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September 10, 2025Journal of Hospitality and Tourism Technology

Diving into the digital age of travel: how travellers behave in the context of social media and culinary heritage destinations?

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Authors

MLMuhammad Safuan Abdul LatipUniversiti Malaysia TerengganuARAhmad Esa Abdul RahmanUniversiti Teknologi MARAINIsmayaza NohUniversiti Teknologi MARA

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Implication

Qualitative research reveals how social media impacts traveller decisions in culinary heritage, suggesting deeper connections to authenticity.

Key Points

  • Social media significantly influences travel behaviour, particularly regarding culinary heritage destinations.
  • Travellers often rely on social media as their primary search space for local food experiences.
  • Influences from personal social circles are more impactful than public influencers in travel decision-making.
  • Compelling visual content on social media strongly persuades travellers, enhancing interest in culinary heritage.

Cite This Study

Latip et al. (2025) studied this question.

synapsesocial.com/papers/68c1c24454b1d3bfb60f0218https://doi.org/10.1108/jhtt-06-2024-0356
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