Gen Z social media storytelling in heritage tourism: the Sheikh Safi UNESCO World Heritage Site

Cultural heritage tourism has entered a new era with the emergence of Generation Z and their active participation in social media–driven digital environments. This generation has introduced novel opportunities for representing cultural heritage through social media storytelling. This study investigated Generation Z’s social media storytelling based on their experiences visiting the Sheikh Safi al-Din Khānegāh and Shrine Ensemble, a UNESCO World Heritage Site located in Ardabil, Iran. The study employed a qualitative approach using thematic analysis based on Attride-Stirling’s framework to identify and categorize key themes. The interviews were conducted with Generation Z visitors until saturation (20 interviews). The interview data were analyzed using a procedure inspired by Braun and Clarke’s method. Textual analysis of the interviews resulted in 260 initial codes, 12 organizing themes, and four global themes: local narratives, visual experiences, sensory experiences, and sociocultural experiences. The findings revealed that Generation Z was keenly interested in narrating local stories, capturing the visual aspects of historical sites, and expressed an intention to share their experiences on digital platforms. These insights provide valuable guidance for developing tourism experiences that integrate social media storytelling and foster meaningful engagement with cultural heritage among Generation Z.