Tourists-generated photographs in online media and tourism destination choice: The case of Shiraz metropolis in Iran

The aim of this study was to examine whether Tourist-Generated Photographs (TGP) and images shared by them, on online media channels can affect tourist destination decisions. The study conducted descriptive-survey research. The statistical population of the research included tourists who traveled to this city on 15 May 2022H15 May 2022 (Shiraz National Day). Simple random sampling was used to determine the research sample and distributed questionnaires among 415 tourists in six five-star hotels in Shiraz. The data collection tool is a researcher-made questionnaire that evaluates each dimension in the majority of the questions. According to the results, four factors, including multidimensionality, tourist involvement, uniqueness, and stimulating emotions by the photo, can have a significant effect on the impact of tourist-generated photography. Findings also revealed that three factors of service quality, media influence on tourists, and destination-specific attractions have a substantial impact on tourists' destination choices. In the post-pandemic era cyberspace and its tourism function will be of great value, and pictures are the way tourists communicate with tourism and travel. Also, tourists' photos in cyberspace can help destination marketing. The research findings emphasize that the tour operators of the Shiraz metropolis can take advantage of cyberspace more and better develop their tourism industry for post-pandemic travel.