Analyzing the Digital Representation of Aras Free Zone Based on Tourist-Generated Content on Google Maps: Implications for Smart Tourism Policymaking

Rahimian, Ashraf; Heydari, Soheyla

doi:10.22054/tms.2026.95390.3263

Analyzing the Digital Representation of Aras Free Zone Based on Tourist-Generated Content on Google Maps: Implications for Smart Tourism Policymaking

Articles in Press

Document Type : Research Paper

Authors

Ashraf Rahimian ¹

Soheyla Heydari ²

¹ Department of Management, Payame Noor University, Tehran, Iran

² Department of Public Administration, Payame Noor University, Tehran, Iran.

https://doi.org/10.22054/tms.2026.95390.3263

Abstract

This study aimed to analyze the digital representation of the Aras Free Trade–Industrial Zone based on tourist-generated content on Google Maps. Data comprised 2,676 records related to selected tourist attractions and tourism-related places. After screening, 1,870 textual reviews remained for analysis. Using textual content analysis alongside users’ rating patterns, the findings showed an overall mean rating of 4.50 out of 5, with 89% of reviews rated 4 or 5. Nature and landscape (38.1%) and heritage, history, and architecture (25.2%) were the most prominent dimensions of the destination’s digital representation. Mean ratings for natural (4.78) and historical-cultural attractions (4.80) were considerably higher than those for commercial places (3.59) and tourism services (3.70). Overall, the digital representation was predominantly positive but heterogeneous, revealing a gap between the attractiveness of natural and heritage assets and evaluations of certain services and commercial activities. The findings highlight UGC’s potential to support data-driven destination policymaking.

Keywords

Digital Destination Representation

User-Generated Content (UGC)

Destination Image

Smart Tourism

Aras Free Trade–Industrial Zone

Subjects