Integrating Social Media Marketing on Branding Local Gastronomic Entrepreneurship

Tourism is widely recognized as one of the most important sectors of economic activity worldwide. Scholars such as Ningrum and Roostika (2021) have found and concluded that the tourism sector combines several business activities that interact and complement each other in supporting the sustainable economic development of any country. However, Vukolic et al. (2022) pointed out that gastronomy tourism is one of the tourism subsectors contributing a significant share of global attention due to an increase in the number of travellers seeking to enjoy local gastronomic experiences. They added that gastronomic tourism helps the tourism destination of any country to differentiate itself from others and give it special importance and thematic potential. Some scholars have found a significant correlation between local gastronomy and tourist visits in supporting the economic development of other tourism subsectors (Santus et al. 2023; Manola and Koufadakis 2020).