Repost, Recommend, Revisit: Social Media, Influencer and Facilities Impact on Gastronomic Loyalty in Heritage Cities

Mohamad Daim Darson, Akmal Adanan, Mohd Adib Izzat Mohd Nor, Nur Aina Azman, Nurin Misya Farhanis Mohd Fuad Ariffuddin, Siti Nur Atira Mohd Nizam and Ruziah Seman
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Mohamad Daim Darson: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Cawangan Melaka, KM26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Akmal Adanan: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Cawangan Melaka, KM26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Mohd Adib Izzat Mohd Nor: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Cawangan Melaka, KM26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Nur Aina Azman: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Cawangan Melaka, KM26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Nurin Misya Farhanis Mohd Fuad Ariffuddin: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Cawangan Melaka, KM26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Siti Nur Atira Mohd Nizam: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Cawangan Melaka, KM26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Ruziah Seman: Tourism Malaysia Southern Region, Tourism Information Center, Aras Bawah, Bangunan Surau Warisan, Jalan Kota, Banda Hilir 75000 Melaka, Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 14, 1108-1120

Abstract: The rapid evolution of digital communication and cultural tourism has reshaped gastronomic experiences into key drivers of destination loyalty. This study objectives are to examine the relationship of social media, social influencers, and facility quality towards tourists’ intention to revisit Melaka, Malaysia, a city renowned for its multicultural culinary heritage. Using a quantitative approach, data were collected from 250 domestic respondents through structured questionnaires and analyzed using descriptive statistics, correlation, and regression analysis. The findings reveal that all three independent variables, social media, social influencers, and facilities, exert statistically significant effects on revisit intention. Notably, social influencers emerged as the most influential predictor, followed by facilities and social media. These results highlight the fundamental role of digital platforms and tourism infrastructure in shaping revisit behaviors in the context of gastronomy tourism. This study offers theoretical and practical insights for policymakers and tourism stakeholders, suggesting that effective influencer partnerships, facility enhancements, and targeted social media strategies are essential for sustaining repeat visitation. The findings further contribute to the growing body of literature on experiential and gastronomic tourism in heritage destinations.

Date: 2025
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