Exploring the Food Sharing Experiences of Foreign V Loggers: A Netnographic Approach for Pakistani Food Tourism

Zaki Hasan; Madiha  Aslam; Syeda  Zeerak

Authors

Zaki Hasan Assistant Professor Ziauddin University, Karachi, Pakistan Author https://orcid.org/0000-0002-7451-8721
Madiha Aslam PGD, Business Analytics, DHA Suffa University Karachi, Pakistan Author https://orcid.org/0009-0007-1696-4866
Syeda Zeerak Senior Lecturer, Ziauddin College of Rehabilitation Sciences Ziauddin University, Karachi, Pakistan Author https://orcid.org/0000-0001-6719-6157

Keywords:

Tourism, netnography, hospitality, food tourism, video loggers, cultural food, sustainable developmental goals

Abstract

Purpose: The purpose of this study is to explore the food industry and hospitality of Pakistan through the experience of video loggers from all over the world.

Study Design / Methodology / Approach: In this study, different video loggers from all over the world who used to share their experiences related to food and culture were selected. A qualitative ethnographic research study was conducted based on observation and thematic analysis, and 38 dialogues were analyzed.

Findings: People who travel to Pakistan find the food delicious and full of flavours. Not only has this, but the hospitality of Pakistani people inspired them.

Research Limitations: The study is based only on qualitative analysis and conducted from 6 video loggers and 15 videos. In future, the study can be extended to a greater extent, with 38 dialogues and multiple videos.

Social Implications: This ethnographic study explores the positive image of Pakistan and extends joyous gratitude to the people living in this country. In the future, it will help the Pakistani tourism market grow fruitfully.

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