{"id":7343,"date":"2025-06-13T11:19:51","date_gmt":"2025-06-13T10:19:51","guid":{"rendered":"https:\/\/www.jthsm.gr\/?page_id=7343"},"modified":"2026-02-16T13:01:36","modified_gmt":"2026-02-16T12:01:36","slug":"volume-11-issue-1-2025","status":"publish","type":"page","link":"https:\/\/www.jthsm.gr\/?page_id=7343","title":{"rendered":"Volume 11, Issue 1, 2025"},"content":{"rendered":"\n

The complete Volume 11, Issue 1, 2025, is available to download here<\/mark><\/a><\/strong> (11,9MB). Detailed information for each paper included in Volume 11, Issue 1, 2025, is presented bellow:<\/p>\n\n\n\n

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Editorial<\/mark><\/a><\/strong><\/p>\n\n\n\n

\"\"<\/a> Evangelos Christou<\/em><\/strong>, <\/em><\/strong>Editor-in-Chief, International Hellenic University, Greece<\/em>
Published online: 15 June 2025, JTHSM, 11(1), pp.1-2.<\/p>\n\n\n\n

DOI: 10.5281\/zenodo.15658711<\/a><\/p>\n\n\n\n

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We are pleased to present the twenty-first publication of JTHSM (volume 11, issue 1), the first issue in its eleventh year of publication. In previous issues, this journal presented original refereed papers, both conceptual and research-based, focused on various topics of tourism, heritage, and services with an emphasis on marketing and management. Volume 11, issue 1 focus on furthering the journal\u2019s scope and consolidating its position in both conceptual developments and practical applications in tourism, heritage and services through publication of seven quality manuscripts that underwent rigorous double-blind reviewing.<\/p>\n\n\n\n

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Cite as (APA):<\/strong><\/p>\n\n\n\n

Christou, E. (2025). Editorial. Journal of Tourism, Heritage & Services Marketing, 11(1), 1\u20132. https:\/\/doi.org\/10.5281\/zenodo.15658711<\/p>\n\n\n\n

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Instagrammable destinations: the use of photographs in digital tourism marketing in the United Arab Emirates<\/mark><\/a><\/strong><\/p>\n\n\n\n

\"\"<\/a> Noela Michael<\/strong><\/em>, University of Dubai, United Arab Emirates<\/em>, \"\"<\/a> Mohamed Aamir Chunawala<\/strong>, Heriot-Watt University, United Arab Emirates<\/em> & \"\"<\/a> Francesc Fust\u00e9-Forn\u00e9<\/strong>, University of Girona, Spain<\/em>
Published online: 15 June 2025, JTHSM, 11(1), pp.3-10.<\/p>\n\n\n\n

DOI: 10.5281\/zenodo.15650944<\/a><\/p>\n\n\n\n

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Abstract<\/strong><\/p>\n\n\n\n

Purpose: <\/em><\/strong>This paper analyses the use of photographs in the digital tourism marketing strategy of DMOs in the lesser studied context of the Middle East to explore what are the contents that define the identity of the destinations based on their social media visual storytelling.
Methods: <\/em><\/strong>The method is based on a visual methodology which consisted of a content analysis of 279 posts published on the Instagram accounts of the United Arab Emirates destinations of Abu Dhabi, Dubai, and Sharjah.
Results: <\/em><\/strong>Results show that the categories that have a more relevant presence in the digital narrative engage visitors with experiences related to fun and adrenaline, architecture, and heritage.
Implications:<\/em><\/strong> This paper is one of the first to analyse how destinations in the Middle East create a tourism attraction factor through their digital tourism marketing strategy on Instagram.<\/p>\n\n\n\n

Keywords:<\/strong> content analysis, luxury tourism, Middle East, visual methodology <\/em><\/p>\n\n\n\n

JEL Classification: <\/strong>L83, M31, Z33<\/p>\n\n\n