A Netnography of Iranian Femtrip’s Actions in the Context of Social Networks (A Multiple Case Study: Instagram and YouTube)

Document Type : Research Paper

Authors

1 Assistant Professor, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Qom, Iran

2 Bachelor in Business Management, College of Farabi, University of Tehran, Qom, Iran

3 Master in IT management, Iran University of science and Technology, Tehran, Iran

10.22059/ijar.2025.401089.459931

Abstract

Purpose: Familiarization trips, or FAM trips for short, are an essential tool for tour operators to promote tourism destinations, hotels, and tourism activities. One of the major challenges facing Iran’s tourism industry is its unfavorable image in global media. FAM trips can help pave the way for “image reconstruction” of Iran by inviting reputable tour operators, journalists, travel bloggers, and travel influencers. When these individuals have direct, safe, and engaging experiences in Iran, their positive narratives become far more influential than official advertisements. The purpose of this study is to explore how Iranian FAM trips engage and perform on social media platforms—specifically Instagram and YouTube.
Methodology: This study employed a qualitative netnography strategy. The data consisted of user-generated content reacting to FAM trips related to Iran’s tourism destinations and attractions across nine selected Instagram and YouTube pages. Additionally, the data were analyzed using semiotic analysis. The publication period of the examined FAM trips ranged from the beginning of 2021 to the end of August 2024.
Findings: The results indicate that the main expectations of potential tourists from Iranian FAM trips include: “transparency, realism, and trust in content,” “cultural experientialism and human interaction,” and “travel education and digital inspiration.” Moreover, the findings reveal that potential tourists perceive Iranian FAM trips as portraying “Iran as a country rich in cultural and historical attractions,” while also highlighting “certain challenges and contradictions within media narratives.” Finally, the study identifies several practical recommendations for the development of Iran’s tourism industry, including “enhancing transparency and realism in narratives,” “acknowledging cultural and social diversity,” “effective use of social media,” and “managing critiques and feedback.”
Conclusions: The findings of this netnographic study indicate that Iranian femtrip initiatives play a pivotal role in shaping destination image-making within social networks, underscoring the importance of strategic influencer selection and purposeful narrative design. The analysis suggests that tourism organizations should move beyond one-directional promotional approaches and instead foster co-creative practices that allow influencers to generate authentic, experience-based content capable of strengthening audience engagement. Moreover, the results highlight that the sustainable effectiveness of femtrip activities depends on establishing long-term collaborations with credible creators and ensuring alignment between destination values and the personal branding of influencers. Collectively, these implications emphasize the need for more intentional, relationship-centered digital strategies to enhance the visibility and trustworthiness of Iran’s tourism offerings

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References

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Iranian Journal of Anthropological Research
Volume 15, Issue 1
Indexing Databases
August 2025
Pages 234-261

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