Strategic Communication in Seasonal Tourism Campaigns: A Mixed-Methods Analysis of the Khareef Dhofar 2023 Instagram Campaign
This mixed-methods study of the 2023 Khareef Dhofar Instagram campaign reveals that despite high reach, a strategic imbalance favoring persuasion over foundational awareness stages—termed "mid-funnel myopia"—combined with operational deficits, critically undermined visitor conversion and highlights the need for more sequential, integrated communication planning in GCC tourism.