Vlogging gastronomic tourism: understanding Global North-South dynamics in YouTube videos and their audiences’ feedback

Abstract

Gastronomic tourism is a developed research stream in tourism studies. Previous literature, however, has mainly shed light either on the micro-context of food itself or on meso-contexts such as heritage and regional food sourcing. Given this situation, previous research has called for examining this aspect of food tourism, aptly named the ‘cultural turn’ in food tourism. This paper adds to extant theoretical conversations by studying popular international gastronomic tourism videos. As the world becomes increasingly globalized and cultural products suffuse across borders, travellers, particularly those from the Global North, sample and judge local cuisine and this incurs reactions from onlookers. Watched by millions of people, vlogs provide a virtual immersive socio-cultural experience to a tourist site. In this regard, this article asks the following research question: how does the Global North-South divide manifest in vlogged gastronomic tours and what responses do such phenomena provoke among international audiences? Using the approaches of textual analysis, content analysis and sentiment analysis, this study explores the afore-mentioned research question using the canvas of nine gastronomic vlogging tours as played out on YouTube. The authors analyse the most popular food vlogs of all time and use a gamut of more than three hours of video (with more than 215 million views) and more than 128,000 comments. The results show how vlogs may provide authentic cultural experiences and how the Global North-South divide is ameliorated through vlogging gastronomic tours. The question is important not only helpful for guiding destination marketers and tourism service providers about the multifaceted aspects of a destination, but also for understanding how particular social phenomena can foster connections among different peoples.