From cultural curiosity to culinary sustainability: how social food reels foster food culture preservation

Purpose This study aims to investigate how social media short videos (SMSVs), particularly those showcasing food culture, contribute to food culture sustainability through the stimulation of cultural curiosity and behaviour. Design/methodology/approach Drawing on the Stimulus–Organism–Response (S-O-R) model and cultural capital theory, the research examines how stimulus quality, perceived enjoyment and telepresence influence cultural curiosity, which subsequently drives culinary reproduction, visit intention and support for food culture sustainability. Both offline and online surveys were conducted, involving 665 users of short-reel video content. Valid data were assessed and analysed through structural equation modelling. Findings The findings reveal that the content of SMSVs significantly fosters cultural curiosity, leading to behaviours that promote sustainable food practices, including authentic culinary engagement and advocacy for cultural preservation. The moderating role of cultural intelligence (CQ) further enhances these relationships. Practical implications This study suggests that tourism marketers and cultural institutions can leverage short-form food videos to spark cultural curiosity and promote sustainable food practices by showcasing authentic culinary experiences, enhancing viewer immersion, and fostering cultural intelligence to encourage responsible gastronomic tourism and food culture preservation. Originality/value This study uniquely integrates the S-O-R model with cultural capital theory and cultural intelligence to show how short-form food videos stimulate cultural curiosity and drive sustainable gastronomic tourism. It offers original insights into how immersive digital media foster culturally responsible behaviour and food culture preservation.