Abstract:
Street food has become an integral component of Colombo’s urban culture and a
vibrant attraction for both local and international visitors. With the growing influence
of digital media, YouTube food vlogs have emerged as powerful tools shaping
audience perceptions and travel intentions. This study explores how viewers engage
with Colombo-based street food vlogs and how these interactions influence
perceptions of authenticity, quality, and cultural significance. It also examines the
role of such vlogs in influencing travel intentions and shaping Sri Lanka’s image as
a food tourism destination. A qualitative content analysis was conducted using NVivo
software to systematically code approximately 18,000 comments extracted from the
ten most-commented YouTube vlogs featuring Colombo’s street food. Thematic
patterns were analyzed to capture viewers’ emotional, cultural, and experiential
responses. The findings indicate that emotional appeal, perceived authenticity, and
cultural richness are the key dimensions driving viewer engagement. Comments
frequently emphasize the diversity, affordability, and sensory appeal of Sri Lankan
street food, with many viewers expressing an intention to visit Colombo inspired by
the vlog content. The study contributes to understanding how user-generated content
(UGC) supports food tourism, enhances destination image, and promotes cross cultural appreciation. These insights hold practical value for tourism marketers, local
vendors, and policymakers seeking to leverage digital storytelling as a strategic tool
for promoting Colombo’s street food culture. Overall, the research demonstrates the
transformative potential of digital media in shaping tourist perceptions, encouraging
culinary exploration, and preserving Sri Lanka’s rich street food heritage.
