2024
DOI: 10.1108/jhti-12-2023-0885
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Crafting food destination image in the social media age: dynamics of consumption, experience and culture differences

Muhamad Aizuddin Ibrahim,
Wan Mohd Adzim Wan Mohd Zain,
Nur Shahirah Mior Shariffuddin
et al.

Abstract: 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… Show more

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