SQU Latest News
10Aug

Master’s Thesis Explores Promoting Oman as a Tourist Destination on Instagram

10 Aug, 2025 | Return|

The Department of Tourism at the College of Arts and Social Sciences, has discussed a Master’s thesis entitled “Storytelling Techniques and the Image of the Sultanate of Oman as a Tourist Destination: An Analysis of the Role of Instagram Influencers” by student Intisar bint Nasser Al-Kamyani.

The study sought to explore the role of social media influencers, specifically on Instagram, in promoting tourism and shaping the mental image of the Sultanate of Oman, as well as their impact on followers’ desire to visit the country. The research adopted thematic and narrative analysis methods to examine the content of 21 videos produced by seven international influencers on Instagram, all of whom contributed to portraying an overall image of Oman as a tourist destination following their visit. The study focused on identifying the most frequently used storytelling techniques by influencers in conveying a stereotypical image, as well as the main themes they emphasised.

Among the key findings was that influencer-produced content plays a role in promoting Oman’s rich natural beauty, diverse heritage and culture, and the variety of experiences it offers visitors, in addition to enhancing the country’s image as a safe destination.

The examining committee comprised Dr. Rokhshad Tavakoli – main supervisor; Dr. Majida bint Hamoud Al-Salti – co-supervisor; Dr. Naifa bint Eid Bin Bait Saleem and Dr. Huda bint Juma Al-Balushi – internal examiners; and Dr. Asma Boukhawa from the University of Setif, Algeria – external examiner.

 

Related

Medical Education Conference: Advancing Education and Healthcare Quality

Medical Education Conference: Advancing Education and Healthcare Quality

Organised by the College of Medicine and Health Sciences, the two-day Medical Education Conference w...

Read More >
SQU Students Participate in Russian International Summer Programme

SQU Students Participate in Russian International Summer Programme

A group of students from SQU has departed for the Russian Federation to take part in the intern...

Read More >
Scientific Association of Education Meets at SQU

Scientific Association of Education Meets at SQU

The College of Education hosted the meeting of the Executive Committee of the Scientific Association...

Read More >
Transforming Medical Education for the Future

Transforming Medical Education for the Future

Tamara Carver, PhD is the Director of the Office of Ed-TECH (Education Technology and E-learnin...

Read More >