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ABSTRACT This research is designed to address the knowledge gaps measuring the correlations between food vlogging, price sensitivity, tourism destinations promotion, consumer feedback, and food tourism based on the Stimulus‐Organism‐Response (S‐O‐R) framework. Data was collected from a sample of 398 national and international tourists by using a survey‐based questionnaire in China. The study used partial least square‐structural equation modeling (PLS‐SEM) to analyze the data using Smart PLS 3. The findings of the study revealed that price sensitivity and consumer feedback have a direct impact on food tourism, whereas the study determined no impact of food vlogging and tourism destination promotion on food tourism. However, the study found a significant mediation effect of consumer feedback in the impact of food vlogging, price sensitivity, and tourism destination promotion on food tourism. The study contributes to a new and significant discussion on the relationship between food vlogging, price sensitivity, tourism destinations promotion, consumer feedback, and food tourism, which provides valuable theoretical and practical implications.
Hu et al. (Sat,) studied this question.