The current practices of food and beverage photography and styling in food business

Abstract

Purpose

This study aims to analyze the current practices of food and beverage (F&B) photography and styling through the eyes of professionals involved in the food business.

Design/methodology/approach

A phenomenological research approach was used and empirical data were collected via a series of semi-structured interviews with professional food photographers. Purposive and snowballing sampling methods were used and the participants of this study consisted of 26 F&B photographers and stylists who were actively and professionally working in this field. Content analysis was applied to the empirical data.

Findings

The research findings reveal several key themes in F&B photography and styling: emotional appeal, key trends, career opportunities, required skills and abilities and interventions and ethical considerations. Three specific roles were identified in F&B photography and styling: food and beverage photographer, food and beverage stylist and prop stylist.

Research limitations/implications

This study offers discussions on the pros and cons of F&B photography beginners and professionals and the food business.

Originality/value

This is one of the first studies to offer empirical findings and discussions on the concept of F&B photography and styling.

论当前餐饮业中食物和酒水照相和摆盘的措施

研究目的

本论文探索分析当前餐饮业中F&B通过专业摄像来对食物照相和摆盘的措施。

研究设计/方法/途径

本论文采用现象学研究方法, 对专业食物摄像师进行半结构化访谈, 采集数据。通过目的性和滚雪球式采样方法, 共26位F&B专业摄影师和摆盘师接受了访谈。本论文采用文本分析法对数据进行分析。

研究结果

研究结果展示了多个F&B摄像和摆盘中的关键主题:（1）情感吸引（2）热门趋势（3）就业机会（4）所需技巧和能力（5）介入和道德考量。F&B摄像和摆盘的三个具体职位:（1）餐饮摄影师（2）餐饮摆盘师（3）料理造型师。

研究启示

本论文对F&B摄像业余和专业摄像师和餐饮企业的优劣势进行探讨。

研究原创性/价值

本论文是首篇对F&B摄像和造型的概念进行深入探讨并且提供实证调研的文章。

Citation

Cankul, D., Ari, O.P. and Okumus, B. (2021), "The current practices of food and beverage photography and styling in food business", Journal of Hospitality and Tourism Technology, Vol. 12 No. 2, pp. 287-306. https://doi.org/10.1108/JHTT-02-2020-0052