A Research On Foodstagrammers' Restaurant Preferences

Abstract

Purpose – The tendency to share photos of food on social media platforms is defined as foodstagramming behavior in the literature. Recently, foodstagramming, which has become an integral part of digital culture, has also emerged as an interesting topic in the field of behavioral sciences. In previous field studies, researchers have generally investigated the relationship between foodstagramming behavior and topics such as travel experience, purchasing behavior, conspicuous consumption behavior, self-perception, and communication experience. However, research on the relationship between foodstagramming behavior and restaurant type preference has been somewhat neglected.In this study, the underlying motivations of foodstagramming behavior and its impact on restaurant type preference are aimed to be comprehensively elucidated. Design/methodology/approach- The study utilized a qualitative research method and a phenomenology research design. Through purposive sampling, a total of 19 different individuals were engaged in semi-structured in-depth face-to-face interviews, and the collected interview data underwent content analysis. Findings – The results indicate that individuals exhibiting foodstagramming behavior tend to prefer restaurants with distinctive menus and presentations, as well as restaurants that cater to the social status and recognition needs. Discussion – Foodstagramming behavior is perceived as a significant factor in enhancing the brand awareness and favorability of restaurants. Consequently, restaurants are advised to engage in frequent sharing on social media, create menus with original content, and develop innovative, creative, and aesthetically appealing food presentations to position themselves favorably.