Title: Consumption values of sattvic food by blog narrative analysis

Authors: Sujana Adapa; Subba Reddy Yarram

Addresses: UNE Business School, University of New England, Armidale NSW 2351, Australia ' UNE Business School, University of New England, Armidale NSW 2351, Australia

Abstract: This paper aims to understand the relationship between gastronomic tourism and the consumption values related to the eating of sattvic food by tourists visiting religious and spiritual destinations in India. Narrative analysis was used to analyse the food blog data from 30 Indian food bloggers and the case study methodology was used to analyse the data from two organisations that foster spirituality and sattvic foods. The results reflect the importance visitors assign to the consumption of a sattvic diet in destinations of religious significance. The bloggers highlight the functional, health, social, societal, emotional, epistemic, spiritual and environmental consumption values, while the organisations promote the consumption of sattvic food in religious destinations using yogic, Ayurvedic and responsibility values. The consumption values identified in this study align with Maslow's needs hierarchy. Overall, the findings obtained from the study highlight the consumption values that promote gastronomic tourism experiences in religious destinations.

Keywords: blog narratives; tourism experiences; sattvic food; spirituality; religion.

DOI: 10.1504/IJWBC.2022.122389

International Journal of Web Based Communities, 2022 Vol.18 No.1, pp.21 - 40

Received: 28 Jan 2021
Accepted: 12 Jun 2021
Published online: 22 Apr 2022 *

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