Tourists-generated photographs in online media and tourism destination choice: The case of Shiraz metropolis in Iran

The aim of this study was to examine whether Tourist-Generated Photographs (TGP) and images shared by them, on online media channels can affect tourist destination decisions. conducted descriptive-survey research. statistical population the research included tourists who traveled city 15 May 2022H15 2022 (Shiraz National Day). Simple random sampling used determine sample distributed questionnaires among 415 in six five-star hotels Shiraz. data collection tool is a researcher-made questionnaire that evaluates each dimension majority questions. According results, four factors, including multidimensionality, involvement, uniqueness, stimulating emotions photo, have significant effect impact tourist-generated photography. Findings also revealed three factors service quality, influence tourists, destination-specific attractions substantial tourists’ choices. In post-pandemic era cyberspace its tourism function will be great value, pictures are way communicate with travel. Also, photos help marketing. findings emphasize tour operators Shiraz metropolis take advantage more better develop their industry for