Valentina Marquez Diaz

Studying towards a Master of Commerce
How do restaurants present themselves online? A content analysis of Christchurch restaurants

Mobile: 0275915513
Country of origin: Chile
Valentina Marquez Diaz

This proposal provides an overview of a research project in the area of restaurants in Christchurch. Its origin comes from asking restaurant owners what knowledge they lack and how to create a resource that would be useful for them. Therefore the research question was developed of How do Christchurch restaurants present themselves online.

This research aims to identify and assess the different forms of content uploaded by restaurants on chosen platforms and offer insights into what information restaurants owners and marketers perceive to be most useful when creating a content strategy. In order to find information on the chosen topic, a literature review was undertaken to understand restaurants online positioning strategies better. Results showed a significant gap in the literature.

A two-staged mixed methods approach will be conducted. Stage one will conduct a content analysis on restaurants and cafes based in Christchurch CBD. Stage two will focus on interviews with restaurant marketing managers or owners and will identify key strategies adopted by the restaurants and their reasoning behind them. The study contributes academically to the current literature gap with respect to how restaurants develop a content strategy and position themselves online.

Supervisors:

Primary Supervisor: Michael Hall
Co-Supervisor: Ekant Veer

Research Interests

Hospitality marketing, social media marketing, social marketing

Working thesis title

How do restaurants present themselves online? A content analysis of Christchurch restaurants

Personal Interests

Food, travelling, photography