_098c49ad773b0194944780694c21040a.pdf