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What Makes an Exceptional Cuisine That Worth a Special Journey?

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What Makes an Exceptional Cuisine That Worth a Special Journey? WHAT MAKES AN EXCEPTIONAL CUISINE THAT WORTH A SPECIAL JOURNEY? Fernando Jorge de Almeida Oliveira Brochado Thesis specially presented for the fulfilment of the degree of Doctor in Tourism Management Supervisor: Professora Doutora Sandra Loureiro, Professor Auxiliar com Agregação, Departamento de Marketing, Operações e Gestão Geral, ISCTE Business School May, 2018 Abstract The food tourism supply chain includes as consumption activities ‘Fine dining’ and as classification schemes the ‘Michelin star system’. Despite the growing interest in luxury dining, there are only a few studies published about the high-end of the restaurant industry. The main objective of study two was to identify the main dimensions of the Michelin Stared Restaurant experiences as revealed by customers’ narratives shared in social media websites in the post-purchase phase of their experience. Moreover, this dissertation aims at studying whether the dimensions of the experience vary according to market segments (client type, gender and age) an according to value ratings. Mixed content analysis methods, combining Leximancer with narrative analysis, were used to identify the main themes in restaurant reviews. Moreover, the main themes were graphically displayed in a concept map. The results were based into two samples, from Portuguese two-star restaurants, and from three star restaurants worldwide. The analysis revealed that 12 main themes describe the fine dining experience, as follows: ‘restaurant’, ‘food service’, ‘menu’, ‘chef’, ‘wine’, ‘meal’, ‘dining’, ‘staff’, ‘feel’, ‘worth’, ‘dessert’ and ‘delicious’. The result also revealed that fine dining customers are not a homogeneous group and that demographics proved to be effective market segmentation variables. Moreover, high and low levels of value ratings are linked with different themes of the experience. From a theoretical point of view this dissertation is expected to add to the literature of food tourism by providing a better understanding of the dimensions of the dining and provides evidence of the relevance of market segmentation variables. Managerial implications were also drawn. Key-words: Food tourism; Michelin Stared restaurants; Fine Dining; Experience; Web reviews; Content analysis. JEL: Z310, Z330. ii Resumo A cadeia de valor do turismo gastronómico inclui atividades de consumo, como as refeições de luxo, e o sistema de classificação como o Sistema de Estrelas Michelin. Apesar do crescente interesse no segmento de restauração de luxo, poucos estudos foram publicados sobre este segmento na indústria de restauração. O principal objetivo deste estudo é identificar as principais dimensões associadas à experiência num restaurante com Estrelas Michelin, com base das narrativas partilhadas em plataformas de redes sociais na fase pós- consumo do processo de compra. Adicionalmente, esta dissertação tem como objetivo estudar se as dimensões da experiencia variam de acordo com o segmento de mercado (tipo de cliente, sexo e idade) e de acordo com as avaliações do valor da experiência. Para identificar os principais temas nos comentários online são usados métodos de análise de conteúdo misto, que combinam o Leximancer com uma análise narrativa. Adicionalmente, os principais temas são apresentados graficamente num mapa conceptual. Os resultados derivam de duas amostras, de restaurantes Michelin com duas estrelas localizados em Portugal e de restaurantes Michelin com três estrelas localizados em diversos países. A análise revelou a existência de 12 temas que descrevem a experiência de refeição de luxo, nomeadamente: restaurante, serviço de refeição, menu, chef, vinho, refeição, jantar, staff, sentir, valer a pena, sobremesa e delicioso. Os resultados também revelaram que os consumidores de restaurantes de luxo não são um grupo homogéneo e que as variáveis demográficas são variáveis efetivas de segmentação de mercado. Para além disso, ratings elevados e baixos estão associados a diferentes temas da experiência. Numa perspetiva teórica, espera-se que esta dissertação forneça uma melhor compreensão das dimensões da experiencia das refeições de luxo e forneça evidencia da relevância de variáveis de segmentação. São também apresentadas implicações para a gestão. Key-words: Turismo gastronómico; Restaurantes estrelas michelin; Refeição de luxo; Experiência; Comentários online; Análise qualitativa. JEL: Z310, Z330. iii Index 1 Introduction .................................................................................................................. 1 1.1 Theoretical Background ........................................................................................... 3 1.1.1 Food tourism ..................................................................................................... 3 1.1.2 Food tourism supply chain ............................................................................... 4 1.1.3 Michelin-starred restaurants ............................................................................. 5 1.1.4 Role of Web reviews in service quality studies ................................................ 6 1.2 Research Objectives ................................................................................................. 7 1.3 Research Method ..................................................................................................... 8 1.3.1 Study one .......................................................................................................... 8 1.3.2 Study two .......................................................................................................... 8 1.3.3 Study three ........................................................................................................ 9 1.4 Research Summary .................................................................................................. 9 2 Identifying the Main Themes in the Food Tourism Literature .............................. 11 2.1 Introduction ............................................................................................................ 12 2.2 Methodology .......................................................................................................... 13 2.3 Results and Discussion .......................................................................................... 15 2.3.1 Descriptive Analysis ....................................................................................... 15 2.3.1.1 Number of publications by journals, authors and institutions ............................... 15 2.3.1.2 Keywords .............................................................................................................. 17 2.3.1.3 Methods applied .................................................................................................... 17 2.3.2 Semantic Analysis .......................................................................................... 19 2.3.3 Primary Topics Discussed .............................................................................. 21 iv 2.3.3.1 Food tourism experiences ...................................................................................... 21 2.3.3.2 Rural and sustainable tourism ............................................................................... 22 2.3.3.3 Culinary marketing ................................................................................................ 23 2.3.3.4 Local food heritage ................................................................................................ 25 2.3.3.5 Destination food image ......................................................................................... 25 2.3.3.6 Travel satisfaction ................................................................................................. 28 2.3.3.7 Methods ................................................................................................................. 29 2.3.3.8 Restaurants ............................................................................................................ 29 2.3.3.9 Festivals ................................................................................................................. 30 2.3.3.10 Hospitality ......................................................................................................... 32 2.3.3.11 Food safety ........................................................................................................ 33 2.4 Conclusion and Future Research ........................................................................... 33 2.5 References .............................................................................................................. 35 3 Excellent Cuisine Worth a Detour: Dimensions of Luxury Dining Experiences .. 43 3.1 Introduction ............................................................................................................ 44 3.2 Literature Review .................................................................................................. 47 3.2.1 Service Quality Management in a Restaurant Setting .................................... 47 3.2.2 Role of Customer-Generated Web Content in Service Quality Studies ......... 50 3.2.3 Qualitative and Quantitative Approaches to Customer-Generated Content ... 52 3.3 Methodology .......................................................................................................... 54 3.3.1 Research Context: Portugal – Two-Star Michelin Restaurants ...................... 54 3.3.2 Research Method ...........................................................................................
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