From bite to byte: decoding the motivations fueling social media's culinary heritage stories

Although tourists are increasingly seeking to actively engage in culinary heritage experiences, empirical knowledge about the culinary tourist remains limited, encompassing not only the desire to live these experiences but also a growing inclination to share related stories on social networks. This research aims to characterize the profile of culinary heritage storytellers through their motivations. Understanding motivations is crucial for destination management organizations (DMOs) and culinary tourism operators, as it enables them to effectively engage consumers (tourists) in active participation within value co-creation processes. Furthermore, this understanding allows for the proposal of innovative strategies aimed at making destinations more appealing to visitors seeking unique travel experiences. The data for this study were collected through netnography, involving participants in culinary tourism activities. Using content analysis of 50 posts, five profiles were found: gastro-nationalist, time traveler, epicurean seeker, culinary mentor, and sensory visualist.