Social media, destination framing and its impact on culinary heritage tourism from the traveller's perspective

The study explores how the framing of culinary heritage destinations influences travellers' perceptions, with a particular focus on social media platforms. Qualitative research was conducted through in-depth, face-to-face, and semi-structured interviews with twelve participants in Malaysia with active social media accounts. The research findings highlighted the significant role of social media and emphasised the importance of utilising effective platforms and strategic framing to promote culinary heritage destinations and traditional foods. The study further suggests that framing culinary heritage destinations within a social media context can influence travellers to visit these destinations for their culinary offerings.