Crafting food destination image in the social media age: dynamics of consumption, experience and culture differences

PurposeThis study investigates how tourists' local food consumption value, local food experiential value and food culture differences influence food destination image, with food destination attractiveness acting as the mediator. The moderating role of social media influencers is also analysed within this interrelationship.Design/methodology/approachThis study employed a quantitative research design and purposive sampling to collect data. Partial least square-structural equation modelling (PLS-SEM) was employed to test the research hypotheses, with 312 food tourists participating.FindingsThe results indicate that tourists' local food consumption value, tourists' local food experiential value and tourists' food culture differences positively influence food destination attractiveness, which, in turn, mediates their impact on food destination image. However, the moderating role of social media influencers has a significant but negative effect on the relationship between food destination attractiveness and food destination image.Practical implicationsThe research findings indicate that, by considering factors such as overall consumption experiences, cultural differences and social media management, destination stakeholders can capitalise on local food to enhance destination attractiveness and image significantly.Originality/valueThis study provides new insights into the significance of food consumption experiences and their values in tourism while highlighting the critical role of local food culture differences in enhancing each destination's attractiveness and image. Additionally, it emphasises the subtle influence of social media influencers in promoting destinations, particularly within the context of food tourism.