Abstract
The destination image is one of the most important aspects of destination marketing, as it influences potential tourists' decision to visit. Tourists use different information sources that can influence the destination image in their minds. The Internet's emergence opened up the possibility of transmitting the image of destinations to the rest of the world, highlighting the importance of online communication tools such as social media. This chapter focuses on reviewing the role of online tourism communication in destination image formation. In addition, this chapter aims to give an overview of Iran as a tourism destination and the challenges regarding its destination image. Iran always has difficulty projecting a positive destination image, which has concealed its attractiveness. However, Iran's destination marketing efforts have recently increased through online tourism communications.
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