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Perceived Attributes of Kashmiri Food from the Perspective of Tourists Visiting Srinagar

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Perceived Attributes of Kashmiri Food from the Perspective of Tourists Visiting Srinagar 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. Every tourist will be having a perception of hospitality of Kashmiris and Kashmiri food after visiting the place like Kashmir. The present research paper is an attempt to discover the perceived attributes of Kashmiri food from the point of view of tourists visiting Srinagar as it is 37 Journal of Kashmir for Tourism and Catering Technology Vol. 1, No. 2,December 2014 ISSN 2348 1986 a regional food and regional food is one of the valuable sources of attracting tourists from all over the world. Keywords: Regional Food, Kashmiri Food, Tourist Perception, Tourism in Kashmir. 1. Introduction Tourism is travel for recreation, leisure, religious, family or business purposes, usually for a limited duration. Tourism is commonly associated with international travel, but may also refer to travel to another place within the same country. Tourism has become a popular global leisure activity. Tourism can be domestic or international, and international tourism has both incoming and outgoing implications on a country's balance of payments. Today, tourism is a major source of income for many countries, and affects the economy of both the source and host countries, in some cases being vital importance. The terms tourism and travel are sometimes used interchangeably. In this context, travel has a similar definition to tourism, but implies a more purposeful journey. The terms tourism and tourist are sometimes used pejoratively, to imply a shallow interest in the cultures or locations visited. By contrast, traveler is often used as a sign of distinction. The sociology of tourism has studied the cultural values underpinning these distinctions and their implications for class relations. When a tourist is in the transition of visiting, staying and returning to their normal place of residence, at least two basic needs namely food and accommodation needs to be addressed by the transportation sector and destination. Food is one of the most basic needs of the people and is part of the lowest level of Maslow's Need Hierarchy theory (Belonax, 1997). In recent research, the food consumption is one of the most critical issues in marketing perspectives, as well as in promoting ethnic foods (Hamlett, Bailey, Alexander & Shaw, 2008) and other cultures (Mitchell & Hall, 2003; Bessiere, 2001). Within the behavioral complexity in consumer food choice, the understanding of the consumer approaches to food consumption (shopping) has become presumably more complete in recent research of food consumption (Hamlett et al., 2008). With regards to consumption choices, consumers consider certain attributes that foods possess in food purchase. In other words, food attributes have great influence on consumption choices along with food attitudes in the sense that customers have differentiated perception on each product attribute (Keller, 2003; Kotler, 1988). With understanding of food consumption choices and food attitudes, it can be expected that consumers are concerned about nutritional content and food safety (Mitchell, 2004), within significantly influences consumer behavior (Knight, Worosz & Todd., 2007; Henson, Majowicz, Masakure, Sockett, Jones, Hart, Carr & Knowles, 2006; Kim, Nayga & Capps, 2001). Most consumer surveys regarding food‐related issues indicated taste and healthy‐related attributes (Chernin, 2008) as a dominant factor in food choice, Expensive foods, origin‐specific foods, and especially dining out in expensive restaurants convey the characteristics of status and prestige that consumers want to acquire through food consumption (Senauer, 2001). SRINAGAR A jewel of a destination, Kashmir is one of the most amazing holiday destinations in India. Srinagar, the state’s winter capital, is the first stop for most travellers to Kashmir; and with its great lake and meandering river, its exquisite pleasure gardens and romantic shikara rides, the 38 Journal of Kashmir for Tourism and Catering Technology Vol. 1, No. 2, December 2014 ISSN 2348 1986 old-world charm of its houseboats and the ageless grace of its architecture, the city is a fitting introduction to the many enchantments of the valley. The vast Dal lake is, of course, Srinagar’s emblematic feature, and its deep waters carry the most popular of Srinagar’s attractions: houseboats and shikaras. Many visitors are content to spend a great part of their holiday aboard these waterborne hotels, watching the lake’s traffic float by from cushioned balconies, venturing into the houseboat’s walnut-wood interiors for delicious, fragrant Kashmiri cuisine. If at all one can bring oneself to leave the boat, it is to step into another – the dainty, canopied shikaras. Fitted with generously cushioned seats and footrests, these elongated little boats constitute one of the great luxuries of the world, and have long been the very epitome of romance. On the shores of the Dal are the great Mughal Gardens, glimpses into an earthly heaven of many-hued flowers, carpets of grass and playful fountains. On the two great hills that overlook the city and the lake – Hari Parbat (Kohi-e-Maran) and Shankracharaya (Takht-e-Sulaiman) are reminders of the city’s eclectic past: graced with ancient temples and medieval mosques, imposing fortress walls and simple, quiet shrines. The sacred is equally pervasive in the old city, lined along both sides of the Jhelum river. Here are the wooden Islamic shrines with pagoda-like roofs that are so distinctive of Kashmir, and here too are the spires of old temples built amidst winding lanes of wooden houses with their delicately carved balconies, centuries’ old bridges and bustling markets. The markets of Srinagar offer a vast variety of the most refined crafts – from pashmina shawls, as light and soft as the breeze that blows across the Dal, to intricately handwoven carpets, delicately carved woodwork and glittering copperware. Epicureans will delight in the rich Kashmir cuisine: from melt-in-the-mouth gushtabas to irresistible walnut tarts, or even a handful of warm, roasted chestnuts cracked open in the sun. For those who wish to squeeze a little more of Kashmir into their stay, Srinagar is within comfortable driving distance of several popular sites. Horse-riding though the meadows of Gulmarg, angling in the cold waters of the Lidder river at Pahalgam, the spellbinding beauty of Sonamarg and the architectural treasures of Pandrethan and Parihaspura, these can all be experienced as day-trips from Srinagar. Whether you spend your time in Srinagar exploring its many facets or simply unwinding by the lake, you will find yourself carrying home memories of a gentle, refined beauty that braces the senses and unclutters the mind. KASHMIRI FOOD Kashmir has a rich culture and history that greatly influence its cuisine today. It has the advantage of having India and Pakistan on either side. The people over the years have been able to get better ideas of cooking from their neighbours as well, in spite of facing political limitations. With the influence of its neighbours as well as the keenness of those who indulge in Kashmir cuisine, it is no surprise that Kashmiri cuisine has indeed a great variety to offer its people and those who visit the area. Kashmiri food is richly flavoured with spices like cardamom, cloves, cinnamon, saffron, etc. With these types of spices, Kashmiri meals may have a simple range or one that consists of 36 dishes/parts. This refers to the popular Wazwan banquet that is prepared for big functions like weddings. The spices are special and prepared with great patience and care. Some spices are exclusively used for these preparations and are available only in Kashmir. The Kashmir is not just a paradise for the Tourists only but also for the lovers of good food. The state offers a variety of exotic recipes bearing a distinct seal 39 Journal of Kashmir for Tourism and Catering Technology Vol. 1, No. 2,December 2014 ISSN 2348 1986 of the state. Secret behind the mind-blowing cuisine of the state lies in the books of history which speaks of the invasion of Kashmir by Timur in the 15th century AD. This resulted in the migration of hundreds of skilled cooks from Samarkand to cater to the royal tongue. The descendants of these cooks gifted the state the unsurpassable tradition of Wazwan, the delectable aromatic banquet of Kashmir. Wazwan consists of 36 course meal, essentially, meat based prepared by Wazas (cooks) under the supervision of Vasta Waza, the Master Chef.
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