Tourism and Gastronomic Heritage in the Colombian Caribbean

Visual Narratives of Traditional Restaurants on Social Media

Authors

Keywords:

Cultural tourism, Digital communication, Colombian gastronomy, Social media strategies, Emerging technologies, Gastronomic heritage

Abstract

Traditional cuisine restaurants on Colombia's Atlantic coast face challenges in remaining competitive despite their cultural and tourism value. This study analyzed their social media strategies with a focus on visual storytelling and cultural representation to promote gastronomic heritage. Using a mixed methodology with qualitative content analysis and quantitative coding of 15 restaurants, findings reveal universal use of Facebook and strong adoption of Instagram, but limited engagement with TikTok and YouTube. Interaction remains modest and innovative tools are largely absent. Strengthening visual narratives and diversifying digital strategies are essential not only for competitiveness but also for safeguarding cultural heritage as a living expression within contemporary visual culture.

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Author Biographies

Camilo Mauricio Grillo-Torres, Master of Marketing, Director of Research, Corporación Universitaria de Asturias

Business administrator, Master's degree in marketing, business consultant in marketing, digital marketing, strategic planning, and entrepreneurship. Research professor interested in digital marketing, social media, entrepreneurship, strategic planning, and business administration. Author of several book chapters, articles, and presentations related to these topics.

Franklin Cordova-Buiza, Research, Innovation and Sustainability Department, Universidad Privada del Norte, Peru

PhD candidate in the Social and Legal Sciences Program at the University of Córdoba, Spain. Master's degree in Administration with a specialization in Business Management from the National University of San Marcos, Peru. Bachelor's degree in Tourism Administration from the National University of San Marcos, Peru; Bachelor's degree in Education from the University of San Ignacio de Loyola, Peru; with postgraduate specializations in Marketing, University Teaching, and Business Plans. Speaker on topics related to Experience Marketing and Business Management. Consultant for the Ministry of Foreign Trade and Tourism (MINCETUR) and the Commission for the Promotion of Peru (PROMPERU). University professor, researcher, and consultant. Director of the Center for Tourism Research and Consulting (CIATUR), Peru.

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Published

2026-08-03

How to Cite

Vega, C. R., Grillo-Torres, C. M., & Cordova-Buiza, F. (2026). Tourism and Gastronomic Heritage in the Colombian Caribbean: Visual Narratives of Traditional Restaurants on Social Media. VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 18(4), 191–207. Retrieved from https://visualreview.net/revVISUAL/article/view/6035

Issue

Vol. 18 No. 4 (2026): Communication, Innovation and Innovation in Museums

Section

Research articles

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