Scrolling the Menu, Posting the Meal: Digital Menu Effects on Foodstagramming Continuance

Ibrahim A. Elshaer (), Alaa M. S. Azazz, Rasha A. AL-Maaitah, Sameh Fayyad, Mahmoud Ahmed Salama and Mahmoud A. Mansour
Additional contact information
Ibrahim A. Elshaer: Department of Management, College of Business Administration, King Faisal University, Al-Ahsaa 380, Saudi Arabia
Alaa M. S. Azazz: Department of Social Studies, Arts College, King Faisal University, Al-Ahsaa 380, Saudi Arabia
Rasha A. AL-Maaitah: Department of Social Studies, Arts College, King Faisal University, Al-Ahsaa 380, Saudi Arabia
Sameh Fayyad: Hotel Management Department, Faculty of Tourism and Hotels, Suez Canal University, Ismailia 41522, Egypt
Mahmoud Ahmed Salama: Hotel Management Department, Faculty of Tourism and Hotels, Suez Canal University, Ismailia 41522, Egypt
Mahmoud A. Mansour: Hotel Management Department, Faculty of Tourism and Hotels, Suez Canal University, Ismailia 41522, Egypt

Tourism and Hospitality, 2025, vol. 6, issue 5, 1-26

Abstract: Grounded in the Stimulus–Organism–Response (SOR) framework, this study examines how digital menu design influences visitors’ continuance intention towards foodstagramming within hospitality settings. Specifically, the research investigates the direct and indirect roles of menu visual appeal (MVA) and menu informativeness (MI) as stimuli, desire for food (DoF) and cognitive fluency (CF) as organismic responses, and continuance intention towards foodstagramming (CIF) as the behavioral outcome. Data were collected through a Microsoft Forms administered via food-oriented social media platforms in Egypt that employ digital menus. A total of 404 valid responses were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings confirmed that both MVA and MI are significantly associated with DoF and CF, which in turn positively shape CIF. Moreover, DoF and CF mediate the relationships between menu design attributes (MVA and MI) and CIF, while Product design/visual design story congruency (PVC) strengthens the positive relationships between DoF and CF and CIF. Overall, the results highlighted the critical role of digital menu design in promoting customer engagement behaviours on social media. The study contributes to hospitality and tourism literature by integrating digital interface design with experiential dining research. It also offers practical implications for enhancing customer satisfaction and brand visibility through the strategic implementation of digital menus.

Keywords: digital menus; menu visual appeal; menu informativeness; desire for food; cognitive fluency; foodstagramming continuance (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2673-5768/6/5/222/pdf (application/pdf)
https://www.mdpi.com/2673-5768/6/5/222/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jtourh:v:6:y:2025:i:5:p:222-:d:1777588

Access Statistics for this article

Tourism and Hospitality is currently edited by Mr. Philip Li

More articles in Tourism and Hospitality from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().