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PurposeThis study explores the tourists' behavioral intention toward tasting ethnic food by proposing 'enjoyment’ as an indirect mechanism in improvising the model of Wang. In other words, when affective and cognitive components are triggered positively while reading online gastronomy reviews on social media platforms, enjoyment is aroused, subsequently enhancing the desire to taste ethnic foods displayed online.Design/methodology/approachData from 385 visitors from Kashmir, India, were gathered using a purposive sample technique. The research model was put to the test using PLS-SEM.FindingsDirect and indirect mechanisms influence Behavioral Intention. Enjoyment acts as a mediator. Overall, the results validated the presence of three direct and full mediation paths.Practical implicationsThis study will help tourism practitioners justify their promotional activities on social networking sites, particularly in endorsing regional ethnic dishes. For example, tourism authorities could collaborate with bloggers on social media and offer incentives to promote attractive images of ethnic food. Similarly, ethnic food outlets can improve online exposure and interactivity by encouraging travelers to leave feedback after visits.Originality/valueUnlike other studies, this research broadens our understanding by focusing on direct and indirect mechanisms. The inclusion of a mediator enhanced the total variance of the dependent variable.