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

Copyright

Copyright by the authors.

Available for download on Sunday, January 15, 2023

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