Understanding what motivates travellers to share their food-related experiences through social media is important because that information influences others’ behaviour and acts as a form of destination marketing, according to Dr Ksenia Kirillova of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University and her co-researchers. Having conducted interviews with South Korean social media users, the researchers identified various patterns of food-sharing behaviour, revealing that the motives for sharing were related to both psychological and functional benefits, and to self-focused and altruistic benefits.
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