Short answer
Design and market culinary tourism experiences by emphasizing authentic local food value and memorable experiences, amplified through strategic social media engagement.
- Field
- Innovation & Markets
- Source
- International Journal of Contemporary Hospitality Management (2020)
- Method
- Quantitative research using Partial Least Squares Structural Equation Modelling (PLS-SEM).
- Sample
- 379 participants
- Evidence
- Strong effect
Positive experiences with local food, driven by its perceived value and amplified by social media influencers, significantly increase tourists' intentions to recommend and revisit a destination. This innovation & markets research insight is drawn from a 2020 study published in International Journal of Contemporary Hospitality Management. Using Quantitative research using partial least squares structural equation modelling (pls-sem). with 379 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design and market culinary tourism experiences by emphasizing authentic local food value and memorable experiences, amplified through strategic social media engagement.
Experiential Value and Social Media Drive Food Tourist Intentions
Positive experiences with local food, driven by its perceived value and amplified by social media influencers, significantly increase tourists' intentions to recommend and revisit a destination.
International Journal of Contemporary Hospitality Management · 2020
Key Findings
- 01Local food consumption value (TLFCV) positively impacts tourists' attitudes toward local food (ATLF).
- 02Local food experiential value (TLFEV) positively impacts tourists' attitudes toward local food (ATLF).
- 03Social media influencers (SMIs) positively impact tourists' attitudes toward local food (ATLF).
- 04Attitudes toward local food (ATLF) positively impact food destination image (FDI).
- 05Food destination image (FDI) positively impacts tourists' behavioral intentions (BIs), such as recommending the destination and intending to revisit for culinary purposes.
Application
Design takeaway
Design and market culinary tourism experiences by emphasizing authentic local food value and memorable experiences, amplified through strategic social media engagement.
How to apply
When developing marketing campaigns for food-related tourism, prioritize showcasing the unique taste, quality, and cultural significance of local food, alongside creating shareable, memorable dining experiences. Collaborate with relevant influencers to amplify these messages.
Project actions
- 01Consider how different sensory aspects of food contribute to its perceived value and experiential quality.
- 02Analyze the role of visual content and storytelling in influencer marketing for food tourism.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Empirically tests a novel framework for understanding food tourist behavior.
- +Simultaneously investigates multiple key drivers of behavioral intentions.
Limitations
The findings might be specific to the cultural context of Iran and may not apply universally to all food tourism markets.
Reliability & validity
The use of PLS-SEM suggests a focus on predictive accuracy and model fit, with reliability and validity typically assessed through measures like Cronbach's alpha and composite reliability for constructs.
Think critically
To what extent does the 'authenticity' of local food experiences, as perceived through social media, differ from the actual on-the-ground experience, and how does this discrepancy impact long-term destination loyalty?
Design Principles
"The perceived value and experiential quality of a product, amplified by credible third-party endorsements, directly influence consumer attitudes and subsequent behavioral intentions."
Understanding the interplay between tangible food value, intangible experiential aspects, and the pervasive influence of social media is crucial for destination marketers. This insight allows for more targeted strategies to cultivate positive perceptions and foster repeat visitation in the competitive tourism landscape.
What This Means for Your Design
If you want people to want to visit a place for its food, make sure the food is good and offers a cool experience, and get influencers to talk about it online. This makes people like the place more and want to come back.
How to use in your project
- 1.Use this research to justify the importance of user experience and marketing strategies in your design project, especially if it involves a food or tourism element.
Add to My Project
Quick Cite
Paragraph starter
This study highlights that the perceived value and experiential quality of local food, coupled with the influence of social media, are significant predictors of food tourists' behavioral intentions. Specifically, positive attitudes towards local food and a strong destination image, fostered by these factors, lead to increased recommendations and revisits, offering a valuable framework for understanding and enhancing culinary tourism.
Source
International Journal of Contemporary Hospitality Management
Food consumption experiences: a framework for understanding food tourists’ behavioral intentions
journal · 2020
View sourceQuestions About This Research
- What does the research say about experiential value and social media drive food tourist intentions?
- Design and market culinary tourism experiences by emphasizing authentic local food value and memorable experiences, amplified through strategic social media engagement. Evidence: International Journal of Contemporary Hospitality Management (2020).
- Why does "Experiential Value and Social Media Drive Food Tourist Intentions" matter for design?
- Understanding the interplay between tangible food value, intangible experiential aspects, and the pervasive influence of social media is crucial for destination marketers. This insight allows for more targeted strategies to cultivate positive perceptions and foster repeat visitation in the competitive tourism landscape.
- How can designers apply this research?
- Design and market culinary tourism experiences by emphasizing authentic local food value and memorable experiences, amplified through strategic social media engagement.
- What were the main findings?
- Local food consumption value (TLFCV) positively impacts tourists' attitudes toward local food (ATLF).. Local food experiential value (TLFEV) positively impacts tourists' attitudes toward local food (ATLF).. Social media influencers (SMIs) positively impact tourists' attitudes toward local food (ATLF).. Attitudes toward local food (ATLF) positively impact food destination image (FDI).
- What research method was used?
- Quantitative research using Partial Least Squares Structural Equation Modelling (PLS-SEM). with 379 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2020 journal from International Journal of Contemporary Hospitality Management.
- What should I do differently in my next project?
- When developing marketing campaigns for food-related tourism, prioritize showcasing the unique taste, quality, and cultural significance of local food, alongside creating shareable, memorable dining experiences. Collaborate with relevant influencers to amplify these messages.
- What are the limitations?
- The study was conducted in a specific geographical context (Rasht, Iran), which may limit the generalizability of findings to other culinary tourism destinations.