I. ABSTRACT

Food vloggers have become powerful influencers in the food industry, shaping consumer attitudes
and behavior through social media presence. A study by Luong and Ho (2023) investigates the
impact of food vloggers' videos on viewers' attitudes and social commerce intentions. Food
bloggers are seen as opinion leaders and experts, influencing perceptions and choices through
electronic word-of-mouth (Lacsina, 2023). This research uses an ethnography method to analyze
the narratives of food vloggers and their influence on the Tagaytay City food scene. Data is
collected from social media platforms, focusing on individual behavior, attitudes, and comments.
Inspired by Braun and Clarke, thematic analysis is applied to uncover recurring themes related to
tourists' dining choices influenced by food vloggers and influencers. The findings reveal four
primary themes in the narratives crafted by food vloggers: influence on food choices, the difference
in customer service, food pricing, and ambiance. Food vloggers play a significant role in shaping
the image of Tagaytay food scenes through the internet, influencing perceptions, inspiring culinary
exploration, and fostering a sense of community among viewers. This study contributes to
understanding the intersection between food media, cultural representation, and tourism promotion
in the digital age. Despite the growing impact of food vloggers, there is still a need for more
comprehensive research to understand the discourse of the food vlogging community and the
implications of their narratives on consumer behavior and perceptions (Lacsina, 2023).