Abstract
This study investigates narrative coherence in South Tyrol's agritourism, focusing on discrepancies between destination management organizations (DMOs) and SMEs’ social media narratives. It explores dominant themes, stakeholder perceptions, and alignment with expectations through a multi-method qualitative approach, combining content analysis of social media with interviews and focus groups. South Tyrol, a leading agritourism destination, offers an ideal context for examining how fragmented narratives impact destination marketing. Findings aim to reveal gaps between stakeholder aspirations and online narratives, providing insights to enhance collaboration, improve narrative consistency, and strengthen the portrayal of agritourism destinations.