Do Tourists Order More? – The Anchoring Effect of Internet-Famous Restaurants

This study examines tourist food ordering behavior in unfamiliar destinations in the social media age. Drawn upon the anchoring theory and self-presentation theory, the present research designed a series of two studies. Findings indicate that compared to non-internet-famous restaurants, tourists are more likely to order more food at internet-famous restaurants. Self-enhancement plays a mediating role in this process, and the effect becomes more salient when tourists plan to post their dining experiences on social media platforms. The study extends research on food ordering and social media from local consumers to tourists in unfamiliar destinations and identifies how identity-related motives and posting contexts shape the amount of food ordered. The findings provide a basis for future research and practice on food over-ordering and food waste in tourism.