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Social Media Marketing of Gastronomy: Cheese Branding in Spain
Social Media Marketing of Gastronomy: Cheese Branding in Spain
Autori:
Izdanje: Sitcon 2023 Managing The Future By Learning From The Past – Contemporary Trends In Tourism & Hospitality
Oblast: Conference Paper
Stranice: 171-174
Apstrakt:
We analyse the role of social media as a marketing strategy used by local food producers to promote their brands and associated meanings. With a qualitative approach (visual, content, and semiotic analysis of 2,229 pictures posted in Instagram in the period 2014-2020), we identify six visual categories (product (38.6%), natural heritage (10.1%), socialization and status (9.1%), cultural heritage (8.3%), experiential events (6.0%), and miscellanea (28%)) and twentyfour sub-categories. Results show that Spanish cheeses are mainly promoted as products, followed by other implicit food meanings. For the brands with a greater number of visual posts, solidarity-related elements were also identified. Findings add evidence to the capacity of social media and food-based visual narratives to promote cultures and identities. Food brands are an effective vehicle for transmitting symbolic meanings, contributing to increase local destinations’ awareness and to create value for local stakeholders and visitors through food marketing.
Ključne reči: culinary heritage, food tourism, gastronomy marketing, social media
Priložene datoteke:
- US - SITCON - 2023 - Rad 21 - 171-174 ( veličina: 180,56 KB, broj pregleda: 106 )
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@article{article, author = {F. Fusté-Forné and N. Filimon}, title = {Social Media Marketing of Gastronomy: Cheese Branding in Spain}, journal = {Sitcon 2023 Managing The Future By Learning From The Past – Contemporary Trends In Tourism & Hospitality}, year = 2024, pages = {171-174}, doi = {} }
RT Conference Proceedings A1 Francesc Fusté-Forné A1 Nela Filimon T1 Social Media Marketing of Gastronomy: Cheese Branding in Spain AD Univerzitet Singidunum, Beograd, Beograd, Srbija YR 2024 NO doi:
F. Fusté-Forné and N. Filimon, Social Media Marketing of Gastronomy: Cheese Branding in Spain, Univerzitet Singidunum, Beograd, 2024, doi: