Foodstagramming as a self-presentational behavior: perspectives of tourists and residents

Purpose This study aims to investigate diners' self-presentation mechanism as manifested in foodstagramming. Drawing upon the social cognitive and self-presentation theories, this study develops a conceptual model to examine the relationships among food experiential value (i.e. extrinsic value and intrinsic value), self-efficacy, strategic self-presentation and self-presentation outcomes. Design/methodology/approach The authors adopt a multi-study approach with two empirical studies (Study 1: tourists, n = 254; Study 2: residents, n = 252) and use partial least squares structural equation modeling to test the proposed model. Findings The results consistently show significant effects of extrinsic value, intrinsic value and self-efficacy on strategic self-presentation, which subsequently evokes perceived enjoyment and behavioral intention. The impact of food experiential value on self-efficacy varies between tourists and residents. The mediating effects of self-efficacy and strategic self-presentation are also confirmed. Practical implications Restaurant managers and destination marketers should acknowledge the importance of food experience as expressive capital and recognize self-presentation as a meaningful tool that links restaurant food experience with consumers' personal branding. Businesses should strive to create a desired experiential setting shaped by food price, restaurant service, food aesthetics and consumers' feelings, allowing diners to translate these stimuli into self-presentational resources. Originality/value This study dives into an important, yet under-examined, phenomenon of foodstagramming. To the best of the authors' knowledge, this study is the first to theoretically link food experience to foodstagramming behavior via a self-presentation mechanism. Findings provide important theoretical and managerial implications.

Automated summary

This study investigates the self-presentation mechanism of foodstagramming and finds that extrinsic value, intrinsic value, and self-efficacy have significant effects on strategic self-presentation. The mediating effects of self-efficacy and strategic self-presentation are confirmed, with perceived enjoyment and behavioral intention as outcomes. The study provides important implications for restaurant managers and destination marketers to recognize the importance of food experience and self-presentation as tools for personal branding.