Destination attribute preferences influence food photograph viewing.

Abstract

Using the Uses and Gratifications Theory (UGT) and the Technology Acceptance Model (TAM), we investigated the influence of food destination attributes on food photograph viewing behaviour from the perspective of food day-trippers in Dorset and Hampshire, UK. Through mixed-methods research, interviews with 20 foodies revealed five perceived benefits of viewing food photographs on social media and identified food destination attribute preferences. A survey with 582 residents from the same regions further confirmed that food day-trippers who value hedonic attributes of a food destination are more engaged in viewing food photographs on social media. These photographs, shared by like-minded individuals, are seen as useful and enjoyable, conveniently aiding in future food travel plans. Our findings demonstrate how consumers' destination attribute preferences affect food photograph viewing behaviour, offering valuable insights for Destination Marketing Organisations (DMOs) targeting domestic visitors to their food destinations.