TikTok social media food tourism content influence on tourists’ dining experiences and destination attachment

Purpose This study aims to explore how the authenticity of TikTok content, influencer attachment and cultural inspiration influence tourists’ perceived cultural competence regarding local restaurants. Design/methodology/approach The study uses acculturation theory and uses and gratifications theory to develop a conceptual model. The model was empirically tested using Covariance-Based Structural Equation Modeling (CB-SEM). Findings The findings demonstrate significant support for all seven proposed hypotheses, emphasizing the critical role of perceived cultural competence in creating memorable dining experiences. These experiences subsequently enhance destination attachment and positively influence tourists’ eudaimonic well-being and online sharing behaviors on TikTok. Originality/value This research contributes to both social media and tourism literature by highlighting TikTok’s distinct impact on cultural engagement and destination attachment. Additionally, the study provides practical insights for local restaurant operators and tourism marketers on leveraging TikTok to build cultural connections and enrich tourists’ dining experiences.