The heart of the cuisine experience in evoking emotional value: the importance of social media sharing and cultural education

Purpose The purpose of this study was to aim to balance tradition with modernity, promote sustainable practices and support local economies. Moreover, studying these aspects and identifying critical attributes preserves Taiwan’s rich culinary heritage and enhances its resilience in the face of globalization and environmental challenges. Design/methodology/approach We examined diners at local restaurants with unique characteristics and a rich history, gathering data from 1,056 customers and used structural equation modelling (SEM) to test the proposed research framework. Findings The findings suggest that the authenticity of the dining experience indirectly enhances emotional value through factors such as service quality, sensory experiences and a sense of place. Additionally, the role of social media sharing and cultural education is highlighted to further enrich emotional connections. Originality/value While Taiwan’s night markets and local foods are central to its tourism industry, little research has examined how tourism affects the local food economy and place identity. Therefore, this study demonstrates how and what critical attributes may increase tourism, altering food production practices, pricing and cultural significance.