From Foodie to influencer: the digital strategy behind gastronomy on social media

Abstract

The role of influencers on social media is becoming increasingly powerful. In the Broadband Society and cloud journalism, where digital platforms are the main source of information and promotion, especially in the culinary field, we examine how these digital figures influence consumer preferences and behavior. A study is carried out on the use of Instagram on the digital strategy in the transition from foodie to influencer in the gastronomic tourism sector, qualitatively, by conducting seven interviews with foodies, and quantitatively, through comparative tables on Instagram metrics of three of the most influential figures in the sector. This study contributes to knowledge about the role of the foodie influencer in the impact of social media in the gastronomic sector and consumer behavior, and shows the Internet also opens a wide window of culinary options, influencing the tastes and preferences of users through videos, images or reviews, and promoting the study of new trends and destinations. It is concluded that the social networks of foodie influencers are a fundamental tool in tourism, which promote the most interesting establishments and allow us to know the preferences of users.