The Effect Of Cultural Encounters In Pakistan On Foreign Vloggers’ Perceptions

Abstract

The Tourism industry plays a significant part in Pakistan’s economic growth. The industry creates a positive image of the country at international forums, and also provides jobs to the locals. The industry took a big hit after 9/11 and Pakistan was still being ravaged by terrorism and terrorists. The disturbed image of the country is re-furnished through social media. Vlogging is a form of storytelling through video. The tool due to its exciting and personal nature has played a vital role in communicating Pakistan's positive image which is full of warmth and hospitality to the world. The vlogs produced by foreign vloggers not only portray the beautiful landscape of the country but also attract foreign investment. This study will focus on the analysis of the effect foreign vloggers' interaction with natives on their perceptions of Pakistan. Data from in-depth interviews of vloggers is analyzed using qualitative thematic analysis, where each vlogger has an image stereotype of the country, but after interacting with people in the country, the vloggers' perspectives changed. More about the food, culture and the hospitality of people. The results identified that social media and vlogging can work as a potent tool to change the world's perception about our country, Pakistan.