From plate to post: the role of local food and social media sharing in travel experience in Phuket

What is it about?

This study examines how local cuisine influences social media sharing among tourists in Phuket, a UNESCO Creative City of Gastronomy. It finds that high-quality, unique and health-conscious dishes lead to positive online experiences, while concerns about the healthiness of the food and service quality can lead to negative sharing. First-time and repeat visitors behave differently.

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