The Impact of Social Media on Foreign Tourist Attraction to Iran A Study of Instagram and Travel Blogs

This study examines the influence of social media platforms, specifically Instagram and travel blogs, on attracting foreign tourists to Iran. Employing a mixed-methods approach, the research collected quantitative data through an online survey of ۴۲۵ foreign tourists who visited Iran between ۲۰۲۲-۲۰۲۴, and qualitative data through semi-structured interviews with ۳۲ travel bloggers and tourism professionals. Statistical analysis using structural equation modeling revealed that social media content significantly and strongly influences travel intentions toward Iran, with Instagram visual content showing the strongest impact, followed by travel blog narratives. The findings indicate that more than three-quarters of respondents reported their travel decision was positively influenced by social media exposure to Iranian tourism content, with cultural heritage sites, Persian cuisine, and architectural beauty being the most attractive themes. Content authenticity and user-generated content demonstrated strong positive relationships with destination choice, suggesting that authentic traveler experiences are more influential than official marketing materials. The study concludes that strategic social media marketing through Instagram and travel blogs represents a powerful tool for enhancing Iran's international tourism competitiveness and challenging stereotypical perceptions through authentic cultural narratives.

کلیدواژه ها:

Social Media Marketing ، Tourism Promotion ، Instagram ، Travel Blogs ، Iran Tourism ، Destination Image ، User-Generated Content