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Examine the Influence of Social Media in Promoting Regional Cuisine: Empirical Evidence From Gadhkalewa, Chattisgarh
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Author(s): Premendra Sahu (MATS University, Raipur, India), Shailja Bakshi (MSBS, MATS University, Raipur, India), K. M. Divya (CT University, India), Sujay Vikram Singh (Banaras Hindu University, India), Utkarsh Keshari (School of Management Sciences, Varanasi, India), Pankaj Kumar (United University, Prayagraj, India), Kumari Neelam (Mahatma Gandhi Kashi Vidyapith, Varanasi, India), Pravin Chandra Singh (MATS University, Raipur, India)and Vishal Kumar Singh (School of Management Sciences, Varanasi, India)
Copyright: 2025
Pages: 12
Source title:
Global Sustainable Practices in Gastronomic Tourism
Source Author(s)/Editor(s): Varinder Singh Rana (City University, Ajman, UAE), Ashish Raina (CT University, India)and Gaurav Bathla (CT University, India)
DOI: 10.4018/979-8-3693-7096-4.ch018
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Abstract
In recent years, social media marketing has increasingly championed local cuisines by featuring diverse culinary traditions. The study examines the impact of various social media components on branding and consumer engagement with regional food cuisines. Metrics like regional food cuisine search interest, media in the form of images, videos, articles, calls-to-action, & booking intentions are analyzed to understand their effect on consumer behavior and brand engagement. Attractive pictures and videos of local cuisines shared on social media platforms play a crucial role in capturing audience attention and eliciting an emotional response. Behavioral interactions with regional cuisine content, like liking, sharing, or commenting, are identified as Regional Food Cuisine Action (RFCAct). High RFCI and RFCAct can increase Regional Food Cuisine Booking Intentions (RFCBI), showing a greater desire for and enjoyment of local cuisines. This study highlights the importance of integrating various social media elements to stimulate regional food cuisines and build the gastronomic tourism sector.
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