The Influence of Social Media Portrayals of National Heritage on Tourist Attitudes in the UAE

Cultural heritage tourism is integral to national identity and economic diversification in the United Arab Emirates (UAE). With the rise of digital media, social platforms have become pivotal in shaping how heritage is represented and consumed by tourists. Yet, limited research has examined their influence within the UAE’s socio-cultural context. This study investigates how social media portrayals of national heritage affect tourist attitudes towards cultural heritage tourism. Grounded in Uses and Gratifications Theory and Framing Theory, it analyses how tourists interpret and respond to digital heritage content. A survey of 460 respondents aged 18–40 across the seven emirates was conducted, with data assessed using SmartPLS for reliability, validity, and structural relationships. Findings indicate that portrayals significantly influence attitudes, with authenticity, emotional engagement, and government-led promotion emerging as key drivers. The study advances the literature by integrating media psychology with tourism behaviour, presenting a theory-driven, data-supported model of digital heritage influence. Its novelty lies in the UAE’s contextual focus and its interdisciplinary approach to understanding how national identity is digitally framed and consumed. The results offer practical insights for tourism marketers and policymakers seeking to strengthen cultural tourism through targeted digital strategies.