This study aims to investigate the representative characteristics of the projected image of Iran, a destination largely neglected in the tourism literature. The projected image was obtained through an analysis of shared photographs and content on Instagram. To that end, we selected two official pages of the Iranian Ministry of Cultural Heritage, Tourism and Handicraft on Instagram. To identify the key features of Iran’s projected image, the authors classified photographs into 14 groups, determined the geographical distribution of shared pictures, and applied hashtag visualization in order to ascertain the most engaging posts. The findings of the study show that while most tourists travelling to Iran are religious tourists, the leading attribute of Iran’s projected image relies on its rich history and landscapes.

This study aims to understand tourist behavioural intentions towards a destination when the tourism-generating market (US) and the destination country (Iran) are engaged in ongoing political tensions. This study has also attempted to understand how social norms, animosity, destination image, tourists’ perceptions of travel risk and tourist attitude towards a given destination influence tourist boycott intentions in the light of a traditional enmity between both countries. Evidence from 251 respondents indicates the positive and negative impact of these constructs on travel boycott intentions. Overall, this study extends the literature on tourism behaviour by focusing on relatively overlooked concepts such as susceptibility to normative influence and animosity. Theoretical and practical implications of the study have been provided in the conclusions section.

Around 20 million Shia pilgrims shape one of the world’s biggest pilgrimages in Iraq, called “Arbaeen,” many of whom walk long distances to Karbala city as a part of the ritual every year. Faith in Imam Hussein, who was martyred in the battle of Karbala in 680 CE, is central among all pilgrims in this ritual, but the main question is how do the pilgrims’ faith and psychological cognitions translate into this spiritual journey with different meanings during the Arbaeen pilgrimage? The present study aims to discover the different social and psychological reasons for pilgrims’ feelings of attachment to Imam Hussein and to the Arbaeen pilgrimage route. Through 57 semi-structured in-depth interviews with pilgrims in two phases, Arbaeen 2014 and 2019, four different perceived roles for Imam Hussein including beloved, interceding, transformative, and unifier figure were found, leading pilgrims to feel an attachment to him. The current study mainly contributes to the literature by presenting an empirical analysis of Muslims’ experiences and perceptions of Islamic theology, and their loyalty to a sacred route through attachment to a sacred figure.

Many travelers remain hesitant to rely on generative AI for travel planning, despite its growing presence in tourism services. While most existing studies emphasize adoption, this study shifts attention to the relatively underexplored issue of resistance. Drawing on Innovation Resistance Theory (IRT) and qualitative data from a developing country, we identify five core barriers to AI‐generated travel advice: usage, value, risk, image, and tradition. We propose a typology of traveler resistance comprising rejecters, postponers, and opinion leaders, each defined by distinct motivations, levels of engagement, and patterns of skepticism. Our findings show that resistance is not fixed but shaped by cultural norms, social context, and personal identity. In rethinking resistance as a situated practice rather than a static outcome, the study extends IRT within tourism research and offers practical guidance for designing AI‐based travel services that are culturally attuned, trust‐oriented, and responsive to the social meanings embedded in travel planning.