Foodstagramming as a Self-presentational Behavior: Perspectives of Tourists and Residents
Keywords
Food experiential value; Foodstagramming; Self-efficacy; Social media; Strategic self- presentation
Abstract
Purpose: This study aims to investigate diners' self-presentation mechanism as manifested in foodstagramming. Drawing upon the social cognitive and self-presentation theories, this study develops a conceptual model to examine the relationships among food experiential value (i.e. extrinsic value and intrinsic value), self-efficacy, strategic self-presentation and self-presentation outcomes.
Design/methodology/approach: The authors adopt a multi-study approach with two empirical studies (Study 1: tourists, n = 254; Study 2: residents, n = 252) and use partial least squares structural equation modeling to test the proposed model.
Findings: The results consistently show significant effects of extrinsic value, intrinsic value and self-efficacy on strategic self-presentation, which subsequently evokes perceived enjoyment and behavioral intention. The impact of food experiential value on self-efficacy varies between tourists and residents. The mediating effects of self-efficacy and strategic self-presentation are also confirmed.
Practical implications: Restaurant managers and destination marketers should acknowledge the importance of food experience as expressive capital and recognize self-presentation as a meaningful tool that links restaurant food experience with consumers' personal branding. Businesses should strive to create a desired experiential setting shaped by food price, restaurant service, food aesthetics and consumers' feelings, allowing diners to translate these stimuli into self-presentational resources.
Originality/value: This study dives into an important, yet under-examined, phenomenon of foodstagramming. To the best of the authors' knowledge, this study is the first to theoretically link food experience to foodstagramming behavior via a self-presentation mechanism. Findings provide important theoretical and managerial implications.
Publication Date
12-2022
Original Citation
Lin B, Fu X, Lu L. Foodstagramming as a self-presentational behavior: perspectives of tourists and residents. International Journal of Contemporary Hospitality Management. 2022;34(12):4686-4707. doi:10.1108/IJCHM-01-2022-0042
Document Type
Paper
Language
English
Source Title
International Journal of Contemporary Hospitality Management
Volume
34
Issue
12
Copyright Status
Publisher retained
College
Rosen College of Hospitality Management
Location
Rosen College of Hospitality Management
STARS Citation
Lin, Bingna; Fu, Xiaoxiao; and Lu, Lu, "Foodstagramming as a Self-presentational Behavior: Perspectives of Tourists and Residents" (2022). Faculty Scholarship and Creative Works. 1150.
https://stars.library.ucf.edu/ucfscholar/1150