Foodstagramming as a Self-presentational Behavior: Perspectives of Tourists and Residents


Food experiential value; Foodstagramming; Self-efficacy; Social media; Strategic self- presentation


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


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




Source Title

International Journal of Contemporary Hospitality Management






Rosen College of Hospitality Management


Rosen College of Hospitality Management

This document is currently not available for download.