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

Muhammad Safuan Abdul Latip; Siti Aisyah Tumin; Alexander Trupp; Ahmad Shuhaib Hamali

doi:10.21834/e-bpj.v9i30.6193

Authors

Muhammad Safuan Abdul Latip Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Terengganu, Malaysia
Siti Aisyah Tumin Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Pulau Pinang, Malaysia
Alexander Trupp Department of Geography, University of Innsbruck, Austria
Ahmad Shuhaib Hamali Department of Tourism, Kolej Komuniti Sarikei Cawangan Sibu, Malaysia

DOI:

https://doi.org/10.21834/e-bpj.v9i30.6193

Keywords:

Culinary heritage, Destination framing, Social media, Tourism

Abstract

The study explores how the framing of culinary heritage destinations influences travellers' perceptions, with a particular focus on social media platforms. Qualitative research was conducted through in-depth, face-to-face, and semi-structured interviews with twelve participants in Malaysia with active social media accounts. 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 further suggests that framing culinary heritage destinations within a social media context can influence travellers to visit these destinations for their culinary offerings.

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