Partho Pratim Seal, Ankit Shukla, Lazey Doma Bhutia and Nagendra Yadav

Abstract: The role of social media is to build relationships with food, with the food makers, and how they adapt those in their lives. This study focuses on food bloggers and how they portray Indian food in their food blogs. The study adopted a netnographic approach and visited popular Indian food bloggers’ social media sites, followed by a qualitative content analysis. The findings of the study reveal that innovativeness, experience, memories, fusion cuisine, health and nutrition, as well as social elements of food are the main themes that bloggers associate Indian food with in social media blogs. Social media with different Indian food blogs play a meaningful role in how travellers learn about local ingredients, cooking techniques, and the dishes’ cultural significance. The food blogs on Indian food could be a powerful tool in presenting India’s diverse culinary landscape in tourism and hospitality to the global audience.

Keywords: Food bloggers, netnography, memories, experience, innovativeness