JETIR Research Journal

LOCAL CUISINE - A TOOL TO PROMOTE DESTINATION

Ms. Monika.B.A Assistant Professor Travel and Tourism Department Mount Carmel College, Bangalore, India

Abstract: This article illustrates the food image of Mangalore known for its popular cuisine. An online survey was conducted; the sample size is restricted to about 69 tourists including both domestic and foreign, within the study area by using random sampling. About 6 people from Govt. and Non- govt. tourism organization also been interviewed. The results revealed that in general, Mangalore had the most favorable food image and the highest potential to be visited in the future. Significant positive relationships were found between food image and visit intentions. The study also concludes that different types of information sources significantly influenced travelers’ purchase decisions. Conclusions and implications were drawn based on the research findings. This study would be particularly useful for destinations interested in promoting culinary tourism.

Keywords – Cuisine, Gastronomy, Tourism, Destination, niche

1.INTRODUCTION

Consumption is an integral aspect of the tourist experience, with the tourist consuming not only the sights and sounds, but also the taste of a place. Nearly, all tourists eat and dine out. Food is a significant means to penetrate into another culture as “…it allows an individual to experience the ‘Other’ on a sensory level, and not just an Intellectual one” (Long, 1998, p.195). Local food is a fundamental component of a destination’s attributes, adding to the range of attractions and the overall tourist experience (Symons, 1999). A recent profile of the tourists by the U.S. Department of Commerce, Office of Travel and Tourism Industries (OTTI) shows that dining in restaurants was ranked as the second most favorite activity by the overseas visitors to the U.S. and the number one favorite recreational/ leisure activity by U.S. travelers visiting international destinations. While some tourists dine to satisfy their hunger, others dine at a particular restaurant to experience the local food and cuisine, because for the latter these form an important component of their travel itinerary. The importance of local cuisines to tourists today is demonstrated by the results of a survey of visitors to Yucatan Peninsula where 46% of the meals consumed by the tourists were local cuisines (Torres, 2002). Local food or cuisines that are unique to an area are one of the distinctive resources that may be used as marketing tools to get more visitors. Countries like Canada and Australia have already begun to target the culinary tourism segment in their marketing strategy promoting local cuisines to their tourists as a main part of their tourism policy. Cuisine Tourism as Special Interest Tourism The growth of culinary tourism is seen as an outcome of a trend where people spend much less time cooking, but choose to pursue their interest in food as a part of a leisure experience such as watching cooking shows, dining out and the like (Sharples, 2003). The culinary tourist is a special interest tourist whose interest in food is the primary reason influencing his travel behavior and falls on the upper end of the food tourism interest continuum. At the same time, eating and drinking being ultimately cultural affairs (Murcott, 1986), the culinary tourist is also a cultural tourist. Thus, the obvious overlap of food as a special interest component as well as a cultural component makes the culinary tourist possibly both a special interest tourist and a cultural tourist.

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Progress of India’s Culinary Tourism Indian cuisine is considered to be one of the three great distinctive cuisines of the World, the other two being the Chinese & the French. Indian food has an unmatched charm because India is a land of diverse religions, customs, festivals, culinary flavours and climatic conditions. Each region has nurtured its own culinary tastes using different combination of spices & implying different methods of cooking. India is famous for its cuisine as it is a culmination of different flavours and textures from different regions (Travel tips-USA Today, 2012). The market for culinary tourism to India is growing as the country’s culinary traditions continue to garner increasing international attention. Cooking classes, both formal and included in home stays, are favourite among foreign visitors. According to a new worldwide food survey by Hotels.com (2013), Indian cuisine is among the top 10 list of the world’s best food preferred by global travellers while on holidays, about five per cent of international travellers preferred Indian cuisine and food when on holiday Measures Taken by the Indian Government & Private Authorities to Boost Culinary Tourism World Tourism Mart (WTM, 2013) The “Incredible Tiffin” project, recently launched by the Cuisine India Society in Delhi, provides a tiffin packaged with local food for people outside the country, to help them get an idea of the choices of food available in India. There will be Indian food weeks’ all-over the world, tiffin boxes and food maps as well as books and pamphlets would be available for sale as memorabilia. Jayaram Banan, founder of south Indian restaurant chains Sagar Ratna and Swagath, is starting yet another restaurant chain, this time offering north Indian vegetarian cuisine for consumers who don’t eat onion and garlic, mainly the Jain and Marwari communities (Bhushan, 2012). It is not just about epicureans alone. If the world is itching to gorge on exquisite Indian cuisine, the Indian kitchen is turning into a hub for cuisine tourism across the subcontinent (Ganguly, 2007). Rashmi Singh, the lady of the house at the Rohet Garh Palace has been personally conducting culinary workshops for her guests from France, Australia, Europe and US and giving them insight into traditional Indian cuisine ranging from sula, laalmaas, gatta, pachkuta, halwas, pakodas to stuffed parathas. Mumbai-based Mercury Travels has been promoting traditional cooking classes for spouses of corporate biggies. Mangaluru Cuisine The port city in Karnataka, known for its pristine beaches, diverse cultural heritage and some brilliant Udupi-style cuisine, authentic sea food. Tall, swaying palm and coconut trees and lush green surroundings offer a soothing holiday experience, despite the growing commercial character of the city. Mangalorean cuisine includes the cuisine of Tulu Nadu region of India which comprises cuisines like Udupi along with the cuisines of other Mangalorean communities like Mogaveeras, Billavas, Bunts, Vokkaliga Gowdas, Saraswat Brahmins, Mangalorean Catholics and The Bearys. Mangalorean cuisine is largely influenced by the South Indian cuisine, with several cuisines being unique to the diverse communities of the region. Coconut and curry leaves are common ingredients to most Mangalorean Curry, as are ginger, garlic and chili. Mangalorean Fish Curry is popular dish in entire Karnataka. Well-known Tuluva dishes include Kori Rotti which is dry rice flakes dipped in gravy, Bangude Pulimunchi (silvergrey mackerels), Beeja-Manoli Upkari, Neer dosa (lacy rice-crêpes), Boothai Gasi, Kadubu, and Patrode. The Konkani community's specialties include Daali thoy beebeupkari (cashew based), val val, avnas ambe sasam, Kadgi chakko, paagila podi, and chana gashi. Mangalorean Catholics' Sanna-Dukra Maas (Sanna – idli fluffed with toddy or yeast; Dukra Maas – Pork), Pork Bafat, Sorpotel and the Mutton Biryani of the Muslims are well-known dishes. Pickles, happala, sandige and puli munchi are unique to Mangaluru. Khali (toddy), country liquor prepared from coconut flower sap, is popular. Mangalorean cuisine is well known for their distinct flavor. In general, the Mangalorean recipes are quite spicy and fresh coconut is an integral part of these recipes. Rice is the staple food of the Mangalorean though for the non vegetarians, fish is also a regular meal.A vacation to Mangaluru is not complete without savouring its delicious local cuisine, especially its fish curries. Fish forms

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© 2019 JETIR January 2019, Volume 6, Issue 1 www.jetir.org (ISSN-2349-5162) the staple diet of the Bunt community in Mangaluru. Iconic dishes like kori roti (dry rice flakes dipped in spicy chicken curry), patrode and neer dosa.

2. Review of Literature The scientific literature (Tikkanem, 2007) notes that the food (and wine) establishes a relationship with tourism through the following variables: first, as an attraction, which means that the destination can use the typical local cuisine as a resource to promote and advertise that geographic area; second, as a component of the product, which explores the design of gastronomic routes; third, as an experience, addressing the existence of places where the food takes on a level of excellence and becomes itself a claim; fourth, as a cultural phenomenon, sustained in the structuring of different food events. Gastronomy plays an important role both in the tourist satisfaction and as part of the cultural and environmental heritage of the destination (Ignatov and Smith, 2006). Another indicator which shows that the interest in cuisine experiences is rising is the enormous number of food, wine and travel magazines, and the high number of cooking shows and food channels on TV in several countries (Telfer & Hashimoto 2003). Food and beverages play a major role in the culture, uniqueness and identity of a destination and this could be argued to be one of the major reasons why the interest in food and wine tourism is increasing (Telfer & Hashimoto 2003). Culinary tourism includes a large variety of activities such as food festivals, seasonal harvests, brewery tastings, farmers markets, cooking schools, chocolate tasting, cellardoor visits, farm stays, cheese factory visits (Deneault 2002 cited Mason & O’Mahony 2007), wine museum, cheese museum, traditional restaurants (Bessiere 1998), which are mainly developed for tourists and domestic travellers. Wagner (2001 cited du Rand et al. 2003) stated that tourists seek to explore food from local or ethnic regions. Moreover, tourists desire to learn about the local and regional food and the number of tourists who visit a destination for a culinary reason increase (Bessiere 1998). Food and tourism are very well integrated in destinations such as Canada, Australia, South Africa or Hong Kong because it was observed that culinary sights attract a high number of tourists and the destination reacted on that trend (Hashimoto & Telfer 2006, Du Rand & Heath 2006, cited Mason & O’Mahony 2007). Food has been identified as an efficient marketing and positioning instrument for a region (Hjalager & Richards 2002 cited Karim 2006). Through the growing demand of regional food a growing number of destinations use cuisines as their major tourism attractions such as Italy, France or Thailand (Karim 2006). 3. Objectives  To examine the potential of Mangaluru as a cuisine tourism destination  To formulate and test a conceptual framework to identify the variables that explain participation in food tourism in Mangaluru

4. Scope of the Study The study area is confined to the following Places of Mangaluru such as Panambur beach, Hampanakatta, Balmatta, Kadri and Kateel

5. RESEARCH METHODOLOGY

The researcher has collected both primary and secondary data The primary data has been supplemented by secondary data to obtain the research findings. Secondary data has been collected through various publications such as Newspaper, Journals, Periodicals, Books and browsing relevant websites relating to Mangaluru cuisine tourism and beaches in particular.

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5.1Population and Sample The sample size is restricted to about 69 tourists including both domestic and foreign, within the study area by using random sampling. About 6 people from Govt. and Non- govt. tourism organization also been interviewed.

5.2 Data and Sources of Data The primary data has been collected through Pre-tested questionnaire. The questionnaire had been prepared for the tourists visiting the areas covered under the study. The visitors also have been interviewed personally to gather some information about their perception, experience and suggestions about cuisine tourism in Mangaluru beaches. Few officials from Govt. and Non- govt. tourism organizations are also been interviewed to know the present problems of tourism in Mangaluru , plan and policies of Government in this regards and their opinion for the planning and development of cuisine tourism in Mangaluru .

5.3 Techniques of Analysis and Interpretation of Data Keeping in view the objectives of study, the data collected through the questionnaires has been analysed using the Simple percentage method as a tool for analysis to derive the tables and draw charts (MAC 4TH GEN IOS 8) to prepare the report & to understand the responses to the key questions. 6. RESULTS AND DISCUSSION Data Analysis and Interpretation The data collected are tabulated and interpreted by using percentage data analysis. Table 1 Frequency distribution of Purpose of Visit (Visitors)

The table shows that majority of the respondents are coming to tourist place for leisure purpose 50 no.s (72.46) per cent. These demographic data helped in analyzing and interpreting the opinion of respondents on various dimensions of cuisine tourism. For cuisine purpose 7 no.s (10.14) per cent. Very few are coming for Business/ research (13.04) per cent.

Table 2 Interest in trying local food and beverages during trip in Mangaluru

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The above table describes the respondent’s choice on trying out local food and beverage during trip in Mangaluru, nearly 98.6% of tourist like to taste local cuisine of Mangaluru whereas only 1.4% has no interest in trying out local cuisine. Table 3 Food as a motive for travel

Regarding food being a motive to travel to a certain destination the survey shows that 87% of the respondents indicated that they could imagine travelling to a destination only to experience a certain food or beverage. Table 4 Percentage of respondent’s opinion in Participating in culinary tourism

Table 4 indicates the 6 activities which were provided to the respondents and they were asked to state the likeliness they would participate in each. Table 4.13 indicates that the activity which most of the respondents (65.2%) would participate in was dining at a local restaurant serving regional specialities, followed by (55.1%) would participate in dining at a restaurants serving distinctive cuisine, along with it nearly 50 % respondents purchase local food products to take back home. Here respondents were given chance to choose more than 5 answer

Table 5 Percentage of respondent’s opinion in trying out different dishes while on trip in Mangaluru

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The above table describes the percentage of respondent’s opinion in tasting/trying out different dishes while on trip in Mangaluru. Respondents were given chance to select more than 1 answer and they were asked to state the likeliness they would participate in each. Majority of them have tried fish curry and chicken ghee roast that is on the average of 67% apart from that tourist like to tried all the above-mentioned delicacy which aptly makes Mangaluru as cuisine destination. Table 6 - Number of respondents buying authentic food as a souvenir while on holiday in Mangaluru

The above table represents the percentage of tourist purchasing Mangaluru local authentic as souvenir 78% of the respondents buy local food whereas 22% of the respondents do not buy local food as a souvenir

Tables 7 Respondents Activities in Mangaluru

The table reveals that both domestic and foreign tourist was coming maximum for adventure & food/cuisine purpose (31.9 % & 40.6%), then coming for religious sites & shopping (10.1%).

Table 8 Mangaluru is famous for

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The above table represents respondent’s perception of Mangaluru as an attraction The table reveals that majority of respondents voted as Mangaluru is famous for beach 59.4%, and nearly 20.3% respondents for food/cuisine, 13% for temples and 5.8% for education Table 9 Respondent’s Interest in Food Festivals

The above table represents that out of 69 respondents 66 (95.7%) respondents are interested to participate in food festivals in Mangaluru whereas 3 (4.3%) respondents are not interested to participate in food festivals.

7. Findings and Suggestions Concerning the importance which local food and beverages have for tourists on their holidays, the findings indicate that for a significant number of respondents the local food and beverages is an important part of the travel experience. Many respondents see food and beverages as a main part of a countries culture and explained in their answers that experiencing the culture of the destination they are visiting is one of their main purposes of their holiday. Majority of the visitors interested in trying local food and beverage and also interested in buying authentic food as a souvenir. Majority of the respondents also mentioned trying local food and beverages is also one of the major activity. 20.3% of the respondents indicate that Mangaluru is known for delicious food and cuisine and 95.7% of respondents are interested to participate in food festivals. Suggestions  Should establish a sustainable Mangalorean Food Tourism Alliance (MFTA) with the programs and resources that will foster and support market driven and competitive tourism product development throughout Mangaluru  To encourage and support existing restaurant and related organisation to develop and strengthen existing and new unique, authentic and market ready food tourism experiences.  Link Mangaluru cuisine Tourism Strategy to Regional Agrotourism and Heath, Wellnes`s and Spa; and Experiential Tourism strategies and initiatives Lessons from Leading Food Tourism Destinations.  Business organizations – all of the destinations should have strong food-focussed business organizations/alliances leading and supporting food tourism development. The organizations should be comprised of a diverse set of public and private food/cuisine sector partners.  Encourage foodservice establishments in provincial attractions to feature Mangaluru products, ingredients and beverages.  Encourage festivals and events sponsored by the government to feature Mangaluru products, ingredients and beverages as part of their food services offerings.  Marketing – perhaps the most important focus of food tourism development programs. Marketing initiatives focus on food tourism events, awards programs and ceremonies, visitor guides, websites, social media, and media and PR initiatives.  High quality, market-ready tourism products that are authentic and unique and tell the regional story will help to attract visitors looking for rich culinary experiences.

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 The key is to deliver consistent, high-quality products that showcase Mangaluru’s great diversity of people, foods, regions and experiences and provide value for money. Providing these quality culinary experiences is central to building Mangaluru reputation as a world class destination 8. Conclusion Local cuisine plays an integral role in attracting tourists towards destination. Local cuisine and culinary tourism provides authentic experience to the tourists. Food being an unavoidable part of human existence, gastronomical experience can be an added attraction for any type of tourism activity, apparently appealing to a wide range of customers. Today, the culinary activities include food festivals, mega events, fishermen's and farmer's markets, cooking schools, agro tourism, wine and beer tasting and obviously, restaurant dining. India is known for multicultural traditions and religions. Each religion is known for its authentic cuisine and recipes. Mangaluru have huge potential for cuisine tourism, it has all necessary element of cuisine destination but marketing and advertising will make it an ideal cuisine destination. Growing number of food-related festivals featuring the delicacies of coastal Karnataka. Food being an unavoidable part of human existence, gastronomical experience can be an added attraction for any type of tourism activity, apparently appealing to a wide range of customers.

9. REFERENCES 1. Ignatov, E. and Smith, S. (2006). Segmenting Canadian Culinary Tourists. Current Issues in Tourism, 9(3), pp.235-255. 2. Hashimoto, A. and Telfer, D. (2003). Positioning an Emerging Wine Route in the Niagara Region. Journal of Travel & Tourism Marketing, 14(3), pp.61-76. 3. Hashimoto, A. and Telfer, D. (2006). Selling Canadian Culinary Tourism: Branding the Global and the Regional Product. Tourism Geographies, 8(1), pp.31-55.

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