Marketing of luxurious gastronomic experiences on social media: The visual storytelling of luxury hotels
Source of Publication
International Journal of Tourism Research
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.
Tourism and Travel
digital marketing, food tourism, instagram, luxury experiences, United Arab Emirates, visual methods
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Michael, Noela and Fusté-Forné, Francesc, "Marketing of luxurious gastronomic experiences on social media: The visual storytelling of luxury hotels" (2022). All Works. 5198.
Indexed in Scopus
Open Access Type
Hybrid: This publication is openly available in a subscription-based journal/series