Photo-taking and Online-sharing Behaviors of Culinary Products

among Travellers: A Comparison on Generation X, Y and Z

Mohd. Hafiz Hanafiah, Mohd. Salehuddin, Mohd. Zahari and Feri Ferdiana

Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Selangor, Malaysia

Keywords: Photo-taking, online sharing, behaviour, generation, culinary product, traveller

Abstract: This study examines the photo-taking and photo-sharing behaviours of culinary products while travelling,

specifically focusing on the behavioural differences in the generation membership (Gen-Y, Gen-X, and

Gen-Z). A total of 400 respondents take part in this survey. The result of this study shows that photo-taking

and online-sharing behaviours of culinary products vary between the three main generations. However, all

three generations like to take pictures during travelling using mobile phones and the majority of them will

upload and share the images while relaxing in the restaurant or hotel room, in order to share them with

family and friends. These results provide information which can be used to assist the restaurant sectors in

identifying the opportunities of co-creation in generating visitor experience intensification.

1 INTRODUCTION

Photographs taken during travel are partly motivated

by the willingness to bring home aspects of private

tourism experiences to share and revive their own

experiences with others. A basic shift in nearly all

aspects of tourism photography occurred from the

photography motion to digital recording using print

film. Digital photos are now inexpensive, easy to

store, easy to modify, easy to copy and, most

importantly, easy to transmit with little or no

difference between sharing and taking. With an

ample amount of online photo available on the web,

travellers use these pictures as a reference when

deciding where to spend their holidays. It can,

therefore, be seen that tourism and photography are

interconnected. As a consequence, all these

modifications have developed a crucial favourable

attitude in the behaviours of photography and

sharing.

On the other hand, social media has become a

traveller platform for sharing their private

experience of tourism with others. Social media is

usually characterised as a group of internet-based

apps that are publicly accessible and produced by

internet consumers rather than marketers or vendors.

The amount of internet users continues to rise year

after year – now more than half of the total

population (more than 3.6 billion people) worldwide

use the Internet. As an example, Facebook has more

than 1.6 billion users worldwide (an average of 1.23

billion daily active users), there are 313 million

active users (who log in at least once a month) and

500 million tweets a day on Twitter's most popular

microblogging site.

At the same moment, more than six billion hours

of video are watched each month on YouTube's

video-sharing site, and there are more than 1 billion

active monthly users. In addition, many researchers

anticipated a dramatic rise in the potential effect of

social media on travelling by people. This is because

the use of social media in travel planning is not

limited to the search for travel data before the

journey, but also a tool for exchanging private travel

experiences after the journey.

2 RESEARCH ISSUES

Prior study on photography in a tourism

environment focuses more on a wide range of issues

and variables, including content, and using pictures,

type of photo equipment used, how photographs are

drawn, how photographs are shared, the impact of

photography on the tourism sector. However, there

is limited study assessing the online photo sharing

behaviours differences among travellers'

generations. Due to the absence of researchers to

Hanaﬁah, M., Salehuddin, M., Zahari, M. and Ferdian, F.

Photo-taking and Online-sharing Behaviors of Culinary Products among Travellers: A Comparison on Generation X, Y and Z.

DOI: 10.5220/0009194200100018

In Proceedings of the 1st NHI Tourism Forum (NTF 2019) - Enhancing Innovation in Gastronomic for Millennials, pages 10-18

ISBN: 978-989-758-495-4

study a more holistic evaluation based on the above-

mentioned various aspects, the public or private

sector in the tourism industry are unaware of the

significance of sharing photography as a marketing

tool.

The initial aim of this study is to define the need

to explore the features of taking photographs in

gastronomic tourism to encourage government and

the private sector to define policies that can be

applied in gastronomic tourism marketing.

Conscious of the importance of marketing in

gastronomic tourism, this study focuses on foods as

a picture content, photo sharing, camera types, and

picture taker comparisons to produce more thorough

research on how marketers in subsequent studies can

use these characteristics. To achieve the original

purpose of this study, the investigation into the role

of photo-taking dimensions include food as the

photo content, photo-taking and photo-sharing

technologies, and demographic factors are required.

The objectives of this study, therefore are: i) to

examine the traveller photo-taking behaviour of

culinary products, and; ii) to examine the travellers’

online sharing behaviours based on the generation

gap.

3 LITERATURE REVIEW

3.1 Photo Taking Behaviour

Photography is a significant aspect of the picture

content. Many factors affect the image's content.

Before beginning a holiday journey, tourist placed

high expectations on what they're going to

experience based on the data they've been looking

for, and these expectations can be expressed through

pictures. Taking pictures also enables visitors to

document or demonstrate their presence at a specific

location or to participate through particular content

in a particular case. In addition, photography

endorses excellent travel destination memories and

reflects photographic travel experiences. In addition,

photographing becomes a component of tourism

operations that are deeply rooted in the experiences

of visitors as most visitors take pictures of locations

and share photos with others as well as their travel

experiences.

Photos also provide information on how people

experience the world. For instance, pictures of food

were taken for personal and public sharing. This also

reflected the various contextual uses of pictures such

as exchanging pictures related to tourism with

friends and family (private) and posting pictures on

(public) restaurant review pages. Photographs also

demonstrate the range of views that visitors have of

destination pictures that can be viewed as an

individual's distinctive visual experience. Famous

traveller destinations are still actively photographed

as part of unique experiences.

In addition to these unique journeys and

activities, however, individuals are also increasingly

taking pictures of almost any kind of experience,

including the more mundane details of their daily

life, such as the food they eat while travelling. An

increasingly prevalent phenomenon has been taking

pictures of one's dining experience. Every traveller

today can share their culinary experiences digitally

with friends and strangers around the globe, fueling

a true social media arms race to determine who has

the most special food and drink experiences. Indeed,

#food, #foodporn #instafood and #yummy are

among the top 100 Instagram hashtags. Based on

this evidence, it is clear that taking photographs to

keep a photographic food diary is an increasing

phenomenon. From the citations, it is shown that

with the assistance of today's technology, the trend

of taking photographs of food has increased.

3.2 Photo-Sharing Technologies

Due to the fast development of various innovations

in technology, the presence of the Internet and its

broad accessibility have substantially altered the

way customers search and access data or share their

own experiences with others through feedback.

Photo-sharing has become a daily and worldwide

activity for millions of individuals with the latest

technological developments and the extensive

accessibility of camera phones. Digital cameras,

many of which are now integrated into smartphones,

provide travellers with more control over the

photography process and the sharing of pictures. In

addition, a researcher cited LeadSift study in 2013

on the impact of social media in the tourism sector

in which claimed that 74% of travellers use social

media while travelling and 48% of travellers use

social media to share videos and pictures. This

behavioural phenomenon emphasises that social

media platforms can be seen as a major source of

social interaction.

In addition, social media offers a convenient and

straightforward way to remain in contact with

friends due to the busy nature of our life and the

restricted time we must socialise. Besides that,

middle-aged and older adults’ value social media as

an instrument for connecting with others around a

hobby and interest. Given the fast development of

Photo-taking and Online-sharing Behaviors of Culinary Products among Travellers: A Comparison on Generation X, Y and Z

the internet setting and the extensive penetration of

web-based services including travel, entertainment,

data, communications and acquisitions, marketers

are increasingly using social media to advertise their

services and products.

3.3 Generation Gap

Generations are defined in the social sciences as

cohorts of individuals with a collective character

based on their shared historical moment and space.

The impact of membership of a particular generation

was recognized as a significant factor in the

development of tourism experiences and the

description of tourism behaviour. Understanding

different type of consumer generation behaviour,

particularly traveller behaviour, enables tourism

organizations to design their products and services,

enhance their policies and satisfy their customers.

The theory of generational cohorts describes

these changes over millennia. According to this

theory, the values, attitudes, beliefs and inclinations

of people influence significant historical events and

social changes in society. The primary option to the

theory of generational cohorts is to assume that

values, attitudes, views and inclinations are mainly a

function of age and maturity rather than a

generation. In this study, it was discovered that

many studies compared Generation X, Generation Y

and Generations Z such as Generational Cohort

Theory; how three generations choose to spend

holidays and how baby boomers to Gen Z to explore

the elements of the experience of tourism.

Based on the literature, many researchers

proposed Generation X was born from 1965 to 1979,

Generation Y was born from 1989 to 1994, and

Generation Z was born from 1995 to 2015. Each

generation has distinct variables that influence their

tourism choices and indicates that individuals

involved in marketing destinations must consider

each generation individually. Generation X chooses

to remain at home instead of exploring. This

generation, which involves adults from 35 to 50

years of age, is mainly settled in their households

and their families are built. Also, Generation X is a

budget-conscious generation, and travellers

frequently use OTAs to discover their deals, and

they can't book longer journeys or spontaneously

getaways.

Meanwhile, Generation Y is a distinctive and

creative group. This group includes multiple age

cohorts, including both adolescents and young

adults. They are the first generation that grew up full

of fresh technology with the setting. Generation Y

had a tendency for semester breaks to travel, staying

in hotels, eating local cuisine and travelling with

family and friends to relax and explore new

destinations. On the other hand, Generation Z is

regarded as the world's most digital-savvy

generation to digitalise and challenge the traditional

methods of doing stuff. They utilise various mobile

devices, commenting on reality, the environment

and the environment in which they reside. They use

Twitter, blogs and internet forums to express their

views and attitudes and share pictures (Instagram,

Pinterest, Snapchat) and movies (YouTube,

Instagram, Snapchat). Generation Z not only utilises

the Internet material but also creates and controls it.

4 METHODOLOGY

A two-part survey instrument was developed

where Section A enquires on the respondents’ basic

demographic information while Section B asked the

respondents on their photo-taking and photo-sharing

behaviours. The questions used are close-ended, and

multiple choices are given where the respondents

need to choose one best answer that suits them best

on their photo-taking and photo-sharing behaviours.

The questions were first piloted and then adjusted to

several questions to increase its clarity.

The sampling method chosen is the convenient

sampling where the information collected is selected

based on the availability and willingness of the

respondents to take part in responding to the

questionnaires distributed through online sharing

among Malaysian travellers. The data that has been

collected through online surveys using Google

Forms platform. The data collection lasted four

weeks. Once the data collection process is complete,

the responses are coded and analysed using the

Statistical Package for Social Sciences (SPSS)

Version 20. The data set was then evaluated by

applying descriptive and cross-tabulation statistical

methods.

5 FINDINGS

A total of 400 respondents take part in this survey,

with the majority of the respondents are from

Generation Z which accounted to 48.8%, followed

by Generation Y at 37.3% and Generation X that

accounted at 14%. Table I report the rest of the

respondent demographic information.

NTF 2019 - The NHI Tourism Forum

Table 1: Demographic Information

Profile Frequenc

Generations

Gen-X (1965-1979) 56 14.0

Gen-Y (1980-1994) 149 37.3

Gen-Z (1995-2015) 195 48.8

Occupation

Emplo

277 69.3

Unemplo

123 30.8

Monthly Income

2,000 or below 137 34.3

2,001-4,000 105 26.3

4,001-6,000 99 24.8

6,001-8,000 33 8.3

8,001 or above 26 6.5

Gender

Male 160 40.0

Female 240 60.0

Educational attainment

Primar

school 38 9.5

Secondar

school 108 27.0

Diploma 145 36.3

ree 95 23.8

Post

raduate 14 3.5

N=400

Based on Table I, 60% of them are female, and

the remaining 40% of the respondents are male.

Majority of respondents are employed at 69.3%

while 30.8% of them are unemployed. The monthly

income of the respondents is mostly around

RM2,000 and below (34.3%), and the least of the

respondents earned RM8,001 and above (6.5%). The

majority of the respondents (36.3%) reported

possessing at least a Diploma compared to the

minority of postgraduates (3.5%).

5.1 Photo-taking Behaviour

The first objectives of this research are to examine

the traveller photo-taking behaviour in a gastronomy

setting. A cross-tabulation analysis was opted to

answer the research questions: What are the

travellers photo-taking and photo-sharing behaviours

in a gastronomy setting? Table II below reports the

behaviour.

Table 2: Photo-taking Behaviour

Generatio

Total

Gen-X

(1965-

1979)

Gen-Y

(1980-

1994)

Gen-Z

(1995-

2015)

Do you like

to take

pictures or

videos of

food while

travelling?

Yes 47 144 178 369

No 9 5 17 31

Total 56 149 195 400

N=400

Table II shows the generation who prefers to take

pictures or videos of food while travelling where

Generation Z stands at 48.24%, which is

acknowledged as the world's most digital

knowledgeable generation and challenges the

system's traditional way of working followed by

Generation Y at 39.02% which often utilizes social

networking websites more frequently. The result

showed that the generation who least prefer to take

pictures or videos of food while travelling is

Generation X at 12.74% since they use social media

for travel thoughts and inspiration in terms of social

media users, but they are probably discovered on

distinct platforms than younger adults. Table III

reports the preferred equipment used by travellers

while travelling.

Table 3: Preferred Photographic Equipment

Generatio

Total

Gen-X

(1965-

1979)

Gen-Y

(1980-

1994)

Gen-Z

(1995-

2015)

How did

you

capture

the photos

or videos

of foods

while

travelling?

Compact

Digital

Camera

2 7 6 15

Mobile

Phone

24 62 122 208

DSLR

Camera

11 28 16 55

Table

37 9 19

Go-Pro 6 30 18 54

Video

Camera

6 10 19 35

Disposable

Camera

3 3 4 10

Others 1 2 1 4

Total 56 149 195 400

N=400

The preferred photographic equipment based on

generation membership is also investigated in order

Photo-taking and Online-sharing Behaviors of Culinary Products among Travellers: A Comparison on Generation X, Y and Z

to investigate their photo-taking and online-sharing

behaviours. Table III reports that mobile phones are

the most preferred tool used since digital cameras

are now incorporated into smartphones, in which

give travellers more control over the photography

method and photo sharing [40, 68, 69]. Generation Z

(58.65%) actively uses mobile phones and the

results discovered that 80 per cent of Gen Z

respondents said their primary camera was a

smartphone, more than 60 per cent said they owned

or used a digital camera. The result also founded that

Generation Y has used a mobile phone as their

preferred photographic equipment at (29.81%)

followed by Generation X who have rated at

(11.54%).

5.2 Photo Sharing Behaviour

The second objectives of this research are to

examine the photo taking and online-sharing

behaviours based on the generation gap. A cross-

tabulation analysis was opted to answer the research

questions: What is traveller photo-taking and online

sharing behaviours in a gastronomy setting? Table

IV reports the social media sites used for photo

sharing based on generations.

Table 4: Social Media Used For Photo-Sharing

Generatio

Total

Gen-

(1965-

1979)

Gen-

(1980-

1994)

Gen-Z

(1995-

2015)

What

are the

social

media

sites

that you

used for

food's

pictures

videos

sharing?

Faceboo

29 19 21 69

Instagram 13 91 129 233

Google+ 3 8 10 21

Twitte

1 8 12 21

YouTube 4 19 13 36

Others 6 4 10 20

Total 56 149 195 400

N=400

Table IV reports on travellers’ usage of social

media sites for pictures or video sharing. Generation

X mostly use the Facebook to share their photos and

videos. As for Generation Y and Generation Z, they

prefer to share their photos and videos through

Instagram. This finding supports previous studies

[39, 44, 67, 70] that found although Facebook is

still the network with the highest number of

active users on the global scale, millennials tend

to prefer Instagram and Snapchat, with an

observable popularity growth of Pinterest as well,

while Generation Z also highly attuned to social

media, similar to younger millennials, and

experiencing the world in a way that can be instantly

shared with social networks via photos and videos

on platforms like Instagram and Snapchat. Table V

reports the time of uploading and sharing of pictures

based on generations

Table 5: Photo sharing Behaviour

Generatio

Total

Gen-X

(1965-

1979)

Gen-Y

(1980-

1994)

Gen-Z

(1995-

2015)

When

would

you

upload

and

the

picture

s or

videos

foods

social

media

sites?

As soon as

the pictures

or videos of

foods were

taken

12 27 54 93

While

relaxing (in

the

restaurant/ho

tel room)

19 77 85 181

Right after

you are back

at your

hometow

8 22 24 54

It took some

time for me

to share the

pictures/vide

os.

10 19 25 54

Others 7 4 7 18

Total 56 149 195 400

N=400

Table V reports the preferred time for the

respondents to upload and share the pictures and

videos of food on social media sites. Majority of

Generation X prefer to share as soon as the pictures

or videos of foods were taken since they did not

prefer to spend too much time in editing before

uploading the photos or videos of foods. This

behaviour is as per expected since they are family-

oriented generations. Meanwhile, both Generation Y

and Z tend to share the pictures and videos while

relaxing (in the restaurant/hotel room). Table VI

reports their motivations for photo sharing based on

generations.

NTF 2019 - The NHI Tourism Forum

Table 6: Motivation For Photosharing

Generatio

Total

Gen-X

(1965-

1979)

Gen-Y

(1980-

1994)

Gen-Z

(1995-

2015)

What are

the

motivations

for you to

share the

food's

pictures/vid

eos while

travelling?

To share

with

family and

friends

24 52 67 143

To keep a

personal

record for

myself

11 19 36 66

socialise

with

others

through

the

photos/vid

eos

3 27 28 58

To create a

social

history of

my trip

11 45 58 114

Others 7 6 6 19

Total 56 149 195 400

N=400

Based on Table VI, the strongest motivation for

all three-generation membership is to share with

family and friends. The second motivation is “to

create a social history of my trip” where Generation

Y and Generation Z prefer to create their social

history of trips to remain their moment during the

trips. From the previous finding of photo editing

preferences reveal that Generation Y and Z prefer to

edit the photos and videos of foods because they

want to create a social history of their trips. The

third motivation is ‘to socialise with others through

the photos/videos’ where mostly the participant used

the photos or videos to share and comment on

content, consumers ' strength has increased over

time.

6 DISCUSSION AND

CONCLUSION

This study aimed to investigate photo-taking and

photo-sharing behaviour based on the proposition

that there may be differences based on generation

membership. This study confirms that different

generation behave differently. The study results also

proved that food-taking and sharing food photos on

social platforms activities in the gastronomy setting

during travelling is norms among the three

generations. The most popular subjects for photo-

taking of each generation were family and friends.

Besides, the finding has also been proven that

technological advances had a profound impact on

photo-taking and photo sharing in gastronomic

settings among generations.

Food photos are huge on social media because

they're both easy-to-produce and relevant to

everyone. People take photos of their food not only

for themselves but also to share with others.

However, the findings demonstrated the behaviour

of photo-taking and photo-sharing of foods

behaviour among travellers are different based on

their generation. Indeed, photo-taking and sharing is

a must-have activity for Generation Y and

Generation Z when they go travelling since; they are

having a similarity about the technology advance in

their generation. However, Generation X does not

pay attention to the trend, but they unintentionally

followed these trends. Thus, social media platforms

could be regarded as a significant source of social

interaction. Given the reality of our lives is naturally

busy and have limited available time to engage and

socialise with friends and families. Knowing this

truth, social media provides an easy and convenient

way to remain in touch with relatives and friends.

However, despite the prevalence of photo-taking,

empirical studies on how taking food photos affect

their dining experiences are obviously lacking.

While this study does not focus on the effect towards

dining experience, it has shown that it is a growing

trend and one should test it. Nonetheless, the

available results provide information which can be

used to assist the restaurant sectors in identifying the

opportunities of co-creation in generating visitor

experience intensification.

ACKNOWLEDGEMENT

This study would like to thank Universiti Teknologi

MARA for supporting this project. This study also

would like to thank Ms Amirah Nabilah Ishamudin,

Ms Siti Nor Fashihah Ahmad Shariff and Ms Siti

Nurul Atiqah Mohd Hamidi for helping the authors

in finalising this study.

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