"A Meal Brings Fire to A City"-Take Tianshui Spicy Hot Pot and Zibo Barbecue as Examples

Abstract

The rapid expansion of Internet data has significantly enriched the landscape of research in tourism destination marketing. This study examines user feedback on four social media platforms between March and May of 2023 and 2024, focusing on comments related to Zibo barbecue and Tianshui spicy hot pot. These culinary offerings serve as pivotal drivers of local cultural and tourism consumption, thereby fostering economic growth. Leveraging the technology acceptance model, this research delves into the consumer psychology behind the transition from information reception to travel intention formation. By enhancing the theoretical underpinnings of food marketing, this study offers a multifaceted exploration of "food + travel" promotional strategies. It proposes actionable approaches for cultivating local distinctiveness, aiding cultural and tourism authorities in establishing unique cultural brands, elucidating the essence of intellectual property marketing, and furnishing insights for local promotional efforts to attract a larger tourist influx.