Identifying content dimensions of tourism destination brand and its effect on tourists’ empowerment; a mixed method

The content on different media including internet can help tourists make good decisions. The extent to which using contents for travel planning is perceived as free of effort may enhance one’s sense of control over the travel planning process and increase empowerment. This study aims to examine the effect of content marketing on tourists’ empowerment in order to choose Rasht as travel destination. In the first step, due to advantage of Rasht as a Creative City of Gastronomy, symbolic food dimension of Rasht on private, earned and shared media was extracted using the fantasy theme analysis method. After considering convergence of published content in media, four fantasy themes were identified as symbolic reality of Rasht. Then in an experimental study, the effect of these dimensions on potential tourists’ empowerment was examined. Results showed that participants who were exposed to themes felt more power in decision making and planning to travel. As they felt more meaningfulness, competency, self-determination and impact in setting their travel plan.