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

Abstract

In this era of Marketing 4.0, digital content seems very important in the culinary tourism. Before this era, restaurant managers used to utilise costly and time intensive survey to understand their consumers (Greenlaw and Brown-Welty, 2009). Specifically, Restaurant’s consumers are posting regarding their experience in the restaurant through different digital contents (Moe, Netzer, and Schweidel, 2017). However, there have been very little research done to investigate the visual digital content such as images or photos posted online. This research fills this gap by implementing image clustering to find out types of contents related to restaurants posted over the online.