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Does User-Generated Content (UGC) related to food tourism influence the destination choices of tourists?
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Autores
Orientador(es)
Resumo(s)
According to the World Food Travel Association, food tourism contributes significantly to a
destination's economic benefit, accounting for 25%. In this sense, it is of interest to continue to
analyse what motivates tourists to have food experiences at the destinations. Existing literature
already underscores the proven significance of user-generated content (UGC) and the impact of food
experiences on destination choices. Therefore, in this research, we propose develop a research
model that allow us to understand the impact of food tourism related UGC on tourists’ decisionmaking. This research model is based on the theory of planned behaviour, which is commonly used
to explain attitude-behaviour relations in the tourism context, including the tourists’ destination
choices. Based on 292 responses, findings reveal that food tourism related UGC positively impact the
behaviour intention to select a travel destination, and that relationship is mediated by subjective
norms and perceived control over the behaviour. This academic research will allow us to deepen the
knowledge of how food tourism UGC shapes travel decision-making. Additionally, it will enable us to
provide insights about the role of digital platforms in shaping tourists' food behaviours and
experiences to destination industry professionals. This, in turn, will empower them to refine
marketing strategies and enhance visitor experience design within the dynamic landscape of food
tourism.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Research and CRM
Palavras-chave
Food tourism related user-generated content (UGC) Theory of Planned Behaviour (TPB) Food tourism social media SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 12 - Responsible production and consumption