Journal of Tourism and Hospitality Promoting Tourism through Local and International cuisine: Comparative study of New York and New Delhi PDF

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Journal of Tourism and Hospitality ISSN: 22500526 Promoting Tourism through Local and International cuisine: Comparative study of New York and New Delhi Mr. Sandeep Chatterjee Ph.D. Scholar, SOTHSSM, IGNOU Dr. Paramita Suklabaidya Asstt. Professor, SOTHSM, IGNOU Abstract The cities of New York and N...

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Journal of Tourism and Hospitality

ISSN: 22500526

Promoting Tourism through Local and International cuisine: Comparative study of New York and New Delhi Mr. Sandeep Chatterjee Ph.D. Scholar, SOTHSSM, IGNOU Dr. Paramita Suklabaidya Asstt. Professor, SOTHSM, IGNOU Abstract The cities of New York and New Delhi are both uniquely distinct in its culture and heritage. New York is world renowned for its Michelin star restaurants and celebrity chefs. The city promotes itself extensively through its local and international cuisine. New Delhi, on the other hand is traditionally known for its rich heritage and culture. The cuisine of Delhi is a melting pot of various influences, including, but not limited to Mughal, Awadh, Punjabi, Bengali, Bihari, Tamil, Jain and Baniya food cultures. The city has not promoted itself as a culinary destination, in the past; however, efforts are being made now to showcase this aspect of Delhi’s culture, as well. The study plans to understand the difference in approach to culinary tourism marketing in the select destinations. Also, the focus shall be on role and effectiveness of educating potential visitors on cuisine culture, for promoting the destination. The study shall deliberate on the possibility of product differentiation based on its unique food culture. The differentiation becomes imperative in the wake of global competition for revenue generation through In- bound tourism. The study compares how stake holders are promoting the two cities using its cuisine and food culture. The marketing strategy is being analysed through content analysis of tourism brochures, websites, booklets and food apps popular in the cities. Keywords: Tourism, Destination Promotion, Culinary Tourism, New York,New Delhi. Introduction Cuisine is intertwined with tourism as it is part of the cultural heritage and identity of a destination. An image of a destination can be defined by the cuisine available for the tourists to savour (Crofts, 2012). Similar to music, dance and art of a place, its cuisine also forms a unique identity and a form of expression by the locals (Dawson, 2012). The perceived image of a place can be formed by its cuisine (Beerli & Martin, 2004). In the words of Everett

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(2009), Food is increasingly regarded as a multidimensional artefact which encompasses the very identity of a place or individual. Eating exotic and global foodstuffs has become part of a new post-modern culture characterised by pluralised and aesthetic experiences that have fostered new patterns of tourism consumption and the development of new individualised identities. (p. 340) Considering a tourist destination to be a product or brand that needs to be marketed to an ever discerning client, or tourist in this case, requires a multi dimensional approach. Each country tries to promote its destination and its brand value showcasing the climate, history, heritage, culture, architecture and now in more recent times, even cuisine. According to Okumus and McKerche 2005, Food is considered to be an important product and service of tourism portfolio of a destination. It helps in adding value to a destination (Boniface, 2003; Boyne, Hall, & Williams, 2003; du Rand, Heath, & Alberts, 2003; Long, 2004). Promoting Tourism through Cuisine Branding of a destination, especially a region or state has become an important marketing strategy for many government agencies, involved in Tourism promotion (Lee & Arcodia, 2011). Greater brand loyalty when seen among tourists will be resulting in positive travel intention of the traveller (Horng et al., 2012). Image of a destination is created to boost impression in the minds of tourist. Cuisine can also be an image to market the destination. Food image of a place can be a vital focal point in destination promotion. According to (Lertputtarak, 2012) the primary factor to measure food image is the unique cuisine available at a destination and the particular way that food is served to the tourist giving value for money. Jeou-Shyan Horng and ChenTsang (Simon) Tsai in 2012, explains the recent trends in Tourism and lays emphasis on the importance of culinary tourism in promotion of a tourist destination. Culinary tourism has been described as a niche market as compared to the traditional tourism business. Culinary tourism can be an important marketing tool for emerging tourism markets, globally. Historically, researchers have failed to address the supply side of culinary tourism industry. Marketing of local or even international cuisine could have various approaches, such an implicit or explicit approach (Okumus & McKerche, 2005). It is essential that tourism marketers are clear on the type of approach they wish to take and plan marketing strategy accordingly. An extensive content analysis by (Frochot, 2003) shows that in 19 districts of France, the tourism brochures, gave the impression to the tourists that the cuisine there was primarily consisting of raw produce. The study suggested that the

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approach needs to be implicit and more visuals of chefs, cooking, and dining, and pleasurable experience may be depicted in the promotional material. Research Methodology for the Study The main purpose of the study was to explore the culinary tourism environment in the two cities selected for the study. A case study approach (Yin, 2003), using content analysis was chosen. The study focused on three interrelated topics: (1) an analysis of the presentation of main and sub-cuisines promoted in each destination; (2) an assessment of the range and diversity of food images presented in each destination; and (3) an assessment of the current role of food in marketing these two destinations. The study uses similar methodology used earlier by Bendegul Okumusa, Fevzi Okumusb and Bob McKercher while comparing the culinary tourism between Hong Kong and Turkey (Okumus, Okumus, & McKercher, 2007). According to Neumann (2003, p. 219) „„content analysis is a technique for gathering and analyzing the content of text. The content refers to words, meanings, pictures, symbols, ideas, themes, or nay message that can be communicated‟‟. Content analysis is generally based on written or visual materials including booklets, newspapers, magazines, brochures, advertisements, films, official documents, video tapes, photographs and web pages that can provide rich information about tourism destinations (Jenkins, 1999). This method is non-reactive since the process of placing words, messages or symbols in a text to communicate to a reader occurs without influence from the researcher who analyzes its content (Neumann, 2003). Several previous studies in the tourism field employed this approach (Echtner & Prasad, 2003; Hudson & Miller, 2005; Kemp & Dwyer, 2003; Nickerson, 1995; Wan, 2003), including a study on food tourism in France by Frochot (2003). There is no right or wrong way of undertaking content analysis (Finn, ElliotWhite, & Walton, 2000; Miles & Huberman, 2002). As stated by Neumann (2003), quantitative and qualitative (or interpretive) versions of this method can be applied depending on the purpose of the research study. The findings from content analysis can be studied in both qualitative and quantitative form (Okumus, Okumus, & McKercher, 2007). In the present study the research findings are presented in qualitative format. The presentation is then divided into the three prime focus area of study as mentioned earlier. The descriptive study (qualitative) was preferred here as the nature of study is explorative and not much work has been done previously on the said subject. The study used a five stage content analysis model as propagated by Fin et al (2000). Stage (1) the aims and objectives of the analysis was identified and

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ISSN: 22500526

coding system was developed. Stage (2) print and electronic brochures and booklets in English were collected from the National Travel and Tourism Office, under US Department of Commerce, USA and from the Ministry of Tourism, India and their respective official websites. Videos attached to websites were also content analyzed. Only materials produced officially by national tourism offices was considered. Brochures and web pages analysed for the study are listed in table 1. Stage (3), the said material, text, visual and video were all analysed using content-analysis procedures of frequency, intensity and space allocated for food in brochures, booklets and web pages. Stage (4), the initial results from raw data was compared head to head for both sets. The resultant issues, disagreements, and disputes were discussed with travel and tourism practitioners, and stake holders in both countries. A consensus was then reached after interviews and discussions with stake holders. The stake holders were restaurant managers, owners of small eateries and tourists in general.

Illustration 1 Information about the content-analyzed brochures and web pages The cities of New Delhi and New York were selected as they both are one of the main entry points to these vast countries. USA is one of the top tourist destinations in world with 77.5 million visitors each year. New York alone saw 56.5 million visitors in 2015 (NTTO, 2016). India on the other hand witnessed 8.03 million visitors in 2015. New Delhi recorded 2.37 million tourist arrivals in 2015. (MoT, 2016). India is an emerging market and has to boost its tourism to give a fillip to its goal of becoming a developed economy. USA exploits all its tourism products, including its cuisine to market its destinations. India has a rich heritage of culture and cuisine that can be showcased to drive more tourists to its destinations. The study compares and contrasts the two markets to explore this possibility. New York City as a Culinary Destination 4

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New York City is globally recognized as a top tourist destination. The city is well known for its skyline, tall buildings, the statue of Liberty and the site of the unfortunate September 2011 attack on the Twin towers. The city is a home to 8.4 million people and is divided into five boroughs. Each of the five boroughs – Manhattan, Brooklyn, Queens, The Bronx and Staten Island – has a distinctive flavour, while individual neighbourhoods maintain identities all their own. (Brand USA, 2016) The official New York City guide calls NYC a city of five boroughs. While Manhattan and Staten Island are islands, Brooklyn and Queens are geographically part of Long Island, and the Bronx is attached to the US mainland. The islands are linked by bridges, tunnels and ferries (NYC & company, 2016). The city boasts of various world renowned attractions such as Statue of Liberty, Central Park, Times Square, Empire state building to name a few. The city also offers a gamut of dining options from traditional American food such as Hot dogs, Cheese burgers, Steaks to international cuisine from around the world. A comprehensive list of 1683 restaurants is featured on the official website of the city. The list ranges from tiny steak houses to uber-expensive 15 course dining options (WTI, 2016). NYC and company is the official tourist bureau of New York City. The organisation is actively involved in marketing, tourism and partnership activity on behalf of the city of New York. The not-for-profit quasi-agency's mission is to maximize opportunities for travel and tourism in New York City, build economic prosperity and spread the dynamic image of New York City around the world. It has launched interactive initiatives including nycgo.com and the Official NYC Information Center at 810 Seventh Avenue, NYC. The official website of the company is www.nycgo.com. (Wikipedia, 2016). The importance given to food and drinks, as a means to promote tourism is evident from this official website. The main page itself features links to top restaurants in NYC for visitors. The top 10 attractions of the city include a quaint bar called “The Stonewall Inn”. The bar is situated in Manhattan and its name instantly evokes the 1969 rebellion that cemented its place in history as the start of the gay rights movement. Although no longer a site of social upheaval, the watering hole‟s energy and sense of inclusiveness are still remarkable. The bar is considered a landmark for tourists interested in cultural history of the city (NYC & company, 2016). The emphasis on food in promoting NYC is showcased in placement of food information on the official webpage. The second paragraph of the brochure, after introduction reads: “Eclectic Flavours, New York's cuisine reflects the city's diverse cultures. No matter what ethnic food you're looking for, you'll find it in a place where more than half of the residents speak a language other than English at home.” (Visit The USA, 2016).

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The cosmopolitan nature of the city is reflected in its choice of cuisine. The official website of the city, lists over 1600 restaurants. A total of 60 different cuisines are listed available on NYC website. The Cuisines range from African to Vietnamese in an alphabetical order. The enclaves of the city are home to various national cuisines. The Bronx is famous for Italian and West Indian food. Queens is known for Indian, Pakistani, Bangladeshi cuisine. Brooklyn is renowned for Jamaican, Jewish and Puerto Rican restaurants; Staten Island for Sri Lankan and Mexican food; Manhattan for Chinese, African- American and Korean cuisines (NYC & company, 2016). Dishes normally identified with NYC are Hot dogs, Manhattan Clam Chowder, Cheese cake, Pizza, Bagel, Pastrami, Corned beef, Pretzels, Knish, Eggs Benedict, Lobster Newberg, Waldorf salad, Doughnut, Delmonico steak and Black and White cookies (Terrones, 2008). Much of the cuisine usually associated with New York City stems in part from its large community of Eastern European Jews and their descendants. According to Tuchman and Levin (1993) the world famous New York institution of the "Delicatessen," commonly referred to as a "Deli," was originally an institution of the city's Jewry. Much of New York City's Jewish fare has become popular around the globe, especially bagels. New York City's Jewish community is also famously fond of Chinese food, and many members of this community think of it as their second ethnic cuisine. The prominently depicted dishes on the brochures are listed in Table 2.

Table 2 Food and beverage promoted in brochures and web pages marketing New York City New Delhi as a Culinary Destination While USA and New York City in particular promotes international cuisine, India and New Delhi promotes local cuisine. New Delhi, being the capital and 6

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a multi cultural city, is a melting pot of various national cuisines such as, Mughlai, Punjabi, Jain, Marwadi, South Indian, Poorvanchali, Haryanvi, Rajasthani, Gujarati and Bengali to name a few. Acharya (1994) in his book Indian Food – A historical companion, says that all communality that lives in India has a distinct food ethos. Most of these are influenced by Aryan believes and practices. However, the Muslim and European influence is also not to be undermined. This is evident in the culinary tourism approach adopted by Incredible India and Delhi Tourism. A detailed study of food related portals and blogs such as Zomato and Trip adviser show that most popular cuisines of Delhi NCR are „North Indian‟, „Mughlai‟, „Street Food‟, „Chinese‟, „South Indian‟ and „Desserts‟. It is noted that, „Gulati‟ restaurant at Pandara road and „Karims‟ of Jama Masjid are among the most popular restaurants of Delhi. The food of Delhi has multiple influences, including Punjabi, Mughlai, Jain, Bengali etc. The standout iconic dishes are „Chole Bhature‟, „Daulat ki Chaat‟, „Bhalla Papdi‟ etc.. According to official DTTDC (n.d.) website, the cuisine of Old Delhi is a treasure trove for food lovers and historians alike. „Paranthe wali gali‟ and „Moti mahal‟ are few must go places (O'Brien, 2003) According to Ministry of Tourism, Annual Report 2015- 2016, “For promotion of Indian Cuisine, which is an integral component of the Indian Tourism product, support has been extended to Indian Food Festivals by sponsoring Indian Chefs for the food festivals organized in the following countries: Singapore, Kuala Lumpur, Tokyo, Osaka, Ecuador (Bogota), Ramallah (Palestine), Veracruz (Mexico) Beirut (Lebanon), Cairo, Madagascar, Venice and Rome.” Quality restaurants, authentic food as variety of cuisines, particularly cuisines - different States in the country, have become increasingly popular both with domestic and foreign tourists and extend an entering tourism experience. Accordingly, Ministry‟s scheme for the approval of stand-alone restaurants stands revived. (MoT, 2016). The study of the official websites does suggest that India has also understood the importance of culinary tourism and has taken some steps in this regard. The content analysis of brochures and websites indicate various regional dishes promoted. Most promoted cuisine in Delhi was found to be Mughlai and Punjabi. A few dishes from old Delhi are also mentioned in the brochure. A list of promoted dishes is given in table 3. Food Samosa and Chaat Berhvin Poori

Beverages Chai Lassi 7

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Tandoori Chicken Shahi Paneer Alu Matar/ Seetaphal ki sabzi Butter Chicken Dal Makhani Taharee/ Yakhni Pulao Aloo/ Paneer/ Laccha Parantha Kulfi/ Gujiya/ Rabdi/ Jalebi

Chhach Jal Zeera Thandaai

Table 3 Food and beverage promoted in brochures and web pages marketing New Delhi Content Analysis The aim of the research paper was to explore the role of cuisine in promoting New York City and New Delhi as a tourist destination. The findings of the study indicate that both cities are using cuisine as a product to market tourism with varying degree of success. However, it was found that NYC is more aggressive it its approach to market itself with food. It was also found that although both destinations are giving importance to food for promotion, albeit the approach is very different. NYC on one hand is branding itself as a cosmopolitan, progressive and modern culture, with showcasing its diversity in international cuisine. The focus of the promotion is on tourist experience and a sense of aspiration. The brochures, videos and website all indicate classy restaurants with high end cuisine and luxury. Most pictures depict tourists, chefs, and servers with happy faces. The sense of celebration and „good time‟ is more prominent than the food itself. New York City is not dwelling in the past but is presenting a modern metropolis with a global flavour to attract tourists from all cultures. The brochure lists the eating out places, in terms of themes or moods like Night life, Gourmet lunch, casual dining etc. The focus of the promotion is on both food and beverage. Nationally produces high quality wines from California region are given due importance in the promotion. Cocktail bars of New York and the whiskey lounges serving finest American Bourbon, Tennessee and Rye whiskey are also exhibited. The emphasis on quality of food and service

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is also notable through the mention of Michelin star chefs and restaurants. (New York City, 2016) The most prominent difference is in the approach to Tourism marketing. The marketing of the destinations and products is done through corporations called “Visit USA”“Brand USA” “NYC and Company” etc. They work under policy guidelines from National Travel and Tourism Office (NTTO) which works under The De...