From Posts to Plates: Examining Digital Media’s Impact on Gastronomic Travel in Bangkok
Keywords:
Gastronomic tourism, Social media, Digital influence, Bangkok, User-generated contentAbstract
This investigation explores how social media channels shape gastronomic tourism in Bangkok by focusing on Thai and international travelers. A cross-sectional quantitative design was adopted, surveying 600 respondents (300 Thai and 300 foreign) to examine how demographic characteristics, confidence in digital content, and perceived culinary value intersect to influence travel decisions. Platforms such as Instagram, YouTube, and Facebook emerged as critical sources of user-generated reviews, influencer endorsements, and peer recommendations. Correlation and mediation analyses revealed that trust in social media (Indirect effect = 0.35, p < 0.05) and the perceived worth of local dining experiences (Indirect effect = 0.42, p < 0.01) significantly shape visitors’ final choices. Furthermore, frequent use of online platforms was strongly associated with gastronomic tourism decisions (r = 0.63, p < 0.01). The larger sample size enhances statistical robustness, allowing for more reliable subgroup analyses, such as comparisons between different age brackets or educational levels. Results highlight the importance of producing visually engaging, credible digital content aimed at younger audiences who rely heavily on social media in their decision-making. They also underscore the need for demonstrating authenticity and cultural immersion, reflecting contemporary travel priorities that emphasize both sustainable and meaningful culinary experiences. These findings provide actionable insights for tourism operators in designing targeted digital marketing campaigns, ultimately leveraging social media to foster Bangkok’s identity as a premier gastronomic destination.
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