Segmentation of gastronomic consumers from the perspective of online activity and influencer following
DOI:
https://doi.org/10.14267/TURBULL.2023v23n1.1Keywords:
online consumer activity, Instagram, hospitality industry, influencerAbstract
The purpose of this study is to explore the segmentation of Instagram users interested in gastronomy based on their online activity and influencer following behaviour. Given the increasingly intensive use of social media and the active presence of influencers in the field of gastronomy, it is fundamental for catering service providers to learn about these consumer attitudes when mapping the target audience. To explore the research question, a survey with 421 valid responses was executed and analyzed with factor and cluster analyses. During the factor analysis, the influencer following attitude, the consumption attitude at the restaurant, the activity attitude, and the gastronomy attitude on Instagram emerged. During cluster analysis four segments were distinguished in the person of foodies, influencer addicts, online gastro consumers, and the uninterested. The results of the research also contain valuable information for tourism and marketing specialists, and catering industry service providers.
References
ALQADI, R. – AL-NOJAIDI, H. – ALABDUL-KAREEM, L.– ALRAZGAN, M. – ALGHAMDI, N. – KAMRUZZAMAN, M. M. (2020): How Social Media Influencers Affect Consumers’ Restaurant Selection: Statistical and Sentiment Analysis. 2nd International Conference on Computer and Information Sciences (ICCIS). Sakaka, Saudi Arabia. pp. 1-6. DOI: 10.1109/ICCIS49240.2020.9257636
BACKHAUS, K. – ERICHSON, B. – PLINKE, W. – WEIBER, R. (2015): Multivariate Analysemethoden, 14. Auflage, SpringerGabler Verlag.
BEUSCART, J. S. – MELLET, M. – TRESPEUCH, M. (2016): Reactivity without legitimacy? Online consumer reviews in the restaurant industry. Journal of Cultural Economy. 9(5). pp. 458–475. http://dx.doi.org/10.1080/17530350.2016.1210534
BU, Y. – PARKINSON, J. –THAICHON, P. (2020): Digital content marketing as a catalyst for e-WOM in food tourism. Australasian Marketing Journal. 29(2). pp. 142–154. https://doi.org/10.1016/j.ausmj.2020.01.001
CAMILLERI, M. – CHEDID, V. – FORD, A. C. – HARUMA, K. – HOROWITZ, M. – JONES, K. L. – LOW, P. A. – PARK, S. Y. – PARKMAN, H. P. – STANGHELLINI, V. (2018): Gastroparesis. Nature Reviews Disease Primers. 4(41). pp. 1–19. https://doi.org/10.1038/s41572-018-0038-z
CHANG, A. – HSIEH, S. H. – LIN, F. (2013): Personality Traits That Lead Members of Online Brand Communities to Participate in Information Sending and Receiving. International Journal of Electronic Commerce. 17(3). pp. 37–62. https://doi.org/10.2753/JEC1086-4415170302
CHATZIGEORGIOU, C. (2017): Modelling the impact of social media influencers on behavioural intentions of millennials: The case of tourism in rural areas in Greece. Journal of Tourism, Heritage & Services Marketing. 3(2). pp. 25–29. DOI: 10.5281/zenodo.1209125
CHEN, S. C. – RAAB, C. (2014): Construction and Validation of the Customer Participation scale. Journal of Hospitality & Tourism Research. 20(10). pp. 1–23. DOI: 10.1177/1096348014525631
CHUA, B. L. – KARIM, S. – LEE, S. – HAN, H. (2020): Customer Restaurant Choice: An Empirical Analysis of Restaurant Type and Eating-out Occasions. International Journal of Environmental Research and Public Health. 17(6276). pp. 1–23. doi:10.3390/ijerph17176276
CHUNG, K. C. (2016): Exploring customers’ post-dining behavioral intentions toward green restaurants: an application of theory of planned behavior. The International Journal of Organizational Innovation. 9(1). pp. 119–134.
CICHY, R. F. – HICKEY, P. J. (2017): Managing service in food and beverage operations. American Hotel & Lodging Educational Institute, Orlando.
DE VEIRMAN, M. – CAUBERGHE, V. – HUDDERS, L. (2017): Marketing through instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising. 36(5). pp. 798–828. https://doi.org/10.1080/02650487.2017.1348035
CSORDÁS T. – IRIMIÁS A. – KISS K. (2022): Digitalizáció-vezérelt innovációk a turizmusban: fókuszban a fogyasztói magatartás. Turizmus Bulletin. 22(4). pp. 16–25. https://doi.org/10.14267/TURBULL.2022v22n4.2
DIPIETRO, R. B. (2013): The Restaurant Industry and Restaurant Segments. In: Szende, P. (ed): Hospitality Management Learning Modules. MA: Pearson Education, Inc., Boston.
DIXIT, S. K. (2019): Gastronomic tourism: a theorical construct. In: Dixit, S. K. (ed): The Routledge Handbook of Gastronomic Tourism. Routledge. New York. pp. 13–23.
FIELDS, K. (2011): Demand for the gastronomy tourism product: Motivational factors. In: Hjalager, A. M. – Richards, G. (eds): Tourism and gastronomy. Routledge, London. pp. 36–50.
FRAIKUE, F. B. (2016): Reasons for eating out and socio-demographic characteristics of customers. INCEDI 2016 Conference. August 29- 31, 2016, Accra-Ghana. pp. 651–664.
GRETZEL, U. (2018): Influencer marketing in travel and tourism. In: Sigala, M. – Gretzel, U. (eds): Advances in Social Media for Travel, Tourism and Hospitality: New Perspectives, Practice and Cases. New York: Routledge. pp. 147–156.
GULD Á. (2019): Hétköznapi témák, hétköznapi hírességek influencer kommunikációs trendek a turizmusmarketing területén 2019-ben. Turisztikai és Vidékfejlesztési Tanulmányok. 4(3). pp. 68–76. DOI: 10.15170/TVT.2019.04.03.05
GYULAVÁRI T. – MITEV A. – NEULINGER Á. – NEUMANN-BÓDI E. – SIMON J. – SZŰCS K. (2015): A marketingkutatás alapjai. Akadémiai Kiadó, Budapest. DOI: 10.1556/9789630598880
HALL, M. – MITCHELL, R. – SHARPLES, L. (2003): Consuming places: the role of food, wine tourism in regional development. In: Hall, C. M. – Sharples, E. – Mitchell, R. – Macionis, N. – Cambourne, B. (eds): Food Tourism around the world: Development, Management and Markets. Butterworth Heinemann, Oxford. pp. 25–59.
HARTMANN, T. (2008): Parasocial interactions and paracommunication with new media characters. In: Konijn, E. A. – Utz, S. – Tanis, M. – Barnes, E. (eds): Mediated Interpersonal Communication. Routledge, New York. pp. 177– 199.
HASAN, L. D. – ZAENAL, F. A. (2021): How Foodies Choose Popular-Commercial Food. Journal of Economics, Management and Trade. 27(10). pp. 42–46. https://doi.org/10.32996/jbms.2021.3.2.22
HEINONEN, K. (2011): Consumer activity in social media: Managerial approaches to consumers’ social media behavior. Journal of Consumer Behaviour. 10(6). pp. 356–364. https://doi.org/10.1002/cb.376
HLEE, S. – LEE, H. – KOO, C. (2018): Hospitality and Tourism Online Review Research: A Systematic Analysis and Heuristic-Systematic Model. Sustainability. 10(4). pp. 11–41. https://doi.org/10.3390/su10041141
HORVÁTH G. – POÓR J. (2022): E-WOM az online foglalási felületeken, avagy az online utazási irodák vendégértékelési rendszereinek összehasonlító elemzése. Turizmus Bulletin. 22(1). pp. 4–12. https://doi.org/10.14267/TURBULL.2022v22n1.1
HWANG, J. – EVES, A. – STIENMETZ, J. L. (2021): The Impact of Social Media Use on Consumers’ Restaurant Consumption Experiences: A Qualitative Study. Sustainability. 13. 6581. pp. 1–33. https://doi.org/10.3390/su131265
IVÁNYI T. (2022): Turisztikai információgyűjtés és élménymegosztás a közösségi média korában. Turizmus Bulletin. 22(2). pp. 46–54. https://doi.org/10.14267/TURBULL.2022v22n2.5
JÁSZBERÉNYI M. (2022): Új perspektívák a kulturális turizmusban: az innovatív vonzerőfejlesztés lehetőségei. In: Jászberényi M. – Boros K. – Miskolczi M. (szerk.): Vonzerőfejlesztés a kulturális és aktív turizmusban. Akadémiai Kiadó, Budapest. https://doi.org./10.1556/9789634548041
KEMÉNY I. – SIMON J. – BEREZVAI Z. – KUN ZS. (2021): Marketingkutatás kvantitatív módszerei. Segédanyag SPSS program használatához. Budapesti Corvinus Egyetem Marketing Intézet, Budapest.
KIVELA, J. – CROTTS, J. C. (2006): Tourism and Gastronomy: Gastronomy’s Influence on How Tourists Experience a Destination. Journal of Hospitality & Tourism Research. 30(3). pp. 354–377. DOI: 10.1177/1096348006286797
KOVÁCS A. – LŐRINCZ A. – PAPP V. – VERES I. (2019): Influencer marketing a turizmusban. Turisztikai és Vidékfejlesztési Tanulmányok. 4(4). pp. 4–10. DOI: 10.15170/TVT.2019.04.04.01
LEE, P. Y. – KOSEOGLU, M. A. – QI, L. – LIU, E. C. – KING, B. (2021): The sway of influencer marketing: Evidence from a restaurant group. International Journal of Hospitality Management. 98. 103022. pp. 1–14. https://doi.org/10.1016/j.ijhm.2021.103022
LEI, S. – LAW, R. (2015): Content Analysis of Tripadvisor Reviews on Restaurants: A case Study of Macau. Journal of Tourism. 16(1). pp. 17–28.
LÓPEZ, M. – SICILIA, M. (2014): eWOM as Source of Influence: The Impact of Participation in eWOM and Perceived Source Trustworthiness on Decision Making. Journal of Interactive Advertising. pp. 1–12. DOI: 10.1080/15252019.2014.944288.
MALHOTRA, N. K. – SIMON, J. (2009): Marketingkutatás. Akadémiai Kiadó, Budapest. DOI: 10.1556/9789630598675
MARKOS-KUJBUS É. (2017): Az online szájreklám (e-WOM) mint marketingkommunikációs eszköz. Az online fogyasztói vélemények információs szerepe a TripAdvisor példáján keresztül. Doktori (PhD) értekezés. Budapesti Corvinus Egyetem, Gazdálkodástani Doktori Iskola. DOI: 10.14267/
phd.2017033
MISKOLCZI, M. – JÁSZBERÉNYI, M. – TÓTH, D. (2021): Technology-enhanced airport services – attractiveness from the travelers’ perspective. Sustainability. 13(2). 705. https://doi.org/10.3390/su13020705
NAGY B. – MARKOS-KUJBUS É. (2019): Áldás és/vagy átok? – Az online fogyasztói vélemények szerepének vizsgálata a kis szálláshelyek esetében. In: Csordás T. – Varga Á. (szerk.): DMMD ADAPTER Tanulmányok a digitális marketing, média és design területéről. Budapesti Corvinus Egyetem, Budapest. pp. 35–50.
RYDELL, S. A. – HARNACK, L. J. – OAKES, J. M. – STORY, M. – JEFFERY, R. W. FRENCH, S. A. (2008): Why eat at fast-food restaurants: reported reasons among frequent consumers. Journal of the American Dietetic Association. 108(12). pp. 2066–2070. https://doi.org/10.1016/j.jada.2008.09.008
SHAO, G. (2009): Understanding the Appeal of User-Generated Media: A Uses and Gratification Perspective. Internet Research. 19(1). pp. 7–25. DOI: 10.1108/10662240910927795
SILPAKIT, P. – FISK, R. P. (1985): “Participatizing” the service encounter: A theoretical framework. In: Bloch et al. (eds): Services marketing in a changing environment. American Marketing Association, Chicago, IL. pp. 117–121.
SZAKÁLY, O. (2019): Effects of influencers in a destination – The case of Lake Balaton. Atlas Tourism and Leisure Review. 3. pp. 28–43.
SZAKÁLY O. (2020): Vendéglátás és gasztronómia jegyzet. Budapesti Corvinus Egyetem, Budapest.
VARGA Á. – PANYI, K. (2018): Híres leszek! – a magyar YouTube piac influencer központú vizsgálata. Vezetéstudomány – Budapest Management Review. 49(12). pp. 24–30. https://doi.org/10.14267/VEZTUD.2018.12.03
VOLO, S. (2012): Blogs: “Re-inventing” Tourism Communication. In: Sigala, M. – Christou, E. – Gretzel, U. (eds): Social Media in Travel, Tourism and Hospitality: Theory, Practice and Cases. Ashgate, Surrey, UK. pp. 149–163.
XIANG, Z. – GRETZEL, U. (2010): Role of social media in online travel information search. Tourism Management. 31(2). pp. 179–188. https://doi.org/10.1016/j.tourman.2009.02.016
XU, X. – PRATT, S. (2018): Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y. Journal of Travel & Tourism Marketing. 35(7). pp. 958–972. DOI: 10.1080/10548408.2018.1468851
YARIS, A. – AYKOL, S. (2021): The impact of social media use on restaurant choice. Anatolia, An International Journal of Tourism and Hospitality Research. 33(3). pp. 310–322. https://doi.org/10.1080/13032917.2021.1931379
YI, Y. – GONG, T. (2013): Customer value co-creation behavior: Scale development and validation. Journal of Business Research. 66. pp. 1279–1284. https://doi.org/10.1016/j.jbusres.2012.02.026
Internetes források
KELLER, E. – FAY, B. (2016): How to use influencers to drive a word-of-mouth strategy. https://www.kellerfay.com/how-to-use-inf luencersto-drive-a- word-of-mouth-strategy/, Letöltve: 2020. február 2.
MONORI ZS. É. (2018): Influencerek: kik ők és honnan jöttek? https://nmhh.hu/cikk/195715/Influencerek_kik_ok_es_honnan_jot tek, Letöltve: 2021. március 22.
MORIN, R. (2016): The rise of niche and microinfluencers. https://maximizesocialbusiness.c om/t h e - r i s e - o f- n i c h e - a nd -mi c ro -influencers-24286/#, Letöltve: 2021. január 24.
STARNGAGE (2020): https://starngage.com/app/global, Letöltve: 2020. november 11.
SWANT, M. (2016): Twitter Says Users Now Trust Influencers Nearly as Much as Their Friends. http://www.adweek.com/digital/twitter-saysusers-now-trust-influencers-nearly-much-theirfriends-171367/, Letöltve: 2017. február 21.
WONG, K. (2014): The explosive growth of influencer marketing and what it means for you. http://www.forbes.com/sites/kylewong/2014/09/10/theexplosive-growth-of-influencer-marketing-andwhat-it-means-for-you/#660f82d4595f, Letöltve: 2021. január 28.
