Journal of Kashmir for Tourism and Catering Technology Vol. 1, No. 2, December 2014 ISSN 2348 1986 Perceived Attributes Of Kashmiri Food From The Perspective Of Tourists Visiting Srinagar Dr. Amit K Mathur Assistant Professor Department of Tourism and Hotel Management Kurukshetra University, Kurukshetra E-mail:
[email protected] Abstract Consumers eat what they perceive, and what they perceive is heavily influenced by the cues, like brand name, packaging and colour which marketers send to them. Consumption experience can be defined as “an emergent property that results from a complex system of mutually overlapping interrelationships in constant reciprocal interaction with personal, environmental, and situational inputs” (Hirschman and Holbrook, 1986, p. 219). This definition recognizes how numerous contextual, that is, environmental, motivational, emotional, social, and time-related factors can modulate the consumption experience. That is applicable to food-related consumption experiences as well, starting from the purchase act, which is an important part of the consumption experience (Arnould et al., 2002) and arriving to the consumption of food products in a broader sense. Kashmir is an important tourist destination of the country and has been a place of attraction for tourists since centuries. The lush green forests, sweet springs, perennial rivers, picturesque, alpine scenery and pleasant climate of Kashmir valley has remained an internationally acclaimed tourist destination. The essence of beautiful Kashmir valley is widely interspersed and holistically imbibed with tourism potentialities that are the major harbingers of economic boost for the state. The tourism sector thus, in the state, is broadly developed to meet the demands of the annual turnovers.