Influence of Food Bloggers in Promoting Sustainable Gastronomic Tourism Empowering Rural Economies

Abstract

This study investigates the influence of food bloggers in promoting gastronomic tourism as a tool for empowering rural economies, specifically focusing on the rural towns of Iloilo Province, Philippines. Social Influence Theory was the foundation, the study employs a qualitative approach to explore how food bloggers shape tourist behavior, foster economic growth, and enhance the visibility of local businesses. Data were gathered through focus group interviews with 25 purposively selected samples from stakeholders, including rural business owners, tourism officials, food bloggers and residents. The findings reveal that food bloggers significantly enhance rural tourism by portraying authentic culinary experiences and validating the appeal of lesser-known destinations. Through visually appealing content, personal narratives, and direct endorsements, bloggers create a sense of credibility and trustworthiness, heightening tourist curiosity and engagement with rural destinations. This increased interest translates into tangible economic benefits for the communities, as evidenced by higher customer inflow, increased revenue for local businesses, and the creation of new job opportunities. The economic boost supports the sustainability of rural areas, providing a vital source of income for businesses that rely on tourism and fostering entrepreneurial activities among community members. However, it also identifies critical challenges associated with food blogger-driven tourism. These include a growing dependency on influencers for visitor traffic, risks of over-tourism that strain local resources, and pressures to adapt or commercialize cultural practices to meet tourist expectations, potentially compromising cultural authenticity. In response, the study offers practical recommendations for rural tourism boards, local businesses, and food bloggers to develop collaborative, sustainable strategies that promote long-term tourism growth while respecting local culture and resources. Finally, the study calls for further research to examine the long-term economic impacts of digital influence on rural tourism and encourages comparative studies across different cultural regions to understand varying dynamics and strategies for leveraging digital influence in rural economic development.