2020-1115 IJOI https://www.ijoi-online.org/ TASTE OF INDIA: A CASE STUDY OF INDIAN CUISINE IN TAIWAN Anita Mandal* Department of Tourism and Leisure, Chung Hua University, Taiwan 30012 *Corresponding author: [email protected] Yao–Hsu Tsai Department of Tourism and Leisure, Chung Hua University, Taiwan 30012 [email protected] Abstract This study discusses localization of Indian cuisine and their impact on customer satisfac- tion in Taiwan based on the information gathered from field survey and online portals. Three aspects of Indian cuisine were explained. First, it describes how Indian cuisine is localized over Taiwan. Second, how Indian cuisine is maintained and presented to the local customer. Third aspect describes perception and satisfaction of local customers over Indian cuisine. It is observed that the authenticity of Indian cuisine is greatly compro- mised to attract local people in the business. Preparation of Indian cuisine is altered by use of locally available ingredients including spices and herbs which, modifies the taste and aroma of cuisine. A special unique style is adopted to represent Indian cuisine in Taiwan. Different restaurant settings are introduced to symbolize Indian culture irrespec- tive of different Indian cuisine. In some cases, a single restaurant provides variety of cui- sine e.g. Panjabi dishes along with Bengali food. The study determines that authentic In- dian cuisine no longer exists and localized version of Indian cuisine is evolved. The sur- vey shows that majority of the customers are satisfied over food quality and prefer to dine at Indian cuisine at least once in a year. It is believed that physical and environment set- ting of restaurant enhances customer satisfaction even though authenticity of the Indian cuisine is compromised while, high cost of food is dominant factor for less frequent re- turning behavior of customers. Keywords: Authenticity, customer satisfaction, food survey, Indian cuisine. 280 The International Journal of Organizational Innovation Volume 13 Number 2, October 2020 2020-1115 IJOI https://www.ijoi-online.org/ Introduction records. Reports showed that around three decade ago first Indian cuisine was Taiwan is one of the beautiful is- setup in Taipei area with a big success land country in East Asia ranking 15th in (Ferry, 2018). The food served by the GDP per capita. Quick industrialization restaurant was so demanding that cus- and rapid growth of Taiwan happened tomer usually queued-up long time to try during latter half of the 20th century. the food. Looking the popularity of the People living and working in Taiwan are Indian food, more and more restaurant generally very busy due to sudden eco- had been opened. Due to complexity of nomic boom. The behavioral pattern of Indian cuisine, especially the spices used people in Taiwan changes rapidly based for cooking, the food was very expen- on socio-economic status and heavy in- sive. With increasing number of restau- dustrialization. One of the tremendous rant and cost reduction strategy, the change among other behavioral patterns complexity of cooking is reduced along is food habit. People started dinning out- with authenticity of the food. Therefore, side due to lack of personal time from customer expectation and overall satis- their work. Rapidly, restaurant business faction of dining experience was severe- gained very popularity within locals. ly compromised. Due to industrialization and globaliza- tion, Taiwan became lucrative destina- A variety types of customer visit tion for foreigners. Foreigners are estab- Indian restaurant daily with their own lishing their livings along with their expectation and imagination. India is big most essential food culture. Therefore, country with diverse geographies and restaurant brings another opportunity to climates. Indian cuisine differs from locals to taste different cuisine with little each other, not only taste but also cook- effort. Indian cuisine is one of them. ing method (Dubey, 2011). There are different kind of food establishment Popularity of Indian cuisine is available in Taiwan e.g. North Indian massive throughout the world. It is im- cuisine, South Indian cuisine, Punjabi agined as spicy, colorful, aromatic, cuisine, Bengali cuisine etc. Indian res- greasy, and hot food. Indian food mostly taurants in Taiwan claims themselves to combined with rice and/or roti (also serve authentic cuisine to their customer. known as ‘nan’, a handmade baked However, no details study has been car- food). Rice is a common element in In- ried out on authenticity of Indian cuisine dian and Taiwan food habit. Indian cui- in Taiwan and their impact on customer sine in Taiwan is one of the popular des- satisfaction. In this study three aspect of tination among local people because of Indian cuisine is described. (i) How In- its aroma and nice taste. Localization of dian cuisine is localized, (ii) How Indian Indian cuisine is observed very similar to cuisine is presented to the customer, and Indianization of Chinese food (Sankar, (iii) how customers are satisfied over 2017). It is very hard to say when and Indian cuisine? where exactly first Indian restaurant was setup in Taiwan due to lack of official 281 The International Journal of Organizational Innovation Volume 13 Number 2, October 2020 2020-1115 IJOI https://www.ijoi-online.org/ Literature review The typical meaning of authentici- The popularity of Indian food in ty is the genuineness, honesty, or sinceri- Taiwan is increasing as evidenced by the ty of an object (Zhang, Chen & Baoliang, growing number of restaurants in the is- 2019). Mc. Connell firstly introduced land within last decade. It is believed that authenticity and proposed the theory of restaurant business is one of the hard and “staged authenticity” in which authentic- competitive business among others (Josi- ity is an inherent property of tourism ob- am, Sohail & Monteiro, 2007; Gregoire, ject and obtaining authenticity experi- Shanklin & Greathouse, 1995). India is a ence is regarded as fundamental goal of big country with unity in diversity and tourism (Chhabra et al., 2013). Authen- sometimes called a small world due to ticity gives expression of originality, diverse culture, belief, language and eth- unmixed. The quality of being genuine nicity (Bijoy, 2015). In India, there are from original. People likes to eat authen- 29 states and 7 union territories. A varie- tic food and authenticity plays a very ty of traditional and regional Indian cui- positive role in a restaurant. Authenticity sine are noticed over Indian subcontinent. is conceptualized into four categories These different cuisine or kitchen culture namely (i) objectivism (objective au- are originated by the diversity of this thenticity emphasized the authenticity of subcontinent e.g. culture, occupation, the objects visited by tourist), (ii) con- climate, locally produced vegetables, structivism (constructive authenticity is fruits and spices which significantly de- the result of social construction rather pend on soil and climate (Krisnakumar, than objective things identity of objec- 2019). Another influential factor to im- tive by tourism or tourist producer in pact Indian cuisine is Indian religion or term of their preferences, effects, expec- cast system (Md. Taufique, 2019). Every tation, imagery, beliefs etc.), (iii) post- state has a very individual method of modernism, (postmodernism authenticity cooking based on locally obtainable in- deconstructs the conception of authentic- gredients which makes a vast variety of ity by blurring the boundaries between Indian curry. The variety of taste of re- the original and depilated, and (IV) exis- gional Indian food are not only due to the tentialism, (existentialism is the degree different curry powder or spices or herbs to which an individual’s actions are con- but, the way of cooking. It is seen that gruent with their beliefs and desires, de- the environment also plays a crucial role spite external pressure (Wang, 1999). on quality and authenticity of cuisine Authenticity is one of the important per- (Josiam & Moteiro, 2004; Jain & Bagler, spective of the culinary tourism research. 2015). Indian cuisine is widely available throughout the world as a result of the It is well known that customer sat- progress of the Indian diaspora, mostly isfaction is the most important part of in the countries of the previous British any restaurant business. Starting from Empire (Josiam, Sohail & Monteiro, cuisine selection to visit, the customer 2007; Basu, 2011; Ray & Srinivas, make some imagination in their mind. It 2012). is well known that the hospitality service 282 The International Journal of Organizational Innovation Volume 13 Number 2, October 2020 2020-1115 IJOI https://www.ijoi-online.org/ especially food industry very much rely The data for this study were col- on three elements (Bujisic, Hutchinson lected through the field questionnaire & Parsa, 2014; Berry, Carbone & survey. Two different sections were de- Haeckel, 2002). First element is food signed in questionnaire sheet. First sec- quality which signifies how fresh and tion was designed to survey customer healthy food or dishes are served. In a status e.g. age, occupation and second restaurant, customer always demand and section was dedicated for satisfaction expect good quality food and services assessment e.g how customer will grade (Lei & Hu, 2010). It is very difficult to quality of food in number scale from 1 to make all customer satisfied over same 5 while 1 for poor quality