From plate to post: the role of local food and social media sharing in travel experience in Phuket

Purpose This study investigates (1) investigate the influence of eating local food on sharing experiences through social media platforms and (2) examine the differences in travel experiences (first-time and repeat) that influence the relationship between local food and sharing experiences through social media in Phuket, a UNESCO Gastronomy Creative City. Design/methodology/approach Utilizing 602 completed surveys, the research employs structural equation modelling to analyse the relationship between local food attributes and tourists’ online sharing behaviours. Findings The results indicate that the food quality, novelty, and healthiness of local dishes positively influence the sharing of positive experiences on social media. Conversely, concerns about the healthiness and novelty of the food negatively affect the sharing of negative experiences. Notably, differences between first-time and repeat visitors reveal distinct behaviours regarding local food. Practical implications These findings enhance the understanding of how culinary experiences shape social media engagement, offering strategic insights for optimizing gastronomic tourism efforts in Phuket. They underscore the significance of food quality and novelty in fostering positive online interactions. Originality/value This research contributes to the literature on culinary tourism and social media, highlighting the critical role of local food attributes in destination marketing and management, particularly in the context of a UNESCO Gastronomy Creative City.