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.