From post to table: The social media marketing of food tourism

IF 3.2 2区农林科学 Q2 FOOD SCIENCE & TECHNOLOGY

International Journal of Gastronomy and Food Science Pub Date : 2025-01-06 DOI:10.1016/j.ijgfs.2025.101107

Francesc Fusté-Forné, Nela Filimon

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引用次数: 0

Abstract

The relation between food tourism and social media (SM) is crucial to successfully promote visitors' experiences that are connected to the territory. However, few previous research has analysed SM's role as a marketing strategy for local foods and their brands' symbolic meanings in tourism management and marketing. This paper aims to study the brand associated meanings of cheese and identify the SM marketing strategies used by the brands. Based on a content and semiotic analysis, this paper analyses 2229 Instagram posts of ten Spanish quality cheeses. Results show the identification of six categories (product, natural heritage, people, cultural heritage, events, and a miscellaneous category) and twenty-four mutually exclusive sub-categories that reveal the symbolic values that cheese communicates as part of the SM marketing strategies of the Spanish quality cheeses, which are predominantly social commerce and social content oriented. While virtual cheese narratives are predominantly focused on cheese as a product (social commerce), the cultural and natural heritages of cheese (social content) are also used for marketing purposes from an industry perspective. This novelty research contributes to the understanding of cheese-based tourism from a SM perspective.

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从岗位到餐桌：美食旅游的社交媒体营销

美食旅游与社交媒体（SM）之间的关系对于成功推广与该地区相关的游客体验至关重要。然而，之前的研究很少分析SM作为当地食品的营销策略的作用及其品牌在旅游管理和营销中的象征意义。本文旨在研究奶酪的品牌关联意义，确定品牌使用的SM营销策略。基于内容和符号学分析，本文分析了2229条关于十种西班牙优质奶酪的Instagram帖子。结果表明，确定了六个类别（产品，自然遗产，人物，文化遗产，事件和杂项类别）和24个相互排斥的子类别，揭示了奶酪作为西班牙优质奶酪SM营销策略的一部分所传达的象征价值，这些战略主要以社会商业和社会内容为导向。虽然虚拟奶酪叙事主要侧重于奶酪作为一种产品（社交商务），但从行业角度来看，奶酪的文化和自然遗产（社交内容）也被用于营销目的。这一新颖的研究有助于从SM的角度来理解奶酪旅游。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Gastronomy and Food Science Social Sciences-Cultural Studies

CiteScore

5.30

自引率

10.50%

发文量

170

审稿时长

45 days

期刊介绍： International Journal of Gastronomy and Food Science is a peer-reviewed journal that explicitly focuses on the interface of food science and gastronomy. Articles focusing only on food science will not be considered. This journal equally encourages both scientists and chefs to publish original scientific papers, review articles and original culinary works. We seek articles with clear evidence of this interaction. From a scientific perspective, this publication aims to become the home for research from the whole community of food science and gastronomy. IJGFS explores all aspects related to the growing field of the interaction of gastronomy and food science, in areas such as food chemistry, food technology and culinary techniques, food microbiology, genetics, sensory science, neuroscience, psychology, culinary concepts, culinary trends, and gastronomic experience (all the elements that contribute to the appreciation and enjoyment of the meal. Also relevant is research on science-based educational programs in gastronomy, anthropology, gastronomic history and food sociology. All these areas of knowledge are crucial to gastronomy, as they contribute to a better understanding of this broad term and its practical implications for science and society.