Oliveira, Tiago André Gonçalves Félix deCasanova, Cátia Sofia Morcela2024-10-292024-10-21http://hdl.handle.net/10362/174228Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Research and CRMAccording 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.engFood tourism related user-generated content (UGC)Theory of Planned Behaviour (TPB)Food tourismsocial mediaSDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructureSDG 12 - Responsible production and consumptionmaster thesis203778782