Unlocking Culinary Journeys: The Influence of Social Media on Food Tourism among Generation Z

Abstract

Abstract Culinary tourism has emerged as a significant determinant of travel behavior, while social media increasingly shapes the discovery, evaluation, and dissemination of food-related experiences, particularly among Generation Z. This study examines the extent to which social media influences culinary-motivated travel decision-making among Generation Z in Germany. Data were collected through an online questionnaire administered via SoSci Survey and distributed on Instagram between 1 November and 30 December 2025. Of 1,061 survey accesses, 761 fully completed responses were retained for analysis. Perceived social media influence was measured using a unidimensional Social Media Influence Index (SM-Index) derived from five 4-point Likert items (Cronbach’s α = .816). Descriptive and inferential analyses revealed a moderate overall effect of social media on culinary travel decisions (SM-Index M = 2.62). Authentic visual content exerted the strongest motivational influence (M = 3.02), whereas influencer-related effects were least pronounced (M = 1.76), indicating that perceived authenticity outweighs influencer authority. Behavioral effects were substantial: 63.6 % of respondents reported having booked or visited a culinary experience at least once solely in response to a social media post. The findings highlight relevant implications for tourism and hospitality marketing.