Social media influencers as catalysts for transforming risk perception,crafting destination image,and elevating culinary tourism in Iran

Abstract

The impact of Social Media Influencers (SMIs) on tourists’ behaviors and perceptions is growing. This study examines a food tourism marketing campaign by analyzing 52,700 online comments on YouTube and Instagram in response to videos by two SMIs about culinary tourism in Iran. Using frequency content analysis of text and sentiment analysis of emojis, along with insights from an interview with a tour guide who accompanied the SMIs, the study explores how SMIs shape audience perceptions. Grounded in two-step flow theory and social cognitive theory, the findings reveal that SMIs, as credible intermediaries, can positively influence destination and food images through a combination of entertaining and informative content. While influencer marketing helps mitigate some negative effects of broadcast media portrayals, its impact on broader risk perceptions, such as religious, societal, or political concerns, remains limited. These findings contribute to the literature on risk management and destination image by highlighting the role of SMIs in shaping specific aspects of destination perception. The theoretical and managerial implications provide guidance for scholars and practitioners on effectively leveraging influencer marketing to affect travel-related perceptions.