The Covid19 compelled tourism providers to reconfigure their offer in fully digital formats, specifically through the use of video-conferencing platforms, as Zoom. This has led a further development of the e-tourism concept as well as the diffusion of a new trend in tourism photography. The photograph is an outline of the Zoom screen and its virality derives from the combination of the socio-technical affordances of social networks, where the photo is usually shared, and of Zoom. This study, specifically conducted in the gastronomy tourism sector, reflects on how this new trend depicts the new technologically-mediated social dynamics and how online tourists use technology to enjoy tourism experiences. The aim is to contribute to understand, through the visual and semiotic analysis of Zoom photos, how technology is reconfiguring consumption and how the relationships between technology and consumers are evolving in a time period of induced social distance and reduced physical interaction.
Beccanulli, A. A., Biraghi, S., Gambetti, R. C., Zoom photo-taking as a new trend in gastronomy e-tourism, Working paper, in XVIII Convegno Annuale della Società Italiana Marketing. Trasformazione digitale dei mercati: il marketing nella creazione di valore per le imprese e la società, (Ancona, 14-15 October 2021), Società Italiana Marketing, Ancona 2021: 1-6 [http://hdl.handle.net/10807/190651]
Zoom photo-taking as a new trend in gastronomy e-tourism
Beccanulli, Angela Antonia
;Biraghi, Silvia;Gambetti, Rossella Chiara
2021
Abstract
The Covid19 compelled tourism providers to reconfigure their offer in fully digital formats, specifically through the use of video-conferencing platforms, as Zoom. This has led a further development of the e-tourism concept as well as the diffusion of a new trend in tourism photography. The photograph is an outline of the Zoom screen and its virality derives from the combination of the socio-technical affordances of social networks, where the photo is usually shared, and of Zoom. This study, specifically conducted in the gastronomy tourism sector, reflects on how this new trend depicts the new technologically-mediated social dynamics and how online tourists use technology to enjoy tourism experiences. The aim is to contribute to understand, through the visual and semiotic analysis of Zoom photos, how technology is reconfiguring consumption and how the relationships between technology and consumers are evolving in a time period of induced social distance and reduced physical interaction.
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