Foodstagramming as a self-presentational behavior: perspectives of tourists and residents
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 28 June 2022
Issue publication date: 1 November 2022
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.
Keywords
Citation
Lin, B., Fu, X. and Lu, L. (2022), "Foodstagramming as a self-presentational behavior: perspectives of tourists and residents", International Journal of Contemporary Hospitality Management, Vol. 34 No. 12, pp. 4686-4707. https://doi.org/10.1108/IJCHM-01-2022-0042
Publisher
:Emerald Publishing Limited
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