CULINARY HERITAGE ON THE DIGITAL PLATE: SENTIMENT ANALYSIS OF SOCIAL MEDIA ENGAGEMENT IN MULTI-ETHNIC GASTRONOMY TOURISM

Abstract

This study explores how social media sentiment influences audience engagement and cultural representation in multi-ethnic gastronomy tourism. It examines the emotional tones and thematic patterns embedded in user-generated content related to heritage cuisine, with a focus on how these sentiments shape tourism branding and consumer perception. Using GPT-based sentiment classification and abductive thematic coding, the research analyzes a curated dataset of social media comments to identify dominant sentiment categories and recurring engagement themes. Findings reveal that positive sentiment is most prevalent, often associated with admiration for authenticity, traditional preparation, and cultural storytelling. Neutral sentiment reflects descriptive comparisons and factual observations, while negative sentiment, though less frequent, signals concerns about commercialization, misrepresentation, and the erosion of cultural value. These sentiment trends offer strategic insights for tourism stakeholders aiming to promote heritage cuisine in ways that resonate with diverse audiences. The study concludes that aligning tourism strategies with sentiment-informed narratives can enhance cultural authenticity, foster deeper engagement, and mitigate reputational risks. It emphasizes the importance of influencer alignment and community-driven storytelling in preserving the integrity of heritage food experiences. Future research directions include expanding sentiment analysis to multilingual datasets, incorporating emotion-based classification, and developing real-time visualization tools for tourism decision-makers. By integrating sentiment analysis into tourism planning, this research contributes to a more ethical, responsive, and culturally sensitive approach to heritage food promotion in the digital age.