Iranophobia Through Tourists’ Experiences: A Reading of TripAdvisor Narratives

Document Type : Research Paper

Authors

Department of Management Sciences, Yazd University, Yazd, Iran

Abstract

Context and Purpose: The aim of this research is to investigate the role of the phenomenon of Islamophobia in shaping foreign tourists' perceptions and the process of reworking this image through field experiences.

Design/Methodology/approach: This study employs social representation theory and a reflective thematic analysis approach to examine user-generated content on TripAdvisor between 2018 and 2025. A targeted sample of tourist narratives was collected, focusing on topics such as security, risk, terrorism, dress norms, and visa policies, and analyzed qualitatively.

Findings: The narratives reveal four key themes: perceived risk, destination experience perspectives, emotional dynamics of travel, and behavioral intentions. Islamophobia, in interaction with social representations, strengthens pre-trip perceptions of risk, which are later restructured during the actual travel experience and lead to behavioral intentions. Post-trip evaluations update these representations.

Conclusion: The findings emphasize the importance of evidence-based information in the pre-trip phase. They also highlight the need for the creation of positive narratives by real tourists and the role of field experiences in reshaping destination image. It is recommended that policymakers focus on reducing perceived risks and improving communication infrastructure.

Originality/value: This study presents a comprehensive framework combining social representation theory with the analysis of destination experience perspectives. It demonstrates how tourists' field experiences can recalibrate perceptions shaped by Islamophobia.

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Main Subjects

Journal of Tourism Planning and Development
Volume 15, Issue 57
June 2026
Pages 81-99

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