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Promotion of Culinary Tourism As a Destination Attraction of North-East India

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Promotion of Culinary Tourism As a Destination Attraction of North-East India International Journal of Interdisciplinary Research in Science Society and Culture(IJIRSSC) Vol: 2, Issue:1, (June Issue), 2016 ISSN: (P) 2395-4345, (O) 2455-2909 © IJIRSSC Promotion of Culinary Tourism as a Destination Attraction of North-East India Silpi Rani Baruah Assistant Professor Dept.of Tourism and Travel Management Sonapur College ,Assam(India) [email protected] ABSTRACT : Food plays a key role in attracting tourists to a certain destination because of its reflection of a region’s culture and lifestyle. Cuisines has a great impact on traveller’s decisions when choosing their destination. A diverse range of businesses including farms, restaurants, or specialty food stores, cooking school ,tour operators, breweries, wineries, historical attractions and many other businesses across the country have capitalized on their regions culturally unique cuisines to attract visitors. Culinary of a destination are also categorized as a part of cultural tourism. It is not only a basic need for tourist but also a cultural element that can positively present a destination. Food consumption can be used in the development of a destination image. In addition culinary tourism is not only appealing to tourist, but also contributes to the social, economic and environmental development of a destination. The paper aims at the importance of the connection between food and tourism which cannot be ignored. Each destination of northeast india has different levels of attractiveness that can draw tourist from different countries and thus the delicious food of northeast can be used as the main attraction and promotional tool for the development of tourism in northeast india. Keywords: Breweries ,Cuisines, Culture, Food Stores, Tourist. ____________________________________________________________________ I. Introduction: India‘s North East, situated between 21°57´ North to 29°30´ North latitude and 88° East to 97°30´ East longitude with an area of 262185 sq. Km. World Food Travel Association (WFTA) defines culinary tourism as the search for inimitable and memorable eating and drinking experience. Culinary tourism is an element of regional agricultural and economic growth. It is an essential feature of local tourism promotion for a destination. The central functions of the tourism industry is to provide food experiences. The relationship between food and tourism seems paradoxical .Culinery Tourism are related to food and eating experiences that occur when people travel. Food has an important role for food tourism is strengthening a region‘s identity, sustaining cultural heritage. Food tourism is defined by Hall and Mitchell [1] as ‗visitation to primary and secondary food producers,food festivals,restaurants and specific locations for which food tasting and or experiencing the attributes of specialist food productionregions are the primary motivating factor for travel‘. It has been a vehicle for regional development and strengthening local production. Each www.ijirssc.in Page 201 International Journal of Interdisciplinary Research in Science Society and Culture(IJIRSSC) Vol: 2, Issue:1, (June Issue), 2016 ISSN: (P) 2395-4345, (O) 2455-2909 © IJIRSSC destination has different level of attractiveness that can draw tourist. Authentic & interesting food can attract visitors to a destination. It can be said that culinary tourism can be associated with a travellers interest in the food of a destination. A destination can be used as the main attraction and can use food as the main attraction and can develop marketing strategies that will focus on the food of its own region. It is important for marketers of a culinary destination to know the image currently held by its targeted customers and how to affect their intention to visit through effective marketing strategies .Destinations can use food to represent its cultural experience,status, cultural identity and communicating. According to Hobsbawn & Ranger [2] ‗Cuisines that are highly known for their taste and quality can be developed into tourist products. According to Riley[3] ,the association of national cuisine & tourism depends on the role of the cuisine in the social culture that creates national identity. Thus, destination can use its cuisine as a marketing strategy. India‘s North East, situated between 21°57´ North to 29°30´ North latitude and 88° East to 97°30´ East longitude with an area of 262185 sq. Km.Northeast is every food lover‘s paradise. A major reason people travel to Northeast today is to experience and taste the exotic and ethnic food of this region. Northeast cuisines offer a multitude of dishes, traditional foods , both of vegetarian and non vegetarian. Tourist comes to visit Northeast India to enjoy its natural beauty and rich cultural heritage. One key component of the relation between food and tourism is that of the promotion of traditional foods. The tourism industry need to diversify their products and include more cultural tourism based components. The strength of people‘s desire to visit Northeast is largely due to its newly discovered ethnic cuisine. Food is blended in the culture of northeast and connected to the lifestyle of its people. Culinery Tourism can be found in both rural and urban areas and tourist should be available to visit all year round. Food can convey an unique experience and enjoyment to traveller. Specifically food may totally enhance tourist experience and can be the most memorable part of a trip. Thus, the food of a destination can be used to represent the image and distinctiveness of a destination. Previously overlooked, culinery tourism is an important new niche that fosters economic and community development and new intercultural insights. Popularly known as ‗Paradise unexplored‘, the Northeast India can offer and take advantage of its ethnic food and local wine and position them as premier tourism products which will increase the value of this destination. The American Culinary Traveller Report, 2013 published by the American travel market research firm Mandala Research has a few interesting findings: • Travellers are most interested in local and authentic foods and culinary experiences that are different from those they can get at home. • Most travellers combine culinary activities with other activities, also participating in culture, heritage and nature-based activities. www.ijirssc.in Page 202 International Journal of Interdisciplinary Research in Science Society and Culture(IJIRSSC) Vol: 2, Issue:1, (June Issue), 2016 ISSN: (P) 2395-4345, (O) 2455-2909 © IJIRSSC • Increasing reliance on reviews and recommendations of friends makes getting the word out through social media and other user content sources critical for destinations. • Festivals motivate culinary travellers ,so destination marketing organizations should consider hosting a beer, wine or culinary festival to feature local fare, products and unique food activities like chef demonstrations and samplings. • Foodies want to be educated when travelling. Eighty-three percent enjoy learning about the local culture and cuisine of the destinations they visit. And the same percentage says they will spend more money on food and drinks while travelling. II. Objectives of the Study: The main objective of this is to present trends in the emergence of culinery tourism in northeast states of India. The paper aims to focus on the impact of culinery tourism in regional and local development and conservation of culinary traditions that is mingled with the culture of northeast India. A special emphasis has also been made on food as an attraction in destination marketing apart from other tourist attractions. An attempt has been made to potray the scope of culinary tourism in northeast India which indirectly helps the tourist to get along well with culture, rich heritage traditions and inclination of a particular region. In northeast ,the concept of culinary tourism is still new ,underdeveloped and unexplored by many tourism professionals about the fact that the cuisine of a place is in fact an reflection of its history. The sole aim of this paper is to develop culinary tourism concept like other forms of tourism and pave the way for its sustainability and exploring and bringing to limelight the antique foods which are hidden as the Treasure Island and putting it as one of the masterpiece of India‘s rich culinary repository. The purpose of the study is to find out the initial growth and scope of culinary tourism in northeast india. So, as a strong marketing strategy can be chalked out for successful destination promotions and products improvisation to make it prime focus in the tourism system. Yet another purposr of this study is to learn the future trends of gastronomic tourism in northeast India. III. Methodology: It is a cross sectional study which explanatory in nature. It mainly involved secondary data collection. Secondary data has been collected from text book, research papers and websites. Some primary data source has been used from the informations gathered from direct enquiry. IV.Results and Discussion: NORTHEAST INDIA : PARADISE UNEXPLORED Northeast India is a paradise for tourist. Its enchanting hill, dancing rivers, roaring waterfalls, thick and dark forests, heavy rains during monsoon, innumerable varieties of flora and fauna, countless species of wild animals and plants, mysterious clouds, melodious folk www.ijirssc.in Page 203 International Journal of Interdisciplinary Research in Science Society and Culture(IJIRSSC) Vol: 2, Issue:1, (June Issue), 2016 ISSN: (P) 2395-4345,
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