Abstract
International heritage tourism is the backbone of Iranian tourism. To positively influence the country's destination image and attract more international tourists, World Heritage sites (WHSs) need to be present on social media. This article investigates the representation of Iranian WHSs on social media based on a content analysis of WHS-related Facebook, Instagram, and TripAdvisor pages. The findings of the study indicate that social media marketing by Iranian WHSs is in its infancy. Iranian WHS information currently available on the three social media platforms is incomplete, confusing, and mostly provided by other stakeholders, leading to weak and diffused WHS brands that contribute little to a positive destination image. The article thus argues that WHSs in Iran need to urgently recognize the importance of social media for reaching international tourists and need to overcome their organizational limitations.
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