Tourism Course Work

8/3/2019 Tourism Course Work

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Abstract

The study focuses on how local food specialties in UK have impact on the tourism industry . The

country offers many local food specialties. Restaurants, snack bars, street vendors, and cake

shops provide tourists and locals a diverse purchasing and dining experience.Tourism is one of the biggest industries in United Kingdom. The industry by market standards is

worth approximately Euro 75.9 billion and provides a substantial amount to the U.K economy.

Moreover more than 2.1 million people are employed in tourism alone (statistics.gov.co.uk,

2009).

Limited consumer behavior information is available with regard to the purchase and

consumption of local food specialties. Research-based studies are needed to obtain tourists and

locals perceptions about UKs food and how they make their food selection decisions.

An important component of tourism is the food you find at the destination; it helps nourish the

journey and escalates the entire experience. However this important factor has been recognised

and given its due importance only in recent times. In the ever changing global horizon, the

tourists are more cultured and informed, constantly looking for newer experiences. Varied

culture has different food and cuisines, thereby with food preparations and the eating ambience a

tourist can explore the culture of a place. The drinks and food consumed during a holiday often

defines the memories of the travel.

Food tourism in itself is a wide spectrum: it could be ordinary or festive, domestic or

commercial, cookery classes or cookbooks, restraints or food events, food and wine tours or any

other mode of actually getting a feel of the product (www.ittfa.org). Besides this, food and drinks

also has a tangible aspect. It helps a tourist understand the history, culture, religion, custom and

tradition of the destination place.

Tourists and consumers today are more discerning and with this increased demand in the

consumption of locally produced products together with the trend of living a healthier lifestyle.The relationship between locally produced food and tourism is also receiving recognition from

the main tourism and development agencies in UK.

The rationale of the research
http://www.ittfa.org/http://www.ittfa.org/


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With the growing realization and emphasis on food, tourism research and tourism product

development teams have been paying greater heed to food and wine tourism and gastronomy

(Hall and mitchel2003). A great section of consumers emphasize on a range of food product that

serves as a vital factor in their over all satisfaction. So it is important for any place, in this case

UK, to emphasis on the marketing and promotional activities linked to food tourism (pubs, bars,

farmers market, restaurants). Various gastronomy festivals can also be organized to attract

larger number of tourists. Such kind of marketing skills would not only help boost profitability

but also help provide the tourists with a cultural experience.

This thesis is being conducted to understand how food industries can help boost tourism from a

different perspective. If the right tools are used then the food tourism will gain due importance

and also help the destination to flourish. The food tourism is a crucial factor to the tourism

industry it provides the experience of the destination culture as well as a sense of place (Hall,

2003). The purpose of this study is also to project how food is a travel motivator not only to an

individual tourist but to the world tourism on a whole. My objective is to increase awareness

among people that food is not just a mere necessity to keep life moving. Food in fact can help

develop a positive image of a country or destination. There by the tourism industry can benefit

from it. The right channels and routes of marketing to promote the food industry can help as

much as the promotional activities related to sightseeing. Let us take an example, the marketing

promotional campaign by Enjoy England in the year 2006 promotes various regional delicacies,

traditional specialities and taste trails. The campaign is called Taste England and helps pull

tourists. Also Englands natural larder emphasizes on a destinations food offerings and helps

attract customers greatly. It is called as the pull factor by writers (Okumus et al., 2007). So it

can be seen that food today is not a mere trivial holiday requirement. The thesis will cover the

role and significance of food to tourism, the complexities involved in the progress of the food

tourism. Also the research will try and provide future direction and scope to help further

research. Although food tourism presents great prospects for the future, it is important tounderstand various quality factors and standards and conflicting needs. Also the correlation and

relativity of this factor to others must be understood to help use it as an advantage to both

industries: food and tourism. The entire hospitality business which works in close relation to

food services is considered to be a part of the tourism industry (a terminology used throughout


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the thesis). Proponents assert, food tourism is going to be the next big thing. It is expected to

give competition to ecotourism as a chic trend (Centre for Hospitality Research, 2005).

Defining Food Tourism

Food Tourism or one should say Gastro-tourism is now becoming a buzz word around the world.

In attempting to define food tourism it is evident that there are many possible variations to any

definition. It is evident that farm gate tourism is either juxtaposed or a subsector to food tourism.

According to Sarah Lebski, a leading tourism consultant, highlights in her draft Food and

Beverage Tourism - Market Assessment, September 2009, it is very difficult to define food

tourism and every organisation has a different view. Food tourism can be described as about

food as a subject and medium, destination and vehicle, for tourism. It is about individuals

exploring foods (and wines) new to them as well as using food to explore new cultures and ways

of being. It is about groups using food to sell 5their histories and to construct marketable and

publicly attractive identities, and it is about individuals satisfying curiosity. Finally, it is about

experiencing food (and wine) in a mode that is out of the ordinary that steps outside of the

normal routine, to notice differences and the power of food to represent and negotiate that

difference

During the 20th Century, industrialization began to threaten artisan producers and manyabandoned their traditional techniques.

But in the past two decades, there's been resurgence in demand for quality products made by

time-honored methods. The appetite is growing for regional produce, such as Somerset cider,

Caerphilly cheese and Cromer crabs. Food tourism has become big business, worth nearly 4bn a

year.

In a recent survey of tourist perceptions of the UK food industry, two-thirds of Britons said thatfood and drink influenced their holiday choice. The West Country, Wales and Scotland occupied

the top three destinations.

Since the Malt Whisky Trail was set up around Scottish distilleries several decades ago, the

number of food and drink trails has multiplied. New additions include a wine trail around the


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South-East, sausage trails in the Midlands and the North-West, and a Lake District afternoon tea

trail.

Alexia Robinson, the organizer of British Food Fortnight, says food adds to a visitor's experience

of a place. "Taste is one of our senses. We usually experience a place visually, such as on a

castle or cathedral tour, so why not add to that through our taste buds?" (Bbc.co.uk, 2011).

Literature review

In UK more importance is given to Cultural and Heritage tourism. The growth of the tourism

industry in the United Kingdom is directly linked with the growth of amusement parks, museums

and restaurants. International travellers like to absorb the feel of the place, they are visiting.

Travelling aimlessly is not their intention. The strength of the heritage and cultural tourism is to

serve the likes of veteran tourists. There are many travellers around Europe and indeed the world

who consider travelling for heritage, cultural activities or for ranking art specimens. According

to more than 76 billion pounds are generated by tourism on a yearly basis in the United Kingdom

(Nasaaarts.org, 2009)

Research by Meler and Cerovi in the year 2003 showed that one-third of the total tourist

expenditure across the globe is on food and beverages. So each time a tourist goes to a

destination a large proportion of his money is spent on the food. There by food and travel are

greatly connected. Also food provides a person with a cultural exposure to the lands culture.

The authenticity of the food being served often draws a person to visit a particular location. To

food industry is vital to the hospitality industry. This paper aims at emphasizing on how food is

connected to a tourists experience; also how right form of marketing to promote the regional

food can help increase the attractiveness of a place.

In todays competitive market, destinations understand the importance of the food industry. For

example wine routes are provided in South Africa and California. Also brand new markets and

channels should be organized and started to help portray the food available at a locale in the best

possible way and to advertise the food options better. An element of the delight of tour is the

gratification of tasting new unacquainted cuisines, however finding it and having the knowledge


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about its where about is what the tourism industry should aim at; for example finding a speciality

cake, cheese or wine of a place. Or perhaps having a place where a tourist can see how the

process takes place, and try some complimentary items will help boost satisfaction.

An excellent platform for promoting food tourism is travel exhibitions. An exhibition maybe fora country or a region; it can also be a standalone like a food event for a specific food or a

particular location. As for example, Cheddar in Somerset England is most known for its cheese

and is visited for it. Similarly, Reims in France is known for its champagne.

Numerous exhibitors integrate conventional food into their place display to add extra zeal and

interest to attract larger number of tourists. Also there are various economic returns that can be

utilised as a measure for rural enhancement and development. These reforms are formed by the

government and food tourism organizations and help encourage farming economies. This can

help stop them from declining further (Boyne et al., 2003)

The post-tourist

Several interviewers concluded their own interpretations and relations from the changing

dynamics of tourism. With physical partition and synchronized spaces a new tourism has

developed. Many drew relations between the food of a place and the local culture. envisioning an

idealized history devoid of wishing to march into the genuine backstage and dress themselvesin the contemporary accessory of plastic caps as they stroll around stainless steel vats decked

with caution labels, lists and hygiene policy. That would not be a possibility especially to avoid

from mass packaged nature of present day livelihood that tourists required in their journey to the

Scottish periphery. Paul used an example from Ireland to better communicate the same.

However the study revealed that people were being put off by the smell of the hops, the yeast. So

instead of taking tourists on an excursion to the factory they formulated an audio tour. This

helped the tourists perceive a cleaner and much warmer Guinness ambience. There are a lot of

factories which have customized tour to help travellers see how factories extract fruit juices,

thinking it would help attract customers. But on the other hand it turned people off when they

eventually saw the production line. Many tourists showed the characteristics of Urrys (1990)

post tourist, showcasing the deceit of the site, concurring that they were being accessible to an

apparently constructed world, instead of a entirely authentic view, it can be much more


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presentable than seeing and harsh smells you know (Moira). It is important for a tourism

product to have a well developed set up, that would help the tourist to perceive the product as

they want to. It is known as the yellow brick road. This would help to attract larger purchase.

Any company that can understand this secret will achieve success. You dont bring them into a

place where smell is that smell will linger in someones nostrils for a while! (Paul). However

the understanding and perception about tourist products from a tourist-occupied front stage into

the industrious back stage may be incorrectly dripping with sincerity (MacCannell, 1976).

The interviewers wanted to have food related activities which would feel authentic and actual.

They did not care whether the production process was actually the same, but the feel of the

product in their mind must be authenticated through the activity. A corporal rendezvous which

differentiate Wangs (1999) concept of existential validity that hypothesizes realism as

happening at a more private level. Post a tour to the cheese shop, a tourist said, Romantic image

isnt it! We like to think that! (Sheena) and can see it made and like to think it is pure and real

(Donald); it is the conception in their mind; A belief which they wanted to carry forward.

However they were aware of it does make you wonder to what extent the local people change

their offer (John). However they wanted to believe the authenticity of the experience and that

they werent mislead into believing a wrongly projected regions image or identity. This helps us

through light on what Oakes and Minca (2004) said that tourists representing the paradox of

post/modernity where individual postmodern experiences are celebrated and embraced, but

simultaneously modernist aspects of regulation and structure form an intrinsic part of the

experience. Many travellers perceived sites as Alton towers with food (Will), as they

understand that the production line is regulated and represented to tourists to match the post

modern image created in mind so authenticity is not directly related to any kind of fish, cheese,

biscuit or beer, but rather the emotional engagement people have with it. The notion that tourists

have of a place, where they can see the wax wrapping process and the process makes a person

want to visit over and over again. (Brenda) I suppose in a way I like to think that there is more

taste to it and more flavour when I see them make it in front of me with local ingredients, more,

its not just going to be a run of the mill kind of food that you can just get anywhere, I think

thats what Im after something personal, where you can see some care has gone into it. (Jill)

Although viewing windows were presented as an opportunity to gaze into the back stage areas of

food production, it was accepted that much of the experience was constructed to meet certain


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objectives and promote regional food myths, its about a whole package, we are all performing

here (Robin, visitor manager at the Arran Distillery). Perkins and Thorns (2001) debate of the

gaze as a sort of performance integrate several facets of this synchronized bodily

participation, helping to hypothesize the events every surface of the window as a sort of

interactive presentation. Even if the staff is working vigorously on food processes, the

production line is strategically placed to help attract and amuse the public. For example the wax

vats bordered by elucidation panels which build for attractive presentation as cheeses were

dipped in colour dyes. The sense of performance was improved by positioned notices in the

window jokingly appealing that you do not tap on the glass as it upsets the animals (James

Chocolates, Isle of Arran); enforcing the extrication created by the glass. The performance on

the tourists side of the window bind the pre-conceived viewpoint of tourists by uniting the

visual act with the multisensory rendezvous of tasting small samples of smoked fish or cheese.

The Role of Food in Culture and Tourism

An intrinsic expression of culture and identity is the food that we get at the destination (Hall &

Sharples, 2003). Food is central to travelling stated Long (2003), it acts as a gateway to

another culture. Santich had stated in the year 2004 that food tourism should be considered as a

part of cultural tourism. Through the experiences one encounters they can learn about the

environment and culture of an unknown place. There are various factors that can be contributedby the local food of a place to help develop and market a place for tourism (Elmont, 1995).

These contributions could be motivating agricultural performance and food manufacturing,

avoiding authentic misuse, increasing destination charisma, generating jobs, reinforce brand

image and identity, and help boost entrepreneurship (Texas Tech University, Shih-Chi Chao,

August, 2010, p 58). Based on these factors stated by various researchers we can argue that the

regional food can help create greater value for a destination (Telfer & Wall, 1996; du Rand,

Heath & Alberts, 2003). Food can help create economic value to government and businesses, so

it should be considered and weighed how marketing strategies can be used to help promote the

local food of a place (du Rand, Heath & Alberts, 2003). Food tourists were differentiated by

Hall and Sharples (2003) as those travellers who are influenced by the food available in a place.

They consider food to be an integral part of their travel experience . There by Hall and Sharples

further classified food tourism into sub heads on the basis of their interest.


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(1)High interest in food: these are those categories of people whose primary reason for

travelling is food and wine. They like going to places for a particular restraint, winery or

market. Almost all their activities are food related.

(2)Moderate interest in food: these people are moderately interested in the food and related

activities. They would to like visit a festival, winery, or market once they have arrived at a

destination. So food is a part of their lifestyle activities but not a primary motive.

(3)Low interest in food: they would like to visit a restraint or winery at a destination, if there is

something different or unique about it. So a differentiating factor needs to exist.

(4)No interest in food: these people visit restaurants only because they need to eat while they

are travelling.

People from different regions may have a different perspective about food tourism. For example,

food is an important part of the Asian culture, so experiencing the local food is important for all

Asian while they are travelling. A survey conducted by Rule, Struwig, Langa, Viljoen and

Boiare in South African (2001) showed that international tourists spend about 8% on food while

the domestic tourists spend an amount as high as 24% on the same. Another survey conducted

by Taiwans Tourism Bureau (2006), showed that 34% international tourists felt that food was

the major differentiating factor between Taiwan and neighbouring countries (China, Japan, and

Thailand). Their study of foreign tourists that visit Hong Kong, Kivela and Crotts (2005)

showed that people travel to Hongkong post Taiwan to experience the food there. However, the

people who belonged to Europe and North America did not consider food to be the primary

reason to travel to a destination. Richards (2002) conducted a study in Portugal and derived that

gastronomy was the fifth most influential factor for tourists. Okumus, Okumus & McKercher

(2007) used the marketing activities in Hong Kong and Turkey to set example for other

countries. Their brand image, market positioning and diversity in offerings, attracts travellers.

For example, Hong Kong does not have too many tourism products on offer in comparison to

Turkey. So it has to depend on food. The Government of Hong Kong makes large investments to

produce high production value products (Okumus et al., 2007, p. 256). For example, their

presentation of food items at events is incredible. Turkey on the other hand does not pay

emphasis on the food and related activities. Hong Kong shows images in the websites of food

items and cuisines, while Turkey does not feel the need to do so (Okumus et al., 2007)


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Tourism Experience

Tourism growth in a country benefits the native people financially, with many restaurants

catering to foreign tourists and other allied activities. Moreover the citizens get a glimpse of

other cultures which broadens their vision of the world. The changing weather patterns tend to

leave an impact on the industry in a particular area. One negative aspect of the growth is that the

emphasis and importance given to domestic tourism has reduced. International tourist travel is

possible if the season is favourable. To cite an example international vacations are highest from

April-July and from December to January. It is possible that the number of visitors may fall, but

may stay longer.

Otto and Ritchie (1996) stated that tourism and leisure experiences are the mental frame of a

person and is subjective in nature. Ryan (1997) had stated that the primary emphasis of tourism

is the experience a traveller goes through. Also every traveller would want to see a thing that are

unique to a particular destination and that differentiates it from others. Quan and Wang (2004)

discriminated two types of tourism experiences. They said that the experience may be peak or

supporting in nature. The peak experience is derived from a different attraction. The supporting

one on the other hand, is a more like an extension of the daily experiences. Wang, 2004, p. 297).

Dining and lodging are common examples of supporting experiences. These experiences are

often taken for granted and there by not given much importance. McCabe (2002) on the other

hand said that both these experiences existed in a tourism experiences and is encountered by the

travellers. Even if the peak experience is great, if the supporting experiences are not pleasant,

then the entire tourism experience is negative.

Food is among the most crucial elements of a travellers experience, since one has to eat,

whether he focuses on food or not. Beer (2008) stated that travellers felt that food formed a part

of their tourism experience and also created a distinct experience of its own. Richards (2002)

stated that food creates its own distinct experience. Most people while travelling, plan on where

to eat, whether to try local products, and spend a significant amount drinking or dining. Since

authenticity adds value to any experience, so if the marketing campaigns are centred on

communicating the authenticity of a food item then the specific country or region may greatly

benefit. Quan and Wang (2004) derived a relation between food consumed and travellers

experience. They also analyzed how significant consumption of food is significant to tourism.

They stated that food consumption can be either a peak or supporting experience, depending on


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the traveller. When it is a supporting experience then it is merely an extension of the regular

dining experience at home (Quan & Wang, 2004, p. 301). And when it is a peak experience then

it is an exotic or memorable experience which a traveller goes through.

Authenticity

To boost tourism, travellers do not want just the product or services; they also want a significant

experience that stays in their minds (Gilmore & Pine, 2007). Authenticity of the food and related

activities are relevant is consumers sensibilities. It influences a persons choice to purchase or

not purchase a product (Gilmore & Pine, 2007). Authenticity was mentioned as a motivational

factor first in Dean MacCannells book The tourist: A new theory of the leisure class (Molz,

2004). The book stated that people today are losing interest in town or family, or personal things,

but gaining attachment to real life of others (MacCannell, 1976, p. 91). So people are seeking

authenticity in products. Cohen (1979) classified tourists on the basis of their experiences: the

existential tourist, the experimental tourist, the experiential tourist, the diversionary tourist, and

the recreational tourist. The first three categories look forth to pursuing authenticity during their

personal travel and are trying to gain such experiences; while recreational tourists (Molz, 2004)

seek for playfulness rather than authenticity. They look to have a fun time ad pay less attention to

authenticity (Molz, 2004, p. 71). Cohen in 1998 said that people who are less concerned about

the authenticity will be more open to take an experience as an authentic one. They do not have a

strict factor or criteria to consider something as authentic so they are more open minded about

accepting different cultural aspects as authentic. The authentic term is often used to address

items which are considered genuine version of a food item found at a particular place or country

or destination (Groves, 2001, p. 246). Scarpato and Daniele (2003) said that proponents felt that

increasing stress on globalization had lead to the increase in similarity in products in todays era.

Thus making it more difficult to know how customers perceive the authenticity of a product.

Grove (2001) researched on what British consumers perceived to be genuine British food. The

perception can be based on various factors such as appearance, packaging, price, traditional

relation, origin of the product, organic content etc. Kuznesof, Tregear, Moxey (1997) also stated

that the perception of authenticity can be based on personal knowledge and experience.


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Travelers may not know how to identify and differentiate local cuisines. But their choice to buy a

product will be dependent on the perception he holds about its authenticity. However this

perception changes over time, life stages, personal travel experiences, habitually used

products (Gilmore & Pine, 2007, p. 22).

Price

Pricing of any product is very vital. Any local product and its sales depend on the price. Local

products are bought and sold in smaller economy of scale. For example, a chocolate

factory would produce a batch of chocolates with specific ingredients and packaging is

done in the kitchen itself. On the other hand, supermarkets and larger stores can produce

thousand of chocolates with standardized machines and ingredients through mass

production. There by the cost which is incurred for production is lowered in case of larger

shops due to economies of scale. Thus this retail expenses has to be borne by both the

retailer and the customers. While it may be a small amount when it is for a packet of

fudge, but daily products such as milk and bread will have a significant price difference

due to this small amount. Thus it is important that the origin of the product adds value to

the product, and helps the customer overcome any ambiguity in relation to the price

variation. This rise in price due to production processes often deters a supplier to change

supply routes. It also requires new investment in new businesses processes and

equipments.

Lack of confidence about the market

There is always a lack of confidence as to whether the product will be sold at the appropriate

price. The meat or the wool may be sold at a lower price in the market. There by the

farmer has lack of confidence and may not be sure as to whether they should change the

production processes. The person needs enough security that there is market for products

that they are producing. The demand should be visible from local markets; the market

opportunities should be tested. Any funding for the projects will help add assurance.

Confusion with other categories of food

A project may be confused with others or the message related to the product may be non

communicated. For example some local organic food may not be accredited as organic;


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however they may be produced the same way as organic products are. So the local food

may not be organic by label but will have the same qualities.

Also the packaging helps create an image in minds of consumers; there by determining their

expectation level. Again media and stress on environmental concerns may have an

influence on customers buying decisions. So the local systems need to understand and

communicate through the right system to help the consumer understand the quality and

value proposition of a product better. This can be done by proper labeling, meeting

relevant standards and gaining membership of regional food products or organizations.

Commercial competitors

While home produce has of late been the safeguard of small trade, superstores are gaining the

moral and monetary profits of home or local food. For example stores like Marks and Spencer,

Waitrose, gain significantly from the AB class of shoppers.

Consumer confusion

Consumer confusion is widespread: should a customer buy products from local markets or where

they are specialities of? If it is purchased from the local farm then it should be considered how

production process can be made more efficient than the supply chains of other superstores.

Should organic products be imported or preference should be given to non organic local

products. It should be studied whether these products are contributing positively to the local

economy? With growing concerns about the environment one must understand the importance of

carbon footprints and air miles. Similarly fair-trade products such as rice, tropical fruits, which

cannot be resourced in the vicinity and farm guaranteed and industry criterion system, have the

same concerns. It is difficult to equate overseas standards to the standards in UK. There is no

law-making obligation for food manufacturer to recognize the supply and category of

components in their commodities. Also there are many factors that are to be considered in case

of larger grocery stores. The operational aspects impact the local food markets. Superstores have

to think about the ethical aspects such as corporate social responsibilities. With the growth inmarket and increasing stress on globalization, the local markets may be affected disapprovingly.

Benefits to tourism

With the stress on local cuisines growing and larger demand for it developing among masses, the

tourism industry can benefit greatly from the food industry. Although this does not associate the


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food industry with the tourism industry directly but there is an underlying relation, which has

significant affect. So it is crucial to have local markets makes efforts and initiatives to make the

tourist economy more vivacious and luring. Rural markets can especially use such tools to

attract people and add value to their existing projects and plans.

The methodology

The thesis will be conducted with the help of both: primary and secondary research. The research

would help us understand how food helps improve tourism in UK.

Research Design

During the designing stage one issue, that people need to take care of is the problem of dataprotection and ethical problem. It is must that during the whole process of conducting research,

one must take in consideration, the privacy of the respondent. Moreover the concern of every

participant must be kept in mind. Moreover one should also keep in mind the circumstances of

the respondents which making a questionnaire.

Various means are used for distributing the questionnaire including emails, and other electronic

correspondence. The students are taken in consideration due to the lack of time and resources.

The answers were given honestly, there were no biased answered throughout the questionnaire

survey.

Data analysis

For collecting data, a 5 point scale was designed especially for the purpose of taking surveys.

The questions were asked, and the answered were sent by means of email and other electronic

communication outlets. As an experiment an email containing 20 questions was sent to different

people of various segments. It was noticed that some respondents did not understand the

meaning of the terms in the survey, and hence they did not respond properly. The lack of

information was another factor for the people, not to give information. Though books are

available and information is free for all, there is not as many as one would hope, and the

disappointing result. However the quality and information was not compromised.


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The data analysis will tell you much about the graphs, percentage and main results sourced from

the studies. The major analysis will also be displayed by the data analysis. This information can

be useful for all mobile companies from all corners of the world. Think about it carefully, today

there is raging competition between different companies to gain market share. This information

will enable them to gain a commanding market in this competitive world.

Ethical considerations

For researchers, a lot of data is required in order to conduct quality analysis. It is not possible

however to throw enough light on the subject if quality analysis is not done. You wont get

information that you can use in case you cannot conduct a thorough survey. A lot of ethical

issues were considered while making up the questionnaire. The privacy of all the respondents

was respected. There is a strong privacy security clause known as the data protection act, andmany companies follow the act, of late. Hence the questionnaire should be in such a way that it

will respect ethical behaviour and privacy. While the research was conducted, the data protection

Act of 1988 was strictly kept in mind. All the information remained strictly private and

confidential.

Methodological approach

The adoption of an amazing approach has been found out by the nature of this topic. The whole

procedure translates into information and analysis that organizations and companies can easily

use. All this is achieved through questionnaires. Interpretation and personal information are

emphasized by personal knowledge and subjectivity to the matter. Conventional wisdom and

assumptions are being cut through as the questionnaires as the people behind the research are

trying to understand the. This gives companies/ individuals insights into the way people think

and behave. It gives the companies conducting the research, the knowledge using which actions

can be adopted to motivate changes and understand employee performance. Total award, the

motivation factor needed to be the best can be achieved using this method.

Methods of research

Exclusive qualitative methods are used for the collection of data. However in this case, the

qualitative methods are not used (Bryan 2004). Researchers including the likes of (Bell 1999,


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Blaxer 1996) point out that the qualitative approach is sensitive to context. A qualitative

approach will enable the company to study the case in the environment that it is meant to be in

(Bryman, 2004). The perception of the real world can be apparently seen by taking the analysis

provided by the qualitative approach. It is better is terms to flexibility, as compared to structured

methodologies. The thinking that is not conventional can be obtained by using qualitative

techniques (Whipp, 1998). Moreover qualitative approach is pretty much of an approach which

allows one to gain information

The factors like engagement, motivation, zeal to overcome, and the psychological contract can

be firmly analyzed by the by the answers of the questions that will crop up. You would be at an

advantage when you uncover many employee features. Qualitative methods of data collections

were thus used for interviews, to be more specific the semi structured interviews. These

interviews included both telephone and face to face interviews.

A fairly open framework was used for the interviews and hence the choice of semi structured

interview. This open framework would allow the researchers to give emphasis on free

conversation and communication between both the parties, both ways. A detailed questionnaire

where questions are formed ahead of time bears contrast with the SSI. In SSI, simple and general

questions are asked. Issues and topics, if asked are no brain buzzing questions. Availability of

staff, the expenses incurred, relevant topics, and the effectiveness are pretty simply. They do not

need to be prepared before the right time. One can make these questions up on the spot. The

chance to go deep into the topic spoken is possible as the main questions are formulated on the

spot (Fao. Org 2009).

The aim is to dig deeper into broad based questions, and the interview can act as an excellent

way of sharing ideas. This will naturally mean that more and more tourists will be called in for

questioning. They will also need to do more conversation that they did before (Bryman, 2004)

The questions were set in such a way that all the critical data that were needed would be covered

up in the questions. Thus they can thus be termed as comprehensive questions. The questions

whose answers pertained to the research were asked. The interview consists of several questions

that were short in stature.


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The interview questions were grouped under five main topic headings taken from du Gays

Circuit of Culture (1997): production, consumption, identity, representation and

regulation. Interview questions focused on their reasons for visiting the sites (e.g. why did you

decide to visit this region? Have you been here before?); their activities (e.g. what food-related

activities have you engaged in during the trip? Why?); the nature of their interaction with

producers (e.g. have you spoken to producers? What about?); their purchasing rationale and

Whether they felt they could experience a places identity through its food offer. This approach

generated a pragmatic, yet systematic accumulation of thoughts, attitudes, feelings, motivations

and experiences in situation. In addition, the participant observation was also structured by the

five key Circuit of Culture moments in a simple schedule. In order to capture the researchers

inner and outer dialogues, brief field notes were made as issues arose or when informal

conversations took place and a more comprehensive reflective narrative was completed at the

end of each day. In all, 34 in-depth, semi-structured interviews with tourists from 10 different

countries and with an age range between 2882 years were conducted while they were actively

Engaged in food-related activities, thus forming a purposive sample group. Informed consent

was obtained with a signed form and information sheet; all the interviewees agreed that I could

use their real first names in the final transcripts. Additionally, over 300 photographs were taken

during two fieldwork periods (September 2006 and May 2007).

Quantitative: Questionnaires

Quantitative research was defined by Punch (1998) as the observed research where numbers

form the data, while qualitative research is the form of research where the data gathered is not in

form of any numerical or number.

Quantitative data will be collected by means of a questionnaire. The questions would be based on

a travellers food related travel experiences. An initial hypothesis will be formed and then thevariables which concern us most would be analysed and studied with the help of the data

gathered. Forming a questionnaire will help gain data from a target sample group. Thus the data

can help us understand the results with sustainable data. There by it seems logical and is also an

easier way of collecting information from the sample.


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Primary research

It can be difficult conducting face to face interviews, so data can be collected from organizations

and websites such as, www.foodtourismscotland.com, ukfoodtourism.com. Taste England

campaign and likes can also provide information, however organizing interviews may be

difficult.

Surveys can be done online via the internet. Also questionnaires may be sending across via email

to collect information. A set of questions would be asked to 50 ordinary people. These question

would analyze what motivates a person to make a great travel experience, what is their

perception of food when they are travelling, is food a mere commodity to them or about having a

whole cultural experience. Online surveys are gaining popularity as most people these days stay

connected via the web. So, primary data can be collected from a large number of people in lesser

time, with greater efficiency. While face to face interviews are difficult to conduct, this way of

collecting data helps increase connectivity and data can be collected from across the globe to

understand a broader perspective.

Focus group discussions are also a form of acquiring data. It can help bring out justified and

basic details. Focus group interviews are defined by Morgan (1997, pg 2) as group interviews.

The difference is the responses arise out of group discussion, and not the interaction between theresearch question and research participant. Based on the topic/ question asked by the moderator

or researcher, the group discusses their experiences and feelings. Also they help evolve various

feelings about the topic which are aroused out of discussion. However, the answers may not be

answered by all participants in the group. However all questions may not be answered by all, as

some from the group may place the part of a listener. So the primary research will use surveys

and sampling method to procure primary data.

Secondary research

Secondary research is a within reach technique of acquiring responses from previous studies or

composed data, the secondary research which has already been worked on by another researcher

can be collected and used. The data can be collected from books, websites and or journals. These

days books, journals and articles can also be found online to help add to efficiency.
http://www.foodtourismscotland.com/http://www.foodtourismscotland.com/


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A mix: Quantitative and Qualitative research Methods Together

Sample

The sample group will be a mixed group from various nations. They can be of either gender. The

only criteria should be that these people should have travelled to UK and other part of the world;

so that they have experiences they can recollect and respond from.

Duration

The thesis will be completed in a span of 6 months as a large amount of data has to be collected

and compiled. So accessing the sample size and then compiling the data will require time.

Limitations

The limitation in this research would be getting in touch with the sample group for primary

research. For example if interviews are to be arranged then it shall take time to get an

appointment from the person.

One major disadvantage of written questionnaires is the possibility of low response rates. Low

response is the curse of statistical analysis. It can dramatically lower our confidence in the

results. Response rates vary widely from one questionnaire to another (10% - 90%); however,

well-designed studies consistently produce high response rates.

Another disadvantage of questionnaires is the inability to probe responses. Questionnaires are

structured instruments. They allow little flexibility to the respondent with respect to response

format. In essence, they often lose the "flavor of the response" (i.e., respondents often want to

qualify their answers). By allowing frequent space for comments, the researcher can partially

overcome this disadvantage. Comments are among the most helpful of all the information on the

questionnaire, and they usually provide insightful information that would have otherwise been

lost.

Nearly ninety percent of all communication is visual. Gestures and other visual cues are not

available with written questionnaires. The lack of personal contact will have different effects

depending on the type of information being requested. A questionnaire requesting factual


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information will probably not be affected by the lack of personal contact. A questionnaire

probing sensitive issues or attitudes may be severely affected.

When returned questionnaires arrive in the mail, it's natural to assume that the respondent is the

same person you sent the questionnaire to. This may not actually be the case. Many times

business questionnaires get handed to other employees for completion. Housewives sometimes

respond for their husbands. Kids respond as a prank. For a variety of reasons, the respondent

may not be who you think it is. It is a confounding error inherent in questionnaires (statpac.com,

2011)

Research Findings

A multi-layered touristic food-scape is being developed in Arran and the Hebrides, where a

person perceives the place through all his senses. Lofgren (2004: 106 in Sheller and Urry, 2004)

proposed that, the grammar of landscape experiences includes all the different tourist forms of

taking in a landscape, to traverse it, pass through it or past it, to dwell in it, sense it, be part of it

landscapes are produced by movement, both of the sense and of the body. Interviewees gave

special significance to the smell that came from a place or a shop. They appreciated place that

smelled great. For example an interviewee mentioned Sometimes you can walk into a shop and

walk past fruit, and you wont smell fruit, its like, next! I think everything here is local produce,

you can smell everything, you know (Lindsay). This gave support to the theory by Dann andJacobsen (2003) which spoke about the senses connected to a persons appreciation of a place;

smell scapes were used to better feel and understand the experience of a country or city.

Another female tourist on holiday from South Africa stated: I think its the whole, the eating part

of us isnt about just getting food in, its more about all the senses, thats how we say the

smelling part. Like we walked down here and said, something smells good, lets go there and

thats more of an attraction than just that you have to eat because you have to eat (Mandy).

Another important factor other than smellscape was tastescape which is greatly related to the

function of olfactory perception. This means that the tourist enjoys a place with the help of the

taste of the food. This can be related to industries like wine, cheese and beer. one interviewee

suggested the very taste of milk characterizes the lands identity, milk tastes different there is

a subtle difference, when you drink it all the time there is a subtle difference here it has got

more body to it (Linda).he stated that a place cannot be perceived greatly by any form of


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senses. This supports Games (1991) theory that limited the gaze and need of how a food tasted

and its relation to the culture and aunthenticty of a place. An American interviewee who was a

chef said, So we are looking for those experiences that sort of, identify memories with them. I

guess if you want to put it into context, its one of the senses isnt it? Tasting, tasting the area

(Mark). The interview clearly presented that people connected a place to the food from the

region I think it is part of experiencing the area that you are in (Glennis), and, its a way of

experiencing a place (Ed), yes I think it is easier to experience a place through food (Nicola).

Responses evidently presented the subsistence of a practical ontology (Crouch and Desforges,

2003), where locations were experienced rather than just visually detained and individualized

reminiscences were revival through diverse foodstuffs. It is seen that food tourism is taken as a

multi sensual experience which is co ordinate with post modern activity. This emphasizes the

increase in new pluralized tourism experiences (Poon, 1993).

Tourists explanation included: eating that was an experience! (Mandy); and its the

experience there is something nice about experiencing place, like here by eating the fish or

whatever (Tim), I like to get my whole body involved (Barry), thus illustrating what Harre

calls a feeling of doing (1993: 68). The study and research shows that people perceive a place

closely based on the physical attachment to the location. These meets stand for instant of bodily

expression, to activate and appreciate places (Crouch, 2000), where tourist spaces present a

representative and invisible content that can only be veteran through a sensitive physical meet

(Veijola and Jokinen, 1994). Food may be arbitrated significantly, but the multidimensional

understanding and sense of place, in its entirety, can only be held imaginatively and multi

sensually; Thus providing lay knowledge about a particular place and the culture there of,

through non visual mediums (Crouch et al., 2001). It can be pursued through visuals and the

gaze conceptualized. The body and emotional aspect of sense is related to the inter relation

with the space. Food tourism provides a stage where a person is encouraged to immerse his body

and senses there is a kind of feeling you cant describe it in words, its just, you can feel the

land!, (Nadine). Food is not merely to fill the stomach but instead it helps to better the

experience of a place oh, I hope there is a little seafood place ... so I can eat it overlooking the

sea as it tastes the best when you are overlooking the coast (Mark). The tourist is submerged in


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images, signs, costumes, people and entertainment (Zelinsky, 1985). The multi-sensual

experience is complete by a taste of the whisky, with an intake of the forceful flavors leading to a

strong physical reaction (chiefly to the inexperienced)! It is this close encounter with locations

where sensory commitment gives the tourist an opportunity to know and understand the place.

Embodied semiotics helps build intimacy with a region (Crouch et al., 2001). Merely gazing at

the process is not sufficient. Franklin and Crang (2001: 14) stated that traditional tourism

research has too readily colluded in writing the body out of tourism. It is important to

emphasize research on bodily related activities rather than dimensional situations. Through

conceptual view point we can understand that spaces are a mix of material and metaphorical

(Crouch, 2002). Food themed sites are related with materials (food), but the space should also be

creative and emotive through the body.

Evocative of the exhibition that utilizes audio (invisible) sound-scapes of farmers voices (Cook,

2006) to inject life into plaintive displays of banana skins. This theory of imagined space helps

provide a stage in which knowledge about location and people are generated (Game, 1991: 184).

It is the ethereal and unquantifiable relationship to location and its food, and making a

compromise of the experience. This experience cannot be simply instilled via mere photographic

images. This experience is subjective in nature (as shown by Thrift, 1997). Though physical and

emotional response is tangible, it is non-measurable and indefinable within the conservative

arrangements of positivistic enquiry. New psychological research has established the association

between recollection and olfactory identification to be particularly acute (Larsson et al., 2006).

How Can Tour Operators Help?

Although some tour operators specialise in particular destinations, the majority of operators,

including the specialists, are multi-destination. Tour operators have established relationships

with local suppliers; particularly their inbound operator in the destination. Their ability to sell

trips is very reliant upon the perceived and actual quality, of the destination. Tour operators are

reliant on the quality and safety of the destination, they also play a significant role in shaping the

way the destination is perceived by the way that they market the location. Many operators are

responding to changing market trends in the UK by placing increasing emphasis on locally

sourced services, food and drinks, richer excursion and activity programmes. Tour operators seek


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market advantage through the quality of the experiences which they offer and that open

necessitates close engagement with local communities and micro enterprises. Increasing numbers

of operators are seeking to secure repeat business by enhancing the quality of the holiday

experience in these ways and securing both increased levels of repeat business and referrals.

Where investors and developers, hotel and resort management companies and managers and tour

operators can identify ways of working together to enhance the quality of the destination, they

and the local community gain.

Conclusion

This piece shows that there is importance of food tourism within a critical tourism research

agenda. The small-scale study of food tourism sites was undertaken with the intention of shifting

this research area from its own peripheral location within the social sciences into an academicarena in which it is recognized as a powerful conceptual lens and tool of knowledge generation.

Food is a polysemic artefact which helps to distinguish a place or provide it with an identity. It

can also be used to formulate a theory based on the perplexed nature of postmodern production

and consumption. It can be used to examine the culture of the place. Thus it shifts the

concentration on economic-dominated theory that has been vastly studied to understand food

tourism. Mostly this paper concentrates on understanding food tourism which helps stress on

body embodiment and the multi sensual facet of the new age tourism. I have utilized the

concept of the tastes cape of food tourism to fuel recent efforts that are broadening tourism

discourses beyond the ocular-centrism of the tourist gaze discourse. This article helps draw

attention to the non form of new tourism. The post modern tourism activities are analyzed

empirically to understand all aspects. Greater luxurious tourism geographies are endorsed as a

method in which new knowledges may be observed about the tourism experience. The study has

shown that the locations are completely apprehended through immersive bodily expression. Let

us take an example, olfactory encounters help create personal memories. The tourists felt that the

experience was enhanced by the multi sensory activities. Like eating fish for dinner by the river

side, it provides an escape from the worldly activities; A temporary immersion of the senses.

Also, the research showed the paradoxical situation in which food related experiences are being

organized and diverged through sanitized gaze and produced tourist space. Screening windows

have provided an opportunity to encapsulate areas devoid of olfactory sensation and emptied of


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social interaction. I have suggested that the viewing window is symbolic of the persistence of

Fordist modes in tourism consumption, offering an interesting physical metaphor for the

post/modern blurring of new postmodern forms of embodied tourism experience within neo-

Fordist structures. The results ad inferences provide a new scope and dimension to understand

the new tourism aspect. Jamal and Kims (2005: 60) plead that new perspectives, new

understandings and new definitions are needed to address the heightened cultural consumption

and mobility of populations and tourists. The viewing window may only be a sheet of glass,

although in the background of this piece, it offers a figurative and bodily focal point with which

to understand the character of these hazy postmodern tourism experiences. In this paper we

understand and study the complexity of the spatial forms of contemporary consumption and the

ways in which individuals mesh these forms together in their own consumptive activities

(Gregson, 1995: 136). The study taken forth to write this paper shows that this hybrid of

consumptions that mixes postmodern activities and some Fordist methods and structures are

being liked and accepted by many tourists. While emphasizing on considering Urrys concept of

the post-tourist, the multifaceted and contradictory hybrid of multi dimensional postmodern

touristic experiences have been stressed upon. The research and study also determined that few

post-tourists were more concerned with in authenticity and the executed character of the

experience. Although individual recognition did arise from some personified engagement with

food, it was possible to connect in sensitive and individualized experiences within a sanitized

bubble, thereby inserting a diverse stress on the tourist gaze. Clearly, there is much research

still to do, but it is hoped that this has whetted the appetites of those interested in examining

critical tourism discourses with the ultimate embodied, internalized post/modern tourism

experience: food tourism.


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Appendix

Questionnaire for Tourists

1. Are you a Food tourist?

a. Yes

b. No

2. If above is yes then have you ever visited Food Festivals when you are on

holiday and why?

3. What food-related activity do you engage in on a regular basis?

a. Eating out at specific restaurants

b. Food festivals and events

c. Food attractions

d. Markets

e. Food trails

f. Cooking holidays

4. Do you visit places to enjoy local food festivals and events?

a. Yes

b. No

5. Do you try to buy local produce when you are on holiday?

a. Yes

b. No


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6. What makes you buy local food when you are on holiday?

a. Cheaper

b. More interaction with producers

c. Better information about where to go

d. More accessible and easier to find

e. More information about the food

f. Recommendations by others

g. Other

7. Do you have enough information about UK food?

a. Yes

b. No

8. How would you prefer to find food-related information?

a. Interactive website

b. Tourist Information Office

c. Advertisements

d. Leaflets

e. Media coverage

f. Personal recommendations

g. Other

9. Is Local food easily available for tourists in the UK?

a. Yes


30/30

b. No

10.Does Buying local food while on holiday is too expensive in UK?

a. Yes

b. No

11.Do you find that UK promotes food industry to tourists very effectively?

a. Yes

b. No

Tourism Course Work

Documents

Tourism Course Work