The power of visual representations and the growing aestheticization of food. An interdisciplinary analysis of Airbnb visual content in Siena

Research reveals that Airbnb's visual content, particularly food imagery, drives a process of image normalization that contradicts the platform's promise of authentic local experiences. The study analyzed 3960 photographs from 250 listings in Siena, Italy, between November 2020 and February 2022, using an interdisciplinary approach combining geography, semiotics, and visual studies. Findings indicate a growing aestheticization of food that accelerates the touristification and commodification of places, challenging the notion of unique, local experiences. Siena's small size and strong cultural identity made it an ideal case study for examining these dynamics.

Cristina, A. M., & Cristina, C. (2024). The power of visual representations and the growing aestheticization of food. An interdisciplinary analysis of Airbnb visual content in Siena. Digital Geography and Society, 6, 100083. https://doi.org/10.1016/j.diggeo.2024.100083