This article presents the results o

This article presents the results of an exploratory study in the online image-sharing community Flickr. The purpose of this study was to profile the users who are fond of online food photography as well as to explore the role of online food photography in their traveling planning process. Grounded in “uses and gratification theory,” a mixed method was adopted for this research. Content analysis was employed to understand members' general motivation to participate in different online food photography activities. A series of chi-square and independent-sample t tests was conducted to determine if significant differences existed between active members and not-as-active members. Results of the quantitative and qualitative analyses supported each other. The findings indicated that factors of entertainment, personal identity, and social interaction were the main drivers of participation in online food photography activities. It was further revealed that participants' tourism experiences were recorded as personal photography but shared socially through the use of social media. For active members, food images influenced them in terms of novelty and providing information. Active members also appeared to be more likely to seek out new places to travel for new food experiences, and food photography had a greater influence on where they consider traveling. On the basis of the results, implications for culinary tourism promotion and destination marketing were discussed.

Results (English) 1:

This article presents the results of an exploratory study in the online image-sharing community Flickr. The purpose of this study was to profile the users who are fond of online food photography as well as to explore the role of online food photography in their traveling planning process. Well-grounded in "uses and gratification theory," a mixed method was adopted for this research. Content analysis was employed to understand members ' general motivation to participate in different online food photography activities. A series of chi-square and independent sample t-tests was conducted to determine if significant differences existed between active members and not-as-active members. Results of the quantitative and qualitative analyses supported each other. The findings indicated that factors of entertainment, personal identity, and social interaction were the main drivers of participation in online food photography activities. It was further revealed that participants ' tourism experiences were recorded as personal photography but shared socially through the use of social media. For active members, food images influenced them in terms of novelty and providing information. Active members also appeared to be more likely to seek out new places to travel for new food experiences, and food photography had a greater influence on where they consider traveling. On the basis of the results, implications for culinary tourism promotion and destination marketing were discussed.

Results (English) 2:

This article presents the results of an Exploratory study in the online image-sharing community Flickr. The purpose of this study was to profile the users who are fond of online as well as food photography to explore the role of online food trong traveling photography planning process. Grounded in "dùng and gratification theory," a mixed method research was Adopted for this. Content analysis was employed to hiểu members' general motivation to participate printed online khác hoạt food photography. A series of chi-square tests and independent-sample t quyết was Conducted to the significant if the between active members and Hiệu existed not-as-active members. Results of the quantitative and qualitative analyzes supported each other. The findings indicated mà của entertainment, personal identity, and social interaction Were the main drivers of Participation printed online hoạt food photography. It was revealed mà Further Participants' tourism experiences as personal là photography thu but through the use of shared Socially social media. For active members, influenced food images printed terms of novelty and add Providing information. Active members to be more Likely am also appeared, to seek out new places to travel for new food experiences, and food photography had a greater Influence on where chúng như traveling. On the basis of the results, Implications for tourism promotion and destination marketing Culinary Discussed là.