Pit Senyor! non-social emotions in Sinulog festival vlogs’ comment culture

Although user-generated content is widely examined in tourism research, the non-social emotions expressed in comments on festival-related YouTube vlogs remain underexplored. This study characterizes such emotions in comments on videos documenting the Sinulog Festival in Cebu City, Philippines. Ten vlogs were purposively selected, and 8,897 meaningful comments were extracted and analyzed using Phronetic Iterative Qualitative Data Analysis. The analysis yielded a conceptual model, Grand Festival as a Magnetic Field for Non-Social Emotions, which organizes these responses into two clusters: pride-driven and promise-driven emotions. The findings extend scholarship on tourism and digital emotions and offer useful insights for the management and marketing of festival destinations.