Social media, destination framing and its impact on culinary heritage tourism from the traveller's perspective

Abstract

The study aims to explore how the framing of culinary heritage destinations influences travellers' perceptions, with a specific focus on social media platforms. Qualitative research was conducted through in-depth, face-to-face, and semi-structured interviews with twelve participants in Malaysia who were active on social media. The research findings highlighted the significant role of social media and emphasised the importance of utilising effective platforms and strategic framing to promote culinary heritage destinations and traditional foods. The study also suggests that framing culinary heritage destinations within the context of social media can influence travellers to visit these destinations for their culinary offerings.