Digital Food Content Marketing in Tourism: An Integrated Conceptual Framework of Informational, Emotional, Social and Identity-Based Content Dynamics

Digital food content has increasingly become a key driver of tourist decision-making; however, theoretical explanations of how different content types shape tourists’ cognitive, emotional, and behavioural responses remain fragmented. This conceptual paper introduces a comprehensive framework for digital food content marketing in tourism. It does so by extending four fundamental content dimensions, which are informational, emotional (entertainment), social interaction, and identity-based content, into a comprehensive system of content dynamics that impact tourist engagement. Digital food content extends beyond the simple transmission of factual information and is increasingly embedded in how tourists make sense of their experiences. Engagement with this content often possesses emotional and social significance and, at times, embodies the manner in which individuals articulate their identity. These interpretations are shaped by the affordances of digital media and by persuasive visual elements commonly used in food-related content, as discussed in the digital consumer psychology literature. As tourists interact with different forms of content, a range of psychological responses may emerge, rather than a single, uniform process. Interactions with digital food content shape how individuals evaluate experiences, form emotional attachments, and relate socially. These responses gradually shape destination perceptions, influence preference development, and affect the likelihood of experience sharing in online spaces. This framework offers a clearer understanding of how these processes operate in digitally mediated and socially networked travel contexts.