Social media influencers as catalysts for transforming risk perception, crafting destination image, and elevating culinary tourism in Iran.

This article examines the impact of Social Media Influencers (SMIs) on shaping tourists' perceptions, risk assessments, and behavioral intentions, focusing on a food tourism marketing campaign promoting Iran. Analyzing 52,700 international viewer comments on YouTube and Instagram videos by two prominent food influencers, alongside an interview with a tour guide, the study finds that SMIs effectively enhance Iran’s destination and food image by providing entertaining and informative content that counters negative broadcast media portrayals. While the campaign positively influenced perceptions of safety and cultural appeal, broader concerns related to religious, societal, and political risks remained largely unaddressed. The findings underscore the role of SMIs as credible intermediaries in destination marketing and risk communication, offering practical guidance for Destination Management Organizations (DMOs) seeking to leverage influencer marketing to improve travel-related perceptions, especially in destinations with complex risk images.