A Picture Can Tell a Thousand Words: Understanding Visual Digital Contents of Chinese Restaurants

This empirical study has theoretical and practical implications for restaurant image and marketing management in social media. First, the study shows which specific aspects of restaurant services, reflected in the visual content provided by users and managers of restaurants, actually led to a positive assessment of the reviews. Secondly, this paper provides a text analysis of consumer’s behavior before going to a restaurant and motives to share information after purchasing. Further research should study the behavior of tourists with the addition of variables such as the publication of posts on the first visit and repeated visits to restaurants, time of visit, level of tourist satisfaction