Revitalising Intangible Cultural Heritage with Smart Technologies to Transform Destination Image

This chapter examines how a destination can use smart tourism technologies to reshape its destination image and project cultural soft power. The chapter uses a case study methodology highlighting the rich cultural heritage in Iran and its tourism potential, which is limited by sanctions and negative media portrayals. Using a qualitative hermeneutic approach, it explores how tools such as social media, virtual reality and user-generated content can amplify cultural narratives, foster emotional engagement and challenge dominant perceptions. The findings highlight both the opportunities and constraints of digital diplomacy in politically sensitive contexts. By conceptualising destination image in relation to soft power and positioning smart tourism as the operational link between them, this chapter proposes a strategic framework enabling destinations with unfavourable reputations to reconstruct their image through the integration of culture, technology and narrative-driven approaches.