Social Impact Transfer in Digital Food Tourism: A Dual-Path Conceptual Model of Normative and Informational Social Influence

Abstract

The influence of social factors has been exacerbated in digital environments for food-related travel behaviour. Accordingly, this paper develops a social impact transfer model that captures how digital food tourism processes influence via two distinct channels. These channels are normative social influence, which is based on social expectations and consensual validation, and informational social influence, driven by accuracy-seeking and cognitive elaboration. Synthesising social impact theory and social comparison theory, the model describes how digitally embedded social cues, such as popularity cues or influencer endorsements, experiential narratives, and credibility cues, are translated into internal psychological states. Two mediators, destination self-congruence and perceived destination attractiveness, represent the identity-based and evaluative pathways for how external influence may become personally relevant. These mediators, in turn, drive electronic word of mouth (eWoM) behaviourally expressed through internalised social impact influences. The framework extends tourism theory by explaining dual-path influence mechanisms, situating social impact as a temporal and transferable concept in a virtual setting, and enhancing our comprehension of how identity congruence and normative valuation jointly yield persuasive effects in the food tourism domain. Practical implications emphasise the strategic importance of shaping influence transfer through identity-relevant message framing, credible information schemas, and visually engaging digital storytelling. Suggestions for additional research to support empirical testing and theoretical development are also provided.