The role of social media storytelling power in the development of Qeshm Island tourism destination

Document Type : Research Paper

Authors

1 Ph.D. Student, Department of Business Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran.

2 Assistant Professor, Department of Business Management, Islamic Azad University of Rasht, Rasht, Iran.

10.34785/J018.2021.630

Abstract

The purpose of the present study is role the power of social media storytelling and measuring Its dimensions in the development of tourism destination Qeshm Island. This study has a mixed approach and is applied in terms of purpose. The statistical population in the qualitative section is 137 stories destined for Qeshm on social media, of which 108 stories were selected by judgmental sampling; In this way, first all the stories published on sites and blogs were examined to have a specific author and date of editing, as well as sites and blogs that contained tourism stories, and then these media based on Existence of communication and access to managers and their audiences, number of visits, existence of e-trust symbol were examined, and those who did not have such features were excluded from the scope of this study and only 108 stories were selected. The research strategy is narrative analysis. The method of data collection was online written stories that were analyzed through narrative analysis and thematic analysis. The identified dimensions of power of social media storytelling were presented in a thematic network and then conceptual model of this destination. The statistical population included all tourists who had read the tourism stories of this destination on social media. The results of structural equation modeling using Smart PLS software showed that all dimensions of social media storytelling included aspects of attractiveness, literary knowledge, cognitive, emotional, comparative, economic, ethical, trust and credibility aspects, tourism influences the development of their destinations.

Keywords

References

 
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Consumer Behavior Studies Journal
Volume 8, Issue 3
November 2021
Pages 117-139

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