여행 중 음식사진 공유 행동은 여행만족에 기여하는가?

Abstract

Travelers searches for food photos and decide what they want to eat in their travel destinations. Foodstagramming refers to taking food photos and posting on social media and it became a common phenomenon in travel industry. The purposes of this study were to identify critical sub-dimensions of foodstagramming benefit in enhancing travel satisfaction, and explore the effect of travel satisfaction on consumers word-of-mouth (WOM) intention to foodstagramming. Online surveys were conducted with Instagram users. A total of 400 surveys were used, and the data were collected and analyzed by using structural equation modeling. The findings revealed that four sub-dimensions of foodstagramming benefits - self expression, enrichment of dining experience, social connection and special occasion memory - increased Instagram users’ travel satisfaction. However, virtual community engagement had a negative effect on travel satisfaction. Additionally, Instagram users’ travel satisfaction enhanced WOM intention to foodstagramming. The results of this study provide useful practical implications to food and beverage restaurant owners and destination marketing managers with strategies to accomplish restaurant business development and become a successful tourism destination by understanding travelers’ food photo-sharing on social media.