Document Type
Article
Source of Publication
International Journal of Tourism Research
Publication Date
1-1-2022
Abstract
The role of luxury as a source of tourism experiences is gathering growing attention, with special attention to the foundations of the relationships between gastronomy and social media marketing. Drawing from a visual methodology, this study analyses how luxury hotels (Burj Al Arab, Emirates Palace, St. Regis Saadiyat Island, and Atlantis) in the UAE promote gastronomy by identifying visual features of social media posts (N = 1866) to manage their image of luxury. Results show that the most relevant drivers of luxury gastronomy are the discovery of cultures, experiences in the hotel environment, novelty and hedonism, and promotion of a luxurious place and lifestyle that is seen as authentic, prestigious and sophisticated.
DOI Link
ISSN
Publisher
Wiley
Disciplines
Tourism and Travel
Keywords
digital marketing, food tourism, instagram, luxury experiences, United Arab Emirates, visual methods
Scopus ID
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Recommended Citation
Michael, Noela and Fusté-Forné, Francesc, "Marketing of luxurious gastronomic experiences on social media: The visual storytelling of luxury hotels" (2022). All Works. 5198.
https://zuscholars.zu.ac.ae/works/5198
Indexed in Scopus
yes
Open Access
yes
Open Access Type
Hybrid: This publication is openly available in a subscription-based journal/series