Purpose The purpose of this study is to analyse the role of social media networks in the formation of gastronomy routes and their implications for sustainable tourism development across Türkiye's seven geographical regions. The study is grounded in the concept of digitally constructed gastronomy routes (DCGR), which is employed to explain how gastronomy routes are shaped and reconfigured within digital environments. This role is examined through two main analytical foci (1) the role of local actors in the creation and management of tourism and hospitality services that incorporate gastronomic authenticity, experiential value and innovation through social media and (2) the tendencies of local gastronomy stakeholders – including chefs, business owners, producers and tourism actors – to establish or participate in social media-based networks. Rather than analysing social media content, posts or user comments directly, this study focuses on how local gastronomy stakeholders strategically interpret, utilise and operationalise social media in the formation of gastronomy routes. In this respect, social media is approached not as a dataset but as a structural and strategic actor shaping route perception, visibility and stakeholder interaction, consistent with recent perspectives emphasising the interpretive and experiential dimensions of digital tourism research. Design/methodology/approach The study adopts an exploratory qualitative research design conducted across Türkiye's seven geographical regions, which represent different levels of gastronomy tourism development. Data were collected through in-depth, semi-structured interviews carried out both face-to-face and online with a total of 28 stakeholders actively engaged in the gastronomy and tourism sectors. The distribution of participants was as follows: Marmara (4), Aegean (4), Mediterranean (4), Central Anatolia (4), Black Sea (4), Eastern Anatolia (4) and Southeastern Anatolia (4), resulting in a total of 28 interviews. The data were analysed using thematic analysis, and the findings were interpreted within the conceptual framework of DCGR. Findings The findings of the study reveal that social media networks play a central role in the formation and visibility of gastronomy routes. Participants' accounts indicate that elements of gastronomic authenticity, experiential value and innovation are actively foregrounded through social media platforms, and that these elements are decisive in the digital construction of gastronomy routes. Furthermore, the results demonstrate that local gastronomy actors tend to establish and expand stakeholder networks through social media, either directly or indirectly. When regional differences are taken into account, the findings show that in some regions digitally constructed routes are predominantly shaped by visual appeal and trend-oriented content, whereas in other regions cultural heritage and narrative-based storytelling emerge as more dominant factors. Research limitations/implications In line with the exploratory nature of the study, a purposive sample consisting of a limited number of participants was employed. While the findings do not claim statistical generalisability, the study provides in-depth conceptual and contextual insights into the digitalisation processes of gastronomy routes. Originality/value This study introduces the concept of DCGR to the literature by demonstrating how gastronomy routes are digitally constructed through social media. By bridging the literature on sustainable tourism, gastronomy and digital transformation, the study highlights the transformative role of social media in gastronomy tourism, particularly across regions characterised by different levels of development. In this regard, the research offers an original and meaningful contribution to ongoing academic debates in the field.
Arman et al. (Mon,) studied this question.