Degree Name
MA (Master of Arts)
Program
Brand and Media Strategy
Date of Award
12-2021
Committee Chair or Co-Chairs
Susan Waters
Committee Members
Mildred Perreault, Melanie Richards
Abstract
The tourism industry in the United States is constantly changing and being influenced by social media, specifically Instagram. Culinary brands use Instagram to advertise their restaurants and dishes in a creative, visual way. As a result, Instagram is now being used as a tool by tourists and both potential and current customers to share their dining experiences and find these locations based on the visual appeal. This study provides a content analysis of Instagram account information and photo composition within eight popular culinary tourism destinations by examining the strategies used by the accounts. 50 randomly selected photos were used from eight popular culinary tourism locations. Framing, Uses and Gratifications, and Diffusion of Innovation theories were the theoretical framework for the study. The results of this study indicated key characteristics of some of the most popular culinary tourism destinations on Instagram.
Document Type
Thesis - embargo
Recommended Citation
White, Angela, "The Influence of Social Media on the Tourism Industry: A Content Analysis of Culinary Tourism Brands via Instagram" (2021). Electronic Theses and Dissertations. Paper 4009. https://dc.etsu.edu/etd/4009
Copyright
Copyright by the authors.
Included in
Advertising and Promotion Management Commons, Communication Technology and New Media Commons, Critical and Cultural Studies Commons, Mass Communication Commons, Social Media Commons, Tourism and Travel Commons