Carbone, F., Farsani, N. T., Seyyedi, P., & Malek, A. (2019). Authenticity and innovation: the future of tourism in Iran. 10, 207-220. https://doi.org/10.1108/S2042-144320190000010013 Fabio Carbone Neda Farsani Peyman Seyyedi Anahita MalekIran Authenticity destination branding Innovation transformation power