The Role of Social Media Storytelling Power and the Impact of Its Dimensions on the Development of Tourism Destinations Based on Content Analysis Approach (in Persian)

This study adopts a mixed approach: qualitative-quantitative. The statistical population in the qualitative section was all the stories of Ramsar destinations in the social media. Using judgmental sampling, 62 stories were selected. The study used a narrative analysis strategy. Data collection method was online written stories which were analyzed through narrative analysis and content analysis. Next, the identified dimensions of social media storytelling power were presented first in the form of a thematic network and then in the framework of a conceptual model for this destination. In the quantitative phase, the research strategy was conducting a survey. The statistical population here included all tourists who had read the tourism stories of this destination on the social media. Nonprobability convenience sampling method was used and the sample size, given the unlimited statistical population, was estimated to be 450 people per destination based on Morgan's table. Data collection method was electronic questionnaires sent to the tourists. The results of structural equations modeling show that all aspects of Ramsar online social media storytelling power, including literary knowledge, attractiveness, dynamism, tourism, trust, reliability, cognition, emotion, and ethics significantly affect the development of this destination.