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EditorsMr. Ashish Raina

Prof. (Dr.) PR ShandilyanChef. Dhiraj Pathak

Local Food and Community Empowerment through Tourism

ISBN: 978-93-91260-29-3

Volume I

Local Food and Community Empowerment through Tourism

{Volume I}

Editors: Mr. Ashish Raina

Research Scholar, GNA University/ Assistant Professor, Kanya Maha Vidyalaya, Jalandhar.

Prof. (Dr.) PR Shandilyan Dean/Professor, Faculty of Hospitality GNA University.

Chef. Dhiraj Pathak Research Scholar/Assistant Professor, GNA University.

Eureka Publications

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ISBN: 978-93-91260-29-3

First Edition - 2021

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Preface

Team Hospitality Treasure is glad to bring out its 4th book titled “Local Food and Community Empowerment through Tourism-Volume I”.

Food as an important aspect to sustain life and it has always been amalgamated importantly into every community practice. With an increase in the gastronomic interest in the tourists these days, there is a great emphasis on development of local food systems and lecturing food insecurities in communities. Projects majorly focusing on local food practices addressed by the communities can be used to carry forward the involvement of local communities in the tourism process. It becomes a distinguish aspect for communities to get involved in tourism process directly to empower themselves out of poverty and supremacy. With an aim to address the potential contributions into the subject, the group of editors have invited contributions and edited them in two volumes.

The current book volume comprises of chapters, research papers, case studies, lost recipes, and information on traditional methods and tools used by the local communities and villages in cooking and related aspects in India. The book can be referred by the hospitality and tourism students, research scholars in the field of Social sciences, tourism and hospitality academicians and everyone interested to explore tourism based on food and the subjects related to the empowerment of the local communities.

Editors Mr. Ashish Raina Prof. (Dr.) PR Shandilyan Chef. Dhiraj Pathak

Table of Contents

S. No. Chapters Page No. 1. Branding the City; Culinary as Tourism Attraction in

Samarinda Indonesia I Wayan Lanang Nala 1-16

2. Role of Gastronomy in Tourism: An Overview Dr. Suvarna Sathe, Mr. Amit Khare 17-33

3. Rising Significance of Taglines for Marketing Culinary Destination: Post-Commencement of Second Wave of COVID-19 Outbreak

Dr. Ananya Mitra 34-42

4. A Study on Contribution of Tourism on Local Food, Society Improvement & Culture

Chef (Dr.) Kunal Seth, Nimisha Seth 43-54

5. Promoting Local Gastronomy and Heritage Tourism: A Case Study on Fort Sinhagad Pune

Ms. Aditi Joshi, Ms. Manasi Sadhale 55-70

6. Culinary Tourism in Kolkata: A Study on Kolkata Biryani Sankar Kumar Mukherjee, Arajit Kumar Das 71-81

7. Festivals for Sustainable Tourism Development: A Case Study of Marwar Region of Rajasthan, India

Mahesh Kumar Bairwa, Dr. Swapna Patawari 82-96

8. Rediscovering Kumaoni Cuisine (A Study of Local and Lost Dishes of Pithoragarh Region)

Prof. Laxmi Todiwan, Dr. Chef Sangeeta Dhar 97-108

9. Faridabad an Emerging Tourist Destination-A Case Study Jyoti, Himanshu Sharma, Deepak Chhikara 109-121

10. Technological Advancements in Front Office Post COVID-19 in Mumbai

Suchismita Roy Indra, Anjali Nair 122-139

11. The Role of Food in Destination Marketing- An Indian Perspective

Eshita Gurung, Uma Pandey 140-154

12. Medicinal effects and Tourism potential of wild edible flowers of District Mandi, Himachal Pradesh

Tara Devi Sen, Vijay Sen 155-208

13. Food Tourism: From the Land of Local Cuisines “Assam” Srilekha Bhattacharya 209-220

14. Community Participation in Tourism Planning and Development-A Case Study of Local Communities in Ooty, Tamil Nadu

Dr. Ranjana Tiwari 221-241

15. Lost Recipes of West Bengal: An Introduction to the Lost Recipes of West Bengal and the Ways to Re Introduce them in Present Gastronomic World

Manas Sarkar, Nivedita Sarani 242-261

16. A Comprehensive Survey to Present Travel Behaviour Changes in India

Vincy Rana 262-272

17. Leisure Tourism and Local Food Promotion: An Investigation of Impacts and Impressions

Deeksha Poddar, Jai Jain, Shweta Upamanyu 273-281

18. Medicinal Herbs Dr. Shilpa Mohan Shitole 282-289

19. Role of Destination Marketing in Tourism Industry Kulbhushan Chaudhary, Prabha 290-301

20. Community Involvement and Sustainable Tourism Development

Nalini Singh Chauhan, Abhay Punia 302-318

21. Rural Tourism for Uncategorised Alcoholic Drinks from Round the Globe

Mr. Abhishek Roy, Mr. Subir Kumar Malakar, Mr. Hridyansh Vaid 319-324

22. Destination Marketing & Foods (Local & Medicinal): To Boost Tourism and Tourist Behavior

Abhimanyu Awasthi 325-342

23. COVID-19: Psychological Stress on Indian Citizen’s Lifestyle and Travel

Mr. Adarsh Kumar, Dr. Hemlata Verma 343-353

24. An Empirical Investigation of Customers' Preferences toward Inherited Food Outlets of Delhi

Sidharth Srivastava, Dr. Savita Sharma 354-363

01

Local Food and Community Empowerment through Tourism {Volume I} 1

Branding the City; Culinary as Tourism Attraction in Samarinda Indonesia

I Wayan Lanang Nala

Tourism Department, Politeknik Negeri Samarinda, Indonesia. E-mail Id: wayanlanang@polnes.ac.id

Abstract

Culinary is currently one of the attractions for domestic tourists as well as foreign tourists during their travel to an area or to a country. Travel and culinary is a series that cannot be separated in the tourism ecosystem. Samarinda in East Kalimantan is one of the city in Indonesia emerge its tourism industry. The city which is inhabited by various ethnic groups and cultures has a wide variety of unique culinaries. This study aims to identify the typical culinary of Samarinda in order to support the tourism destination branding from the gastronomic tourism point of view. This study used descriptive qualitative method where data collected form advance literature of local culinary history. Questionnaire also used to gather public perceptions about culinary branding of Samarinda. Interviews addressed to key informants from culinary business actors and also academics who considered to mastered the research problems. Data collected were then analyzed using the concept of Gastronomic Tourism.

The research found that types of culinaries considered to become the identity of a typical Samarinda culinary brand using the concept of Gastronomic Tourism are Nasi Kuning and Nasi Bekepor. These two culinary specialties are the most chosen by respondents where 56% of respondents mentioned Nasi Kuning while 24% mentioned Nasi Bekepor. According to triangle concept of gastronomic tourism, these two culinary products fulfill the elements of Food, Culture and

2 Branding the City; Culinary as Tourism Attraction in Samarinda Indonesia

History. It is also expected that these culinary products would be able to influence on brand positioning and brand image of Samarinda and also as a bridge for the buying interest of tourists visiting Samarinda.

Keywords: Brand Identity; Culinary; Gastronomic Tourism.

Background

Tourism is an important industry for the Indonesian economy. Based on the official report of the World Economic Forum (WEF), the wonderful Indonesia branding has climbed eight places to rank 42 on April 6, 2017 from 50th position in 2015. The optimism of Indonesia's tourism described in world tourism ranking where Indonesia previously ranked 70 out of 141 countries in 2013 (Susanti, 2017). The existence of the wonderful Indonesia branding can improve the image of Indonesian tourism and in 2019 Indonesia was ranked 40th (Desrianto, 2019).

The achievement in the tourism industry needs to be balanced with the supporting components of a tourism destination, namely attraction, accessibility, amenities and ancillary services (Cooper et al, 1993). And the main component of tourism destinations is attraction (Cooper et al, 1993; and Pitana, 2009).

Culinary is currently one of the attractions for domestic and foreign tourists. Survey conducted by World Tourism Organization (UNWTO) concluded that 87% of culinary is an important element in the tourism industry. Culinary and tourism are actually closely related, because basically culinary and tourism have a symbiotic mutualism (Anisa, 2018). The characteristics and uniqueness of culinary in each destination derived from its culture background as well as its history could be the aspect of the attraction for tourists to visit.

In a special creative economy survey in 2018, the culinary sector received the highest ranking at 47% in the contribution of culinary and shopping to the Indonesian economy. The government invites tourism entrepreneurs to attract foreign tourists to participate in advancing culinary tourism and shopping tourism in Indonesia. In addition, the Ministry of Tourism has launched the Wonderful Indonesia Culinary and Shopping Festival branding at the Soesilo Soedarman Hall in Jakarta (Raka, 2019).

Local Food and Community Empowerment through Tourism {Volume I} 3

Samarinda with its diversity of ethnic groups and cultures has a variety of unique culinary delights. However, there has not been found any specific research with the gastronomic tourism concept approach so far. In order to determine culinary products to represent the culinary branding of Samarinda, we need to pay attention to the concept of gastronomic tourism so that it can become an inherent brand identity for tourists visiting Samarinda.

Article Type

This article is an original article resulting from research conducted to identify and determine the culinary products represents the identity of culinary brand in Samarinda. The problems and objectives of the study are as follows.

1. What is the typical culinary product represents culinary identity of Samarinda?

2. How to determine the typical Samarinda culinary which has cultural and historical values by using the concept of gastronomic tourism?

Method

This research is a descriptive study using a qualitative approach. Data collection was carried out by conducting interviews with figures that were believed to have the ability to provide an overview of historical and cultural developments so as to form public perceptions about food/culinary products that were considered to represent Samarinda. Furthermore, the questionnaire was distributed to 200 respondents who live in Samarinda and/or those who has visited Samarinda. The respondents were randomly selected to determine what types of culinary products were considered typical culinary of Samarinda and to determine respondents' perceptions about the identity of culinary of Samarinda. Furthermore, the data on the ranking of typical culinary products are analyzed using the Triangle concept of gastronomic tourism (Messakh, 2017) to see and determine whether the identified culinary products have met the food elements by using special ingredients found and originating in the area, cultural elements where the food product is related to certain customs or rituals of the local culture, and history elements relating to the historical journey and ethnic background of the culinary product. The analysis

4 Branding the City; Culinary as Tourism Attraction in Samarinda Indonesia

was carried out by first interviewing local culinary actors as well as community leaders who were considered capable of providing academic views.

Results and Discussion

History of Ethnic, Cultural and Culinary Development in Samarinda City

The city of Samarinda was once part of the Kutai Kartanegara Ing Martadipura Sultanate. In the 13th century AD (1201-1300) before Samarinda was known, there were villages in six locations, namely Pulau Atas, Karang Asam, Karang Mumus, Luah Bakung, Sambuyutan and Mangkupelas. The mention of the six villages is listed in the manuscript of the Salasilah Raja Kutai Kartanegara written by Khatib Muhammad Tahir on 30 Rabiul Awal 1265 H (24 February 1849 AD) which was later quoted by a Dutch historian, C. A. Mees.

In 1565, there was a migration of the Banjar ethnic from Batang Banyu to the mainland of East Kalimantan. At that time, the Banjar ethnic from Amuntai under the leadership of Aria Manau from the Kuripan Kingdom pioneered the establishment of the Kutai Kartanegara Kingdom, which included an area in the area now called Samarinda.

The history of the settlement of the Banjar ethnic in east Kalimantan during the authority of the Banjar Kingdom was also stated by a research team from the Ministry of Education and Culture of the Republic of Indonesia (1976): "The settlement of the Banjar ethnic group in this area for the first time was when the Kingdom of Kutai Kartanegara was subject to the rule of the Banjar Kingdom”. This is became the background for the formation of Banjar language as the dominant language of the majority of people in Samarinda.

In 1730, a group of Bugis Wajo led by La Mohang Daeng Mangkona migrated to Samarinda. Initially they were allowed by the King of Kutai to live in the estuary of Karang Mumus, but with subjective considerations that the natural conditions were not stable, they chose a location in Samarinda Sebrang.

The culinary history is closely related to the daily habits of people living in an area. Culinary development as one of the cultural elements of a society will be

Local Food and Community Empowerment through Tourism {Volume I} 5

closely related to the people who live in it, including the traditions inherited by the indigenous people who inhabit the area as well as their interactions with migrants. The population of Samarinda consists of various ethnic groups, namely the Kutai, Banjar, Bugis, Javanese and others. In the traditions of the Samarinda community, almost all ceremonies or rituals are accompanied by collective meal.

Collective meal generally uses several types of dishes that can be classified into three types (Alfisyah, 2019): Food for Ceremonies, Food for Ceremonial Offerings, and Ceremony Complementary Food. In some cultures there is food that is served during traditional or religious ceremonies, foods served for offerings, foods that can be eaten after the ceremony and some are not eaten because they are not considered as food. Food as a cultural product will be strongly influenced by the interaction between ethnic who live side by side in a certain geographical area. As mentioned earlier, the population of Samarinda consists of ethnic groups such as the Kutai, Banjar, Bugis, Javanese and Tionghoa. This will certainly affect the development of culinary products in Samarinda.

Perceptions regarding Typical Food of Samarinda

To find out the public perception of food that is considered typical food of Samarinda, it is necessary to conduct a survey to the community. Based on the results of distributing questionnaires to ask about Samarinda's typical culinary delights, respondents were asked to write the names of foods that they consider being Samarinda's special food through open-ended questions. The results of the respondents' answers appear in the following chart.

Based on Figure 1, 200 respondents who were asked to mention one typical food of Samarinda without being given an answer choice (spontaneously), the most common answer was Nasi Kuning (36%), followed by Amplang (30%), Nasi Bekepor (15%), Gence Ruan (8%) and Soto Banjar (8%). This proves that the five culinary delights are perceived as typical culinary delights that represent Samarinda.

6 Branding the City; Culinary as Tourism Attraction in Samarinda Indonesia

Figure 1.Public perceptions considering typical culinary

related to Samarinda (open ended questions)

As for the survey results accompanied by a choice of answers or by using closed questions, the results were not much different from the answers from open questions. 200 respondents were given a choice of answers to 11 typical Samarinda foods (Ali Alfayed, 2019) and asked to choose which food could be typical Samarinda food.

Figure 2.Public perceptions considering typical culinary

related to Samarinda (closed ended questions)

Based on Figure 2, 200 respondents who were asked to choose typical Samarinda food accompanied by a choice of answers, the results were that from the 11

36%

30%

15%

8%8%

3%

Nasi Kuning

Amplang

Nasi Bekepor

Gence Haruan

Soto Banjar

Lainnya

34.56

6.57

1318.5

20.524

4156

0 10 20 30 40 50 60

Daging Masak Bumi HangusBubur Ayam Budi Banten

Sambal Raja rupa-rupaPucuk Singkil

Gabin LidoSayur Asam Kutai

Gence HaruanSoto Banjar

Nasi BekeporAmplang

Nasi Kuning

Local Food and Community Empowerment through Tourism {Volume I} 7

answer choices, 5 typical Samarinda foods were obtained with the top position, namely Nasi Kuning (56%) Amplang (41%), Nasi Bekepor (24%), Soto Banjar (20.5%) and Gence Haruan (18.5%). This proves that the people of Samarinda are more familiar with the five culinary specialties compared to some other culinary delights. Due to the diversity of ethnicities in Samarinda, it is not surprising that the typical cuisine of Samarinda is a mixture of several ethnic groups in Samarinda, especially the Kutai and Banjar.

Analysis of the typical Samarinda culinary which can be a brand identity for Samarinda gastronomic tourism

To find out about Gastronomic Tourism, research was carried out on academics that are considered to be able to provide academic views on distinctive culinary as the identity of Samarinda's gastronomic tourism brand and Samarinda's typical culinary business actors, including to:

1. Dahri Dahlan (Researcher in Cultural Studies, Mulawarman University) 2. Nur Hikmah (Owner of Nasi Kuning Ijay) 3. Rusdiana and Sarehat (Owner of Amplang Usaha Tina and Sarehat Amplang) 4. Dessy (Owner of Warung Selera Acil Inun’s and Acil Inun’s Corner) 5. Resa Widyawati (Owner of Amado Restaurant) 6. Hariwibawa (Owner of Warung Koetai Hj. Mimi)

This interview aims to explore in more depth the concept of the Indonesian gastronomic triangle in the typical culinary delights in Samarinda, namely, Nasi Kuning, Amplang, Soto Banjar, Nasi Bekepor, Gence Haruan.

Samarinda is inhabited by several ethnic groups such as the Kutai, Banjar, Bugis, Javanese and other. However, Samarinda culinary is more influenced by the Kutai and Banjar. The typical culinary in Samarinda is more similar to the two areas. Although there are similarities in form and processing method, the culinary taste served in Samarinda is different from other regions so that it has its own unique taste. This uniqueness can attract tourists to visit Samarinda to taste culinary delights and learn about the history and culture of these culinary delights.

8 Branding the City; Culinary as Tourism Attraction in Samarinda Indonesia

The results of the interviews provided different explanations and approaches from one informant to another. Basically, the questions from the interviews that have been conducted focus on 3 main aspects of Indonesian gastronomy, namely, food, culture, and history. The results of interviews and observations that have been carried out are then analyzed according to the three main aspects of gastronomic tourism as follows.

Table 1.The Analysis Typical Cullinary of Samarinda using triangle concept of gastronomic tourism

No Type Culinary Product

triangle concept of gastronomic tourism

Total Checklist

Food Culture History 1. Nasi Kuning √ √ √ 3 2. Amplang √ √ 2 3. Nasi Bekepor √ √ √ 3 4. Soto Banjar √ √ √ 3 5. Gence Haruan √ √ √ 3 Nasi Kuning

Nasi Kuning is one of Samarinda's most popular culinary delights. Nasi Kuning uses a special spice, namely using the bumbu habang sprinkled over the side dishes.

a) Food: The main ingredient for making Nasi Kuning is rice using a mixture of spices such as turmeric, ginger, lemongrass, coconut milk and so on. Typical side dishes that are often served with Nasi Kuning is iwak haruan (typical fish live in Mahakam river) and boiled egg with bumbu habang (seasoning dominated in red color) with several other accompaniments, namely serundeng (fried grated coconut), vermicelli and fried onions.

b) Culture: Formerly Nasi Kuning used to be served as a complementary food in a celebration of births, birthdays, weddings, thanksgiving, traditional events and others. People still present Nasi Kuning for special event because it has the sacred meaning until today. The popularity of Nasi Kuning described in

Local Food and Community Empowerment through Tourism {Volume I} 9

today’s live of People of Samarinda where Nasi Kuning is not only served or presented during traditional events or thanksgiving but also served or presented as daily meal as breakfast or dinner.

c) History: The yellow color on Nasi Kuning is a symbol of the golden mountain which means wealth, prosperity and high morals. That's why it is always served at the special event such as thanksgiving and other event which to be believed delivering a good luck. People believed that presenting Nasi Kuning will bring prosperity and wealth.

Amplang

Amplang is one of the typical foods of Samarinda. Amplang mostly presented as snacks and souvenirs for tourists visiting Samarinda. The amplang uses ikan pipih (typical fish live in upstream of the Mahakam river) as a base product.

a) Food: The main ingredient and composition are ikan pipih, garlic, white pepper, tapioca, eggs and other seasonings. All ingredients are mixed and stirred together until it well blended and reach the most suitable dough to be molded and fried in medium heat for about 30 minutes.

b) Culture: Amplang does not have any cultural background. The business owner interviewed, mentioned that amplang is made for snacks and it has not any connection with rituals or cultural events.

c) History: Amplang in Samarinda was first initiated by Tionghoan who live around Pasar Pagi (area inhabited by mid-class of Samarinda) where Mrs. Rusdiana's (the business owner interviewed during research) grandmother used to worked. She started her small scale business and is still operated until today then continued by Mrs. Rusdiana who is the 3rd generation of Tina's amplang shop.

Nasi Bekepor

Nasi Bekepor is originated from the Kutai ethnic group. It has a long story regarding the people live in Samarinda which is used to be part of Kutai sultanate. Using the triangle concept of gastronomic tourism, Nasi Bekepor can be described as follows:

10 Branding the City; Culinary as Tourism Attraction in Samarinda Indonesia

a) Food: The spices used in making Nasi Bekepor are typical local spices that are easily found in East Kalimantan such as; lemongrass, galingale, lime leaves, ginger, bay leaves, coconut milk and rice. The cooking method of Nasi Bekepor is using Kenceng (traditional cooking utensil) where all the spices and ingredients are put together in the kenceng and place it over low coals and steering all the ingredients traditionally (bekepor) until a crust appears on the edge of the Kenceng. Nasi Bekepor is usually served with tamarind soup, various kinds of sambal raja (typical of traditional prime sauce), and salted chili and also gence jukut ruan (traditional cork fish soup).

b) Culture: Nasi bekepor is served during the traditional event respecting the existence of Mahakam River as the source of live of traditional Kutainese called the Erau. The Erau Festival is held once a year and it takes one week to accomplish all of the ceremony. Nasi bekepor usually served as main dish during the Beseprah (the traditional ceremony of Kutai symbolizes equality between various groups of people). Beseprah means sitting at the same level, standing at the same level. This is the moment to commemorate the Sultan of Kutai is sitting together with his people and listen to the aspirations of the people.

c) History: The origin of Nasi bekepor dates back to the days of the Kutai Kartanegara Kingdom. Nasi bekepor is used to serve for the royal family members only. Ordinary people cannot afford Nasi bekepor because the presentation or it is served using luxurious utensils such as Kenceng (container made of bronze). The way or method of cooking Nasi bekepor is by turning it over low coals using the bronze container. It is believed that cooking Nasi bekepor while reciting prayer, mentioning the name and imagining someone, they will actually meet someone mentioned immediately.

Soto Banjar

Soto Banjar is one of culinary found and famous in Samarinda. Actually, the Banjarese are originally inhabited Banjarmasin Southern Kalimantan. The migrant’s wave of Banjarese began at 1400s. They had inhabited Samarinda for hundred years and also dominate the culture of Samarinda. Soto Banjar is well known as one of culinary of Samarinda. Using the triangle concept of

Local Food and Community Empowerment through Tourism {Volume I} 11

gastronomic tourism, Soto Banjar can be described as follows.

a) Food: The main ingredients for making Soto Banjar are turmeric, nutmeg, onion, and garlic. All the ingredients are mixed and mashed and added fresh water then cooked on medium to high heat for making the soup. Soto Banjar is served with fried mashed potato, ketupat (made from rice that has been wrapped in a woven palm leaf pouch which is then boiled), vermicelli, sliced duck eggs, shredded free-range chicken, fried onions, celery leaves. All ingredients are arranged into a bowl and then poured with the Soto Banjar sup.

b) Culture: The people of Banjar and almost all of the traditional community in Indonesia live in a communal way of life. All of the ceremony held by the people is done a collective manner. The Banjarese used to enjoy soto banjar during the procession of events both during salvation ceremonies, weddings, betasmiyahan (ceremony held to greet a baby after his/her 42 days of birth), house plowing and others. The Banjar community always serving soto banjar to greet neighbor. The existence of Soto Banjar in every ceremony held by Banjarese means fostering a sense of togetherness with the surrounding neighbors.

c) History: Soto banjar is one of the traditional dishes from South Kalimantan, especially the Banjar ethnic group. During 1400s the Banjar ethnic groups migrate from South Kalimantan to East Kalimantan, and especially the city of Samarinda. The migrants brought along their customs and habits as well as traditional culinary delights. The presence of the Banjar ethnic group in Samarinda has been going on for decades or maybe more than a century ago. It is believed that since the migrant of Banjar ethnic group came to Samarinda was the beginning of the presence of Soto Banjar in Samarinda. The process of making Soto banjar used to involve many people in order to do each part of the cooking process, such as preparing vermicelli, preparing shredded chicken, sprinkling the onions, and boiling the ketupat. The process of collective preparing and making Soto Banjar means sense of cooperation and togetherness with their neighbors.

12 Branding the City; Culinary as Tourism Attraction in Samarinda Indonesia

Gence Haruan

Gence Haruan is one of Samarinda's typical culinary delights from the Kutai ethnic group. It also becomes one of the favorite culinary delights of Samarinda. Gence Haruan is a grilled Mahakam snakehead fish poured with chilies, tomatoes and onions sauce. The taste of this typical Mahakam freshwater fish and the story behind its making process has made Gence Haruan as one of Samarinda’s favorite.

a) Food: Gence Haruan is made from typical Mahakam freshwater fish called Haruan (snakehead fish). The cooking method of Gence Haruan is very simple. Locals use fresh Haruan fish and grilled it for almost 10-15 minutes in low coals. Meanwhile, chilies, tomatoes and onions are stir fried separately. Once the Haruan is well cooked, stir fried chilies, tomatoes and onions sauce then poured over grilled Haruan. The ingredients and the simple process of making Gence Haruan symbolize collective life of Kutai ethnic group.

b) Culture: Gence Haruan is also presented during Erau festival especially when Beseprah ceremony is held. It symbolizes the inclusivity of the Sultan of Kutai with their people where they had the dish in the same level between the Sultan and the people. The government of Kutai Kartanegara (former Kutai Sultanate) commemorate the Erau festival every year to celebrate and to maintain good relation between the Sultan and its people. Gence Haruan then symbolizes good relationship between the leader and its people.

c) History: Gence Haruan was only served for the Kutai royal family during the sultanate/kingdom era. It was special dishes served for royal member using special tableware and the ingredients are special. Gence Haruan then becomes popular for all the people in line with social system where the gap between people and the Sultan become smaller.

Conclusion

Based on the description and regarding the analysis of culinary brand identity in Samarinda by using the concept of gastronomic tourism, it can be concluded that:

1. The typical cuisines found in Samarinda and created from local wisdom are

Local Food and Community Empowerment through Tourism {Volume I} 13

Nasi Kuning, Nasi Bekepor, Soto Banjar and Gence Haruan. According the survey, these four cuisines perceived as typical culinary represent brand of Samarinda. It represent two ethnic groups (Banjar and Kutai) dominate Samarinda. However, these two ethnic groups inhabited Samarinda live and will culturally influence the image of the city including their culinary product. Food or culinary is one of the elements of travel and tourism industry. Culinary can also be the destination attraction and to be the brand for a city or a destination.

2. Culinary types that can be classified as a brand identity for Samarinda are Nasi Kuning and Nasi Bekepor. These two culinary delights are most chosen by respondents as well as able to influence on brand positioning and brand image of tourists visiting Samarinda.

3. Although Amplang is the most chosen by respondents, it failed to fulfill the cultural aspect in triangle concept of gastronomic tourism analysis. Amplang is perceived as snack or food based souvenir for tourists visiting Samarinda.

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7. Cooper, C., Fletcher, J., Gillbert, D., & Wanhill, S. (1993). Tourism Principles and practice. London: Addison Wesley Longman.

14 Branding the City; Culinary as Tourism Attraction in Samarinda Indonesia

8. Ferdinand, Augusty 2006. Metode Penelitian Manajemen :Pedoman Penelitian Untuk Penulisan Skripsi, Tesis dan Disertai Ilmu Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.

9. Gillespie, Cailein. 2001. European Gastronomy into the 21st Century. Oxford: Elsevier.

10. Govers, Robert & Frank Go. 2009. Place Branding. UK: Palgrave Macmillan. 11. Harrington, Robert. 2005. Defining Gastronomic Identity. Canada: University

of Guelph. 12. Judisseno, R. K. 2019. Branding Destinasi dan Promosi Pariwisata. Jakarta:

PT Gramedia Pustaka Utama. 13. Kertajaya, Hermawan. 2010. Brand Operation. Jakarta : Esensi Erlangga

Group. 14. Kotler, P., & Keller, K. (2009). Manajemen Pemasaran. Jakarta: Erlangga. 15. Kotler, P., & Keller, K. 2012. Marketing Management, (14th Edition). New

Jersy: Person Education. 16. Kotler, P., & Pfoertsch, W. (2008). B2B brand management. Jakarta: PT.

Bhuana Ilmu Populer. 17. Landa, Robin.2006. Designing Brand Experiencess. New York: Thomson

Delmar Learning. 18. Neumeier, Marty.2003.The Brand Gap. New York: New Riders Publishing. 19. Pike, S. 2008. Destination Marketing (an integrated marketing

communication approach). United Kingdom: Elsevier science, technology Rights Departement.

20. Pitana, I. G. (2009). Pengantar Ilmu Pariwisata. Yogyakarta: ANDI. 21. Rahmawati, N, P, N., Musfeptial., & Syarifuddin, R. (2014). Makna Simbolik

Dan Nilai Budaya Kuliner “Wadai Banjar 41 Macam” Pada Masyarakat Banjar Kalsel. Yogyakarta: Penerbit Kepel Press.

22. Sarwono, Jonathan. (2006). Metode Penelitian Kuantitatif dan Kualitatif. Yogyakarta: Graha Ilmu.

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24. Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

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25. Tarwotjo, Soejoeti. 1998. Dasar-Dasar Gizi Kuliner. Jakarta: Gramedia. 26. Alfisyah, (2019). Tradisi Makan Urang Banjar (Kajian Folklor atas Pola

Makan Masyarakat Lahan Basah). Jurnal Pendidikan Sosiologi Antropologi: Volume 1 No. 3.

27. Berg, P.O. & Sevόn, G. (2014). Food-Branding-Places-A Sensosry Perspectiv. Place Branding and Public Diplomacy, 1-16.

28. Dhevi, N., S & Kasmiruddin. (2015). Pengaruh Brand Image dan Promosi terhadap Minat Konsumen (Studi Kasus Penjualan Kamar Hotel Pangeran). Journal JOM FISIP, 2 (2), 1-15.

29. Everett, S & Aitchison, C. (2008). The role of food tourism in sustaining regional identity: A case study of Cornwall, South West Englang. Journal of Sustainable Tourism, 16(2), 150-167.

30. Febrian, A. W., Jemi, C. A. W., & Firda, R. A. (2019). Analisis Brand Identity Kuliner di Kabupaten Banyuwangi dengan Menggunakan Konsep Gastronomic Tourism. The International Journal Of Apllied Business Tijab: Volume 3: 1-12.

31. Maligan, J. M. 2013. Indonesian Gastronomy (Food, Culture & Local Wisdom): Laboratorim Nutrisi Pangan dan Hasil Pertanian Program Studi Ilmu dan Teknologi Pangan Jurusan Teknologi Hasil Pertanian. Malang: Universitas Brawijaya. http://maharajay.lecture.ub.ac.id/files/2013/06/ INDONESIAN-GASTRONOMY-2013.pdf.

32. Messakh, V, D., & Indonesia Ministry of Tourism. (2017). The Triangel Concept of Indonesia Gastronomy. Second Global Report on Gastronomy Tourism Affiliate members Report: Volume sixteen, 82-83.

33. Nurwitasari, Ayu. (2015). Pengaruh Wisata Gastronomi Makanan Tradsional Sunda Terhadap Keputusan Wisatawan Berkunjung Ke Kota Bandung: Volume 2 No 1.

34. Pieniak, Z., Verbeke, W., Vanhonacker, F., Guerrero, L., & Hersleth, M. (2009). Association Between Traditional Food Consumption and Motives for Food Choice in Six European Countries. Appetite Journal, 53, 101-108.

35. Rahardipha, L, A., Wahyu, H., & Widiartanto. 2015. Analisis Program Destination Branding Provinsi Nusa Tenggara Barat. Jurnal Ilmu Administrasi Bisnis: Vol. 5, No. 1, PP. 174-184.

36. Rand, G.E., Heat, E. & Alberts, N. (2003). The role of local and regional food

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in destination marketing: A South African Situation analysis. Journal of Travel and Tourism Marketing, 14 (3/4), 37-112.

37. Sandi., Lasiman., & Maria, N, D. (2012). Perancangan Destination Branding Kota Pontianak Sebagai Kota Kuliner. Surabaya: Universitas Kristen Petra. http://publication.petra.ac.id/index.php/dkv/article/view/553.

38. Sudarmayasa, I. W., Noor, M. F., & Uhai, S. (2019). Standarisasi Produk Rumah Makan Khas Samarinda Di Kota Samarinda. Sebatik, 23(2), 633-640.

39. Tyas, A, S, P., (2017). Identifikasi Kuliner Lokal Indonesia dalam Pembelajaran Bahasa Inggris, 1-14.

40. Anisa, D. F. (2018, September 18). Wisata Kuliner Indonesia Masih Ketinggalan. https://www.beritasatu.com/gaya-hidup/511127/wisata-kuliner-indonesia-ma sih-ketinggalan. (Accessed in February 6th 2020).

41. Badan Pusat Statistik Kota Samarinda. Proyeksi Penduduk Kota Samarinda Menurut Jenis Kelamin 2010/2020. https://samarindakota.bps.go.id/ statictable/2018/08/06/49/proyeksi-penduduk-kota-samarinda-menurut jenis-kelamin-2010-2020.html. (Accessed in May 31st 2020).

42. Data Statistik dan Hasil Survei Ekonomi Kreatif. (2018). KerjasamaBadan Ekonomi Kreatifdan Badan Pusat Statistik. https://www.academia.edu/3843 3591/Data_Statistik_dan_Hasil_Survei_Ekonomi_Kreatif. (Accessed in Feb-ruary 19th 2020).

43. Desrianto, M. (2019, September 6). Menpar Sumringah Posisi Indonesia di Peringkat Pariwisata Dunia Naik. https://kilaskementerian.kompas.com/ kemenpar/read/2019/09/06/114334127/menpar-sumringah-posisi-indonesia-di peringkat-pariwisata-dunia-naik (Accessed in February 22nd 2020).

44. Raka. (2019, September 23). Ajak Pengusaha Majukan Wisata Kuliner dan Belanja di Indonesia, Kementerian Pariwisata Gelar Wonderful Indonesia Culinary and Shopping Festival. https://sajiansedap.grid.id/read/101860980/ ajak-pengusaha-majukan-wisata-kuliner-dan-belanja-di-indonesia-kementeria n-pariwisata-gelar-wonderful-indonesia-culinary-and-shopping-festival?Page =all (Accessed on February 20th 2020).

45. Susanti, I. (2017, Agustus 17). Kontribusi Pertumbuhan Pariwisata di Sektor EkonomiTerbesardanTercepat.https://ekbis.sindonews.com/read/1231216/34/kontribusi-pertumbuhan-pariwisata-di-sektor-ekonomi-terbesar-dan-tercepat 1502940648. (Accessed on February 20th 2020).

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Local Food and Community Empowerment through Tourism {Volume I} 17

Role of Gastronomy in Tourism: An Overview

Dr. Suvarna Sathe1, Mr. Amit Khare2 1Guide & HOD, TMV Department of Hotel Management, Pune.

2Research Scholar & Assistant Professor, TMV Department of Hotel Management, Pune.

Abstract

As the travel patterns and preferences are evolving, the traditional tourism types are taken over are newer alternative types. One of the fore coming alternative types of tourism is ‘gastronomic tourism’. It is often called as food tourism or culinary tourism as well. This study tried to conceptualize ‘gastronomic tourism’ in simple language. It has been found out that food plays a vital role in tourist’ travel experience. It can become a prime focus and motive behind a tour of a tour. At the same time these tours which are centered around food are not marketed enough. This study tries to relate the gastronomy with development, marketing, tourist motivation and culture. Only secondary data has been utilized by the researchers to carry out this study.

Keywords: Gastronomic tourism, Culinary tourism, market segmentation, economic development, cultural heritage, alternative tourism, tourist motivator.

Introduction

"Gastronomy is defined as food culture or art of cooking in which food and beverages are prepared in a certain systematic order within the framework of hygiene and sanitation rules and are presented in a way appealing to eye and taste." A tourist's interest can be enhanced by gastronomic activities and he/she may prefer a destination to enjoy the specific culinary culture.(Gheorghe et al., 2019) Before arriving at the current definition of Gastronomy tourism there has been gradual development in coining the term. The author discusses how we have arrived gradually at the term gastronomic tourism. According to the author, the coining of

18 Role of Gastronomy in Tourism: An Overview

the term dates back to 1985 used in the context of ethnic food restaurants in the U.S.A. further the terms culinary tourism, gourmet tourism cuisine tourism, and tasting tourism emerged in the 19th century. But to clearly define gastronomic tourism one must differentiate between the tourists whose actions are influenced by the interest in food and those who may consume food as a part of the travel experience. (Mulcahy, 2019)

Development of gastronomy tourism has become a global phenomenon due to several aspects. Globalization has not only enhanced tourism, but it has taken gastronomy to a global level too. As food is an integral part of any culture, each nation has its gastronomy to boast of. Each country, region, the state would like to protect its culinary history and delicacies. But with globalization, we can avail the regional delicacies across the borders. The specific delicacies attached to a region not only remind us of its culture and ethnic distinctiveness but also acts as a flagship identity of a destination. Hence one must try to preserve the authenticity of cuisine to protect it. (Bogdanet et al., 2018)

An important point to consider while planning development of Gastronomy tourism is that the food is closely related to lifestyle and culture of people. In the completive world of tourism today local culture plays the upper hand, it is a priceless resource. Food or regional gastronomy has an important role in this competition as food is an integral part of the tourist experience. Gastronomy is a vital tool with ample potential for tourism promotion. In the event of globalization, many feel this heritage is on the brink of extinction and is replaced by popular versions with distortion. (Karamustafa et al., 2018) More attention should be paid to the development of culinary tourism both at the local and national levels to promote and protect origin and authentic agricultural and culinary products. This will lead to the development of the gastronomic identity of the region. The other side of gastronomy tourism is tourists experience and how do they look at this activity. Food and wine tourism is an integral part of culinary tourism. With the advancement in technology, people moved faster from one place to another so did the food and wine. With tourists demanding the culinary distinctiveness of a region on their platter as a travel experience the cuisine became a commodity. The world history of wars contributed to faster cheaper and easy means of transporting people

Local Food and Community Empowerment through Tourism {Volume I} 19

and food brought the delicacies to daily food. Celebrity chefs working with specialty restaurants opened up a new culinary gateway. (Hall & Mitchell, 2004)

The study indicated that local food adds to the satisfaction level of tourists. It adds to the effect if it combines with the heritage or culture of a destination. The study underlines the importance of local food in supporting destination sustainability. (Karamustafa et al., 2018) Cankul (2017) underlines a tourists' motive to visit a certain destination as gastronomy of the region. It suggests that this can be used as an asset by the destination to build a brand image, retain authenticity, and enhance the attractiveness of a destination. Gastronomy tourism is becoming a popular type of tourism and is a vital part of tourists 'experience. In a theoretical approach about the author discusses sustainable development of a destination with gastronomy tourism. Food and Gastronomy (F & G) can increase the attractiveness and competency of a destination thereby making it more sustainable. It can increase sustainability concerning the economy, society, and environment. Local F & G recourses are attached to a place and can make their mark in the global competition. There is a strong link between place, people, local F & G resources, and the attractiveness of a destination. In a study based on secondary data in Turkey one of the aspects discussed was if local food can act as positive reinforcement and can it also act as an image builder for a tourist destination. It also assessed if the local food can act as a motive to travel and can lead to revisiting a destination adding to a chance of sustainable tourism. A research article discusses culinary tourism as a market trend. A destination is always in need of developing a USP to attract tourists. If the segment is rightly targeted for culinary tourism segregating it from casual foodies it can achieve the desired destination culinary image.(Liberto, 2020)

Objectives of the study

1. To understand the concept of gastronomic tourism. 2. To compile various aspects of Gastronomic Tourism which are more

meaningful and important from Tourism and tourist point of view.

Research Methodology

The research is based on secondary data only. Researchers have referred various

20 Role of Gastronomy in Tourism: An Overview

printed books, research papers, articles, conference proceedings, government reports and other relevant secondary data sources available online as well as offline.

Food as a Travel Motivator

Robinson (read in Roday et al., 2009) classifies different motivations that make people travel. One of the major motivator is found out to be a Cultural motivator. People travel to and visit different places to explore different cultures. (Khare et al., 2021) Food plays an important role in understanding a culture at a destination. These motivators are further categorised into Push & Pull factors. Food becomes a major push factor in an overall tourism experience as it is triggers from the want to try different food or cuisine. (Sadhale & Sathe, 2020) It can be seen from the study by Mak et al. (2013) tourist try to consume local food while visiting the places unknown to them as most for most of these tourists ‘food’ is a prime motivator to understand a culture.

A lot of ‘food’ is regarded as a prime deciding factor for undertaking a travel. A lot of tourist travel to places only for food, these tourists are also categorised as ‘SIT’ (Special Interest Tourists). European Travel Commission (2019) reports that more than 55% of tourists in Europe gave important to food while making a travel decision and 15% of tourists travelled for the sole purpose of trying different cuisines. Attractiveness of ‘foodscape’ is highly considered while choosing a destination to visit. It was also seen that a large amount of total travelling budget is also allocated to trying local food by most of the tourists. (Garibaldi et al., 2020; Barbel-Pineda et al., 2019)

This urge of many tourists of trying new food and travelling for food is what making a food tourist market more heterogeneous. McKercher et al. (read in Guzel & Apaydin, 2016), divide this market into three categories-

Category I-Tourist who travel specially for gastronomic reasons Category II-Food is important but not the prime motivator Category III-Undertakes least gastronomic activities and sticks to the food

provided by organisor.

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It was also seen that the tourists from category I are steadily rising since last few years. These tourists, who often travel for food, consider food as a factor that will give convivial pleasure to them. Convivial pleasure includes friendly, lively and enjoyable atmosphere at the dining place instead of just quality of food. While providing the convivial pleasure the provider must not forget that the authenticity should not hamper. Some of the food enjoyed at such an experiences can be altered a little, giving a chance to the chefs to innovate without loosing the underlined authenticity. (Mak, 2020)

To aid the tourism centred on food many destinations have built Food Museums. Also, the historic museums at some destination have separated gastronomy related section as a separate section. The main focus of these both efforts is to impart the knowledge of local food and food habits. The advancement of gastronomic tourism has forced a lot of itineraries to include gastronomic related activities such as tastings, participation in cooking processes, visiting different food production units, food trails, food festivals, etc. (Kim, 2020)

Culture & Gatronomic Tourism

In an article in the context of Malaysian local food, Zainal et al. (2010) observe that the importance gastronomy as a tourism product and consequently food as a heritage component in tourism is growing in recent years. The tourists' thirst for authenticity and new experiences pulls them towards local food and culture. Food as a heritage component in tourism is an accepted and growing concept. It is also a means to underline local identity and give a tangible dimension to intangible culture. While, in a research article, Son (2013) states that there is a need to look into religious food consumption in tourism at a tourist destination. Some of the reasons why a tourist would indulge in local religious food are as a medium to experience a culture, as a symbol of authenticity, and as a means to experience a sensory pleasure. Buddhist temple cuisine is one such cultural resource that can work as a culture-based gastronomy tourism attraction for tourists. Usually, tourists would consume local foods while visiting a particular destination as they are seeking more tangible aspects to make their tourism experience more real. Ethnic cuisine is worth giving a try for this reason during their vacation. (Yusoff et al., 2013)

22 Role of Gastronomy in Tourism: An Overview

In an article referring to Italian cuisine, the author states that in today's competitive marketing world every destination searches for USP. The Italian cuisine which is famous worldwide can be promoted on a local level and can also focus on stimulating export demand. Based on regional food variations the destinations can be distinctively differentiated and use to convert local food products. (Margherita M. et al., 2013) Gastronomy is not all about elite food served but even street food can offer the tourists the taste of unique local cuisine at an affordable price. This is the case in Singapore. It allows the visitors to experience local cultures, heritage, and lifestyles. Such unique culinary assets can build a strong brand and cultural image. (Tan et al, 2014)

Food cooked using traditional methods with authentic ingredients and served with the appropriate aesthetics can attract tourists. It can bring to destination all advantages gastronomic tourism. (Kalenjuk et al., 2015) Some European countries are analysing the relationship between gastronomy, culture, and tourism states that a tourist paying a visit to a cultural destination would like to enhance his sensory perception mainly through gastronomy, in addition, to gain knowledge of destinations heritage. Gastronomy and its relation to tourism is a key aspect for tourist destinations, mainly the ones which are related to culture and heritage. (Javier et al ., 2016).

Aulet et al. (2017) explores the monasteries as sacred spaces; the relationship between their tangible and intangible heritage attributes; and how monasteries and their heritage are linked to tourism. The food and wine prepared in Spanish monasteries are unique in a way, tourists can be offered an experience along with giving due respect to the values of these sacred places.Food has great potential to become a tourism attraction, food gives people an opportunity to experience culture and connect with locals and with religion in some cases. (Gani et al., 2017)

Gastronomy has become one of the most important tourist attractions for rural as well as urban areas. Various tourist segments can be attracted to understand local gastronomy and its cultural heritage. (Medina-Viruel et al., 2019) Local food today has become an inseparable part of tourism attractions and support in offering destinations a brand image. The increasing competition in tourism can be faced with offering unique food culture. (Setiawan et al., 2019)

Local Food and Community Empowerment through Tourism {Volume I} 23

Gastronomic Tourism: An Alternate Tourism

Tosun, Bilim & Temizkan (2003) define alternative tourism as ‘a type of tourism generated by combining new touristic products to mitigate the adverse impacts of tradition and classical mass tourism and urban tourism’. People are opting for various forms of alternate tourism at present of which gastronomic tourism is one of the options; the main reason for this shift is due to its less negative impact on environment, culture and society. Gastronomic tourism offers a chance for the tourists to get exposure to different cultures, traditions and customs through food, try different tastes and get a unique experience. The main theme followed in this type of tourism is centred around local food and culture at a particular site. Visiting various food producers, out-lets, tasting sessions and festivals are the main activities included in this type of tourism. (Ogan & Kivilcim, 2021). It is can be said that culture and food attract a lot of human attention. The food has now crossed the boundaries and has reached to faraway places; someone could not have imagined it a decade ago. There are many a places which have also been geotagged after a specific food or crop cultivated at the destination. Hence, food is becoming a major focal point for a lot of tourists especially when a tourist is seeking an organic tourism experience. (Kalenjuk, 2011)

Over the years it can be seen that tourists’ references are changing. Food used to be a secondary motive of people while travelling. But it can be seen that food has not been getting the popularity it never enjoyed as it is becoming a primary motivational factor for many SITs and FITs. The motivation also comes from the participation in the processes sometimes when tourists are encouraged to participate in food making, farming activities, etc. (Uyar & Zengin, 2015) So it can be said that guest can experience the entire life-style of the local population with such activities. The life style does not limit to costumes, customs or traditions but it also relates to food consumption, farming, architecture and the actual place (Polyxeni et al., 2015). Thus the food tourism also becomes a part of cultural tourism. Some cultures, like some Central Asian countries, treat food as wealth of high heritage, value to be preserved and a boost for the tourism in the region. It can be seen that gastronomic tourism helps to enhance the guest experience at a particular destination. (Lopez-Guzman et al., 2016). One of the recently

24 Role of Gastronomy in Tourism: An Overview

development which can be a part of gastronomic tourism, is Halal tourism which is flourishing in Sweden. This phenomena is due to ever increasing awareness about Halas food throughout the world. Countries like Indonesia, Malaysia are proudly promoting this type of tourism at domestic level at this time. (Abbasia, 2021; Rhama, 2021)

Marketing & Gastronimoc Tourism

A study about segmenting the market for Culinary tourists suggests that culinary products must be developed in such a way that they must be enjoyed by the tourists, must be easy to consume, and should be well connected to other attractions and cultural activities. The study identifies the product dimensions of gastronomy tourism from a marketing point of view. (Yun et al. 2011). The cuisine of a particular country is considered as an image of its people and culture. This unique product (Cuisine) can be offered as an attraction with a proper marketing tool for a particular destination. It can be promoted as niche tourism. National and local cuisine’s indignity and attractiveness can be used in the destination promotion mix. (Yazicioğlua et al., 2017).

The variety-seeking behaviour of tourists of food and beverages suggests that it can act as an important motivational tool for consuming various gastronomic delights. This tourist behaviour can be used for marketing strategies in gastronomic tourism. (Melahat et al., 2017). Food can be considered for SIT or a mainstream tourism product. The food can be given a more holistic approach than a myopic one for food tourism. Consumption of food may be a universal activity for sophisticated urban destinations but may not be a representation of a special segment. For marketing food tourism this approach can be considered. Bob McKercher et al (2013)

Gastronomy plays a vital role in enhancing the tourist experience of a destination. Some travelers may be repeat guests for a destination for enjoying its gastronomic delights. But it becomes a job of a person working on a marketing campaign to high-light the past experiences and remind people about the food as a motivational factor to undertake a tour. It underlines the importance of regional food in tourism. This can further be used for marketing tourism using food as a USP. (Kivela et al., 2008). Food can be branded as a festive form of tourism at some destinations. It’s a

Local Food and Community Empowerment through Tourism {Volume I} 25

more tangible aspect contributing to a destinations’ image. But its use in marketing is not done to its fullest potential. “One must utilize the Potential of gastronomic cues as a marketing tool to effectively attract and retain tourists, sustaining a festival”. (Silkes et al., 2014)

When tourists from different nationalities visit a particular destination and taste the local gastronomy; various segments of tourists could be identified emerging out of their experiences about the same. Each segment can demonstrate a different level of satisfaction and motivation. The different motives can be used as a base for marketing strategies leading to healthy growth and sustainability of local food and gastronomy depending on a market segment and target market. (Pérez-Priego et al., 2019) For example, a senior tourism market segment has time, purchasing power and they seek new and exotic experiences. They wish to enjoy a healthy and active lifestyle. This has led to an emerging niche market. One must understand that all tourists do not belong to a homogeneous segment. Their experiences and expectations segregate them into different segments. Any assumption or pre notions about any particular segment can be misleading for a marketer. Especially older segment must be better understood in tandem with their gastronomic consumption needs. (Balderas-CejudoacI et al., 2019).

Development & Gastronomic Tourism

It has been seen over last few years that, gastronomic tourism helps in development at the local level, if this type of tourism activities is strategically planned at the destination. The accurate planning helps small farmers and food artisans at the destination and helps to put in the new money in local economy (Aulet et al., 2021). It was seen that more and more people are travelling considerable distances just for food. While doing this, it indirectly affects the smaller local businesses which might not be centred around food but include the arts and artefacts termed together as creative product. These creative products can be consumed anywhere irrespective of geographic location through digital media. So the increase awareness of gastronomic tourism indirectly boosts the local economy by providing a selling platform for local artists.(Martins, 2016).

The gastronomic or culinary tourism relies on various industries for day to day

26 Role of Gastronomy in Tourism: An Overview

operations. This includes the primary industries like farming, manufacturing as well as service industry. So, it is believed that boosting culinary tourism will have a positive domino effect on all allied industries in the country. Hong-Kong has been one of the examples where gastronomic touris has helped in overall development at the destinations. (Sukenti, 2014) Another such example is of Catalan, Spain. It is said that the development of the Catalan region in Spain, owes to the flourishing tourism and tourism activities based around local food. The region started giving importance of serving local food to tourists back in 2010. Since then many tourists are revisiting the place only to explore the local food in the region. While doing this, many local businesses which play a secondary role in tourism activities have gained economic benefits. It was also seen that the employment in the region has increased considerably, providing employment and entrepreneurial opportunities to the locals. (Londono, 2011)

Another important factor in development caused by gastronomy is ‘Interculturality’. It can be defined as ‘a way of life in a dynamic globalised society that imposes the conversation of traditions and cultures in order to co-ordinate and implement respect towards cultural diversity.´ (Babaita et al., 2009) This co-existence and respect about cultures can be sort through gastronomy. Making different food available for locals as well of tourist plays an important role in making people aware about different cultures, traditions and customs. This helps in developing societal values. It can also be way of promoting tourism through food and food through tourism. The eccentric tourist can be attracted through it. (Richards, 2021)

Suggestions and Recommendations

Food being an integral part of any culture, promoting of a culture through tourism will play a key role in spreading the awareness. It can be seen that more and more people are now open to exploring different cuisines. Taking the advantage of this advancement, culinary tourism should become a prime focus and should be prominently incorporated in different itineraries. Activities like tastings, visiting food heritage places, participating in food preparations can make a tour more interesting and will help in enriching tourist experience. There can be some tours planned only considering the want to explore different cuisines. These special

Local Food and Community Empowerment through Tourism {Volume I} 27

interest tours should be promoted aggressively. The marketing efforts for culinary tourism should not be restricted to a traditional media but new-edge media like social media, digital marketing should also be utilised for the optimum benefits.

Conclusion

It can be said that compared to other types of tourisms even in alternative forms, gastronomic tourism which is often referred as culinary tourism is still a new concept and still emerging type. Globalisation and technology have made people aware of the cultures, traditions and various aspects of different civilisations around the world. Food being a big part of the culture, the awareness about various cuisines has increased as well. Food has proven to be one of the best ways to explore a culture through even without visiting actual destination. Considering this phenomena food tourism is going to be the next big alternative type of tourism in few years from now. Local governments should focus on promoting a food culture and tourism through it which will not only help food industry but also allied industries.

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28 Role of Gastronomy in Tourism: An Overview

5. Babaita C., Daniela I., Andreai I., (2009), ‘Interculturality: A Factor of Tourism Development (Part 1-Gastronomy In Tourism, Attraction or Impediment)’, Annals of Faculty of Economics, University of Oradea, Vol. 2, Issue 1, Pp.23-28.

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30 Role of Gastronomy in Tourism: An Overview

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37. Medina-Viruel M. J., Casero G. G., Jimenez P. A. F., Santa Cruz F. G., (2019), ‘Relevance of Gastronomy in Tourism of A World Heritage Site: The Case of Sucre (Bolivia)’, Social Sciences, Vol. 8, Issue 319.

38. Mehul G., Kumar K., (2019), ‘Gastronomic Tourism-A Way of Supplementing Tourism In The Andaman & Nicobar Islands’, International Journal of Gastronomy And Food Science, Volume 16, Viewed On 16th June 2021, Https://Doi.Org/10.1016/J.Ijgfs.2019.100139

39. Min K. H., Lee T. J., (2014), ‘Customer Satisfaction With Korean Restaurants In Australia & Their Role As Ambassadors of Tourism Marketing’, Journal of Travel & Tourism Marketing, Vol. 31, Pp. 493-506, ISSN: 1054-8408.

40. Mohamed B., (Ed)., (2018), ‘Tourists’ Consumption of Heritage Food’, Sustainable Tourism Research Cluster, Perpustakaan, Penang, Malaysia.

41. Mulcahy J. D., (2019), ‘Historic Evolution of Gastronomic Tourism’, Routledge Handbook of Gastronomic Tourism’, Routledge, UK.

42. Ogan Y, Kivilcim B. (2021), ‘Alternative Tourism & Gastronomic Tourism’, Economic & Social Business Issues: Evidence From Developing World, ISBN: 978-1-913809-19-5, Pp. 431-439, IJOPEC Publication Limited, London.

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44. Park E., Kim S. Xu M., (2020), ‘Hunger For Learning or Tasting? An Exploratory Study of Food Tourists Motivations Visiting Food Museum Restaurants’, Tourism Recreation Research, November 2020.

45. Perez-Priego M. A., Garcia M. B. G. M., Gomez-Casero G., Lopez Del Rio L. C., (2019), ‘Segmentation Based On The Gastronomic Motivations of Tourists: The Case Of Costa Del Sol (Spain)’, Sustainability, Vol. 11, Issue 409.

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Halal Tourism’, Journal of Islamic Marketing, DOI: 10.1108/JIMA- 07-2020-0199

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57. Tan E., Chon K., (2014), ‘Lets Makan!: Savoring Singapore’s Culinary Heritage In Hotel Restaurants’, Referred Proceedings of 12th Apacchrie Conference, Asia-Pacific CHRIE, Hong-Kong.

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03

Rising Significance of Taglines for Marketing Culinary Destination: 34 Post-Commencement of Second Wave of COVID-19 Outbreak

Rising Significance of Taglines for Marketing Culinary Destination: Post-Commencement of

Second Wave of COVID-19 Outbreak

Dr. Ananya Mitra Assistant Professor, Amity University, Kolkata.

E-mail Id: ananya.ofc@gmail.com

Abstract

Taglines are usually quick, arresting, or noteworthy phrases used in advertising. Capturing the attention of the target audience is the major idea and to create better responsiveness of the products and services being offered. Taglines are often written in a catchy manner for the consumer to associate the tagline almost immediately with the product it is representing. Culinary tourism destinations also do a lot of things to market themselves to tourists, and one such most prevailing attempt is using catchy taglines.

With the drastically changing norms, behavior, buying and expenditure pattern in the new normal situation, the hospitality industry needs to be inparity to live with the changing expectations of the tourists. To re-create the demand, resume business and sustain for a longer time the marketing patterns of tourism must also change. With this the tagline are also changing and adopting the “NEW NORMAL” scenarios. Thus, the comprehensions of the taglines are facing a complete pattern swing.

The chapter focuses on the fact that culinary tourism taglines are altering for the destinations as it is taking place for the industry’s protocols. The ‘New Normal’ condition witness a changing range in the nature of the tourism taglines that would come as the future taglines for culinary destination marketing. Exploring the tranquility from a distance, experiencing is all about realizing to be safe and

Local Food and Community Empowerment through Tourism {Volume I} 35

enjoying the nature, healing vacation to recharge freshness after lockdown, tantalizing their travel desire and above all one guest one guide are the concepts those are expected to be the thought-line for coining the upcoming tourism taglines for culinary destination marketing in the post-COVID scenario.

Keywords: Culinary destination, Marketing, Taglines, New Normal, COVID-19 Outbreak.

Introduction

Taglines are usually quick, arresting, or noteworthy phrases used in advertising. Capturing the attention of the target audience is the major idea and to create responsiveness of the products and services being offered. Taglines are often written in a catchy manner for the consumer to associate the tagline almost immediately with the product it is representing. Culinary tourism destinations also do a lot of things to market themselves to tourists, and one such most prevailing attempt is using catchy taglines. Nature, hospitality, and exploration, as per several studies makes the crucial point for most of the countries, with very less novel scope of promotion. Certain tag lines are comical, others may reflect the fundamental nature of a place, and some works towards bringing on a broad smile on the tourists’ face, or some may even bend towards been a wistful one. Usually till date the culinary destinations have always mostly focused on their USP for promotion. However, with the breakout of COVID-19 pandemic the scope of culinary destination marketing has taken a complete turnaround, with major concentration shifting mostly on hygiene and safety.

Intrinsic characteristics of successful tagline

Numerous studies conducted across the places on features of a successful tagline. Serious varieties are noticed in experts’ opinions. The characteristics of a good tagline hints on being precise, credible, engaging, durable, crisp, unique, explicit, and appropriate. Experts largely agree on the need of portraying that attribute in the message that best distinguishes the culinary destination. Heterogeneity in promoting the destination is avoided to the last extent as a usual practice, not to

Rising Significance of Taglines for Marketing Culinary Destination: 36 Post-Commencement of Second Wave of COVID-19 Outbreak

clutter the mind-space of the customer. Consequently, a study of several past cases confirms the fact that taglines that customize the notion of the product and focus on the distinguishing feature have continuously achieved an improved positioning and larger recognition of the culinary destination. On the other hand, those taglines that try to persuade people to buy everything do not display anything representative of the culinary destination and end up being awfully generic. Various scholars argue that many culinary destinations try to sell ethnicity along with nature and eventually missing the unique attributes. Generic messages in taglines as per records have always missed targets as its essence to narrow down to customer needs and subsequently tantalizing them to visit the destination to satisfy their taste buds often gets mingled up with commonalities that applies to many other places.

A tagline must be a simple statement, crisp, direct, un-ambiguous, suitable, self-explanatory and must not necessitates further promotional matter for inference to remain effective. Thus, a key to a successful tagline can be prescribed as –

Anen during picture Precision of idea Well conceptualized connection between tagline and brand Clear and catchy words Rhyming words- that might create the right magic. Lingering jingle effect

Importance of tagline in effective marketing of culinary destination

Like any other product or service taglines play avital role in advocating culinary destinations. With new destinations coming up frequently, professionals taking up the promotional business, globalization, and clutter to choose among all sorts of destinations, the demand for a destination to stand out among the crowds is the call of the hour. The pre-requisite of attracting more global tourists to, a country requires to project a distinctive, exclusive and a noteworthy image. Branding for the destinations plays a critical role in such scenario. The idea of branding to be applied to a place started around 1990s for the first time.

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Tagline, once applied in the right way, enhances the potential travelers’ desire to visit a destination. A robust packaging phrase in the tagline can denote a culinary destination’s brand and trademark to a great extent. It will help making the destination become more remarkable, noteworthy, and attractive for the potential tourists. Good food frequently is the weakness of many, when promoted in the appropriate way can do wonders for a destination. For example, in the current pandemic situation when the discussion on immunity boosting is at its pinnacle, a good idea to develop a tagline for any culinary destination can remain on the lines of traditional food habits and their nutrition values. A catchy tagline serves as a communication tool that is effective to increase attention from potential and latent tourists. To add to the benefit, tagline will also construct the idea besides the desire for target audience to buy and consume the product. For every culinary tourism destination, the potential vacationers will have the motivation as well as willingness to visit the destination if the taglines can position the destination to the right place. Branding the culinary destination is one of the most influential tools to attract tourists’ attention and taglines undoubtedly plays a strong role in brand building. All culinary destinations must emphasize the power of their taglines to promote themselves and ensure that the taglines are easily remembered by the target audience. Tagline is not only about being remembered without difficulty, but also being competent in the usage of phrase to define the spirit of the destination. A tagline is efficient and profitable only when the tagline is relevant and meaningful.

Changing tourist behavior and travel patterns post COVID-19 outbreak

It is very well expected that international travel restrictions would linger to avoid any fresh transfer of COVID-19 cases. In such an ambiguous market scenario as world business community is limping back to normalcy, travel and tourism, and hospitality allegedly the wort-hit industries can do a very little. This makes the chances higher to support the domestic tourism sectors as many countries may consciously decide outward travel restrictions and encourage local tourism operations. However, the problem intensifies with much apprehended third wave of COVID-19 strike. In such a scenario weekend destination, staycations, and

Rising Significance of Taglines for Marketing Culinary Destination: 38 Post-Commencement of Second Wave of COVID-19 Outbreak

such others are making notable presence in the business. To add to the hue, culinary destinations may work miracles in such a scenario, just keeping protocols and hygiene in the best order. As was mentioned earlier, in the current pandemic situation when the discussion on immunity boosting is at its helm, a good notion to develop a tagline for any culinary destination can remain on the lines of traditional food habits and their nutrition values. So, destinations like Kerala may do wonders, as the spice capital of India, with such vital ayurvedic legacy. The need of the hour is just the right packaging and the perfect TAGLINE. To talk further about Indian destinations and food habits, its traditions, health values and scientific ways of cooking and serving can do wonders as culinary tourism products in the current scenario. Even the basic kitchen ingredients of India viz. turmeric, has been well explored as immunity boosters. Thus, the pandemic has proven the fact that traditional food ingredients and dishes has scope beyond tantalizing taste buds. So culinary tourism must explore these new avenues.

Changing Scope in the Taglines for Marketing of Culinary Destination Post COVID-19 Outbreak

The New Normal comes with new norms, novel behavioral pattern, different buying, and spending pattern among the customers. The tourism industry needs to be at par to live with the shifting outlooks and the business patterns. To re-create the destination demand, resume business and sustain with minimal funds for a longer time the marketing patterns of tourism demands a drastic change too. The scope of taglines and its right application must change too and adopt the “NEW NORMAL” scenarios. Thus, the perceptions and scope of the taglines would see a complete paradigm shift in days to come.

Conscious travel decisions- Remarkable changes in travel behavior are being noticed pre and post COVID-19 outbreak. The second wave have made it worse, and the worst is anticipated with the alleged third wave and delta variant. Greater awareness, sense of responsibility and appreciation for what was taken for granted have being observed as the common trend of the new normal. A much more careful travel decisions, a surge in retreats, special family holidays, stick to nature-based activities, weekend travels and an increasing need of reconnection with our most-loved culinary destinations are expected. Customers are eager to

Local Food and Community Empowerment through Tourism {Volume I} 39

regain their freedom to travel, but greater care, conscious and sense of purpose. The industry must prepare to serve the same and undoubtedly food is to be treated well beyond the scope of kitchen and F & B service. Once the worst is over, native culinary destinations must be presented with its new normal hues of health, hygiene, nutrition, and immunity. The local leisure and hospitality industry are hard hit, and hospitality businesses are suffering or are even perishing. At such situation it is important to support them rather postponing it and by not cancelling the trips altogether. It is imperative that the service providers and takers works in collaboration to reach a win-win situation. A weekend away, a safe staycation, or a post-corona vacation with flexible terms and dates, could support and spare tourism businesses. It is time to become more customer-centered in everything done now. Every crisis brings new opportunity and hope, and as an business tourism should be able to use what it learnt to shape a whole new way of performing travel. Quick fixes are a myth, and one thing is clear the industry has changed forever post the outbreak. Change is the new normal at least in near future. The balance between Old Normal and New Normal is what should be done in current scenario.

Most likely people would panic and would have hesitation wondering how the culinary destination brand will endure this calamity. As the customers are travelling and business is almost stalled this is not the time to stop and regret but to connect more to the customers from the humanitarian ground shedding away the clever tricks of marketing propaganda. This surely in the days to come earn the brand loyal and enduring customers. The culinary destinations must be prepared for the customers to come back to them once the pandemic settles down and should be ready to embrace the guests with renewed enthuse.

Slow and smart travel- Tourism, undoubtedly one of the worst-hit sectors amid the COVID-19 crisis, is expected to witness a radical shift with a new wave of "slow" and "smart" tourism taking center stage and an increased momentum for health and wellness, according to the study. Tourists traveling in the post-COVID-19 era, would likely avoid mass tourism and instead would emphasis on extended experiences and holiday which is largely described as "slow tourism”. Slow tourism emphases on local populations, longer lengths of stay, and more

Rising Significance of Taglines for Marketing Culinary Destination: 40 Post-Commencement of Second Wave of COVID-19 Outbreak

fulfilling tourist experiences. Tourists’ decisions thus stresses on quality over quantity. Slow tourism in culinary destinations is a rather new-fangled concept for the world to cherish. The millennials are more probable to plan stay in aculinary destination for a long time, that may extend for as long as weeks or even more, that would let them explore local culture by taking part in authentic experiences."Smart tourism" enhances the travel experience to a great extent. To begin with, smart tourism may focus on controlling tourist traffic to major culinary tourist sites like a mall, a food plaza, or a food street to maintain the quality of visitors' experience. Social distancing norms would be safeguarded through smart tourism endeavors. In fact, slow and smart tourism together could be balancing each other. For instance, a home stay experience or a ‘staycation’ experience with local food specialties or restaurants making healthy food may gain importance. This would be a truly sustainable approach as has been hinted from long.

Focus on health and wellness- Health and wellness would the upcoming most highlighted area that would gain increasing priority within the culinary tourism sector. With the heightened awareness of health and wellness along with the obligation for social distancing, the demand for more hygiene and sanitation in culinary destinations would certainly intensify. So, there would probably be an overall alternation of the understanding of culinary tourism. The destinations must be well prepared for the same. The concentration would shift from taste to health. To be precise a traditional meal thali might attract more customers than the ‘Khao galis’, ‘chaat-bhandars’ and elaborate buffets might give up for eat-good food cafes. Thus, more than the art of food that is its plating, servicing, or taste customers might focus on to the science of food that nutritional values, health benefits hygiene, sanitation standards and such others.

Culinary destination: A home away from home- This makes an amazing tagline that can be pertinent for the post COVID 19 outbreaks. With over a year of lock-down scenarios and stay at and work from home situation, in future this tagline can convey a message to the tourist that their home is little far away from them, and they must consider this-more to hint upon the comfort and safety of the home conditions. Food is a major component to make people feel at home. There

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will be thus a strong bond in the middle of the visitors and the health foods at the destinations with indigenous recipes. Therefore, this tagline could give insight to their mind that the culinary destination is also their home though they do not inhibit the place.

One guest one guide- One guest one guide could be a prominent tourism tagline in the post pandemic era. During this corona period the UNWTO and the indigenous governments restricted crowd and all kind of mass gatherings. This rule applies to even to the tour and travel organizations. Therefore ‘one guest one guide’ is most appropriate way of travelling. This might prove to be the most attractive tagline for all the travel company for their future marketing to bring in the element of care for the consumers that the business would display. This is the easiest method to pass the message to potential travelers as well to the people that the currently to the industries and its players care for the guests and their safety is the foremost concern.

Conclusion

A quick opinion survey of the people allied with the industry was done to understand their opinion on changing patterns of tourism taglines to resume and revive tourism destinations. Based on the survey, certain inference can be drawn. When asked whether the tagline is important for the tourist to decide the destination 100% of the respondents said yes. This indicates vividly that tourism taglines are extremely important for the tourism industry. Almost 75% of the respondents responded positively, when asked if tourism taglines support destination marketing. This clearly indicates that tourism taglines indeed help in culinary destination marketing positively. Subsequently, the opinion on that if the existing tourism taglines could be applicable for post COVID-19 there was an equal divide among the respondents where half of them agreed whereas the other half disagreed. Thus, this is the clear hint that the tourism taglines that are used prior to COVID-19 may or may not be useful in post COVID-19 depending on the attractiveness and the essence of the destination.

To conclude, the culinary tourism taglines are changing for the destinations as it is happening for the industry’s protocols. The ‘New Normal’ situation will witness a

Rising Significance of Taglines for Marketing Culinary Destination: 42 Post-Commencement of Second Wave of COVID-19 Outbreak

changing scope in the nature of the tourism taglines that would come as the future taglines for culinary destination marketing. Exploring the serenity from a distance, experiencing is all about realizing to be safe and enjoying the nature, healing vacation to recharge freshness and enjoy healthy and indigenous recipes after lockdown, visiting serene places, tantalizing their taste buds and one guest one guide are the concepts those are expected to be the thought-line for coining the upcoming tourism taglines in culinary destination marketing in the post-COVID scenario.

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2. The Pioneer. (n.d.). Modi is biggest brand ambassador of India’s tourism, says Minister. Retrieved June 27, 2021, from The Pioneer website: https://www. dailypioneer.com/2019/india/modi-is-biggest-brand-ambassador-of-india---s-tourism--says-minister.html.

3. Tourism and COVID-19: Leading Tourism Recovery| UNWTO. (n.d.). Retrieved June 27, 2021, from Home| UNWTO website: https://www.unwto. org/tourism-COVID-19.

4. Welcome to Embassy of India, Bishkek (Kyrgyzstan). (n.d.). Retrieved June 27, 2021, from Welcome to Embassy of India, Bishkek (Kyrgyzstan) website: https://indembbishkek.gov.in/pages.php?id=276.

5. What is destination marketing? (2018, July 12). Retrieved June 27, 2021, from Promodo online marketing company-SEM, SEO services, PPC, usability & CRO website: https://www.promodo.com/blog/what-is-destination-marketing/.

6. What’s in a Destination Marketing Slogan?-Select Representation. (n.d.). Retrieved June 27, 2021, from Select Representation website: http://select-rep.com/whats-in-a-destination-marketing-slogan/.

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Local Food and Community Empowerment through Tourism {Volume I} 43

A Study on Contribution of Tourism on Local Food, Society Improvement & Culture

Chef (Dr.) Kunal Seth1, Nimisha Seth2 1Professor & Head of the Department, Amity School of Hospitality,

Amity University, Haryana. 2Head of the Department, Institute of Hotel Management,

Catering Technology& Applied Nutrition, Pusa, New Delhi-12. E-mail Id: kseth@ggn.amity.edu

Abstract

Food as a key part of humanity's survival will always be importantly combined with all communal practices. With an increasing gourmet interest in visitors these days, the development of local food systems and the prevention of food insecurity in communities are being highly stressed. Projects focused mostly on community-based local food practices can be utilized to improve local communities’ participation in the tourist process. The fact that communities are participating in tourism directly to empower themselves from poverty and domination is a characteristic feature. Tourism & travel is often measured as a mechanism for plummeting dearth and improving societies. This paper presents tourism as a tool of feasible development model for the deprived areas of the societies. Additionally, it inspects how sole civilizing state of affairs might put into the helpful sightseer results of the society. In this view, local culture is not measured to be visitor magnetism but a supply for the enlargement of the travel and tourism of the area. The description focuses on society-based tourism as part of a broader complete plan for countryside living diversification. Deprived households in rural regions are considered as additional ways to address their needs through a mixture of livelihood initiatives and community-based tourism. Local culture also becomes a resource for tourism, utilizing native food, ability, and technique as tourist

44 A Study on Contribution of Tourism on Local Food, Society Improvement & Culture

attractions. Food can promote a series of communal advantages, as is the case for a local cultural resource.

Brief Introduction: Society tourist industry offers local people the chance to generate revenue as well as to enlighten tourists to local culture. There was a mistake. For instance, leisure within society may give all persons, especially women and other underprivileged groups such as individuals with disabilities, money and opportunity.

Aim of Study: The study aims at finding the contribution of tourism on local food, society improvement & culture.

Methodology: This analysis is based on several high-quality investigations from several indexing portals, newspapers, journals, and publications. The results were analyzed based on their real significance with the aim of the proposed investigation and studied critically, to enable researchers and investigators to better understand, manage and perceive tourism's contribution to local food, culture, and society. The analysis included a review of previous and evolving literary works.

Data collection: Data is collected from several high-quality indexing portals, newspapers, journals, and publications.

Results & Conclusion:

Development of tourism in deprived areas to support and uplift the poor section of the society.

Tourism is not a major business, and in severe economic circumstances, fewer people elect to take a holiday. The generated employment can often be low pay, poor mobility, or low stability. Tourism is certainly an enjoyable addition, but it should certainly not be seen as an economic remedy.

As well as offering local people work, the tourism business may also be expanded, and society included. Education about the purpose and relevance of tourism is crucial. The engagement of

Local Food and Community Empowerment through Tourism {Volume I} 45

the government in promoting a safe and happy local environment is key.

Rising commercialization and degradation of local traditions are contributing with a scenic display of cultural events" Governing bodies in the development of tourism destinations should adopt a holistic multiparty strategy. A mix between real and staggering experiences should emphasize the cultural and social structures.

To support the poor and environmentally feasible growth of local companies, linkages between local cuisine and rural tourist activities are expected to encourage. Many employees may be developed in rural tourism sites. The money may be greatly conserved by local food production and manufacture.

Significance of study: The study will help researchers and investigators to better understand, manage and perceive tourism's contribution to local food, culture, and society. It will also highlight various positive aspects of tourism contributing to the improvement and evolution of society in various forms.

Keywords: Local Food, Food Tourism, Culture, Local Tourism, Society Growth.

Introduction

Local cuisine/ food in the tourists' entire journey plays a significant role. It is a remarkable distinguishing resource that enhances the experiences of tourists (Piramanayagam, 2020). Food is both a bodily and social and cultural requirement. When visitors dine at a site, they not only relieve their appetite, but they also feel the native customs (Sengel, Tarık, 2015).

Food Tourism is an integral part of Local Tourism. Food Tourism is a journey to a location to taste, to make tourists feel. (Giampiccoli, A., 2012)., so when tourists visit a destination, they experience everything around, here J. H. (2012) reports that tourism is generally seen to be an instrument for alleviating impoverishment and developing communities. The development of communities is directly related

46 A Study on Contribution of Tourism on Local Food, Society Improvement & Culture

to; Stone, M. T. (2015) advocates that environmental protection and growth of the society and maybe accomplished through local tourism with a significant role in food tourism. It raises awareness of local culinary traditions and their pride, draws more sustainable guests, more courteous and more informed and the average economic effect in most places is 25 percent more (world food travel association).

While experiencing the destinations, tourists also get influenced by the culture. Hence local culture, its understanding, and proper management play a vital role in developing the destinations and for the empowerment of societies as well. On Cultural tourism, the United Nations World Tourism Organization said, "It is moved by people for the main purpose of culture, such as study abroad, visits of exhibiting culture and art, to festivities and other community festivals, touring of cultural heritage sites, tours of natural landscape and excursions of artworks or traditions and religious travels for paying visit places of worship.” Religious tourism is the journey to regions, structures, and buildings of religious importance around the world. Many followers in all religions participate in religious travel, helping their faith and faith to be strengthened" (Travel Tractions Marketing).

Local Tourism implies tourism, which puts wealth in the pockets of the people who live there. This could be at the national scale if you hire a travel agent from the capital, which then goes to small towns. Constructing and improving the resource base is among the most essential advantages for tourism. Expenditure increases allow local people to enhance roadways, parkland, villages, hospitals, and schools (Travel Tractions Marketing). Ultimately this ensures that societies and communities grow to allow the organizations, enterprises, and industries to expand. Manzoor, F., Wei, L., & Asif, M. (2019) advocated for society growth, tourism is among the most prominent and rising industries in the world economy. This sector has a vital function to play in increasing the economy of a nation. Increasing the flow of tourists will provide beneficial economic results, especially for countries with a GDP and jobs.

Local Food and Community Empowerment through Tourism {Volume I} 47

Literature Review

Tourism as a tool of feasible development model for the deprived areas of the societies

According to ‘Borgen Project’, facts show that environmental sustainability is an excellent instrument for developing economies to prosper and alleviate poverty. To alleviate the susceptibility of the impoverished, environmental sustainability contributes to job diversity at the community level. As per the U.N.'s World Tourism Organization, in many impoverished and developing nations, tourism is one of the most significant sources of foreign trade revenues and jobs, with few alternatives for economic growth. The creation of cash needed to improve on-site facilities, education, and healthcare can be levied directly on the tourist industry. A significant number of women in the tourist business contribute to gender and the advancement of women in underdeveloped nations. The impoverished were owned by local micro-companies, who acquire a variety of products and services for tourists. Tourism development helps local job diversification, reducing poverty vulnerability. Due to Sustainable tourism, as per the International Labor Office, the tourist industry had more than 260 million employments in 2012 (ILO).

A large number of people under twenty-five are employed in the tourist business. Thus, young people have access via sustainable tourism to larger profits and greater prospects. Tourism offers those with little or no formal training an enormous variety of occupations. In the tourist sector, working conditions are typically acceptable because the sector relies on the effectiveness of its service.

Tourists will visit several tourist destinations with natural scenic splendor. The tourists earn these places revenue. The government is starting to expand the region by bringing more tourists. This develops undeveloped areas. The strategy to reducing poverty in developing nations is pro-poor tourism. Pro-Poor Tourism's approach is to improve economic stability and reduce the adverse impacts of local culture and environment. To achieve this, developing countries must implement many initiatives.

48 A Study on Contribution of Tourism on Local Food, Society Improvement & Culture

Local culture is not measured to be visitor magnetism but a supply for the enlargement of the travel and tourism of the area

According to the OECD Tourism Committee, Culture is a major part of the tourist offer that creates characteristic features in a congested global marketplace. At the same time, it offers an essential way to increase culture and create revenue that can foster and enhance cultural identity, cultural development, and innovation.

Shahzalal, M. (2016) suggested that cross-cultural relations, comprehending, preserving, and sustaining native customs, arts, crafts, and customs, enhancing the hosting societies, and reinforcing the cultural values, are among the most prevalent beneficial consequences of the tourism industry on culture.So, Tourism gives individuals from all areas of life the possibility to help disadvantaged groups, including minorities, young people, and women. Quieter and more accepting. A driver of peace is tourism. It helps develop tolerance among individuals by learning and understanding the cultures of one another (World Travel & Tourism Council, 2021). Shahateet M. (2017) mentioned that the major downside impacts of tourism include societal resource use, environmental degradation, and significant socio-cultural repercussions. Hence the negatives are equally important to be understood in depth while designing the tourism policies for boosting local tourism. Tourism unites individuals from many cultures, origins, and customs. Tourists talk about their experiences and recollections on their sites and meetings to encourage peace and tolerance. This leads tourism as the trigger of harmony, development, and economic progress in the sectors of the economy, and that is how tourism preserves local culture via the creation of balance.

Socio-cultural perspective: Local culture also becomes a resource for tourism, utilizing indigenous food, art, and craft as tourist attractions

From a socio-cultural point of view, the emphasis should be on the minimization of harmful effects of tourism on the host population and its customs, traditional lifestyle, and authentication. Today, the number of travelers looking for local, genuine native, and local unique traditions is increasing. The experience of tourism is often altered to live up to the expectations and wishes of visitors,

Local Food and Community Empowerment through Tourism {Volume I} 49

resulting in the loss of authenticity and the marketing of local experiences and goods that endanger local culture and identity. The government has to examine and establish a definite grasp of local attitudes and perceptions of tourism as a basic concept in tourist development. It is useful and advised that the advantages of tourism be sensitized as a factor for economic progress. It is therefore essential to forget about engaging indigenous residents in managing tourism. This eventually instills in the local people a sense of confidence in their cultural values and genuineness in tourism. It will stress the dignity and significance of the society to preserve its cultural treasures for subsequent generations as a determinant of business sustainability. Costa, J., & Ferrone, L. (1995) have mentioned there are the four key subjects-perceptions for hosts; travel and destinations; arts, mementos, and artifacts; and tourist planning-are identified as new patterns for establishing succeeding studies on tourism. On the identical theme, Boksberger, P. E., & Laesser, C. (2007) discussed sustainable tourism and its socio-cultural viewpoints and advocated that the growing attention of tourism in sustainable development is coupled with mass tourism's equally rapid disadvantages. In practice and theory, this has resulted in the quest for the optimal growth of tourism development. Since a typically strong compromise is generated between ecologists' typically intense types of tourism, sponsored by venture capitalists and financiers and typically restricted forms of tourist, sustainable tourism development has concentrated primarily on economic and environmental implications. However, tourism also affects the socio-cultural nature of a location. Sebastian, L. M., & Rajagopalan, P. (2009) explored that an outstanding global attraction and destination of tourism can be developed largely by connecting tourism practices amalgamated with tourist experiences with the natural world as the case in with Kerala in India. While the travel industry is given considerable importance as a growth strategy in Kerala, it still does not study tourism's benefits to growth and the sustainability of tourism activities. Despite the substantial study of touristic consequences, academics seldom evaluated socio-cultural developments in places with or without deliberate tourism interventions. Sharma, R., Chaurasia, S. S., & Balakrishnan, S. (2019) reported that To ensure long-term sustainable development and economic expansion of the specific area, the importance of monitoring the environmental consequences of tourism is crucial.

50 A Study on Contribution of Tourism on Local Food, Society Improvement & Culture

The study demonstrates that local perspectives are vital and have consequences of tourism on the environment.

Food can promote a series of communal advantages, as a local cultural resource

According to Family Frank, people also communicate through comparable diets with their cultural or ethnic group. Immigrants frequently utilize cuisine to maintain their ethnic identity. People of various cultural backgrounds consume various meals. Food likes and dislikes affect the places in which family groups dwell-and where their ancestors have come. These dietary preferences lead to food selection trends within a regional or ethnic group. There are regional dietary habits, but through time these vary as well. As people migrate, they import and export eating behaviors and preferences. According to Eufic (2006), cultural effects lead to a variation in the usual intake of specific foods and in preparing customs and in some circumstances can be restricted to milk and meat being excluded from the food. Raji, M. N. A., Karim, S. A., Arshad, M. M., & Ishak, F. A. C. (2018) reported that many places have acknowledged local food as symbols and are one of the key features of the development of their destination. Local produce is provided with good memorable experiences for travelers and local customers. Tourist locations compete for food tourism, a sector in the tourist business that is a developing sector. There is no exception to this rural destination. From the point of view of tourism, countryside attractions concentrated mostly on natural resources, heritage sites and host communities, the countryside and native culture, and local goods pertaining to food. Nothing underestimates the value of local cuisine in rural places, creating a wide variety of visitor experiences, and providing financial support for the quality of life of local communities. Local cuisine is also seen as a sign and practice of the traditional cultural patrimony of the people in the setting of rural areas. Travelers may explore distinct local customs and traditions by attending local cuisine activities. The benefits of local foods to promote their locations, and the support for the native economies must be acknowledged by key stakeholders and competent authorities in rural destinations. The integration of local food into rural areas would increase the reputation of destinations in terms of sustainability. However, the locations cannot be promoted

Local Food and Community Empowerment through Tourism {Volume I} 51

without the assistance of the local people. Technically, local community participants must market any tourist items in rural areas specifically, as communities may symbolize the area and act together and in favor of the community and tourists.

Results & Conclusion

If designed well, many tourism destinations are situated in distant regions where the poorest in society live, tourism may be developed to decrease poverty. The growth of tourism, instead of reflecting the interests and requirements of all year-olds, frequently entails buildings and modifications that are focused on impressing outsiders. Tourism is also not a solid sector - fewer people decide to vacation in tough economic times. The positions that have been created can frequently be low pay, with little movement or stability. Tourism is a pleasant addition to other attempts at industrial growth, but it should by no means be considered an economic cure. It is also important to ensure that people, not only outside businesses, make large-scale contributions to the system for sustained and equitable expansion of any form.

The growth of tourism in poverty reduction activities must be comprehensive. In addition to giving jobs to local people, it is possible to increase the tourist industry and include the society. For example, culture exchange and local lifestyles are promoted. Village people can give native customs and traditions accommodation. It is essential to have education about tourism's function and significance. Vitally valuable are economic education and wealth creation.The government's involvement in ensuring a positive and secure local environment is vitally crucial for expanding tourists. The function of technological advances, in communication and development of tourism and locations, to visit tourists in this progressing globe probably in places where tourism facilities are provided or procured for managing. The causes for the coming of the visitors will also provide a setting for more targeted measures. In recent times the Tourism and Travel Competition Index, Satellite Tourism Accounts, and Computable General Equilibrium Models have been accessible to inform tourism policy decisions by destination planners and managers.

52 A Study on Contribution of Tourism on Local Food, Society Improvement & Culture

The representation of culture services and brands frequently involves the development and the use of "dramatic" aspects for cultural presentations in response to demand and expectations of the mainstream tourism industry. When overused to satisfy the fast-growing tourism industry, the scenic presentation of cultural activities contributes to the increasing commoditization and destruction of local cultures. This has double negative consequences, both for host communities that lose the meaning of their cultural offer and for visitors who increasingly desire memorable experiences. To deal with the many facets of tourism expansion, the Governing Authorities should adopt a holistic, multiparty strategy in tourist destination development. The Cultural and Social Structures should be highlighted through a balance between actual and staggered experiences, management of tourism flows to reasonable standards, and the development of local capabilities to admire the significant value of preservation for coming generations of their tangibles and intangibles.

As a tool to manage tourist planning and growth, each tourist site should determine and maintain an acceptable level of visitors. It is of special importance to identify the cycle efficiency limit to regulate the tourist flux and eventually avoid damaging the integrity of the environment, culture, and visitor experience. Some extensive approaches and techniques may be applied to estimate load capacity and limitations of permitted modification based on the nature of the tourism offering whether an archaeological site or legacy, a natural reserve or the historical district, city, or metropolis.

Links among local cuisine and tourist in rural areas are thought to promote the poor and ecologically viable development of local enterprises through increased tourist expenditure, diversification of visitor experience, and length of the tourist periods (Chiffoleau, 2009). However, it is vitally crucial for the local community to participate in this business. The community groups must be in priorities for employment prospects in tourist industry enterprises. The old business operations will stay similarly and will force people to stay in deprivation if the sector fails to produce jobs for local populations. In rural tourism destinations, numerous jobs may be generated such as a food business contractor, a tour guide, a lodging provider, transportation provider, and many more. Furthermore, local food

Local Food and Community Empowerment through Tourism {Volume I} 53

production and production may preserve the money considerably by giving local businesses new economic possibilities, through minimizing 'food miles' and fostering healthier meals for consumers (Green & Dougherty, 2008).

References

1. Giampiccoli, A., & Kalis, J. H. (2012). Tourism, Food, and Culture: Community‐Based Tourism, Local Food, and Community Development in M pondoland. Culture, Agriculture, Food and Environment, 34(2), 101-123.

2. Stone, M. T. (2015). Community empowerment through community-based tourism: the case of Chobe Enclave Conservation Trust in Botswana. In Institutional arrangements for conservation, development and tourism in Eastern and Southern Africa (pp. 81-100). Springer, Dordrecht.

3. https://worldfoodtravel.org/what-is-food-tourism/. 4. Piramanayagam, Senthilkumaran & Sud, Surbhi & Seal, Partho. (2020).

Relationship between tourists’ local food experience scape, satisfaction and behavioural intention. Anatolia. 31. 1-15. 10.1080/13032917.2020.1747232.

5. Sengel, Tarık & Karagoz, Ayşen & Cetin, Gurel & Dincer, Fusün & Muğan Ertuğral, Suna & Balık, Mehtap. (2015). Tourists’ Approach to Local Food. Procedia-Social and Behavioral Sciences. 195. 429-437. 10.1016/j.sbspro. 2015.06.485.

6. https://dos.myflorida.com/cultural/info-and-opportunities/resources-by-topic/ cultural-tourism-toolkit/what-is-cultural-tourism-basic-information/#:~:text= According%20to%20the%20United%20Nations,nature%2C%20folklore%20 or%20art%2C%20and.

7. https://traveltractions.com/importance-of-tourism-types/. 8. Manzoor, F., Wei, L., & Asif, M. (2019). The contribution of sustainable

tourism to economic growth and employment in Pakistan. International journal of environmental research and public health, 16(19), 3785.

9. https://borgenproject.org/sustainable-tourism-can-alleviate-poverty/ (Novem-ber 8, 2016)

10. https://www.mlit.go.jp/kankocho/naratourismstatisticsweek/statistical/pdf/2009_The_Impact.pdf.

54 A Study on Contribution of Tourism on Local Food, Society Improvement & Culture

11. Shahzalal, M. (2016). Positive and Negative Impacts of Tourism on Culture: A Critical Review of Examples from the Contemporary Literature. Journal of Tourism, Hospitality and Sports, 20, 30-35.

12. https://travelhub.wttc.org/blog/8-ways-responsible-tourism-benefits-local-communities.

13. Finding Balance: Cultural Preservation and Tourism. Maysa Shahateet, November 28, 2017. Economic Growth and Trade.

14. https://chemonics.com/blog/finding-balance-cultural-preservation-tourism/. 15. Costa, J., & Ferrone, L. (1995). Sociocultural perspectives on tourism

planning and development. International Journal of Contemporary Hospitality Management.

16. Boksberger, P. E., & Laesser, C. (2007). A socio-cultural perspective of sustainable tourism development. CAUTHE 2007: Tourism-Past Achievements, Future Challenges, 1491.

17. Sebastian, L. M., & Rajagopalan, P. (2009). Socio-cultural transformations through tourism: a comparison of residents' perspectives at two destinations in Kerala, India. Journal of Tourism and Cultural Change, 7(1), 5-21.

18. Sharma, R., Chaurasia, S. S., & Balakrishnan, S. (2019). Environmental and Socio-Cultural Impact of Tourism: Residents' Perspective. In Environmental impacts of tourism in developing nations (pp. 219-233). IGI Global.

19. https://family.jrank.org/pages/639/Food-Food-Culture.html. 20. Eufic. 06 June 2006. Food Facts For Health Choices. https://www.eufic.org/

en/healthy-living/article/the-determinants-of-food-choice. 21. Raji, M. N. A., Karim, S. A., Arshad, M. M., & Ishak, F. A. C. (2018).

Community development through food tourism: exploring the utilization of local food as community development at rural destination in Malaysia. International Journal of Academic Research in Business and Social Sciences, 8(10), 937-951.

22. Chiffoleau, Y. (2009). From politics to co‐operation: the dynamics of embeddedness in alternative food supply chains. Sociologiaruralis, 49(3), 218-235.

23. Green, G. P., & Dougherty, M. L. (2008). Localizing linkages for food and tourism: Culinary tourism as a community development strategy. Community Development, 39(3), 148-158.

05

Local Food and Community Empowerment through Tourism {Volume I} 55

Promoting Local Gastronomy and Heritage Tourism: A Case Study on Fort Sinhagad Pune

Ms. Aditi Joshi1, Ms. Manasi Sadhale1 1Research Scholar & Assistant Professor, Department of Hotel Management,

Tilak Maharashtra Vidyapeeth, Pune. E-mail Id: Joshiaditi30@gmail.com, manasi.sadhale@gmail.com

Abstract

This report examines the case of culinary tourism at Fort Sinhagad, a heritage site in Pune city Sinhagad Fort is the most popular tourist destination near Pune city. This tourist destination is easily accessible for the local residents of Pune city. The Sinhagad Fort is accessible by foot as well as by road which makes it popular weekend gateway. The Fort is popular for its picturesque view in all the seasons. This tourist destination is famous for its local food which is Kanda Bhaji (onion fritters), Dahi (curd), Bhakari (Indian flat bread which is gluten free) and Pithal (made using chick pea flour). This destination uses gastronomy as an attraction for tourists. The central focus is to study how local people at Fort Sinhagad sell and promote the local food products to tourists. In other words, this study is to access how the eatery owners try to connect with tourist through food as their main product, and how this food demand which is generated by tourists is satisfied by them.

Keywords: Local Gastronomy, Heritage Tourism, community empowerment, Fort Sinhagad Pune.

Introduction

Culinary tourism means broadly as the pursuit of unique and memorable eating and drinking experiences, provides a way of linking local food systems with the tourist’s experience. (Paul and Dougherty, 2014). Culinary tourism offers new

Promoting Local Gastronomy and Heritage 56 Tourism: A Case Study on Fort Sinhagad Pune

opportunities for communities to integrate tourism and local food systems in order to promote economic development, respond to the demand for quality food and dining experiences, and build on the cultural heritage of the region. (Kloppenburg, Lezberg, Demaster, Stevenson, and Hendrickson, 2000) The local food movement offers new, economic opportunity for small and medium-sized farms, reduces their environmental footprints, and promotes good nutrition among consumers.

Culinary tourism has the potential to offer great variety, quality and value as a tourism experience. Furthermore, culinary tourism has the potential to extend the length of stay and spending of visitors and to draw visitors throughout the year. Regions promote their local cuisine or other agricultural products in which they have a comparative advantage as tourist attractions. These projects are often promoted as “trails” with businesses of various types in a geographic region offering complementary culinary and cultural experiences for visitors. (Ignatov, and Smith, 2006; Gary and Dougherty, 2014)

As per Kurniawati and Entas (2017) culinary as Tourism Attraction: Tourist attraction is defined as something interesting to see, do, and buy by tourists. While tourist attraction may consist of natural resources, human resources, manmade resources can also be developed and utilized. Based on increasing tourists’ interest in local culinary, it has encouraged local culinary as a tourist attraction.

History

Sinhagad, literally means Lion’s Fort, is about 30 kilometers Southwest of Pune. It was previously called Kondana and was also important because of its strategic location, perched on an isolated cliff in the Bhuleswar range of the Sahyadri Mountains, 1,312 meters above sea level. The Fort is ‘naturally’ protected due to its very steep slopes. Walls and bastions were constructed at only key places. A good motor able road leads right up to the top of the Fort. Apart from the excellent views of the city and the Sahyadri Mountains, the Fort is also a popular hangout because of the vendors who sell a local delicacy called ‘Pithale Bhakari’ and curds. On a clear day one gets to see the Forts of Torna, Rajgad and Purandar from Fort Sinhagad. One of the most famous battles on Sinhagad was fought by

Local Food and Community Empowerment through Tourism {Volume I} 57

Tanaji Malusare, a general of Chhatrapati Shivaji Maharaj of the Maratha Empire in order to recapture the Fort in March 1670A steep cliff leading to the Fort was scaled in the dead of the night with the help of a tamed monitor lizard named "Yashwanti", colloquially known as a ghorpad. Thereafter, a fierce battle ensued between Tanaji and his men versus the Mughal army headed by Udaybhan Singh Rathod. Tanaji Malusare lost his life. There is an anecdote that upon hearing of Tanaji's death, Chhatrapati Shivaji Maharaj expressed his remorse with the words, "Gad aala, pan Sinha gela"- "The Fort is captured, but the Lion is lost" and so the name Sinhagad. A bust of Tanaji Malusare was constructed on the Fort in memory of his fierce resistance of the Mughal forces in the battle

Objectives

1. To understand whether the local food available at the Fort Sinhagad helps to create impact on tourist experience at the destination.

2. To study whether the Gastronomic tourism experience at the Fort Sinhagad helps to create an identity for itself while making a notion of place making.

3. To analyze whether traditional food is a motivating factor for tourists at a heritage destination

4. To understand the factors needed to consider while promoting local food.

Hypothesis

H1= Local Food available at Fort Sinhagad has significant effect on tourist experience at the destination

H2= Traditional food is the prime motivating factor for tourists at a heritage destination in reference to Fort Sinhagad.

Literature Review

1. Research paper titled “A view on culinary tourism-case study of Catania” by (Privitera 2020) researcher mentions that Travel to culinary destination has gradually increased in past few decades. Culinary tourism is one of the important factors for world traveller, and Italy is the top most destinations for the tourist in Europe because of its vast cultural background and authentic

Promoting Local Gastronomy and Heritage 58 Tourism: A Case Study on Fort Sinhagad Pune

cuisine. For the study content analysis was conducted on more than 94 reviews of tourists or residents who participated in the experience of gastronomy tour in Catani. Culinary tourism is an opportunity to give economic boost to the locals and to strengthen the image of their local cuisine. Customers are giving more attention to sustainable production process and thus growing the interest in purchasing local products and food. Authenticity is an important part of tourism and therefore in search of authentic local and regional food can became the reason to visit to a particular destination. The findings of study show that culinary tourism is not only a concept of food tourism but also a key role to enhance a destination. In the search new food experience, tourist use culinary tour to learn more about the culture of the destination and to interact with local residents. After a tour a tourist remembers is the food experience so at the time of tour it is important to have authentic local food of the destination.

2. Research Paper titled “Developing Culinary Tourism: The Role of Traditional Food as Cultural Heritage in Bali” (Wayan, N., 2020) Bali is an Indonesian island and well known tourist destination. It has diversity of different culture; one of them is cuisine art of food preparation, cooking and presentation of food which needs to be preserved in the current era of globalization. The moto of this study is to describe various elements which include cuisine art of Bali, special spices of Bali. The study and research was truly based on Balinese culinary art. Balinese special spices play important role in culinary art of Bali. In findings researcher mentions that the loss of Bali culinary art is due to loss of interest of traditional food in young youth in Bali. So to prevent loss of culinary art many strategies should be implemented which will work for betterment of tradition of Bali and its fine culinary cuisine

3. Research paper titled “Culinary Tourism and food trends (Liberato, and Mendes, 2020). This study and research conducted to highlight many elements of culinary tourism and to develop new trends to increase economy and infrastructure of less visited destinations and many such regions. Research is focus on culinary tourism as a new market trend taking into consideration food trends as a production in classification of food tourism. Based on five components new model and strategy is made for creation of new touristic food products. Cyclical trends refers business cycle where a business opportunity

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generate new companies and product that gives good profits according to cyclical process and new strategies many innovative products are developed which bring true transformation in tourism sector many destinations have developed with new activities and new standards of consumption for better interaction between tourist and locals. Thus the author explain about the tourism market that can be identified through indicators and evidences, where this new trends can contribute to the change in market. As many tourists are showing their interest towards culinary tourism it should be developed with developing destinations and regions. This will help to generate good economy at less visited places which are still not yet well developed. It will also help to develop infrastructure and export of local foods.

4. Research paper titled “Culinary Tourism Experiences in Agri-Tourism Destinations and Sustainable Consumption: Understanding Italian Tourists Motivations” by (Testa, and Migliore 2019) Culinary tourism or food tourism is the exploration of food as purpose of tourism. It is now considered as vital component of tourism experience. The present study aims some motivational factors that affect the frequency of culinary tourist to experience local food and drinks in agro tourism destinations. The main moto of this study and research is to increase the social, economic and environment sustainability of the food system and to build up culinary identity of the territories with the help and support of producers, local economies and environmental protection, through products processing and distribution of local food and drinks there will be increase in social and cultural interest. Tourist who travel for leisure purpose just to relax and rest will enjoy a memorable eating and drinking experience at the place where good food is prepared for the reason of fun and entertainment. This will help to increase the number of visitors to local producers, food festivals, farmer market and also cooking demonstrations of any food related tourism. Due to proper supply of culinary art and new trends Italy has shown considerable growth of culinary tourism over last few years. It has truly developed itself in most dynamic and creative sector of tourism.

5. Research paper titled “The Potency of Culinary Tourism in Development of Sharia Tourism at Pekanbaru City”. By (Zulkifli, Permata, 2019). The main motive of this study is to look out the potential of culinary tourism in development of Sharia tourism at Pekanbaru city. This study is based on

Promoting Local Gastronomy and Heritage 60 Tourism: A Case Study on Fort Sinhagad Pune

collective data of questionnaire and document distributed to the tourist. The result of this collective data found that there is a positive impact on the potency of culinary tourism in development of Sharia tourism. A culinary tourism means an authentic experience of food and beverage of local cuisines and culture. Culinary is an essential part of our life, includes simple street food to the luxurious food. It cannot be denied that it is necessary to development of Sharia tourism. Tourist attracted to the city is for the culinary. It can be conclude that the development of Sharia tourism in Pekanbaru city is ‘good’. The government of Pekanbaru city should attract tourism from social media and they should also have a website which can show the culinary travel and its importance in their culture as well as for development of city.

6. Research paper titled “Assessment of the recognisability and attractiveness of regional kinds of Polish cuisine in the context of culinary tourism” by (Przemyslaw, Charzynski 2017) researcher mentions that Food is an essential part of human life. Eating is an unavoidable part of a tour or journey. Tourist visit to Poland to enjoy their authentic dishes for the study 120 people participated in survey to know about local food their attractiveness and their importance in tourism. The result of the survey is that the tourist is willing to know about new dishes as well as authentic dishes. Cuisine plays a vital role in describing a culture of a region. But after centuries the taste of authentic cuisine is changed. These changes also affected polish cuisine. New recipes have been created and new ways of food processing and seasoning are introduced. Culinary tourism is also called cultural tourism. The authentic taste of regional cuisine adds a special value to the tour. Young generation of Poland are attracted toward new dishes, new preparation, rather than preferring authentic cuisine. Poland is not recognized by tourists because it is not well known and new development.

7. Research paper titled “Elements of Memorable Food, Drink, and Culinary Tourism Experiences”. By (Stone, M. J., 2017) the elements which are leading to memorable culinary tourism happening were more particular than that of memorable experiences and memorable culinary was not required for memorable food and drink experience. The data is collected from various studies and observation leads to various elements which include points like food and drink consume, location, workmate or colleague, justification and

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tourist element The findings of the study indicates that Food and drinks play crucial role in tourism industry many tourist travels to various place to enjoy variety of food tourism has become the distinct sector as it is considered a vital component of tourism experience. As increase in food tourism at particular destination it truly provides economic impact on that destination and creates forceful image of that particular region or place. The research study gives qualitative approach to increase and expand both food and tourism and its role of memory in tourism. Many observation points that no element is required than that of great variety of memorable food and drink experience which forecast points like types of food price and location. Therefore it explains about various food drinks elements and its necessity for memorable tourism.

8. Research paper titled “Promotion of Culinary Tourism as a Destination Attraction of North-East India”. By (Baruah 2016) researcher mentions that Food plays an important role in attracting tourist to a destination and reflects their culture and lifestyle. Food or cuisine has a vast impact on traveler’s mind while choosing a destination. Each destination of North-East India region has different cuisine and different culture thus they have different level of attractiveness to traveler from the country and thus delicious food of Northeast India can be used as a main attraction to the tourists. Most of the people travel to northeast India just to experience the taste of authentic food of that region Research is based on the secondary data .Culinary tourism is a part of regional agricultural and economic growth. It is important for local tourism promotion for a destination. Culinary tourism is also a part of regional agriculture and economic growth. Food helps in strengthening identity and heritage of a region. Various business including farms, restaurants, or specialty food stores, cooking school ,tour operators, breweries, wineries, historical attractions across the country have capitalized on their regions unique cuisines to attract tourists.

9. Research paper titled “Exploring Marketing Strategies for Culinary Tourism in Hong Kong and Singapore” by (Horng and Tsai 2011) this study focused on Hong Kong and Singapore and survey the culinary tourism development and marketing strategies. This study focuses on the work of marketing strategies for developing culinary tourism and how Hong Kong and Singapore

Promoting Local Gastronomy and Heritage 62 Tourism: A Case Study on Fort Sinhagad Pune

and to develop the culinary tourism, although they do not have enough natural resource and cultural background to develop unique tourism experience. Hong Kong and Singapore develop their innovative ideas and tourism expenditure through the involvement of both private and public sector. Hong Kong and Singapore also came up with the idea of food festival and events to attract tourist. Many tourists visit Hong Kong to experience their diversified cuisine and culture. Similarly, Singapore came up with a slogan ‘Singapore: The Food capital of Asia’. Culinary tourism is one of the major factors for tourism development. Hong Kong and Singapore makes good connection between their cuisine as well as culture and attract tourist to visit both regions in same tour. One of the special factors of local culinary tourism is the presentation of special flavor of local cuisine by the restaurant and by the recommendation of the government to restaurant for special local feature; it will help in economic boost of the country.

10. Research paper titled “Localizing Linkages for Food and Tourism: Culinary Tourism as a Community Development Strategy”. By (Green and Dougherty 2009) the local food movement helps in economic boost of small and medium size farms. This local food movement is taking a variety of farms- farms to school programs, farmers market, community supported agriculture, and direct marketing. For the study interview with owner or manager of four restaurants along with the surveys of 30 retailers and 40 farmers in that region has been considered. The local food movement helps in economic boost for small and medium sized farms, and helps to encourage good product among consumers. Culinary tourism shows importance of unique food and cuisine from culture of that region. Several communities’ co-ordination is required to promote a region as a tourist destination. Culinary tourism helps in boosting economic development by developing local foods system. It supports both the tourism and agricultural industry. It helps to remove the barricades of misunderstanding between tourism and agriculture industry. This helps the farmers to connect and sell their product directly to the restaurant. But it does not have major impact on the prices that farmer receive for their goods.

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Research Methodology

Primary Data collected from random people’s local residents as well as non-local residents with the help of questionnaire. The data collected from questionnaire sent to random 160 people out of which 151 people responses received and recorded. Secondary questionnaire collected from the vendors at Fort Sinhagad. The researchers analyze the following data collected by both questionnaires. Secondary data collected from the research article and article collected from internet for this study.

Data Interpretation for the Tourists

Demographic profile of respondents is 77.9% respondents are male and 22.1% respondents are female. From the survey conducted of 151 respondents 97.4% respondents are aware of Fort Sinhagad Pune and only about 2.6% respondents are not aware of Fort Sinhagad, Pune. 94.7% respondents visit Fort Sinhagad and only about 5.3% respondents say they do not visit Fort Sinhagad. 67.6% respondents say the visit to Fort Sinhagad once a year, 24.8% respondents say they visit to Fort Sinhagad once a month, 6.2% respondents say they visit to Fort Sinhagad once a week, and only about 1.4% respondents say they visit to Fort Sinhagad every day.

96.7% respondents are aware about the historical importance of Fort Sinhagad and only about 3.3% respondents are not aware about historical importance of Fort Sinhagad. 90.5% respondents use private vehicle to visit Fort Sinhagad and about 9.5% respondents use public transport to visit Fort Sinhagad. 75.5% respondents are a local resident of Pune and about 24.5% are non-local resident of Pune.39.9% respondents say traditional food is the main reason to visit Fort Sinhagad, 34.5% respondents say history and culture is the main reason to visit Fort Sinhagad and only about 25.7% respondents say trekking is the main reason to visit Fort Sinhagad. 39.9% respondents say traditional food is the main reason to visit Fort Sinhagad, 34.5% respondents say history and culture is the main reason to visit Fort Sinhagad and only about 25.7% respondents say trekking is the main reason to visit Fort Sinhagad.

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97.3% respondents like the traditional food they get on Fort Sinhagad and only 2.7% respondents don’t like traditional food they get on Fort Sinhagad. 89.4% respondents say traditional food motivates them to visit Fort Sinhagad and 10.6% respondents say traditional food doesn’t motivates them to visit Fort Sinhagad.

151 respondents say traditional food is the 1st thing comes to their mind when they think about Fort Sinhagad and 41.7% respondents says historical importance is the 1st thing comes to their mind when they think about Fort Sinhagad and about 6.6% respondents say adventurous activities the 1st thing comes to their mind when they think about Fort Sinhagad and only 2.6% respondents say culture is the 1st thing comes to their mind when they think about Fort Sinhagad. according to 60.8% respondents that Pithla Bhakri is the most loved local food on Fort Sinhagad, 35.1% respondents says that kanda Bhaji is the most loved local food on Fort Sinhagad and only about 4.1% respondents says that curd is the most loved local food on Fort Sinhagad.

35.6% respondents says that the food hygiene on Fort Sinhagad is excellent, 26.8% respondents says that the food hygiene on Fort Sinhagad is good, 21.5% respondents says that the food hygiene on Fort Sinhagad is very good, 14.8% respondents says that the food hygiene on Fort Sinhagad is average and only about 1.3% respondents says that the food hygiene on Fort Sinhagad is poor.89.1% respondents says that they always have traditional food when they visit Fort Sinhagad and 10.9% respondents says that they don’t have traditional food when they visit Fort Sinhagad.91.9% respondents says that the food on Fort Sinhagad is value for money and only about 8.1% respondents says that they don’t think the food is value for money.

Data Interpretation for Vendors at Fort Sinhagad

The survey conducted of 10 respondents (vendors of Fort Sinhagad) 50% respondents says that they are staying in Fort Sinhagad area from 21-30 years and about 40% respondents says that they are staying in Fort Sinhagad area from 11-20 years and only about 10% respondents says that they are staying in Fort Sinhagad area from 30+ years.100% respondents are involved in food business on Fort Sinhagad.100% respondents sell traditional food on Fort Sinhagad.

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80% respondents says that they serve 21-30 meals on a regular day and only about 20% respondents say that they serve 10-20 meals on a regular day.33% respondents says 45-60 households are involved in traditional food making on Fort Sinhagad, 22% respondents says 50-60 households are involved in traditional food making on Fort Sinhagad, 11.1% respondents says 45-70 households are involved in traditional food making on Fort Sinhagad, 11.1% respondents says 50-65 households are involved in traditional food making on Fort Sinhagad, 11.1%respondents says 50-80 households are involved in traditional food making on Fort Sinhagad and about 11.1%respondents says 60-70 households are involved in traditional food making on Fort Sinhagad. 100% respondents source their material from market-yard to make traditional food on Fort Sinhagad.

100% respondents say that July-September are the peak season for their business. 30% respondents has 3 people involved in their household to make traditional food on Fort Sinhagad, 20% respondents has 2 people involved in their household to make traditional food on Fort Sinhagad, 20% respondents has 4 people involved in their household to make traditional food on Fort Sinhagad, 20% respondents has 5 people involved in their household to make traditional food on Fort Sinhagad, and only about 10% respondents has 6 people involved in their household to make traditional food on Fort Sinhagad.

70% respondents says that they take special efforts to promote traditional local food and only about 30% respondents says that they don’t take special efforts to promote traditional food.66.7% doesn’t thinks to diversify local food and only about 33.3% respondents think to diversify local food.70% respondents say average price of their meal is 30-40rs and only about 30% respondents say average price of their meal is 40-50rs.

100% respondents say that they get water for their business from Devtak. (Natural source of spring water) 100% respondents say on Sunday their business is on its peak. 66.7% respondents say they get milk from their own cows and about 33.3% respondents says that they get milk from dairy. 100% respondents say they gets pot for yogurt from village Kumbhar. 70% respondents require 11-15 litre milk for yogurt per day, 20% respondents require 6-10 litre milk for yogurt per day and

Promoting Local Gastronomy and Heritage 66 Tourism: A Case Study on Fort Sinhagad Pune

only about 10% respondents require 16-20 litre milk for yogurt per day) 100% respondents says that the pots used for yogurts are eco-friendly.

Hypothesis Testing

H0= Local Food available at Fort Sinhagad has no significant effect on tourist experience at the destination

H1= Local Food available at Fort Sinhagad has significant effect on tourist experience at the destination

Summary of Data Treatments

1 2 3 4 Total N 153 153 153 153 612 ∑X 682 333 437 343 1795 Mean 4.4575 2.1765 2.8562 2.2418 2.933 ∑X2 3096 789 1797 977 6659 Std. Dev. 0.6068 0.6501 1.9002 1.1699 1.5106 Result Details Source SS df MS F = 119.49648

Between-treatments 517.1552 3 172.3851 Within-treatments 877.098 608 1.4426 Total 1394.2533 611 The f-ratio value is 119.49648. The p-value is < .00001. The result is significant at p < .05.

To find out whether Local Food available at Fort Sinhagad has significant effect on tourist experience at the destination ANOVA test was conducted. Results indicate that Local Food available at Fort Sinhagad has significant effect on tourist experience at the destination the null hypothesis has been rejected and alternate hypothesis has been accepted.

H0= Traditional food is the least a motivating factors for tourists at a heritage destination in reference to Fort Sinhagad

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H2= Traditional food is the prime motivating factor for tourists at a heritage destination in reference to Fort Sinhagad.

Summary of Data Treatments

1 2 3 Total N 153 153 153 459 ∑X 699 640 321 1660 Mean 4.5686 4.183 2.098 3.617 ∑X2 3243 2772 737 6752 Std. Dev. 0.5708 0.7901 0.6465 1.2784 Result Details Source SS df MS

F = 592.74458

Between-treatments 540.5795 2 270.2898 Within-treatments 207.9346 456 0.456 Total 748.5142 458 The f-ratio value is 592.74458. The p-value is < .00001. The result is significant at p < .05.

To find out whether Traditional food is the prime motivating factor for tourists at a heritage destination in reference to Fort Sinhagad ANOVA test was conducted. Results indicate that Traditional food is the prime motivating factor for tourists at a heritage destination in reference to Fort Sinhagad null hypothesis has been rejected and alternate hypothesis has been accepted

Finding/ Observation

1. To understand whether the local food available at the Fort Sinhagad helps to create impact on tourist experience at the destination. The survey conducted of 151 respondents from which 89.4% says that traditional food motivates them to visit Fort Sinhagad and only about 10.6% respondents says that traditional food does not motivates them to visit Fort Sinhagad. So, from the survey we can conclude that the local food available at the Fort Sinhagad helps to create impact on tourist experience at the destination.

Promoting Local Gastronomy and Heritage 68 Tourism: A Case Study on Fort Sinhagad Pune

2. To study whether the Gastronomic tourism experience at the Fort Sinhagad helps to create an identity for itself while making a notion of place making. The result from the survey conducted of 151 respondents says traditional food is the 1st thing comes to their mind when they think about Fort Sinhagad and 41.7% respondents says historical importance is the 1st thing comes to their mind when they think about Fort Sinhagad and about 6.6% respondents says adventurous activities is the 1st thing comes to their mind when they think about Fort Sinhagad and only 2.6% respondents says culture is the 1st thing comes to their mind when they think about Fort Sinhagad. So, as per the survey traditional food has created an identity for itself at Fort Sinhagad.

3. To analyze whether traditional food is a motivating factor for tourists at a heritage destination. The result of survey of about 151 respondents shows that 89.4% respondents says that traditional food motivates them to visit Fort Sinhagad and only 10.6% respondents think traditional food does not motivates them to visit Fort Sinhagad.

4. To understand the factors needed to consider while promoting local food. The survey of 10 respondents (vendors on Fort Sinhagad) states that the vendors don’t think to diversify local food as they want to concentrate on the traditional food recipes and try to increase hygiene standards of local food as hygiene increase their business by changing their perspective of tourists about the local food.

Limitation

This research is done sample questionnaire of 151 respondents from which most respondents are from Pune. This research particularly study on Fort Sinhagad and its gastronomy tourism. The data shown in this research is only of 151 random people.

Conclusion

The local gastronomy on Fort Sinhagad has created its impact on tourist experience and helps in increase of tourism as well as economic boost to the residents on Fort Sinhagad. Tourist visit Fort Sinhagad to know historical importance and also to experience the local food available at the destination. The

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hygiene standards of the local food are excellent. The local food gets its authentic taste from the water in Devtak located at Fort Sinhagad.

References

1. Baruah, S. R. (2016). Promotion of Culinary Tourism as a Destination Attraction of North-East India. (1), 201-209.

2. Charzynski, P. (2017). Assessment of the recognisability and attractiveness of regional kinds of Polish cuisine in the context of culinary tourism. (January). https://doi.org/10.5281/zenodo.829303.

3. Clemente, E. Di, Manuel, J., Mogollón, H., and Guzmán, T. L. (2020). Culinary Tourism as An Effective Strategy for a Profitable Cooperation between Agriculture and Tourism. (ii). https://doi.org/10.3390/socsci9030025.

4. Enacting “the local” in culinary tourism A study of culinary actors and their practices. (2020). https://doi.org/10.13140/RG.2.2.30102.70724.

5. Entas, D., and Kurniawati, R. (2017). Culinary Tourism Development Model In. (January). https://doi.org/10.22334/jbhost.v2i1.54.

6. Green, G. P., and Dougherty, M. L. (2009). Localizing Linkages for Food and Tourism : Culinary Tourism as a Community Development Strategy. (November). https://doi.org/10.1080/15575330809489674.

7. Horng, J., Tsai, C. S., Horng, J., and Tsai, C. S. (2012). Exploring Marketing Strategies for Culinary Tourism in Hong Kong and Singapore Exploring Marketing Strategies for Culinary Tourism in Hong Kong and Singapore. 1665. https://doi.org/10.1080/10941665.2011.625432.

8. Liberato, P., and Mendes, T. (2020). and XOLQDU \ 7RXULVP DQG IRRG WUHQGV. (January), 2019-2021. https://doi.org/10.1007/978-981-15-2024-2

9. Long-prepub, F., and Long, L. M. (2020). ComFort Food in Culinary Tourism : Negotiating "Home" as Exotic and. (January 2017).

10. Long, L. (2020). Culinary Tourism. (March). https://doi.org/10.1007/978-94-007-6167-4.

11. Molz, J. G. (n.d.). The Cosmopolitan Mobilities of Culinary Tourism. 10(1), 77-93. https://doi.org/10.1177/1206331206296383.

12. Permata, L., and Bakhri, B. S. (2019). The Potency of Culinary Tourism in Development of Sharia Tourism at Pekanbaru City. 6(1), 2018-2020.

Promoting Local Gastronomy and Heritage 70 Tourism: A Case Study on Fort Sinhagad Pune

https://doi.org/10.31580/jmi.v6i1.493. 13. Privitera, D. (2020). A view on culinary tourism-case study of Catania, Italy.

(July). https://doi.org/10.36122/GAT20200809. 14. Saha, A. (2019). Foods for Global Sustainability Indian Culinary Tourism

and Resilient Agriculture- Viewpoints “Indian cusines and global tourism: A potential unexplored .” (May). https://doi.org/10.13140/RG.2.2.12474.64963.

15. Saputri, A. M. J., and Widyaningsih, Y. A. (2020). Management of Culinary Tourism Products in Gunung Kidul Districts. 406(Iconhomecs 2019), 196-199.

16. Stone, M. J., Soulard, J., Migacz, S., and Wolf, E. (2017). Elements of Memorable Food, Drink, and Culinary Tourism Experiences. https://doi.org/ 10.1177/0047287517729758.

17. Suhairom, N., Mustaamal, A., and Amin, N. F. (2015). The Emergence of Culinary Tourism in Malaysia Tourism and Hospitality Industry : The Role of Chefs. (September).

18. Testa, R., Galati, A., Schifani, G., Maria, A., Trapani, D., and Migliore, G. (2019). Culinary Tourism Experiences in Agri-Tourism Destinations and Sustainable Consumption-Understanding Italian Tourists’ Motivations. 2017, 1-17.

19. Tetik, N. (2011). Culinary Tourism and The Role of Tourist Guides in Presenting Kitchen and Food Culture. (December 2019).

20. Tikkanen, I. (2007). Maslow’s hierarchy and food tourism in Finland : five cases. 109(9), 721-734. https://doi.org/10.1108/00070700710780698.

21. Tischler, S., Bauer-krösbacher, C., Mathis, J. K., Tischler, S., and Bauer-krösbacher, C. (2016). Travel Motivations and Destination Choice Behaviour in Culinary Tourism-A first attempt to study the Austrian population. (December 2015).

22. Wayan, N., Cokorda, S., and Raka, I. (2020). Developing Culinary Tourism : The Role of Traditional Food as Cultural Heritage in Bali. 406 (Iconhomecs 2019), 188-192.

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Culinary Tourism in Kolkata: A Study on Kolkata Biryani

Sankar Kumar Mukherjee1, Arajit Kumar Das2 1Amity University- Kolkata.

2Institute of Advanced Management. E-mail Id: sankarkumarmukherjee@gmail.com

Abstract

Tourism today has been a major force of economic development of a nation and the trend is increasing. People travel for various reasons. Even if cuisine is not the primary motivation for choosing a destination, but it always remain to be in the second or third position. Gastronomy is an important issue for current researches and it has always been for an Indian traveler. The local cuisine has become an essential element to be considered with the culture and lifestyle of the host population as it integrates the values associated with tradition and authenticity of the region. Today, Gastronomy has become an important facet of the tourism product and many destinations have started using food as one of the sources of attraction in their tourism marketing issues as well as a way to differentiate themselves from others in the competition and broaden their market base in tourism perspective. Kolkata, the capital of Bengal is inhabited by the foodie Bengalis, who are very much, tongue conscious and choosy about the taste. Biryani in Kolkata has become a common delicacy and people of all age groups prefer to have this food. This Persian food today is fully Indian and is available almost everywhere in the country. The specialty about Kolkata and its Biryani culture resemblance itself with the Lucknow style of Biryani cooking and it came to the city along with the exiled Nawab Wazid Ali Shah in 1856. In more than 160 years, this food has undergone a lot of change to become the Biryani of Kolkata which is now one of the main culinary attractions to the tourists visiting the city after rassogolla and misti doi. This book

72 Culinary Tourism in Kolkata: A Study on Kolkata Biryani

chapter will find out the facts behind the changing of Lucknow Biryani to Kolkata Biryani in course of time and will also evaluate its role in contributing to tourism development of the region

Keywords: Gastronomy, Authenticity, Foodie, Delicacy and Culinary.

Introduction

From time immemorial, man is fond of travelling tying knots with food as one of the basic ingredients of voyage, travel and tour. With time, the concept of food has evolved as one of the key areas of expedition, exploration and experimentation. Tourism and food are interconnected domains popularly connoted as Food Tourism or Cuisine Tourism or Culinary Tourism and emerged as one of the niche forms of tourism. In Culinary Tourism, the focal point is food and the entire tourism activity revolves around it. The tourists get an opportunity to rediscover, rejuvenate with the taste of mouth-watering dishes of the region adding value to the destination and in turn contribute to the value addition of the economy and well being of the society at large. Like other components of the tourism industry viz. accessibility, accommodation, attractions, food plays a unique experience in the minds of the traveler. Thanks to the era of globalization, tourists are moving across nations bringing the local food as one of the items which they must taste and satisfy their taste buds. Food is a common factor that binds people from different regions together. India, the land of many religions, diverse culture also boasts itself as one of the places which have given the world one of the finest cuisines.

Though the concept of cuisine tourism is new in India but is showing a growing trend. All these signify that the travelers value cuisine as a part of the region's culture. As the love for cuisine continues, many countries or places are associated with a particular type of food. Iran with Chelo Kabab, or Italy with Pizza, India with Biryani or Tandoori Chicken are to name a few. India, the mystic land, has an endless list of cuisines that is often beyond the reach of tourists. The breakup can be done state-wise, district-wise and region-wise making it practically impossible for the tourists to have a taste.

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The Arabs and the Persians are credited for creating bondage between Biryani & India. Slowly, Biryani acquired regional flavors-Awadh (now Lucknow), Hyderabadi Biryani, Kolkata Biryani become famous, thanks to the Mughals, Nizams and Nawab Wajid Ali Shah respectively. Kolkata's Biryani is distinctive and is different from other biryani dishes in flavor. It is very difficult to find someone in Kolkata, who has not tasted the delicacy once in his life. The item finds a remarkable place in the cuisine chart of any tourists visiting Kolkata. The uniqueness and popularity of Kolkata's Biryani have set a benchmark and has added a feather to the tourist attraction in Bengal. All these add up to make Kolkata, a new destination of biryani flavor. Our present study is a humble effort to decipher the role that Biryani plays in promoting Cuisine Tourism in Kolkata.

Objectives of study

The objectives of this paper are:

To understand the historical growth and development of biryani in India, To explore the characteristics of Kolkata biryani and to find out the reasons

for its popularity To understand the tourist satisfaction on Kolkata biryani To project the Kolkata city as a cuisine tourism destination

Methodology

This paper is produced based on the findings of a qualitative research done in the city of Kolkata to understand consumers’ attitude towards Kolkata Biryani, An empirical study research was conducted to assess consumer awareness, knowledge, likings, and behavior towards this particular popular consumption. Data was collected using the survey and interview methods. The research involved the collection and analysis of both primary and secondary data collected from different sources. In this study, primary data were collected from the respondents through face to face personal interview using virtual platforms and the target population of this study was the consumers of biryani shops. Data was mainly collected for the purpose of understanding consumer behavior towards biryani as a cuisine of the city. To collect the prospective samples from the

74 Culinary Tourism in Kolkata: A Study on Kolkata Biryani

population, mostly the residents and visitors of the city, simple random sampling method was used.

Rediscovering the journey across the continent: A historical background

The flight of Biryani from the land of Persia (modern Iran) to India is as exciting as the dish itself. It is widely accepted that the name "Biryani" derives its modern connotation from the Persian word "Birian" meaning "Fried" and "Birij" which is the Persian equivalent for "Rice". The uniqueness of this dish is based on the fact that in earlier times, the "Deg" or the "Pot" is being put on "Dum" or "Slow Cooking" to allow the meat to cook slowly and subsequently the rice will be fried gently. It is a perfect combination of various substances and spices thus making it irresistible.

The Mughal rulers were credited with the introduction of this cuisine in India. Slowly, Biryani continued to make inroads to other parts thus paving the way for adding local flavors. Lucknow, then known as Awadh, gave birth to Lucknow Biryani. Similarly, Nizam-ul-Mulk is associated with Hyderabadi Biryani while in the Carnatic region; it was the turn of Tipu Sultan. In the meantime to the east, Nawab Wajid Ali Shah introduced this elegant flavor to the Bengal local community in and around 1856 which came to be known as "Calcutta Biryani". He along with his squad of royal nobles and a group of his special chefs and cooks, moved to Kolkata during his days of exile and started living in royal grandeur in the Metiaburz region, located at the western fringe of the city.

The Nawab, a food connoisseur, was very fond of treating his people in a princely manner as far as food is concerned. During those days potato as a vegetable was not easily available for the common people. It was imported from Portugal by the British traders, commonly known as Batata in Portuguese. When cooked with special spices and saffron, this potato used to taste delicious which attracted the Nawab towards it and so potato got a permanent position in the history of Kolkata biryani. Some theorists are of the view that his financial condition created a stumbling block to accomplish his objective. It was agreed upon that potatoes and eggs will be substituted for meat. Later this theory was proved false as the British

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in their documents mentioned that the Nawab moved to Kolkata with all his wealth which was enormous during those days. He never faced any financial crisis. In this way the then Calcutta saw the birth of an exclusive dish that gradually became the food for the common people.

As a result of huge popularity, 20th & 21st centuries saw the establishment of many restaurants around Kolkata some of them being Aminia, Shiraz, Arsalan, Zeeshan, Alibaba, Biryani House, Haji Saheb, Rehmania, Bawarchi, Royal India Hotel, Oudh 1590, Bedwin to name a few. Apart from these, we can find various Mughlai Restaurants in each corner of the city which serves this popular dish. This growth is continuing even today due to the people's fondness and as a result, it is available from a small roadside eatery to a shopping mall.

The distinctiveness of Kolkata Biryani is reflected through the slow cooking of the meat and potatoes on low heat (dumpukht). These are then put into a pot or handi and various types of spices viz. cardamom, mace, saffron, cloves and sweet attar are gently added to it making it a perfect combination. Subsequently, the handi is sealed properly and the low heat cooking process continues for quite a while. Kolkata Biryani, today, has interwoven itself so nicely with the Bengali culture thus breaking the distinction between different cultures, religion and herein lays the strength of food to unite and to transcend without any inhibition.

Kolkata Biryani-It’s Hallmark

Kolkata’s Biryani occupies a distinctive place in the hearts and minds of the tourists’ inspite of other Bengali delicacies like chhana mishti or various fish preparations. This exclusivity has made Biryani to stand strong amidst other type of cuisine which has invaded our life. Though a foreign cuisine, but the City of Joy has transformed it into such oneness that no one can forget to taste.

Kolkata’s Biryani is light in essence, color and mildly spiced in comparison to its counterparts-Hyderabadi or Lucknow style. At this juncture, various food researchers have tried to figure out the reason also. It is said that, keeping in mind of the climatic conditions of the region, Nawab’s cooks were very much worried

76 Culinary Tourism in Kolkata: A Study on Kolkata Biryani

about the health condition of their Chief and they advocated in favor of making it light and this tradition is going on still.

Apart from its simplicity, the use of potato and egg in it, are another reason for its attractiveness. The Biryani rice is being soaked into saffron and rose water and along with it the sweetness is added through cinnamon and nutmeg. The presence of the softened meat hidden inside the rice is very difficult to resist. All the modern day establishments have their own secret recipe which makes it unique from others. Whatever it is, a plateful dish of Biryani along with its constituents - egg, meat, potato and most importantly the aroma-the environment is perfectly right to delve oneness into this historic cuisine.

There is no doubt that cuisine paves the way to know the culture of a destination. The same is true and very much applicable in the case of Kolkata where tourism and Biryani meets. Through Kolkata Biryani, a new form of cuisine tourism is emerging which will have an immense effect on the tourism map of Kolkata. Simply mentioning that the people of Kolkata and the culinary tourists visiting the city only love to have the taste of the regional biryani will be somewhat wrong and it will also showcase that there is no other biryani style available in the city. Truly speaking for the people of the city consuming biryani is not time specific. To them it can be consumed at any part of the day without any reason. This dish finds itself in all the dining tables irrespective of the caste and creed. It is also consumed by the people of all age groups. The business centers of the city like Dalhousie, Park Street, Sector V, Burrabazar, Hatibagan, Gariahat, New Market etc, have a number of biryani outlets selling the product. It is sold in the open streets where people sit under a big garden umbrella and also in restaurants and eateries of the city. The food is served with different pricing tags. The quality of the meat, aroma and the rice matters with the price of the plate. But this delicacy is available for all at a competitive price, to be consumed by a college go-er to an executive of a reputed establishment. A plate of mutton biryani is available at a price between Rs. 300 to 400 in established restaurants with GST whereas the plate is available for the common people in street eateries from Rs 90 to 150. But the quality matters here and there are ample complains about the quality of the food served in these outlets, specially the coloring agents used in the food.

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Traditionally, saffron is to be used for the color but its scanty availability and very high price force the chefs to find alternatives which are mostly synthetic color the use of saffron in the biryani by most of the manufacturers. But whatever be the reason, biryani are the most welcomed food items for the people of the city. It has even found its place in the menu of social gatherings like marriages and other religious events among the Hindus, Sikhs and Christians. Tourists checking in hotels and rest houses also enquire for this food and it is in the permanent list of the menu card of these hotels. Tourists visiting the city usually come to New Market and its adjoining areas for shopping and to taste the Bengali cuisine. There are many hotels and restaurants who serve this Kolkata biryani to these enthusiastic culinary tourists which they are doing for quite long years. Not only the famous popular food giants serve this food but in and around New Market area this food item has taken the households as the local Muslims households prepare this and sell it in the open streets. The taste is amazing in most of the preparations.

Features of some Biryani Establishments in Kolkata

In this section generous step has been taken to highlight features of some of the Biryani establishments in Kolkata. Most of these establishments are popular in the city for quite long years and they are brands serving quality Mughal food having different tastes and cooking styles for the food. All of these outlets are jewels in their own respect.

Oudh 1590 always tries to serve the authentic Biryani which has a connection with modern day Lucknow. The guests will be spellbound by the flavor of aromas that mixes with the secret spices making it a unique one and the mutton piece is simply superb in terms of its size and taste. While tasting Biryani, we can go down to history considering the environment which it represents. The music, cutleries, ambience-all transcends to a Nawabi culture.

Arsalan a very popular food giant today established its first outlet restaurant in the Park circus region few years ago and is regarded as a new food chain of the city, became popular with their biryani food items and serving the biryani in Kolkata style. Their cooked biryani is very popular as the aroma, the texture and

78 Culinary Tourism in Kolkata: A Study on Kolkata Biryani

the taste of Biryani is simply mind blowing. The Chefs devote a quite amount of energy so that with the right amount of spices and a mild delightful aroma, the rice is transformed into a heavenly affair and not to speak about the soft pieces of meat and potato.

In the earlier period, if it is biryani it has to be from Shiraz. Maintaining that style and ethnicity till today, Mutton Biryani is still their Unique Selling Point (USP) and is sold like hot cakes. Shiraz is still regarded as one of the best addresses of Awadhi Cuisine with the perfect blend of spices, rice, flavor, the size of the meat, the taste of the potato and the human touch.

One of the oldest eating joints in Kolkata-Aminia, established in 1929 traces its root to the Awadhi food culture. The Biryani legacy is still maintained by its present owners, some of them being the third and fourth generations in this endeavor. The establishment emphasizes to a quite extent on the taste and flavor of the spices that makes this dish divine.

Mughlai Dishes can’t be complete without Royal India who has taken the art of cuisine to a great height. The tastes of every Biryani dish are very difficult to express in words and all this is due to the perfect combination of spices, raw meat, Basmati rice, koftis. It is worth visiting this place and to pacifying the hunger for the Mughlai dishes.

The Biryani served by Only Alibaba is not very spicy and is a must for any tourist, as well as the local population. The quality as well as the quantity of the dishes adds value and worth for money.

One of the specialties of Dhaka Biryani House is that they don’t serve eggs. But that does not resist food lovers from going to this place in search of good taste, mutton size which is properly cooked with yellow potato giving a nice smell with good quality rice.

Bawarchi has always been the right destination for food lovers and the establishment has not turned them away. With a huge, soft meat chunk hiding inside the rice which is also soft, long without any broken pieces, aromatic-all

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signify one thing-we need to plunge ourselves without wasting any further moment.

The list of the establishments we covered is minuscule in comparison to the number of eating joints Kolkata have in terms of Mughlai dishes and to be more specific-Biryani. All of them have their own individual secret recipe which makes them unique. Biryani does not require to be taken as a way of celebration but is a regular lunch for the office goers. Dalhousie, considered the main business district of Kolkata is also a home for various types of roadside eateries. Biryani has also found a place and is always a must that can be taken at any point of time. All this points to one single destination-Kolkata’s Biryani is here to stay and will be an all time hit not only with the local people but also with the tourists making Kolkata be recognized as one of the places for “Food Tourism”. The craze of biryani is increasing day by day among the Bengalees of all ages. They have a close relationship with this food for ages which developed with the invasion of the Muslims in this part of the country. The Hindu Muslim population is evenly balanced and so is the food. Muslim food became popular among the Bengalees mostly after independence and people accepted this food as the population irrespective of caste, creed and religion as they prefer mostly rice based food along with meat and rich aroma of the selected spices used in biryani. This food contains a balance of starch, carbohydrate and protein. Approximately 150 grams of mutton biryani contain 51% carbohydrate, 25% protein and 12% fat. Its calorie intake is 250 Cal of which 125 Cal is from the fat present in the food. The chicken in the plate is a source of selenium and 100 grams of chicken provides 27.6mcg of selenium which works as an anti-ageing device and helps the immune system. The spices used to cook this dish in low flame, are excellent for digestion due to the presence of spices and herbs like turmeric, ginger and cumin seeds which help in speeding the process of the digestive enzymes. The spices also release bile from the liver which is used by our system to process the fat and also for excretion. The intake of turmeric helps in preventing bloating, therefore relaxing the digestive system. The ginger in the biryani prevents nausea and also helps in absorbing all the nutrients. Chicken also has niacin which is commonly known as vitamin B3 which is a detoxification substance helping in the supply of energy in the body, keeping the body healthy and resisting diseases like Cancer, cholesterol

80 Culinary Tourism in Kolkata: A Study on Kolkata Biryani

or even neurological disorders. It helps to reduce depression, insomnia and prevents Alzheimer disease and schizophrenia. Bengalees need rice, a piece of mutton/chicken/fish and a vegetable which is a potato to complete their lunch or dinner which is present in a biryani plate. This makes the dish a favorite food item both among the common people as well as the tourists visiting Bengal. West Bengal tourism has kept this food within their menu list which is highly appraised by the tourists visiting the state. Cuisine tourism and biryani gets its best here.

Conclusion

The main objective of this paper is to find out the historical background and time travel of the Awadhi delicacy biryani and its rebirth in the city of Kolkata. Today this dish is available in every corner of the city and in its limits. It is food for the rich and the poor, food for the hungry and a relaxed foodie. This particular cuisine has managed to be part of the historical development of the city. A much-loved cuisine today attracts a lot of tourists in the city. Culinary tourism is gaining importance day by day and has become an important facet of the tourism product and many destinations like Kolkata have started using food as one of the sources of attraction in their tourism marketing issues as well as a way to differentiate themselves from others in the competition and broaden their market base in tourism perspective. City tour operators and travel service providers are motivating tourists to visit the city from the culinary perspectives. The city organizes food festivals in frequent intervals throughout the year, which attracts a lot of people, not only the locals but also tourists visiting the city. It is always a popular place to visit for tourists. They mostly enjoy the various types of biryani and kebabs along with the traditional Bengali food and sweets. Major hotel giants keep this food on their menu and are always available any time of the day. This brings praise and popularity to the food. Today the city of Kolkata and its biryani delicacy is counted together. The city welcomes tourists worldwide to taste the cuisine of the region.

References

1. Achaya K.T, The illustrated foods of India, Oxford University Press, New Delhi, 2009, P 31.

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2. Achaya K T, The Story of our food, Universities Press, India, 2000, Pg 23. 3. Hall, C. M., Sharples, E., Mitchell, R., Macionis, N., & Cambourne, B.

(2003). Food Tourism around the world: Development, management and markets (Vol. First): Butterworth Heinemann.

4. Kivela, J. and Crotts, J.C. (2006). Tourism and gastronomy’s influence on how tourists experience destination. International Journal of hospitality management, 33(1), pp. 354-377.

5. Long, L. (2014). Culinary Tourism. Springer International Publishing AG. 6. Madhur Jaffery, A Taste of India 1985, Pavilion Books Ltd. London, 2nd

impression, 1986, P 176. 7. Padmanabhan, Mukund. Subash Jeyan and Subajayanthi Wilson. 2012. Food

Safari: In search of Ambur biryani . The Hindu. Retreived on 2017-11-03. 8. Priya Ganapati. 2004. "Of biryani, history and entrepreneurship". rediff.com,

Retrieved 2017-10-27.

07

Festivals for Sustainable Tourism Development: 82 A Case Study of Marwar Region of Rajasthan, India

Festivals for Sustainable Tourism Development: A Case Study of Marwar Region of Rajasthan, India

Mahesh Kumar Bairwa1, Dr. Swapna Patawari2 1Research Scholar at Jai Narayan Vyas University, Jodhpur (Rajasthan) & Lecturer,

State Institute of Hotel Management, Jodhpur (Rajasthan), India 342001. 2Associate Professor, Jai Narayan Vyas University, Jodhpur (Rajasthan)

E-mail Id: mahesh.k4@gmail.com, mailtoswapna@gmail.com

Abstract

Festivals are the link to showcase our culture and heritage. There are various festivals celebrated in the Marwar region, but no complete précis of all offered festivals exists, especially of the local and regional festivals. The Marwar region comprises of six districts, namely Jodhpur, Barmer, Pali, Sirohi, Nagaur and some part of Sikar. This chapter aims to showcase the festivals and fairs of the Marwar region of Rajasthan state and their contribution in the sustainable tourism development. This chapter also aims to examine the festivals and fairs as the key for driving force of the economic development of the state. It also suggests that the regional or festivals and fairs of Marwar region have both social and economic impacts. However, there are some important lessons to be learned. The local festivals of Marwar region are naturally influential in enhancing domestic tourism and making a major contribution to the economy of the region. Moreover, Festivals are a key strategy in promoting those places which have suffered from underinvestment and have been essentially ignored.

Keywords: Fairs and Festivals, Festival Tourism, Marwar region, Festival Tourism Marketing.

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Introduction

There are different definitions of festival tourism in different literatures; however in the domestic research it is believed that festival tourism is the floorboard of festivals and celebrations. It is a form of social activity lived by the local people for fulfilling the living customs for long time and gradually established and passes on generation to generation (congcong, 2014). Getz. D. (1997) stated that festivals are the tourism attraction like other attractions such as spiritual, adventures etc. and it is a way to plan for development, establishing a vivid image of a region as destination of festivals and marketing the series of activities associated with these. While, (Belam Swapna, 2020), highlighted that fairs and festivals gives a chance to the local individuals of the host community/destination to share their way of life and convictions, which ultimately make a feeling of qualities and convictions held by the people in a local community and provide chances to individuals to trades, experiences and data. Further, Festivals are essentially portals to get into the local community and give a chance to the tourist to perceive how the local communities extol their way of life and how this impacts the development of a community, which additionally establishes the tourists to connect with the host network and appreciate the way of life for what it's worth without influencing it.

The Back Ground

Marwar is the south western region of Rajasthan state in northwestern India. This region partly lies in the Thar Desert. This region is comprised with present day districts of Jodhpur, Barmer, Sirohi, Nagaur, Pali and some parts of Sikar district (wikipedia, 2021). However, by looking in the administration setup of the present day Jaisalmer also comes under the Jodhpur division. So Jaisalmer may also be considered in the Marwar region. Historically kingdom of Marwar is also known as Jodhpur state and its capital was the city of Jodhpur until 1947. This region is covering the area of 93424square kilometers.

According to a popular saying, “There are more festivals celebrated in Rajasthan than there are days in the year.” In this region, most of the traditional fairs and festival with religious, mythological and seasonal relevance are celebrated with elaborate rituals, prayers, devotion, fanfare and fervor. Most

Festivals for Sustainable Tourism Development: 84 A Case Study of Marwar Region of Rajasthan, India

of the festivals are celebrated according to the lunar cycle in the brighter part of the month and there in as abundance of festivals buoyancy and intensity during the summer and monsoon month. These festival revelries help the people on unwind from the rigout of a hard desert life and provides superb opportunity for men and women of different communities and villages to spend the quality time together. The social interaction among the people creates better understanding and sense of belongingness among the masses.

Rajasthan’s or country’s major festivals such as Deepawali, Navratri, Holi, Rakshabandhan etc. are celebrated all over the land of Marwar but this land has their unique festivals and fairs which not only attract the unified people of the area but attract the people of country and globe to witness the richness of these fairs and festival and helps in recognizing worldwide. The music, dance forms, songs, dresses and costumes, jewelry, food and language are unequalled by any other place in the state. The festivals and fairs are so overpowering that no matter from where the tourists come, what are their language preferences, etc., the rhythm; sounds and atmosphere will never fail to impress them. However, in spite of immense potential of festival tourism, the region is not benefiting from the potential advantages of and support for showcasing the hidden and unexplored festivals to the community at large (Sharma. A., 2017). The aim of this chapter is to investigate in more depth about the festivals and fairs and its tourism form in Marwar region of Rajasthan.

Objectives

The specific objectives of this study focused upon:

To explore about the fairs and festivals of the Marwar region of the Rajasthan state analyzing their contribution in the sustainable tourism development.

To understand the social and economic impact of fairs and festival on the people of the region.

To know the issues and challenges associated with fairs and festivals of region.

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Literature Review

The subject of research needed substantial review of earlier studies to know the concept better and proceeding further in research. However, International and Indian authors in context with India have done an appreciable and commendable research work on “Festivals for Sustainable Tourism Development”. Following extensive literatures and relevant literature has been the part of study to get deep insights about the research problem.

Moscardo (2007) demonstrated that the contemporary tourism research on festivals and occasions is centered on four fundamental themes including financial effects, assessing and improving advertising and administration quality, the administration of festivals with a specific focus on showcasing their potential benefits and evaluating the more extensive festival impacts as experienced by local residents and communities.

Waitt (2003) states that arranging/managing tourism in a way that it is suitable to personal satisfaction and values results in socio culturally sustainable tourism. Sustainability in tourism expects hosts to be strongly positive towards improvements, to upgrade the visitors’ involvement and also adding qualities for place attraction.

Schuster (2001) has argues that festivals yield financial advantages by raising the profile of places, their items and establishments and pulling in streams of visitors, capital and internal speculation. For some western urban communities, a key inspiration in creating festivals has been to recover from long-term monetary loss.

According to Fox Gotham (2005), Festivals and occasions have been only one piece of a more extensive range of new ‘social procedures’ that is used to re-vitalize traditional economies.

The study of Pine & Gilmore (1999) and Zukin (1995), advocates about the encounter economy that is supported by tourism through relaxation and diversion.

In terms of financial or economic effects, as Formica (1998) authenticated that, festival profiles, sponsorship, estimating economic, management and

Festivals for Sustainable Tourism Development: 86 A Case Study of Marwar Region of Rajasthan, India

drift portrayal are the fundamental subjects impacts the financial stability of any region.

In context of the present research, the local fairs and festivals can work as a backbone not only for income but also for the development and reimaging of a region. Events can make a positive representation for the local community and give a healthy marketing benefit in the context of similar communities (Allen, O’Toole, and McDonnell & Harris 2002).

The important point here is to consider that we need adequate resources and investments for promoting local festivals. As suggested by Bailey (1998), Making huge investments and developing extra facilities are not always necessary to market an event.

In the similar context, as per Jackson et al. (2005), Mc Morland & Mactaggart (2007), The community participation, belief in their culture and values are self sufficient to promote the local festivals and events. Furthermore, the merger of festivals and events with tourism can certainly bring many benefits to the society at large scale. Numerous regions consider festivals to be extremely significant components of the tourism product (Jackson et al. 2005; McMorland & Mactaggart 2007), and festivals are one of the best tourism products which a region can offer to differentiate it from its competitors.

Research Methodology

The exploratory research methodology has been utilized where; exploration of secondary data through reviewing various published journal articles, periodicals, newsletters, blogs, websites etc. has taken place.

Fairs and festivals of Marwar Region

There are many festivals are celebrated in the Marwar region but their complete précis is very hard to find. However festivals and fairs can be categorized on the basis of below mentioned diagram.

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Source: Authors

Figure 1.The various forms of Festivals & Fairs

Government recognized Festivals & Fairs

These festivals and fairs are celebrated and organized by the Government of Rajasthan, ministry of tourism, art and culture. Some of the major are shown by the table 1. (end of the chapter)

Traditional Festivals

Apart with government recognized festivals and fairs, many lesser popular festivals are equally important for sustaining the culture and heritage of the region. Some of the famous traditional festivals celebrated are mentioned in the table 2. (end of the chapter)

Uniqueness & Economic Importance of Marwar Festival

This festival was originally known as ‘Maand’ festival, which means the kind of folk music that inscribe the romance and courteousness of rulers of Marwar state. Specially dedicated to the heroes of land i.e. Rajputs. This festival is a way to recall the code of conduct, which were the defining characteristics of Rajput heroes. For the newer generation, it is a medium to showcase the history and culture through songs and folk dances. Dancers dress up in unique costumes of the state. Beside this, number of competitions and entertainment activities are organized for tourists, visitors and locals. Some of the major typical and unique dance forms are Dandi Gair, Kalbeliya, Chari, Ghoomer, Bhavai etc. are performed by the national and international renowned artists of the region. As the local song “Kesaria Baalam Aavo ni Padharo Mhare Desh” is the true essence

Festivals for Sustainable Tourism Development: 88 A Case Study of Marwar Region of Rajasthan, India

of hospitality being offered to the tourist at the region. Tourists get enthralled and feel prized by the hospitality of the locals with true colors of culture, customs and heritage. State’s ministry of tourism and culture with district administration plan and organize the festival every year with more and more synergy and enthusiasm (utsavpedia.com, 2021).

This festival is famous for the sale of traditional items such as ethnic clothing (saree, suits, kurtis, Jodhpuri pants), as well as gems and jewelry. Smaller portable items are usually liked by foreign tourists like Bandhani tie and dye dupatta, turbans, mirror work hand bags and other accessories. Handicraft memoirs are also available in abundance. Hospitality sector and other intermediary is having the peak season during the festival and earn the handsome business during the occasion. (discoveredindia.com, 2021)

Discussion and Conclusion

While surveying the impact of festivals as tourism product at the domestic level, socio-economic importance has been the key factor which is working as driving force for the development of tourism and benefitting the local community at large. The positive impacts at large scale can be the following:

The host community is benefitted through the development of better connectivity through road, railway, air transport and other infrastructural development.

Fairs and festival helps in contribution of growth of local economy. Fairs and festival tourism has potential to promote other distinguished features

such as culinary, agriculture, spiritual and rural aspects of the region that ultimately benefits the local community.

Festivals are emerged as a medium of exchanging inherited, varied and indigenous culture of host community with others.

Promotion and marketing of festival tourism destination helps to highlight certain destinations which in terms leads to development of intermediary services in better and prolonged way.

Employment and job creation is the major benefit that up lift the status of the local community.

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For sustainable development, Tourism can protect the surroundings and local heritage in a way that would not be possible if mega occasions are not organized.

However, many challenges are associated with the fair and festival tourism that sometimes creates huge difference in the livelihood of the local community. Some of the major challenges can be safety and security concern of local community, carrying capacity of the destination, escalating crime rate etc.

The local fairs and festivals of Marwar region are exceptionally instrumental in enhancing domestic tourism and in making a major contribution to the economy of the region. Fairs and festivals are a key strategy in promoting those places that have suffered from underinvestment and have been essentially abandoned. Stake holders at regional and national should systematically work on it. Tourism, event and hospitality industry stakeholders and local officials need to view local festivals as crucial activities for providing income and business opportunities, especially for the local people who are suffering from economic scarcity. Fairs and festivals are not merely a medium of entertainment in the Marwar region but they have an important social function and provide economic development resources. This chapter suggests that the local festivals of Marwar region have both social and economic impacts. However, there are some important lessons to be learned which would be helpful in sustainable development of the tourism. Focused training on marketing and promotion strategies is needed. Additionally, government support is needed in order to allow local festival organizers to conduct well planned and well-operated fairs and festivals. Finally, amenities should be provided to the attendees, visitors and tourists at the place of festival.

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26. Moscardo, G. (2007). Analysing the role of festivals and events in regional development. Event Management, 11(1-2), 23-32.

27. Pine, B. J. & Gilmore, J. H. (1999). The Experience Economy. Boston, MA: Harvard University Press.

28. Schuster, J. M. (2001). Ephemera, temporary urbanism and imaging. In Vale, L. J. & Warner, S. B. (Eds.), Imaging the City: Continuing Struggles and New Directions (pp. 361-196). New Brunswick: CUPR Books.

29. Smith, M. & Forest, K. (2006). Enhancing vitality or compromising integrity? Festivals, tourism and the complexities of performing culture. In Picard, D. & Robinson, M. (Eds.), Festivals, Tourism and Social Change: Remaking Worlds (pp. 133-151). Clevedon: Channel View Publications.

30. Waitt, G. (2003). Social impact of the Sydney Olympics. Annals of Tourism Research, 30(1), 194-215.

31. Zukin, S. (1995). The Cultures of Cities. Cambridge, MA: Blackwell Publishers.

Festivals for Sustainable Tourism Development: 92 A Case Study of Marwar Region of Rajasthan, India

Table 1.Government recognized festivals and Fairs of Marwar region Name of festival/ Fair

Place Time/Duration Description in respect to Socio- Economic Importance

Thar Festival Barmer January of every year, three days long.

Western part of Marwar is famous for its Thar festival, which is organized by the tourism department of the Barmer district administration every year. This festival is organized to attract tourists from all across the country. Local art, craft and tradition of Barmer are displayed here. The trend of this festival was started in the year 1986 in order to increase the tourism potential of the district. This three days event includes cultural events like folk dances, folk music concerts and crafts exhibition etc.

Mallinath Fair Tilwara March/ april, 15 days long

This fair is one of the biggest cattle fairs of Rajasthan. Local and neighboring state (Gujarat, Madhya Pradesh, Haryana and Punjab) people visit this fair to look out for highly popular breeds of cattle such as cows, camels, sheep, goats and horses.. It is said that the fair originated from the transactions that took place when admirers of Rawal Mallinath, a popular local hero, gathered in Tilwara (Barmer), riding on well-bred animals to meet him. At the same place, there is a shrine of Mallinath ji also, where people pray and believe that their wishes would be granted. After their

Local Food and Community Empowerment through Tourism {Volume I} 93

wishes are fulfilled, it is customary to offer miniature horses as a token of thanks to the shrine. One can see wood, brass and bronze horses being sold by the traders who come from Mathura, Agra and Aligarh in Uttar Pradesh. There are other shops selling general merchandise, fodder and agricultural tools. The fair opens with the hoisting of the flag of Rawal Mallinathji and the songs praising his valor and greatness. The fair features bullock, camel and horse races and thoroughly bred animals, who compete against each other on the dry river bed. The animals who win are crowned with white badges and are sold for higher prices at the fair.

Summer festival of Mount Abu

Sirohi, very famous and only hill station of Rajasthan

Month of may every year on the Budh Purnima

Elaborated festival celebration starts with singing of ballads. Concludes at Nakki Lake with folk music, dance and display of traditional culture. This festival has the beautiful show of skating race, CRPF band show, boat race, tug of war, panihari mataka race etc.

Winter festival of Mount Abu

Sirohi, very famous and only hill station of Rajasthan

March/ April of every year, organized by RTDC, start from Hotel Sikhar and lasts for three days.

This festival gives a breakthrough from the monotonous lives of the locals, attracts domestic, newlyweds couples tourist for the honeymoon for the low budget celebrations. This festival witnesses the joyous and colorful activities of rich culture and customs. Ghoomer and Gair singers mesmerize the

Festivals for Sustainable Tourism Development: 94 A Case Study of Marwar Region of Rajasthan, India

tourists and audiences with exotic dance moves. Several water sports, rowing competitions and cultural activities are organized at Nakki lake.

Desert festival Jaisalmer (Golden fort and Sam sand dunes)

February of every year. Starts with Gadisar lake/ fort and ends at Sam. Last for three days.

This festival was initially started for foreign tourists to showcase the many facets and cultural backdrops. This festival is the medium to exhibits the real life and culture of the Thar people in broader aspect. BSF of India also take part in camel tattoo, gymnast display on camel back and camel polo along with activities like turban tying, tug of war, best moustache man of Thar etc. are the main attraction of the festival.

Rajasthan International Folk Festival (RIFF)

Jodhpur Mehrangarh Fort, Umaid Bhawan Palace, five day long festival.

This is the only festival of India which is organized to celebrate the musical heritage of Rajasthan. This festival is regarded as the platform for creativity and sustainable development by UNESCO. RIFF provides a great platform for Grammy winners, Indian folk artist, and Sufi musician from round the globe to perform here. Popular activities and shows are spectacular cultural shows and musical concerts.

Nagaur Fair Nagaur Every year in the month of January or February for four days

This fair is famous for varieties of cattle/livestock display. More than 70000 cattle are displayed for the sale. Apart with horses, camels and exquisitely crafted wooden items iron crafts are also main attractions. Sporting events such as tug of war camel race Bullock

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race cockfighting are the most popular. Tourists are attracted by jugglers’, puppeteers who show their range of talent in the most amusing way. (www.tourmyindia.com, 2021)

Ramdevra fair Jaisalmer Ramdevra

August/ September, Nine day long

A sacred fair for the local people of Marwar region. This fair is held in the memory of Baba Ramdev Ji every year, devotees congregate from near and far places to witness the celebration and to offer prayers. This fair signifies the unity of different communities and bridging inequality in the society. Many activities like bhajan, kirtens are sung. Socially and economically this fair plays a pivotal role for the land of Marwar.

Marwar Festival

Jodhpur and around

September/ October, two days long.

This festival is celebrated in the memory of warriors of Rajasthan. It is held at different historical venues of Jodhpur such as Mehrangarh fort, clock tower, Umaid Bhawan Palace, mandore garden, polo ground and Osian (entry gate for sand dunes). Many activities are organized to make the event attractive and memorable for the tourist and natives.

Source: Authors (Compiled from literature and websites)

Festivals for Sustainable Tourism Development: 96 A Case Study of Marwar Region of Rajasthan, India

Table 2.Traditional festivals and Fairs of Marwar region Festival/ Fair Description Teej Festival This festival is famous from Bundi district of Rajasthan but equally celebrated in the

Marwar region. Sinjhara is celebrated by the unmarried girls and women, a day before Teej. There is a popular saying that, “Teej Tyohara Bavdi, Le Doobi Gangaur”, means, festivals are starts with the celebration of Teej and finishes with the celebration of Gangaur in the Rajasthan.

Gangaur Festival Gangaur is celebrated widely in almost all the districts of Rajasthan including Marwar region. Ladies worship Gangaur (Shiv- Parvati) for immortality of husband and long life of brothers. Ghoomer dance and ujina are quite famous on this occasion.

Sheetala mata Fair

This fair is organized at a place locally known as ‘Kaga’ in Jodhpur district held on Chaitra Badi 8(March-April) every year. Nearly thirty to forty thousand people assemble to pay homage to the deity of Sheetla Mata.

Chamunda mata Fair

Chamunda Mata temple is located in Jodhpur’s Mehrangarh Fort. Chamunda Mata is the family deity of Rathors clan (the former rulers of Jodhpur State). This fair is held on Ashvina Sudi 9 (September-October) every year. More than fifty people, who worship the goddess, congregate in the fair.

Others

Many lesser known fairs are also organized by the district administration of Jodhpur like dussehara fair at Masuria hillock, Nau Sati ka Mela at Bilara, Kaparda fair of bilara etc. while some festival like Patthar mar Holi of Barmer, Bachchh Baaras, Hariyali Amavsya, Karva Chauth etc. are celebrated with immense love and enthusiasm.

Source: Authors (Compiled from various literatures and websites)

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Local Food and Community Empowerment through Tourism {Volume I} 97

Rediscovering Kumaoni Cuisine (A Study of Local and Lost Dishes of Pithoragarh Region)

Prof. Laxmi Todiwan1, Dr. Chef Sangeeta Dhar2 1Professor & Head of Department (Accommodations),

Apeejay Institute of Hospitality, Navi Mumbai. Maharashtra. 2Associate Professor, Pacific Institute of Hotel and

Tourism Management, Udaipur, Rajasthan. E-mail Id: laxmi.kohli@gmail.com, dharsangi@gmail.com

Abstract

Presently, the Kumaon (or Kumaun) region is spread over an area of more than 35,000 sq. kms. and is headquartered at Nainital. It is spread over the districts of Almora, Bageshwar, Champawat, Nainital, Pithoragarh, and Udham Singh Nagar with the town of Nainital serving as the administrative center.

Pithoragarh though a very scenic place with excellent natural resources; is a difficult terrain. Earlier it was not a popular tourist destination due to the difficulty in travelling to and from the place. However, now with the development of road network and other infrastructure and better transportation facilities the visitors and tourists are coming.

Most locals leave their native place to find work in larger cities and then they generally settle down there itself due to better quality of life than facing the hardships of the hills. There is no script for the language spoken. Though Kumaoni is spoken in the Kumaon region of Uttarakhand, in Pithoragarh the locals like to call their language Pahari.

Kumaon has a unique local cuisine, which has been passed on through generations. However; it has been not been properly recorded and documented. The objective of this research is to study the Kumaoni cuisine, rediscovering the local and lost recipes of Pithoragarh region

Rediscovering Kumaoni Cuisine (A Study of Local 98 and Lost Dishes of Pithoragarh Region)

and document the local dishes with their basic ingredients, especially the ones that are on the verge of extinction.

The Primary Data is collected through observational and experiential Method as the researcher is a native of Pithoragarh, Uttarakhand. The researcher is well versed with the cuisine as it is her staple food and her family regularly cooks the traditional dishes. The cuisine is studied through observation and interactions with the natives of Pithoragarh and collecting recipes as well as cooking methods with a focus to rediscover recipes that are losing their prominence.

The secondary data is collected through journals and other published sources.

Most dishes use recipes passed on over generations without much change or transformation. Traditional utensils and cooking methods are used. Ingredients and spices used are locally grown or that are locally available. Seasonal food items are used. Many vegetables are dried and kept for use during off season. People eat equal amount of vegetarian and non-vegetarian food. Mutton is popular as much as the Mas ki dal (Kali dal). Chapati and rice are staple food. The dishes are quite simple and are loaded with nutrition. Taste is enhanced by water that is sweet and has natural minerals in it. Common flavours of dishes come from the traditional masala called noon khusaini which is a combination of termeric, chilli, cumin seeds, garlic and rock salt ground on a grinding stone.

This study brings out the need for identification, collation and documentation of traditional dishes and recipes. Their publication will ensure that there is one reference where all traditional and lost recipes of the Pithoragarh region of Kumaon can be found. It can also save some traditional recipes from becoming extinct.

Keywords: Kumaoni Cuisine, Pithoragarh, Uttarakhand, Local food, Traditional recipe, Bhang ki chutney, Bhat ki chadkani, Mas ki Dal, Sayle, aloo ka gutka, Gaut ka dubka, Pua.

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Introduction

Kumaon region constitute of an old Rajput principality, which became extinct at the beginning of the 19th century after its annexation after the Gurkha war of 1815.

Presently, the Kumaon (or Kumaun) region is spread over an area of more than 35,000 sq. kms. With its headquarter at Nainital. It is one of the two main regions and administrative divisions of Uttarakhand (earlier known as Uttaranchal), a hilly state of northern India, the other being the Garhwal region. The region is spread over the districts of Almora, Bageshwar, Champawat, Nainital, Pithoragarh, and Udham Singh Nagar with the town Nainital serving as the administrative centre.

Pithoragarh district having its entire northern and eastern boundary being international, assumes great strategic significance and, obviously is a politically sensitive district along the northern frontier of India. Being the last district adjoining Tibet, it has important passes of Lipulekh, Kungribingri, LampiaDhura, LaweDhura, Belcha and Keoof tremendous strategic important. The breath-taking beauty of Himalayas, wide expenses of grassy meadows, perennial streams roaring down the zig-zag course, a stupendous variety of flora and fauna and above all pure nature yet unsullied seem to beckon the beholder into their folds into the charmed world of virgin beauty.

Among the biggest gems in the large and mysterious treasure of the Kumaon hills is its food. The food tastes great, yet is easy to cook. People not only enjoy the cooking but also they relish the food even more. The cuisine makes use of local ingredients and is very nutritious.

Research Problem and objectives

Pithoragarh though a very scenic place with excellent natural resources has difficult terrain. Most local residents leave their native places to find work in large cities and then they generally settle down there itself due to better quality of life rather than facing the hardships of the hills. There is no script for the language spoken. Though Kumaoni is spoken in the Kumaon region of Uttarakhand, in Pithoragarh the locals like to call the language Pahari. Earlier it was not a popular tourist destination due to

Rediscovering Kumaoni Cuisine (A Study of Local 100 and Lost Dishes of Pithoragarh Region)

the difficulty in travelling to and from the place. However, now with the development of road network and other infrastructure and better transportation facilities the visitors and tourists are coming.

Kumaon has a unique local cuisine, which has been passed on through generations.However; it has been not been properly recorded and documented. The objective of this research is to study the Kumaoni cuisine, rediscovering the local and lost recipes of Pithoragarh regionand document the local dishes with their basic ingredients, especially the ones that are on the verge of extinction.

Review of Literature

Places like Almora and Nainital have been very attractive holiday destinations for tourists for decades due to their unique climate and tourist facilities.Large number of Indian and foreign tourists visit these places every year and stay there for some time. However,not much has been known about the local flavours. All that is changing now with hotels and plush eateries conducting food fests to popularise the cuisine. In a few years, names of dishes like thechwani, bhatt ki churkani, gahat ki daal may no longer sound alien but actually be music to the ears of food enthusiasts (Bhuyan, 2015).

The Kumaoni meal-a Kumaoni thali-is extraordinarily large and nearly impossible to finish in a single attempt. But the hospitality of the hills doesn’t believe in the word ‘no’, especially when it comes from the mouth of the visitor from the plains. To quote the words of Aditi Sengupta, (2019) “A bowl of millet kheer sits firmly between me and my visit to Kunkhet, on the banks of the River Kosi and my server keeps a watch on my progress with the dessert”.

“Simple, hardy and nutritious, are the easiest epithets to describe the food of Kumaon and Garhwal. Ghee-lathered rotis made of ragi or mandua flour, chutney made from hemp seeds or bhaang, dal dished out from the wonder legume gahat (horse gram lentils) and bhatt (black soybeans), paired with aloo kegutke and raita, which is seasoned with mustard seeds and turmeric-this is gold-standard pahari fare found in households, homestays and restaurants across Uttarakhand, serving up Kumaoni thalis” mentioned Bhura (2019).

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“For lunch we were treated to a fantastic Kumaoni meal, with traditional horse gram lentils, mutton, vegetables, bhang chutney and fried nettles (which itch for hours if you touch them uncooked). We were excited to finally taste some local food and stuffed ourselves silly. A nap in the sun was warranted,” in the words of Ambika Vishwanath (2018)

Thus, the visitors and tourists sing song in praise of the Kumaoni food dishes they are served once they have tasted these. The experience is unforgettable and it attracts them again and again to these sleepy hill stations.

Methodology of Research

The scope of this research is restricted to the Kumaoni cuisine of Pithoragarh region of Uttarakhand and does not cover any other places in the region.

The primary data was collected through observation and experiential method, as the researcher is a native of Pithoragarh, Uttarakhand. The researcher is well versed with the cuisine as it has been and remains her staple food and her family regularly cooks the traditional dishes. The cuisine has been studied through observations and interactions with the natives of Pithoragarh and collecting recipes as well as cooking methods with focus to rediscover recipes that are losing their prominence.

The secondary data have been collected from journals and other published sources.

Limitations

This study is restricted only to Pithoragarh region and does not cover any other regions.

Data collection is qualitative in nature and could not be quantified. The study is based on observation and experiential methods and does not include any other data collection methods.

Popular Kumaoni dishes of Pithoragarh region

Though there are a large variety of dishes. However, among them some of the most popular dishes from the region that taste great yet are easy to cook have been identified and described here.

Rediscovering Kumaoni Cuisine (A Study of Local 102 and Lost Dishes of Pithoragarh Region)

Mas bedua roto (stuffed roti)

These are stuffed rotis urad dal is the main ingredient, soaked dal roughly ground and seasonings salt, garam masala, chilli is added to it. It tastes great and is a change from the regular chappatis.

Mas bedua puri: Just like mas bedua roto, if it is smaller and deep fried in oils it is called mas bedua puri.

Lagadh: A puri is called lagadh, it has no stuffing. Generally both the types are made and people can choose whether they want tom eat the plain on or the stuffed.

Mitho roto

It’s a bread or roti prepared with a mixture of wheat flour and gur (jaggery) or sugar.

Madua ko roto (Nachni/ finger millet)

To make it smooth a little bit of wheat flour can be added to the madua. Make smooth dough and roll our chapattis. Have with butter, ghee, curd or pickle. Even with gur or jaggery it tastes great. This is very rich is iron and is a popular bread.

Batailo saag

Prepared with curd and any vegetable such as green onion leaves, fenugreek leaves, long gourd, ridged gourd etc. It is very similar to the popular kadhi. Ingredients are mustard seeds, ginger, garlic, onion, green chillies, salt, turmeric and asafoetida. Can be had with plain rice. To note, if gram flour (besan) is not available, rice paste is used for thickening the curry (kadhi).

Gaut ka dubka

The dish can be prepared with any lentil or pulses such as gaut or gahat. Soaked and roughly ground dal paste is used for making dubkas or dumplings. It has soup-like consistency given a tadka of cumin seeds and is served hot with a generous topping of ghee.

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Aloo ka gutka

Potatoes cooked with cumin seeds and other spices such as asafoetida, chilli, garam masala and salt to taste. The Pahari potatoes taste great so its best to use them but then can be made from whichever potatoes are available the dish will taste equally good.

Pidhao ka gutka (Arabi)

Just like Aloo ke gutke; arabi or taro root can be used instead of potatoes. Radish leaves can be added to the dry preparation. Bhang seeds may be used for taste.

Bhatiya

A dish made with black soyabean and rice. Soaked and coarsely ground then cooked in water; adding turmeric, salt and some chillies. It is like the khichdi and served with a dash of ghee.

Mas ki dal

Mas ki dal or black gram dal is among the most popular dals made in the Kumaon region. It is considered flavorful, satisfying, and extremely nutritious. It is also a staple in most festivals or celebrations. The dal has many spices such as cumin, garlic, turmeric and ginger giving it a distinguished taste. Tadka of mustard and dry red whole chillies adds to the taste.

Bhat ki Chadkani

Bhat or black bean is roasted in ghee and then cooked in the gravy made with onion, garlic, cumin seeds etc. and is thickened with rice paste. One of the most popular local dishes that can be made instantly.

Kal saag/ Sarsoon kappa

A dish made out of leafy vegetables such as sarsoon, palak, methi or chaulai. Spices have to be ground on the grinding stone and added to the vegetables. It is cooked till

Rediscovering Kumaoni Cuisine (A Study of Local 104 and Lost Dishes of Pithoragarh Region)

completely mashed. Given a tadka of red whole chillies, cumin seeds or mustard seeds in ghee, It can be had with roti like makka, nachni or even with rice.

Khadi dal

Mix dal is made by adding various pulses making the dish nutritious and great in taste too. It is generally cooked in heavy bottomed vessel called the bhaddu. Served with a dollop of ghee. It is had with plain rice. A great dish for the winters though can be had throughout the year.

Palyoo

A dish made with curd/ butter milk with pakoras to go with it. If not pakoras one can add vegetables like the bottle guard, radish, white pumpkin, ridged gourd or just onion to it. Rice paste is used for thickening.

Maccha jhol

Jhol is made with thick butter milk, traditionally rice flour paste is used. Ground spices consisting of a paste of chillies, turmeric, cumin, mustard seeds, garlic, ginger etc. It is cooked just like the kadhi or batailo saag and fish is added to it. Allowing to cook well in it and absorbing the flavours. Has a predominant taste of mustard in tangy gravy.

Sikaar ko jhol

Mutton in Pahari gravy, it is one of the very popular non vegetarian dishes. It is cooked in a traditional utensil called the bhaddu, which is a thick bottomed pan with a narrow mouth. The ground spices are used such as chilli, turmeric, generous amount of cumin seeds, black cardamon, black pepper etc. are added. The spices are fried along with onion in mustard oil and then mutton is allowed to cook on slow fire on the chulha and it becomes extremely flavourful.

Batku

Batku is very similar to dal vada, made with urad dal roughly ground, ground spices are added to the paste and shaped into a small vada and fried. It is crisp and tastes good; is generally served with chutney.

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Bhang ki chutney

Popular chutney from the region; made with roasted bhang seeds, cumin seeds and chillies, coriander leaves are added then ground on the grinding stone. A dash of chookh (lemon) or lemon juice is added to make it a bit sour.

Kankada ko raito

Raita is had as an accompaniment with most meals specially lunch. The most popular raita is the cucumber (called kankada) raita. It is quite tangy, grated cucumber is added to curd; for flavouring a paste of mustard seeds, cumin seeds, chilli, salt is added.

Kheer

Rice cooked in milk is a popular sweet dish, jaggery or sugar is added. Made for almost all occasions that are special or celebrating a milestone. This kheer is served with a spoonful of ghee.

Halwa

Generally wheat flour is used for making halwa and jaggery is used for sweetening. Dry coconut slices are also added to the flour while frying it in ghee. The dish is rich and it is an on the go sweet dish for most people.

Sayle

This dish is prepared with rice flour, seemal root is added to make it into a smooth stretchy batter. It is shaped like the jalebi but for piping cloth is not used instead the batter is held in the palm and dropped into the pan and deep fried in oil. It can be had with any gravy-vegetarian or non vegetarian.

Pua

It is very similar to the malpua. Main ingredients are rice flour, milk, jaggery, and mashed banana. The batter is smooth and it is deep fried in oil.

Rediscovering Kumaoni Cuisine (A Study of Local 106 and Lost Dishes of Pithoragarh Region)

Analysis, discussion and findings

The food choices are based on the availability of ingredients and the climatic conditions. The food is very simple and easy to make, the recipes are extremely easy and anyone can try them. The taste of the dishes comes from the water that is sweet and has natural minerals in it. The cooking methods are age old or traditional that haven’t really changed much over the years. The utensils are generally made of copper, bronze or iron. Bhaddhu is generally used for cooking whole dals and mutton. (bhaddu is made of 3 metals together, has thick bottomed with a narrow mouth).

Common flavours of dishes come from the traditional masala called the noon khusaini which is a combination of termeric, chilli, cumin seeds, garlic and rock salt ground on a sil batta or the grinding stone.

Besan or gram flour is not used much instead rice is soaked and paste is used for curries called jhol; that are made with fenugreek leaves (fresh or dried), onion cooked in butter milk.

Rock salt is used instead of the common salt.

Many vegetables are dried and kept for use when they are not in season. Such as leaves of Taro root (arabi), onion, fenugreek etc. Mango is also cut into slices and dried to make aamkhota. Iit is stored and then can be soaked in water to make chutney generally called achar.

Chookh or lemon (called the mahanimbu); juice is cooked and stored that adds instant sourness to the dish; it is used instead of vinegar. Similarly Khudo is made by cooking sugar cane juice.

Rasoda is a kheer made with rice cooked in khudo, it is very similar to Pongal.

Ghuguta are made during the Makar Shankrant festival- wheat flour, semolina, saunf and jaggery made into a dough and small ghughutis and made and then deep fried.

Laittya is like porridge, made with wheat flour and jaggery cooked in milk.

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Similarly madua (nachni) ko jaddu, ghogha (makka) ko jaddu is also made. Their consistency is like porridge and may actually look like cereals for babies.

Pahadi khichadi is made with urad dal added to rice with generous quantity of ghee.

Conclusion

Food in Pithoragarh region of Uttarakhand is mainly traditional.Most dishes use recipes passed on over generations without much change or transformation. Traditional utensils and cooking methods are used. Ingredients and spices used are locally grown or that are locally available. Seasonal food items are used. Many vegetables are dried and kept for use during off season. People eat equal amount of vegetarian and non-vegetarian food. Mutton is popular as much as the Mas ki dal (Kali dal). Chapati and rice are staple food. Most dishes are very simple to cook and ingredients used are also not very elaborate. The dishes are quite simple yet are loaded with nutrition.

Suggestions on creating awareness about cuisine and documentation of recipes

The above study brings out the need for identification, collation and documentation of traditional dishes and recipes. Their publication will ensure that there is one reference where all traditional and lost dishes of the Pithoragarh region of Kumaon can be found.

Standardised recipes can be created as most of the traditional recipes are based on assumptions coming from experience or trial and error methods.

Further the hotels and local eateries should promote traditional food items to not just the local people but should also encourage tourists to try them. For this their presentation can be improved so that the dishes look attractive and appealing that will make them saleable.

Home stays should promote way of life and food habits of the locals, so that tourists get a glimpse of their way of living.

Rediscovering Kumaoni Cuisine (A Study of Local 108 and Lost Dishes of Pithoragarh Region)

For further refinement competitions should be organised where people are encouraged to use the basic ingredients and create different dishes, that will help in making the cuisine popular and the lost recipes can be revived.

References

1. Bhura, Sneha. (2019). The Kumaon Twist. The Week. 2. Bhuyan, Avantika. (2015). Food trails: The lesser-known joys of Kumaoni

Cuisine, Sample the unique flavours of Kumaon, The Quint. 3. Sengupta, Aditi. (2019). Into the jungles of Kumaon. The Hindu Business Line. 4. Traditional food of Garhwal and Kumaon, Uttarakhand. n.d. 5. Vishwanath, Ambika. (2018).The Re-discovery Project: Experiencing

Uttarakhand through Kumaoni food, shared taxi rides, Hosner Reporter, The First Post.

6. https://www.thequint.com/lifestyle/food/food-trail-the-lesser-known-joys-of-kumaoni-cuisine.

7. https://www.thehindubusinessline.com/specials/luxe/into-the-jungles-of-kumaon/ article27332265.ece.

8. https://www.theweek.in/leisure/lifestyle/2019/04/03/Jim-Grill-Taj-Corbett-Res ort-Spa-Kumaon-food.html.

9. https://www.firstpost.com/living/the-rediscovery-project-experiencing-uttarakh and-through-kumaoni-food-shared-taxi-rides-4501973.html.

10. https://web.archive.org/web/20100327223635/http://www.kumaoninfo.com/cu isine.php.

11. https://www.chardhamtour.in/uttarakhand-cuisine.html.

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Local Food and Community Empowerment through Tourism {Volume I} 109

Faridabad an Emerging Tourist Destination-A Case Study

Jyoti1, Himanshu Sharma2, Deepak Chhikara3 1Assistant Professor, Galgotias University, Greater Noida. 2Associate Professor, Galgotias University, Greater Noida.

3Assistant Professor, BCHMCT, New Delhi.

Methodology of Study

The methodology of the proposed study is based on extensive field survey and research work. All the major tourist attractions and places of accommodation were surveyed and the findings were evaluated. The study is based on the following:

1) field survey 2) by observation 3) by internet 4) by interview / questionnaires 5) bibliography

Information regarding type of tourist whether they are domestic or foreigner, mode of traveling, length of stay, purpose of visit, the tourist accommodation available in the city, the fair and festivals, sports and MICE tourism were collected. A field survey was carried out in all the tourist destinations and hotels in Faridabad. The information was collected through questionnaires, bibliography, internet and personal interviews.

Introduction

Faridabad city is found in A.D. 1607 by Sheikh Farid, treasurer of Jahangir, with the object of protecting the highway which passed through the town. Sheikh Farid constructed a fort, a tank and a mosque which are in ruins. Later, it is the headquarters of a pargana which was kept in jagir by the Ballabgarh ruler. The District Faridabad came on the map of Haryana on 15th August, 1979 as the 12th District of the state. The new District was carved out from erstwhile Gurgaon District.

110 Faridabad an Emerging Tourist Destination-A Case Study

Tourist Attractions in Faridabad

Leisure Tourism

Dabchik

Dabchik is the most beautiful spot lot of vsitors have visited. It is situated in Faridabad, Faridabad, in a small town called Hodal.Located on an area of 13 acres of land, Dabchik resort provides its tourist with comfortable deluxe quarters, cottages and F& B facilities.

Surajkund

Suraj kund is a village situated in Faridabad between the Baharpur and Lakkarpur villages. The complex Suraj kund is designed by Tomar dynasty Rajput King Surajpal. The name Suraj kund meaning “Sun’s bath'. It is believed that the place name is originated from sun temple. Every year surajkund mela is organized in the month of February every year by ministry of Haryana tourism.

Badhkal Lake

Badhkal lake is situated in Faridabad. This lake is manmade with beautiful flowers and surrounded by Aravalli hills. This place is very famous for water sports facilities. In the season of spring, every year flower show is organized by Haryana tourism ministry. Lot of entertainment facilities are provided like sauna chamber and message units, restaurants and conference hall etc.

Town Park

The town park is a popular people’s leisure spot. The main reason to visit the park is its green lawns with a beautiful trees and flowers. Children are given different rides. People can enjoy and relax with the entire family.

Religious Tourism

Shirdi Sai Baba Temple

Shirdi Sai Baba Temple is situated on Badhkal-Suraj kund. Faridabad is very famous for Sai Dham also. Lot of devotees visit this temple to find Sai Baba’s blessings The

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daily program includes the Baba's holy bath at 7AM and performed five-time arties a day and also distributed Prasad to each and every devotees.

Shiva Temple

Temple Shiva is located in Sainik Colony Sector -49 of Faridabad. Thousand of devotees visit the temple everyday and they do prayers and perform Rudrabhishek of Lord Shiva along with chanting of mantras.

St. George Jacobite Syrian Orthodox Church

St. George Jacobite Syrian Orthodox Church is established in 1996. It is one of the famous and oldest churches in NCR that came into existence in 1981 and in the early days the functioning the church had to assemble in cottages or in school premises till it have its own building in 1996. Several priests who served this church have been elevated to Metropolitans. On Sundays the services start with Morning Prayer at 8.00 AM, followed by Holy Mass, Sunday school, Martha Mariyam Samajam related activities.

Cultural Tourism

Kartik Cultural Festival

Kartik Cultural Festival is held at Nahar Singh Mahal in Ballabgarh in the month of November. Haryana tourism Ministry of Tourism and Department of Culture organized this festival every year. The motive of this festival is to promote the ambience of beautiful fort, music, dance and a rich variety of folk theatre.

Surajkund Crafts Mela

Suraj kund Mela is Organized by the Haryana Tourism every year in the month of February. In this mela tourist can see crafts persons like potters, embroiderers, weavers, wood carvers, metal workers, stone smiths, painters etc.

112 Faridabad an Emerging Tourist Destination-A Case Study

Sports Tourism

Raja Nahar Singh Cricket Stadium

Raj Nahar Singh Cricket stadium was built for international cricketing in Faridabad in 1981. The capacity to host 25,000 visitors. The various facilities offered as health club, restaurants of different kinds, card room coffee shop, president box, commentator box, media box and press box etc.

Aravalli Golf Course

Aravalli Golf Course developed in 1988 by Haryana tourism, is located in the town of Faridabad. The course has a club house with restaurant, bar, luxury rooms and conference hall. Catering facilities are also provided. The keen golfers can make a night stay here at the lush green course about 30 km from Delhi and tee off early in the morning.

Business Tourism

The city of Faridabad is emerging as a new business hub in Delhi Ncr, with the advent of many hotels in Surajkund and Mathura road. These hotels not only provide basic accommodation facilities but also facilitate meetings, conferences etc by providing facilities like video conferencing, business centres , meeting rooms ,wi fi etc.

The Claridges, Surajkund

The hotel has a minimalistic décor, state of art business facilities and environment friendly practices, makes it a modern business hotel.

The Claridges also offers facilities like Spa, where highly trained and dedicated international therapist gives a wellness option to tired business tourists. There are various facilities provided by this hotel to business travelers like chauffeured limousine, travel desk, currency exchange, business centre, conference rooms, wireless internet, video conferencing, laundry, gymnasium, and variety of restaurants.

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Express Sarovar Portico

This hotel is located very close South Delhi and is located just 25 km away from international airport and also the same from the New Delhi railway station . Hotel is mainly targeting business tourist from Delhi Ncr hub. Hotel offers modern amenities, business centre and banqueting facilities to promote business tourism. Facilities offered by the hotel are currency exchange, conference centre, concierge, laundry , wifi , direct dial telephones and conference facilities.

Park Plaza

park plaza is located in heart of Faridabad and is surrounded by large number of industries, establishments and cities important commercial addresses. It is situated 35 km away from IGI airport. The hotel provides variety of facilities like photocopying, translation and internet access. Hotel has banquet hall and three meeting rooms.

Omparison between Haryana and Delhi by Tourist Visits in the Respective Areas

0

1000000

2000000

3000000

4000000

5000000

6000000

Delhi Haryana

Domestic TouristForeign Tourist

Figure 1.1.Tourist Visits for the Year 2019-20

114 Faridabad an Emerging Tourist Destination-A Case Study

If we see the annual growth rate of the tourist in and around Haryana then there is slightly increase in domestic tourist in Haryana as it is in Delhi but there has been a decrease in number of foreign tourist visiting Haryana.

Less number of foreign tourists is because of the following reasons:

Less number of five star deluxe hotels in Faridabad

As compared to Delhi, Faridabad and gurgaon have less number of five star deluxe hotels; most of them available are business hotels which do not provide as recreational facilities as a resort or a leisure hotel.

Less Promotion Activities by State Tourism

Unlike other states Haryana has not been able to promote cultural tourism, if we look at the examples of Kerala and Madhya Pradesh, who have been able to attract more tourist from other countries than Haryana.

Poor Civil Infrastructure

Haryana has been lagging behind in civic conditions as compared to Delhi, the conditions of road which have improved but still fall behind in international standards.

Heritage Tourism

In spite of having good heritage monuments in Haryana, it still lags behind because of better monuments and services in nearby places like Rajasthan, Agra, and Delhi etc.

Upcoming of Leisure Sites in Gurgaon

Due to more leisure options and many big chains hotel opening in gurgaon and Delhi, it has distracted the flow of guest to Faridabad.

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Comparison Between Delhi and Haryana on Domestic Tourist Visits in 3 Years

0

1000000

2000000

3000000

4000000

5000000

6000000

7000000

Year 2017 Year 2018 Year 2019

Haryana

Delhi

Figure 1.2.Annual Growth Rate of Domestic Tourist Flow in Haryana and Delhi

Large number of domestic tourist because of:

Surajkund craft fair

Every year annual Surajkund mela attracts visitors from all over the country. With stalls put up off each state it not only helps in promotion of crafts but also improves foot fall in Faridabad thus increasing tourism.

Increase connectivity

Many tourists visiting Delhi can also look around Faridabad because of better means of connectivity in NCR, with metro coming to Faridabad and gurgaon it has become easier for domestic tourist to visit these places.

MICE

With many business hotels mushrooming in Ncr region, and with initiatives taken by government to promote business tourism, it has increased the flow of tourist.

Golf and sports tourism

Faridabad its Surroundings

The graph shows that maximum foreign tourists are attracted to Faridabad not only at sub regional level but also at a state level.

116 Faridabad an Emerging Tourist Destination-A Case Study

Figure 2.Number of Foreign Tourists Visiting Haryana

Figure 2 show that from annual foreign tourist visiting Haryana major share of them visit Faridabad. This may be because of the reason that Faridabad has many more leisure activities to offer to the tourist as compared to other town in the state. Moreover, the cultural festival of Surajkund which is an annual affair is responsible for tourist inflow in Faridabad.

Figure 3.Number of Domestic Tourists Visiting Haryana

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Figure shows that number of domestic tourist visiting Haryana is highest in Faridabad as compared to other towns in the state.

Greater accessibility and various types of tourism offered by the town has resulted in greater inflow of domestic guest.

Moreover promotion of MICE tourism and coming up of business hotels like (Atrium and Claridges) have also played a big part in increasing domestic tourism in Faridabad.

Positive and Negative Traits of Faridabad

Positive Features

Faridabad has heritage sites in Surajkund Vicinity of Faridabad Delhi, UP and Rajasthan have major tourist attractions. Faridabad has connectivity with Indira Gandhi international airport. Adventure tourism and resorts are coming up in palwal which is very close to

Faridabad. Introduction of medical tourism, highway tourism and farm tourism has also

resulted in incoming of tourist.

Negative Features

No tourist development plans are developed. Places with heritage importance are yet to be developed. As they require

maintenance. Poor tourist nomadic facility. Heritage tourism is getting overhauled by modern or business tourism.

Conclusions

Faridabad has no Adventure Tourism options

Faridabad being a major tourist destination in Haryana is still lagging behind in adventure tourism, with its location and the sites like Surajkund in its disposal it

118 Faridabad an Emerging Tourist Destination-A Case Study

becomes very necessary to improve the status of adventure tourism in order to attract more customers to the city.

Less number of leisure tourist spots

Faridabad offers less leisure tourist options to the tourist visiting the city. Badhkal Lake is the only good leisure option available to the tourists. Even the lake because of its improper maintenance is not attracting return guests.

Proper tourist roving facilities are not present in the district

City does not offer great transportation facility to the tourist as compared to Delhi and Gurgaon. State has proposed new projects regarding radio taxis and with metro rail coming to the city, it will ease out roving conditions.

Many circuits are yet to be developed like eco tourism circuit, Sufi circuit etc

With eco friendly drives and people becoming more and more environment friendly, the demand for eco tells and co tourism is on a high, Faridabad does not have a n Ecotels in its vicinity other than with suraj kund Claridges. Still there is enough space to have more Ecotels in the city, or to develop existing projects into eco friendly one.

Faridabad is the only district which is promoting cultural tourism

In Haryana Faridabad is only district which promotes cultural tourism, Surajkund crafts mela attracts lakhs of tourist both domestic and international every year.

Highway tourism has immense potential to develop and link various small circuits

With main Mathura road going from Faridabad and connecting Delhi and Agra , highway tourism has a great scope, with choice group and SRS opening their hotel on the highway

Faridabad is able to attract highest number of tourist in the state

According to the surveys conducted , it is been found out that Faridabad attracts highest number of tourists in Haryana, even the domestic tourist visiting Haryana is far more than Delhi, and Faridabad being the major contributor.

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Cultural and medical tourism are on a high.

With many big hospitals opening their doors in Faridabad , it has given rise to medical tourism, hospitals like fortis and Asian have opened big medical centres which attracts international as well as domestic patients , thus increasing medical tourism.

Facilitation

Ensure local community engagement to create jobs in that area. To concentrate on infrastructure dependent on growth by coordinating with all

the other departments. Create and encourage souvenir handicrafts. To identification and maintenance of heritage buildings by public, private

partnership. Involve business houses for development of heritage buildings. Radio taxis frequency should be improved.

Final Proposals

Integration of Tourism and Agriculture

Modern agriculture and wealth of cultural heritage in Haryana needs to be leverage to encourage tourism and satisfy the tourist’s desire to go back to the nature and to the roots. This will be government initative to promote this concept further.

Integration of Tourism and Culture

Especially resorts are operated by Haryana tourism, efforts should be made to ingrate tourism and culture . Special efforts should be made to recognized hospitality event managers / companies in hospitality to run craft bazaar, food bazaars and cultural shows in Surajkund. Complex. There should be more cultural programme to be organized to increase tourist flow.

Integration of Tourism and Leisure

Modernizing and urbanizing culture such as yoga, golf, spa and medical tourism would definitely increase the influx of guests in the area.

120 Faridabad an Emerging Tourist Destination-A Case Study

Integration of Tourism and Business

Conference halls, convention centers, exhibition hub etc with world class information technology services and recreation facilities are added. The facilities will be on a par attracting business meets of national and international level.

Strengthening and Updating Existing Infrastructure

The current infrastructure should be improved and new multiplexes and theme parks must be developed to attract the tourist. Moreover the existing infrastructure should be provided with proper maintenance.

Preparation of Tourism Development Plan

Faridabad is an industrial state, promoting business tourism with setting up of required infrastructure will boost tourism and also attracts business tourist from NCT.

References

1. Tourism in India by Vijay Kumar Gupta. 2. Haryana district gazetteers: Faridabad by Kiran Prem. 3. Haryana past and present by Suresh K Sharma. 4. Encyclopedia of hotel management and tourism by R.K.Malhotra. 5. http://tcpharyana.gov.in (interim report). 6. Sustainable dimensions of tourism by R.Biju. 7. http://www.haryanatourism.gov.in/.

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Questionnaire

Q 1 Are you satisfied with infrastructure provided in Faridabad? Answer: Yes No

Q 2 Are general condition of hotels good enough? Answer: Yes No

Q 3 Are you satisfied with road, rail and air connectivity to Faridabad? Answer: Yes No

Q 4 Are you satisfied with arrangements made in the suraj kund fair by local authorities?

Answer: Yes No

Q 5 Does the cultural and social events provide employment to the local public? Answer: Yes No

Q 6 Do the local authority work enough to provide platform for local artisan, handicraft workmen?

Answer: Yes No

Q 7 Do Faridabad offers cuisine which is well accepted to the palate of all customers?

Answer: Yes No

Q 8 Would you like to visit Faridabad again? Answer: Yes No

10

122 Technological Advancements in Front Office Post COVID-19 in Mumbai

Technological Advancements in Front Office Post COVID-19 in Mumbai

Suchismita Roy Indra1, Anjali Nair2 1Assistant Professor, Sheila Raheja Institute of Hotel Management, Mumbai.

2Student, Sheila Raheja Institute of Hotel Management, Mumbai. E-mail Id: suchismita.r@srihm.in, amzanjali13@gmail.com

Abstract

It’s been a year since the pandemic hit us. It caused so much grief and problems to people all around the world. The hospitality industry suffered huge losses during this pandemic and it affected the employees and the economy likewise. Ever since then, measures were taken to prevent the virus from spreading more. Preventive measures were put in place for everyone’s safety. In the same way, there were technological advancements that happened so as to make it easier to look out for people’s safety. But to start with, when you enter the hotel, the first thing you will interact with happens to be a front desk. Earlier, a front desk would assign rooms and keys and luggage and much more. But now, they also have additional duties and technology to ensure guests’ safety. This research is done to understand the new technological advancements that happened post COVID-19 in Mumbai. The purpose of this research is to understand the measures taken and to find out how it affects the hotel. Quantitative approach was used in the research. The research was done by using the primary method of data collection through surveys and secondary data. Data was analyzed and represented through bar graphs and pie charts. Results indicate that people were more inclined towards contactless technology since the post COVID-19 pandemic. The research will help the hotel to better plan for the future based on guest reactions and help understand how COVID-19 affects the use of technology in hotels.

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Keywords: Technology; advancements; Front Office; Mumbai; COVID-19

Introduction

Impact of COVID-19 on Hotels

Front Office is the most important part of a hotel as it’s the first and the last place a guest will interact with. A front desk handles all the transactions between the guest and the hotel. They maintain all the guest accounts and take care of the guest requests and make sure that the guests are satisfied with the services. Handling luggage, room service, updating room status are some of the other services done by the front desk.

Amidst this chaos, hotels made a lot of changes to accommodate guests in the safest way possible. Both physically and technically. The main focus area for hotels right now is reducing touch points (as guests touch a lot of surfaces) and limiting guests’ exposure to germs. Contactless payments and check-ins have become the new norm in hotels.

There was a slight decrease in cases in Mumbai in the last three months i.e. January, February, and March. But the cases have skyrocketed again and have made the situation the same as it was last year. Hotels have adapted change ever since the COVID-19 pandemic. This research shows what changes the Front Office department went through.

Review of Literature

Related Study

As we all know, the COVID-19 crisis has shaken the hotel industry. The catastrophic impact has made it difficult for hotels in major cities across the country to continue operating. More than half of the threshold is lower than the threshold that most hotels can afford and pay for. According to data from the American Hotel and Hotel Industry Association (AHLA), the hotel industry is still struggling for nearly two-thirds of hotels with an occupancy rate of 50% or less. There is growing concern about the outcome of the transaction. The hotel has learned from this year's

124 Technological Advancements in Front Office Post COVID-19 in Mumbai

experience and lessons to prepare for the future of the industry after COVID-19. Nowadays, safety and cleanliness are more important than ever, and it is time to adapt and reshape the way hotels attract customers. According to a survey by AHLA (www.ahla.com), 81% of travelers feel more comfortable in hotels where cleaning and safety regulations can ensure everyone's safety. In 2021, you must promote the statement that your hotel is safe and dust-free. Improving cleaning methods and social distancing, establishing disinfection stations and ensuring temperature control upon arrival, the pandemic has changed people’s understanding of cleanliness, making people reconsider shaking hands or sitting on a table that they don’t know they have cleaned properly. Even before COVID-19, cleanliness was at the top of the guest list. Employers look for facilities that provide their own services, such as cafes, various restaurants, room service, and even small shops. This placement allows guests to stay on site, ultimately reducing contact points when traveling. Hotels that take all precautions to protect travelers from COVID-19 will also help protect their travelers from bacteria and other pollutants. In addition, switching from hand dryers to disposable towels can provide a safer cleaning experience. Studies have shown that hand dryers have poor hygiene, which increases the survival rate of bacteria in the hands and the air. The service industry (such as the hotel industry) is undergoing new technological innovations, and these industries are combining modern practices with traditional service delivery processes. (Arun Kumar Kaushik et al., 2015). Smart features and services that were previously viewed as add-ons to the customer experience are quickly becoming post-pandemic requirements in the hospitality sector. Not only are elements of the company's customer-oriented operating model affected, respondents also reported the digitization of their internal core businesses (such as back-office, manufacturing, and R&D processes) and of interactions in their supply chains. (Laura LaBerge et al., 2021). In responding to new and changing needs, technology is the closest ally of hoteliers. This can help hoteliers optimize efficiency and reduce costs, but it can make them more agile and ensure business continuity.

Following are some of the new technology trends that are being followed:

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New Technology Trends in Front Office

Mobile Keys

Enter your room directly at the front desk to reduce check-in time and inconvenience at the front desk, while ensuring the safety of guests and front desk staff. Another level of security for mobile keys is that visitors must enter a phone password or use touch or face ID to access their keys. This means that other people cannot simply use it to log in. Using "Find My Mobile" or similar apps can help you find your lost phone without the technology to find the lost key or access card. These keys allow you to easily enter the room, including various functions, such as booking a restaurant, paying some extra bills or storing personal preferences, in order to provide a perfect experience for each customer.

Automated Check-In

With the COVID-19 pandemic, most people are trying to reduce their contact with society to ensure their safety. One of the most important services they provide is to use the automatic check-in function in the hotel. For example, you can install the element directly into the hotel's application by requiring guests to manually enter personal information. After that, the data will be sent to the hotel manager to complete the registration process in their system. This greatly reduces the risk of evaluating customers and employees.

Chatbots

The chatbot can easily handle the most common preferences and queries and forward them to the corresponding department of the hotel. Chatbots can be automated so they can answer common questions such as "nearby restaurants" or "must-see attractions" without human intervention. This feature may be another benefit of improving the customer experience. Unlike newspapers and online information sources, chatbots can often listen and respond in natural language, thereby improving access rights for people who cannot read or use the Internet. They can be provided at any time of the day to answer questions about the latest information. Chatbots are particularly good at detecting pandemic symptoms, because people with stigmatizing diseases usually do not go to see a doctor or receive education. Previous research has

126 Technological Advancements in Front Office Post COVID-19 in Mumbai

shown that people are more willing to share confidential information about their symptoms with chatbots than people.(Berger et al., 2005) Compared with chat bots, it can communicate more effectively than other people, and can more timely and accurately estimate the population infection rate and individual classification.(Lucas et al., 2014)

Temperature Checking Kiosks

Health screening was something that was a very new concept. But as occupancies started increasing in hotels, it was made a huge priority. That was when IntraEdge made a health screening kiosk known as Janus in May. The contactless kiosk can be installed in visitor halls and employee offices, and provides temperature readings with an accuracy of one-tenth of Fahrenheit within 3-5 seconds. The user will receive a yes or no on whether they can continue. If it is a hotel, the hotel can determine the next step for the guest, and the self-service terminal will not store or transmit temperature data to the host.

Contactless Thermometers

There are several ways to measure body temperature. One way to measure the surface temperature of the human body is through the use of a non-contact infrared thermometer (NCIT). NCIT can be used to reduce the risk of cross-contamination and minimize the risk of disease transmission. Although 37.0°C (98.6°F) is generally considered a "normal" body temperature, some studies have shown that a "normal" body temperature may be between 36.1°C and 37.2°C).

Contactless Payments

When guests wish to reserve a place in your facility, they will first hold the card or device two inches away from the processing facility when prompted. Assuming that the system recognizes the card and confirms the transaction, it will notify the guest with a green light, beep or something similar. Credit and debit cards can also be connected to smartphones by downloading special applications provided by corresponding institutions. Then you can complete the transaction by simply touching a button on the screen (for example, make sure to book a hotel).

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Research Methodology

Objective

To study about the new technological advancements that has happened in the Front Office department post COVID-19 and to understand if it helps to serve the guests better.

Hypothesis

H0: The technological advancements are not proven to be useful for the guests.

H1: The technological advancements are proven to be useful for the guests.

Research Questions

1. Do the changes in the Front Office department provide more safety to the guests? 2. Do the guests find the new technology changes easy to use? 3. Are the new technological advancements useful for the guests? 4. What are the guests’ opinions on the contactless services?

Research Design

“Technological advancements in Front Office post COVID-19 in Mumbai'' is the title of the research study. The research is analytical research. The researcher tried to study the new technological advancements that have occurred post COVID-19 and understand people’s opinions and preferences about the same. The data that was collected for this research was both primary and secondary data. The research has details about the new technological trends in the Front Office department and its functions. The approach that was used in the research was a quantitative approach. Quantitative data can help in understanding the majority of people’s preferences and opinions. It can give a clear idea on the technological understanding of the guests. Thus, it can be said that the research was a descriptive and analytical type of research.

128 Technological Advancements in Front Office Post COVID-19 in Mumbai

Universe and Sampling

Universe

The research is based on the guests’ preferences and opinions on the technological advancements and is based in Mumbai

Population

The people who responded were random guests who volunteered to fill the survey.

Sample

A total of 69 people responded to the survey.

Data Collection Tools

To collect data for “Technological advancements in Front Office post COVID-19 in Mumbai'”, the following instruments were used:

Questionnaire

The data was collected using a questionnaire. Since it’s not physically possible to personally talk with someone, a questionnaire was the best possible way of collecting primary data. Questionnaire was made for the people who were residing in Mumbai.

Sources and Data Collection

After establishing objectives of the study, the universe has been identified. Within the universe a sample has been chosen using sampling technique,

followed by decision of sample size and specific type of instruments of data collection.

Keeping in mind the focus of the study and its variables, questionnaires were prepared.

Data Analysis

A total of 57 people responded to the questionnaire.

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Most of the people who responded were teenagers between the ages of 14 to 19, with 19 years old respondents being the highest. The rest of the respondents were between the ages of 20 to 36

.

93% of the respondents had visited a hotel, so we can say that the majority of the respondents have an idea of how hotels work and would have seen the Front Office in work.

130 Technological Advancements in Front Office Post COVID-19 in Mumbai

61.4% of the respondents said that they thought that technology had advanced post COVID-19. 28.1% of the respondents were not sure whether technology had advanced post COVID-19. 10.5% of the respondents did not think that the technology had advanced post COVID-19.

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66.7% of the respondents said that contactless services are safer to use post COVID-19. 3.5% did not think that the contactless services were safer to use post COVID-19. 29.8% of the respondents were not sure whether the services were safer or not

73.7% of the respondents said that they would like to book their own lounge chairs at the pool or beach before reaching the hotel. 7% of the respondents said that they would not like to book their own lounge chairs at the pool or beach before reaching the hotel. 19.3% of the respondents were not sure if they would like to book their own lounge chairs at the pool or beach before reaching the hotel. This shows that most of the respondents like to pre book their stuff.

132 Technological Advancements in Front Office Post COVID-19 in Mumbai

75.4% of the respondents like to use Paytm, GPay etc, 50.9% of the respondents preferred to use contactless wave cards and 31.6% of the respondents said that they would like to use debit or credit cards at the Front Desk. This shows that people have become more digital in using payment methods.

82.5% of the respondents said that they prefer self-check-in and 17.5% of the respondents said that they prefer manual check-in. This shows that most of the respondents prefer to use contactless services.

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64.9% of the respondents said they preferred having a digital concierge on their smartphones and 35.1% of the respondents said that they preferred having a concierge to guide them. Majority of the respondents prefer to do most of the services on their smartphones.

63.2% of the respondents said that chatbots are useful, 29.8% of the respondents were not sure whether chatbots are useful or not and 7% of the respondents said that chatbots are not useful

28.1% of the respondents said that visiting a hotel virtually can most likely affect their decisions, 40.4% of the respondents said that it’s likely that visiting a hotel can affect their decisions, 26.3% of the respondents were neutral about the statement, 3.5% of the respondents said that it was not likely that visiting a hotel virtually will

134 Technological Advancements in Front Office Post COVID-19 in Mumbai

affect their decision and 1.8% of the respondents said that visiting a hotel virtually will not affect their decisions. This shows that visiting a hotel virtually can affect the respondent’s decisions.

52.6% of the respondents said that they would prefer using a hotel’s own app for the services, 35.1% of the respondents were not sure if they would use a hotel’s own app for services and 12.3% of the respondents said they would not use a hotel’s own app for the services.

82.5% of the respondents said that translation devices are helpful and 17.5% of the respondents were not sure if translation devices are helpful or not. Translation devices are not really efficient, one of the responses said.

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50.9% of the respondents preferred using a mobile key and 49.1% of the respondents said that they preferred to use keycards. Majority of the respondents preferred using mobile keys which are a new technological advancement. It does not require contacting the front desk and can be used to unlock doors using their smartphones.

78.9% of the respondents said that the new technological advancements will give a better and safer experience to the guests while the rest 21.1% of the respondents were not sure whether the new technological advancements will give a better and safer experience to the guests.

In conclusion, the hypothesis statement, “The technological advancements are proven to be useful for the guests.” stands true.

136 Technological Advancements in Front Office Post COVID-19 in Mumbai

Significance of the Study

1. The study will help the hotels understand what the guests prefer and what their opinions are on the technological advancements.

2. It will help the hotels to plan better in future keeping in mind how the guests react to it.

3. The study will show the reader how technology has changed and how COVID-19 has affected the hotels and the technology usage.

4. The research will motivate researchers to conduct more studies in the similar field.

Limitations of the Study

The researcher has done everything possible to maintain the credibility and reliability of the study. However, when considering the results of the study to be implemented, certain limitations need to be considered. The following are the limitations to be considered:

1. Due to time constraints and financial constraints, it was not possible to represent the study at a larger scale

2. People over the age of 37 haven’t filled the questionnaire. Hence, their opinions and preferences can’t be known.

3. The questionnaire was filled by only 57 guests. So that is a major limitation. 4. People who are not familiar with technology and are not tech savvy would find it

difficult to use and understand the technological devices and their features. 5. The study is dependent on primary data and the collection of primary data

consumes a lot of time. 6. Research in the future should include other factors that are important which were

not considered in the study and which were omitted from other research studies and which are very likely to influence the study.

7. The research had only a few technological advancements that were actually used in the hotels in Mumbai. The rest mentioned were from other countries. So there were not a lot of advancements in Mumbai.

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Result and Conclusion

In this research, we can understand guests’ preferences and opinions on technological advancement. As telecommuting and self-employment become more common and accepted, there is a growing demand for hotels that provide a comfortable and safe environment for digital nomads willing to travel around the world. The non-contact experience of restaurant operators, especially because non-contact hospitality can be personalized. Linda Celestino, vice president of customer service and delivery at Etihad Airways, said that in this digital age, automation can replace many things. One of the things that few people cannot replace is how someone feels about you. Personal communication can establish contact, warm people's hearts and increase loyalty. Although guests expect the hotel to provide automatic services to make them feel safe. Of course, they are also eager to provide personal hospitality. When designing a self-service hotel, try to understand your ideal guests. High-quality technology that does not improve the customer experience has no return on investment. By providing personalized contactless services, you will attract more guests who want to return. Your lobby and other areas should be warm and welcoming. Although this pandemic will eventually end, the hotel industry will never return to its "old normal". Traditionally, many luxury hotels value every step of personal contact. However, after COVID-19, all these methods and steps may need to be changed. Hotel guests expect higher hygiene standards, attach great importance to non-contact services, and pay more attention to digital marketing. In this uncertain period, hoteliers have a rare opportunity to invest in technology and process improvements to gain a long-term competitive advantage. Managing a hotel during the COVID-19 pandemic is very difficult. However, most people also see it as an once-in-a-lifetime opportunity. Because only the best hotels can survive, these hotels plan to deploy a variety of new technologies and new business models to improve hygiene, promote social distancing, and provide guests with a comfortable and personalized experience.

References

1. Laura LaBerge, Clayton O’Toole, Jeremy Schneider, & Kate Smaje. (2021, February 18). How COVID-19 has pushed companies over the technology tipping point-and transformed business forever. McKinsey & Company. https://www.

138 Technological Advancements in Front Office Post COVID-19 in Mumbai

mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/ how-covid-19-has-pushed-companies-over-the-technology-tipping-point-and-transformed-business-forever.

2. Contactless technology solutions hotels covid 19. (2020, July 28). Phocus Wire. https://www.phocuswire.com/contactless-technology-solutions-hotels-covid-19.

3. Arun Kumar Kaushik, Amit Kumar Agrawal, & Zillur Rahman. (2015, October 1). Tourist behavior towards self-service hotel technology adoption: Trust and subjective norm as key antecedents. Science Direct. https://www.sciencedirect. com/science/article/abs/pii/S2211973615300027?via%3Dihub.

4. Marr, B. (2020, April 21). Coronavirus: How Artificial Intelligence, Data Science and Technology is Used to Fight the Pandemic. Forbes. https://www. forbes.com/sites/bernardmarr/2020/03/13/coronavirus-how-artificial-intelligence-data-science-and-technology-is-used-to-fight-the-pandemic/?sh=6466113c5f5f.

5. Yang, G. Z., Nelson, B. J., Murphy, R. R., Choset, H., Christensen, H., Collins, S. H., Dario, P., Goldberg, K., Ikuta, K., Jacobstein, N., Kragic, D., Taylor, R. H., & McNutt, M. (2020). Combating COVID-19-The role of robotics in managing public health and infectious diseases. Science Robotics, 5(40), [eabb5589]. https://doi.org/10.1126/scirobotics.abb5589.

6. Subai, Ada & Konya, Kaanakia & Adim, Victor. (2020). Technological Innovation of Hotel Services: A COVID-19 Strategic Response. https://www. researchgate.net/publication/344175726_Technological_Innovation_of_Hotel_ Services_A_COVID-19_Strategic_Response.

7. Aurecon. (n.d.). Technology in the hospitality industry-exploring the very latest trends. Aurecon Group Pty. Ltd. https://www.aurecongroup.com/thinking/ insights/aurecons-successful-hotels/technology-in-the-hospitality-industry-exploring-the-very-latest-trends.

8. Rahimizhian, S., & Irani, F. (2020). Contactless hospitality in a post-Covid-19 world. International Hospitality Review, ahead-of (ahead-of-print) https://doi. org/10.1108/ihr-08-2020-0041.

9. Net, H. (2021, February 24). Hotel Technology During Crises, Does it innovate? -Hospitality Net World Panel. Hospitality Net. https://www.hospitalitynet.org/ panel/125000091.html.

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10. Morris, G. (2020, October 6). Contactless Guest Experience as the Future of Hospitality. Altex Soft. https://www.altexsoft.com/blog/contactless-hotel-experience/.

11. Lucas, G., Gratch, J., King, A., & Morency, L. (2014, August 1). It’s only a computer: Virtual humans increase willingness to disclose. Science Direct. https://www.sciencedirect.com/science/article/abs/pii/S0747563214002647?via %3Dihub.

12. Berger, M., Wagner, T., & Baker, L. (2005, October 1). Internet use and stigmatized illness. Science Direct. https://www.sciencedirect.com/science/ article/abs/pii/S0277953605001206?via%3Dihub.

13. Hotel Business. (2021, January 7). Life After COVID-19: How Hotels Can Prepare for the Future. https://www.hotelbusiness.com/life-after-covid-19-how-hotels-can-prepare-for-the-future/.

14. Mauguin, M. (n.d.). COVID-19: The great hospitality reset. EHL Insights. https://hospitalityinsights.ehl.edu/great-hospitality-reset.

15. Hao, F., Xiao, Q., & Chon, K. (2020, September 1). COVID-19 and China’s Hotel Industry: Impacts, a Disaster Management Framework, and Post-Pandemic Agenda. Science Direct. https://www.sciencedirect.com/science/ article/abs/pii/S0278431920301882.

16. Garcia, I. (2020, May 4). Hilton, Hyatt, and Marriott Will Introduce New Cleaning Protocols. House Beautiful. https://www.housebeautiful.com/lifestyle/ a32367701/hilton-hyatt-and-marriott-new-cleaning-protocols-coronavirus/.

17. AHLA. (n.d.). COVID-19’s Impact on the Hotel Industry, AHLA. https://www. ahla.com/covid-19s-impact-hotel-industry.

18. Modak, S. (2020, August 24). ‘We are open’: Post-covid world of a five- star hotel. The Indian Express. https://indianexpress.com/article/cities/mumbai/ sunday-story-covid-pandemic-mumbai-hotel-meluha-the-fern-open-lockdown-6565885/.

19. Sharma, A., Shin, H., Santa María, M., & Nicolau, J. (2021, May 1). Hotels’ COVID-19 innovation and performance. Science Direct. https://www.science direct.com/science/article/pii/S0160738321000426#ab0005.

20. Song, H., Yeon, J., & Lee, S. (n.d.). Impact of the COVID-19 Pandemic: Evidence from the U.S. Restaurant Industry. Sci-Hub. https://sci-hub.do/ 10.1016/j.ijhm.2020.102702.

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140 The Role of Food in Destination Marketing-An Indian Perspective

The Role of Food in Destination Marketing- An Indian Perspective

Eshita Gurung1, Uma Pandey2 1Assistant Professor, Department of Tourism and Airlines, School of Hotel Management

and Tourism, Lovely Professional University, Phagwara, Punjab. 2Assistant Professor, Department of Tourism and Airlines, School of Hotel Management

and Tourism, Lovely Professional University, Phagwara, Punjab. E-mail Id: eshita.23253@lpu.co.in, uma.22821@lpu.co.in

Abstract

Food has always been of great importance whether one is at home or travelling. While travelling, good food always creates an enhanced tourist experience. In recent years, it has become one of the important and central elements based on which destinations can come up with their branding, helping them shape their destination image and promote tourism in their region. When it comes to Indians, food and family have always mattered the most. Eating food in India is not just an everyday activity to do; it is also family time. Every festival in India is celebrated with a traditional feast. Every community in India has its traditional dishes, recipes, spices, and cooking techniques. As reasons for tourism have evolved with time, food is one of the prominent reasons to travel in foreign countries. However, in India, it is still in the nascent stage. In a culturally diverse country as India, food tourism can be a tool to boost tourism if marketed properly. Having an understanding of the same can further help in coming up with marketing strategies to speed up the popularity of a particular destination. The study aims to find out the role and importance of food in destination marketing from an Indian perspective. For this study destination marketing efforts of the top 10 Indian states according to domestic tourist arrivals were reviewed through their tourism websites.

Keywords: Food Tourism, Destination Marketing, Tourism Websites.

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Introduction

There’s an age-old humorous saying that goes “the way to a man’s heart is through his stomach”. It simply means that if a woman wants to make a man fall in love with her then she should cook delicious food for him. However, Long (2004) has delegated a far more superior and apt role to food. He recommends that food is a “vivid entryway to another culture”. The World Food Travel Association also defines it in similar lines. According to it, Food tourism is the act of travelling for a taste of a place to get a sense of place.

Earlier, food played an important role as a support system of the tourism industry. The reason being whether one is in their usual environment, for example, home, or travelling, we require food to sustain ourselves. That is why, one will find that for most periods, in the travel and tourism industry, the role of food has been limited to its commercial presence in hotels, restaurants, and resorts (Hall 2003). Though in recent years, food has also become one of the main reasons to visit a particular destination. After all, one cannot deny its importance for creating a unique and memorable experience for the tourist (Wolf, 2006). Thus, there has been a shift in the role of food in the tourism industry.

When at a destination, it is obvious that the tourist will dine at least twice or thrice a day. This might be because of necessity or for the sole aim of pleasure, to enjoy the local culture through its local cuisines. Local cuisines or the food culture of any destination have not only increased the number of tourism products a destination has to offer but have always increased the altogether enhanced tourist experience. Thus, we can assume that food has a very important role in the tourism industry. Also in today’s globalized and technology-driven world, travel food shows like Gordon Ramsay’s Unchartered and Highway on My Plate, and bloggers and vloggers like The Food Ranger have escalated the curiosity of the people to experience some unique and distinctive food products and cuisines. Its effect is such that the people are opting to travel to a particular destination especially to try the local cuisines or try the food of its ‘celebrity chef’ (Mitchell & Hall, 2003).

Just about every tourist spends money on food at the destination. Studies have been conducted in the past which shows that after accommodation, the majority of the

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budget is spent on food and beverages (Disegna&Osti, 2016). In some distinct cases, it is also found that instead of accommodation, it can be food on which most of the money is spent, like in the case of Russian tourists visiting Finland (S. Mynttinen, 2015). This confirms that the tourist food consumption behaviour can be a significant contributor to the local food industry.

Broadly defined, food tourism mostly is related to tourists indulging in food-related activities throughout a trip (Shenoy, 2005).

Food and destination marketing

Food is always inspired by its culture and region. It gives an impression of the region, allowing the tourist to closely know the destination and the culture. It is against this background, we can say that food can play an important role in marketing any destination. Inherently, food culture can furnish a good footing for any destination’s marketing and branding. Every element from the food culture of the region like its food and beverages, eating practices, different ways of food preparation can be used to full advantage in marketing a destination.

Besides, it is indubitable that tourism brings abounding economic benefits to a region. Many studies from the past till present stands testimonial to it like in the case of Africa. Africa’s tourism-based revenues have increased by more than 50% in the 1990s, and the total number of international arrivals has skyrocketed by roughly 300 %, from the 1990s to 2000s. This trend has even continued in the 21st century. Even in the 2007 -2008 global financial crisis, Africa was the only country that witnessed growth in the tourism industry (Signé, 2018). Realizing such colossal benefits of tourism, countries are looking continuously for unique products to differentiate themselves from the others. One such distinctive resource that regions have is their local cuisines and dishes. Time and again they have also proved to be an effective tool for marketing a tourism destination as well. For instance, a study was done on Bosnian food culture to understand how tourists perceive the local cuisine (Peštek & Činjarević, 2014). Another study was done to study how Malaysian cuisine can be used in marketing Malaysia as a tourist destination (Jalis, Che, & Markwell, 2014)

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Food tourism in India

All in all, it is inarguable that certain cuisines or food get associated with certain destinations or regions. When you recall or say its name, swiftly that particular region or destination comes to mind. For example, Sarsonkasaag and Makkeki roti has become identical or equal to Punjab, Dhokla to Gujarat, Appam to Kerala, LittiChokha to Bihar, and Axone to Nagaland.

Besides food may not be the first reason to choose a destination but it is a very important tourism product when it comes to niche tourism. This one fact is beyond any doubt. Besides India being such a diverse country, not only in terms of its physiography but also in its daily practices, customs and traditions, and so on. Different regions would have their individualism. One such basis again would be food.

Concerning developing tourism products, the National Tourism Policy of India, 2002 clearly states that it needs to capitalize on its diverse traditional cuisines that are increasingly becoming popular globally. Also, that if the restaurant sector is expanded it can have positive linkages and ripple effects on the Indian economy.

For a long period, India has always been associated with colorful culture, colossal castles and forts, Maharajas and Maharanis, and equally momentous heritage. Not to forget that the spices and flavors have also always caught the tourists’ attention and put them in awe. In the recent past, people are also getting more and more aware of the health benefits associated with spices like turmeric, black pepper, and cinnamon, etc. So, even though India has long been known for exquisite spices and flavors, culinary tourism or food tourism has been a recent phenomenon in India. That is why it is a valuable tourism product that can be further developed accordingly.

What is astonishing about the Indian cuisines is that all the 28 states and 8 union territories of India have something unique and different to offer to their guests.

Various organizations and the government together are hosting food festivals in different areas where everybody gets a chance to involve in distinctive delicacies. Like the National Street Food Festival, Delhi, the Mei Ram-organized by North-East slow food and Agro-biodiversity society.

144 The Role of Food in Destination Marketing-An Indian Perspective

There is no doubt that international tourists are attracted by the flavors, spices, and curries of Indian cuisines. They look for itineraries whereby they can get hands-on experience in cooking and savoring authentic Indian cuisines. The range of activities they get involved in varies from simply visiting the destination to try the local cuisine to learning them to tea or wine tasting, farm visits, and so on. However, when it comes to domestic tourists, food is not one of the main reasons to select a destination. Though slowly but steadily, the tour operators are witnessing an increase in their number too. One of the reasons can be the destinations getting popularized by social media food influencers or the food festivals being organized by the governments.

In the Indian food tourism scenario, another thing that is witnessed is that it is usually the Rajasthani or the north Indian cuisines that are more popular among international tourists. This is the reason why most inbound tour operators tend to customize itineraries around the north or northwestern Indian. Cuisines of states like Mumbai, Kerala may not have been so popular but they are alluring many inbound tourists.

One obvious reason to promote food tourism in the country is that it will help in protecting the gastronomical customs and traditions which are being swiftly replaced by modern, global cuisines. There is also an incidental and overriding reason to further refine the food tourism scenario in India. Doing so will help the local vendors, farmers, and others who are not directly linked with the tourism sector to prosper.

Top 10 Indian states in terms of domestic tourist arrivals

With increased disposable income and awareness, the domestic tourism market has become quite robust. Unlike earlier days now people often travel to different destinations for various purposes. Table 1 lists the top ten states in terms of domestic tourist arrivals in 2019, as 2020 was lockdown most of the year.

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Table 1.Ranking of Indian states in terms of domestic tourist arrivals Ranking of states (domestic tourist arrival) States 1 Uttar Pradesh 2 Tamil Nadu 3 Andhra Pradesh 4 Karnataka 5 Maharashtra 6 West Bengal 7 Madhya Pradesh 8 Telangana 9 Gujarat 10 Rajasthan Source: https://tourism.gov.in/

Role of food tourism in destination marketing in India

Tourism has become one of the major sources of revenue in the last few decades around the world. India is also having a vast tourism industry. Every state in India wants to top in this list and earn more and more from tourism. Seeing the effective results of marketing these states also incorporates various marketing strategies to lure tourists. Marketing a destination incorporates all the unique things about that state which make it different from others. Almost all the states and union territories in India have their tourism minister and promote tourism through their official websites. These tourism websites include all the information about the state, its destination, culture, fairs, and festivals, etc. With the growing popularity of food tourism, these states also have a piece of decent information on food/cuisine on their websites. In the ancient era, food was one of the main reasons why humans travelled but nowadays it is of the reasons why people may not travel to a particular place. Many north Indians are hesitant to go to South India and vice versa because of food.

These tourism websites may use food as a tool of destination marketing because when people will have a clear understanding of the food of a particular place they may decide easily to visit unfamiliar places with huge diversity in culture and tradition. The study attempts to find the role of food tourism in destination marketing through their tourism websites.

146 The Role of Food in Destination Marketing-An Indian Perspective

Table 2 (end of the chapter) analyses the section of food tourism of their tourism websites.

Findings

Findings of the study show that out of ten states, eight i.e. Uttar Pradesh, Maharashtra, Karnataka, Rajasthan, Gujarat, West Bengal, Tamil Nadu, Telangana have a separate section of food/cuisine on their website. These sections have pictures and descriptions of their special cuisines. Most of these have included food under experiences, things to do. Madhya Pradesh and Andhra Pradesh do not have separate sections of food/cuisines. They have mentioned their state's popular cuisines on their website through blogs. These blogs give good information about different cuisines along with pictures.

The findings of the study show that these top 10 states have been trying to use food as a tool in promoting their state tourism but still it is a very early stage. Some states like Uttar Pradesh do not have proper pictures of their cuisines on their website; however, it tops the list of domestic tourist arrival. Some states like Maharashtra, Gujarat, and Karnataka have very well elaborated food sections on their websites with beautiful pictures and details about that cuisine.

Suggestions for future research

As the present study is limited to the top ten states and their tourism websites have been analyzed, future research can use primary data from tourism stakeholders. They can also widen their research to other Indian states.

References

1. Disegna, M., & Osti, L. (2016). Tourists’ Expenditure Behaviour: The Influence of Satisfaction and the Dependence of Spending Categories. Tourism Economics, 22(1), 5-30.

2. Hall, M., & Mitchell, R.(2001).Wine and food tourism In: N. Douglas, & R. Derrett (Eds.), Special interest tourism (pp. 307–325). Australia: JohnWiley.

3. Hall, C., & Sharples, L. (2003). The consumption of experiences or the experience of consumption? An introduction to the tourism of taste. In C. M. Hall, L. Sharples, R.

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Mitchell, N. Macionis, & B. Cambourne (Eds.), Food tourism around the world-Development, management and markets (pp. 1–25). Oxford, UK: Butterworth-Heinemann.

4. Jalis, M. H., Che, D., & Markwell, K. (2014, August 20). Utilising Local Cuisine to Market Malaysia as a Tourist Destination. Procedia -Social and Behavioral Sciences, 144, 102-110. doi:https://doi.org/10.1016/j.sbspro.2014.07.278

5. Mitchell, R., & Hall, M. (2003). Consuming tourists: food tourism consumer behavior. In M. Hall, L. Sharples, R. Mitchell, N. Macionis& B. Crambourne (Eds.), Food Tourism Around the World. Oxford: Butterworth Heinemann.

6. S. Mynttinen, J. L.-T. (2015). Perceptions of food and its locality among Russian tourists in the South Savo region of Finland. Tourism Management, 455-466.

7. Shenoy, S.S. (2005). Food tourism and the culinary tourist. USA: PhD Thesis, Clemson University.

8. Signé, L. (2018, December). Africa’s tourism potential: Trends, drivers, opportunities, and strategies. Retrieved from https://www.sipotra.it/old/wp-content/ uploads/2018/12/Africas-tourism-potential.-Trends-drivers-opportunities-and-strate gies.pdf.

9. Peštek, A. and Činjarević, M. (2014), "Tourist perceived image of local cuisine: the case of Bosnian food culture", British Food Journal, Vol. 116 No. 11, pp. 1821-1838. https://doi.org/10.1108/BFJ-01-2014-0046.

10. Wolf, E. (2006). Culinary tourism: The hidden harvest. Dubuque, IA: Kendall/Hunt. 11. Publishing Company. 12. https://tourism.gov.in/. 13. http://www.tourism.rajasthan.gov.in/. 14. https://www.gujarattourism.com/. 15. https://www.telanganatourism.gov.in/. 16. https://www.mptourism.com/. 17. https://wbtourism.gov.in/. 18. https://www.maharashtratourism.gov.in/. 19. https://www.karnatakatourism.org/. 20. http://www.aptourism.gov.in/. 21. https://tamilnadutourism.tn.gov.in/. 22. http://www.uptourism.gov.in/. 23. https://tourism.gov.in/sites/default/files/2019. 24. 11/National_tourism_Policy_2002.pdf.

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Table 2.List of top 10 states tourism websites and their analysis States Tourism websites Section of Food/

cuisine in website Analysis

Uttar Pradesh

http://www.uptourism.gov.in/ Yes Uttar Pradesh tourism website has a well-elaborated section of food and cuisine under experiences in which most of the specialties of the state are mentioned like Banarsi food, Awadhi food, Sweets, Mughlai food, KundanKaliya, ShamiKabab, KakoriKabab, GulnaarKababs, NehariKhaas, NargisiKofta, PatiliKabab, PasandaKababs, ShabDeg, ZaminDoz, Lakhnavi Biryani, Zarda, Roomali Roti, SheermalandKulcha. A brief introduction about these dishes has been provided, but pictures are missing which is needed to create more appeal to tourists. Destination-wise information of food and cuisine is also provided in each destination under the top destination section.

Tamil Nadu https://tamilnadutourism.tn.gov.in/

Yes Tamil Nadu's new tourism website has a section of cuisine under experiences in which cuisines mentioned are Chettinad

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cuisine, Kongunadu cuisine, Nanjil Nadu cuisine, Pandiya Nadu cuisine, Tamil Brahmin cuisine, Temple cuisine, The Tamil Nadu Menu Card, Biryanis of Tamil Nadu. A brief introduction of cuisines has been provided with destinations where these cuisines are famous.

Andhra Pradesh

http://www.aptourism.gov.in/ No Andhra Pradesh tourism website does not have a separate section of cuisine. The experiences section is dominated by photography, trekking, historical, museum and boating. Their website has a blog section in which there is cuisine related blog that introduces major cuisines of the state like Andhra Bhojanam, Curries, Pappu, Pulusu, Pickles, Sweets, Podis, and Snacks.

Karnataka https://www.karnatakatourism.org/

Yes Karnataka tourism website includes cuisine section under experience. This section has divided cuisine into four parts Coastal Karnataka, General Karnataka, South Karnataka, and North Karnataka. In each part, you can see pictures of famous

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dishes clicking on which will take you to a page that will give you a brief introduction about that dish. Some of the important dishes mentioned on the website are Banana Bun, NeerDosa, GoliBaje, Patrode, Mengaluru fish curry, Chitranna, Filter Coffee, Guliyappa, Haalbai, Kadubu, Majjige, JoladaRotti, RagiAmbali, BelagaviKunda, BisiBele Bath, MaddurVada, and Mysore Pak. Pictures on the website are quite appealing and can trigger the interest of the person to visit Karnataka for having these cuisines.

Maharashtra https://www.maharashtratourism.gov.in/

Yes Maharashtra tourism website has given space to the cuisine section which is under Explore Maharashtra. In the section, you can find various sub-sections like Maharashtrian delight which includes different kinds of Ladoos like MotichoorLadoo, Boondiladoo, RavaBesanladoo, Tilladoo, Besanladoo, Rajgiraladoo, and Ladoo for fasting days. Another section is of pickles which have mention of Kairilonche and Ripe Mango

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Moreamba or Sakharambais. Under Summer Treats to Beat the Heat Sol Kadhi, KairiPanheis mentioned. Monsoon foods include mention of Bhajji, Vada-Pav, Misal, and Masala Chaha. The website has a special mention of Diwali dishes called Diwalipharal which includes mention of Chivda, Shev, Chakli, Kadboli, and also Ladoos. The section also includes an image gallery where you can see different foods with images. The video gallery has only one video of Konkani culinary secrets. Your tube gallery also has a single video of Konkani chicken.

West Bengal

https://wbtourism.gov.in/ Yes West Bengal tourism website has added a cuisine section by name Bengal foods under Destination Tab. Popular dishes like Sita-Bhog, BhapaIlish, Lyangcha, Joynagar-er Moya, ChingriMaacherMalaikari, Rasogolla, BhatkiPaturi, Goja, and Mutton have been mentioned with their introduction and images.

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Madhya Pradesh

https://www.mptourism.com/ No Madhya Pradesh tourism website does not have a separate section of food or cuisine tourism but they have good mentions of blogs related to food and cuisine. Some of the worth mentioning blogs of the website are Madhya Pradesh-A state of timeless cuisine, Bhopal- A city that Pampers your Taste Buds, Gwalior- A Yummy Tummy Travel Destination of MP, Malwa cuisines, A Tinge of Rich Flavours!, Bundelkhand Cuisines-The Rich Culinary Feast. These blogs have included dishes like Bara, BundeliGosht, KadaknathMurgha, KeemekiTikki, RasKheer, Lapsi, MurarKe Kebabs, KoduTilKaBaat, BhopaaliPaan, Gwalia Kebabs, Gwalior Biryani, Kalakand, LavangLatika, PalakPuri, Butte kiKhees, AmliRiKadhi, Khoprapak, and Malpua.

Telangana https://www.telanganatourism.gov.in/

Yes Telangana tourism website has a section of food under experiences but it is not very much elaborated. A general introduction about Telangana cuisine and food is given in a paragraph. The famous dishes

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mentioned are Dum Ka Biryani, QubaniKaMeetha, Hyderabadi special biryani, Irani Chai, Sakinaalu, SarvaPindi, and HyderabadiHaleem.

Gujarat https://www.gujarattourism.com/

Yes Gujarat tourism website has a section of cuisine in Pick Your Trail. The section is quite elaborative with different subsections like Gujarati Thali, Farsan, Dal, Shak&Kathol, The MIllets (Khichdi and Breads), Festival & Seasonal Fare, Mishthaan. In each subsection, there are pictures of famous dishes on which we can click and it will direct us to a new page explaining the dishes. The main dishes included in these subsections are Khandvi, Handavo, Khaman, Khichu, Dabeli, Fafda, Khakhra, Ganthiya, Patra, LiloChevdo, Gujrati Dal, Undhiyu, Thepla, Rotlo, JuwarRotla, NagliRotla, AamRas, Ghooghra, Basundi, Shrikhand, and FadaniLapsi.

Rajasthan http://www.tourism.rajasthan.gov.in/

Yes Rajasthan tourism website does not have a section on cuisine. I find it difficult to search food or cuisine-related article or

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section on their website. When we skip to the main content there is a section of EAT under must-do activities in Rajasthan. This has pictures of famous cuisines of Rajasthan like Lal Maas, Safed Maas, Dal BatiChurma, Gatte Ki Khichdi, Kachoris, ShahiGatte, MachaleeJaisamandi, MirchiBada, GhevarandKer Sangri. When clicked on these pictures a brief description of that cuisine is showed up.

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Medicinal effects and Tourism potential of wild edible flowers of District Mandi, Himachal Pradesh

Tara Devi Sen1, Vijay Sen2 1Assistant Professor. Department of Botany, Sardar Vallabhbhai Patel,

Cluster University, Mandi, HP, India. 2Vocational Trainer (Tourism & Hospitality) Himachal Pradesh Board of School

Education, GSSS SADIANA, Mandi, 175001. E-mail Id: stara1982@gmail.com, vijaysen007@gmail.com

Abstract

Brief Introduction: The present study deals with medicinal effects and potentail of medicinal wild edible flowers (MWEFs) of District Mandi Himachal Pradesh in boosting immunity, health and herbalculinary tourism (HCT).

Aim of Study: Study aimed to examine diversity, distribution, season of availability of MWEFs their medicinal effects, marketing opportunities, nutritional and economi values for HCT development.

Methodology: Study was based on extensive survey, sampling and interviewing knowledgeable persons through a questionnaire. Results were analysed to develop new strategies for growth and revitalization of tourism industry.

Data collection: Present study was conducted in Mandi district (31°42' 29.4" N latitudes and 76° 55' 52.92" E longitudes) of Himachal Pradesh, North West Himalaya from September 2018 to April 2021 by survey, sampling and interviewing knowledgeable persons hotels and dhaba owners through a questionnaire for the diversity, distribution, parts used, season of availability and market opportunities of MWEFs and their potential in boosting immunity, health and HCT.

Medicinal effects and Tourism potential of wild edible 156 flowers of District Mandi, Himachal Pradesh

Result: Total thirty four MWEFs(trees 04spp; shrubs 13 spp. & herbs 17 spp.) were documented in this study belonging to 16 families and 25 genera. Family Fabaceae was found dominant, represented by 7 species followed by Asteraceae, Oxalidaceae and Polygonaceae represented by 3 species each. Among genus Indigofera, Oxalis and Rumex were found dominant represented by 3 species followed by Berberis, Hedychium and Rosa (represented by 2 species each)These plants have been documented based on their medicinal and nutritive value to boost immunity, health and HCT.

Conclusion: From last one and half year due to COVID -19we have witnessed a sharp decline in tourism industry all over the world leading to unemployment to the people engaged in tourism industry. To overcome the situation and revitalization of tourism sector a new niche HCT within culinary tourism and herbal medicine tourism is worked out that can play pivotal role in boosting immunity, health and tourism.

Significance of study: As food and scenic beauty of a tourist destination plays a significant role in the travel plans of holiday makers for choosing any tourist destination, MWEFs loaded with scenic beauty and nutritional value can play manifold role for tourism attraction and its revitalization at present and in future.

Keywords: MWEFs, Tourism, Immunity, Traditional recipes, HCT.

Introduction

It is estimated that the number of medicinal plants has been in the range of 40,000 to 70,000 (Damtoft et al., 1996; Iwu, 2014) and almost 25% of these plants have some sort of medicinal use somewhere in the world. The use of medicinal plants in human health care is as old as human civilization and frantic efforts are being made to improve medicinal plants or their herbal products of improved quality from various technologies (Schippmann et al., 2006; Rasool, 2012). Medicinal plants are also important in deciding tourist destination for herbal medicine

Local Food and Community Empowerment through Tourism {Volume I} 157

tourism. Torabi et.al, (2018) defined herbal medicine tourism as an integrated type of tourism that involves outdoor activities, including festivals, workshops in herbal medicine tourist parks/ farms, and the natural habitats of plants to popularize the therapeutic properties of medicinal plants and to preserve traditional medicine. Many of these medicinal plants can be served as a food and food supplement to boost immunity and avoid diseases. These can also be cooked with some modern twist in traditional recipes to lure young generation. When we serve culinary items with herbal addition it will create a new niche HCT in Tourism Industry. As food and scenic beauty of any tourist destination is the focal point in the travel plans of holiday makers while they choose any tourist destination. But after COVID-19 holiday makers will love and prefer to choose those places where tourist can experience HCT. Thus HCT will play an important role in tourism destination management in coming future. District Mandi of Himachal Pradesh lying between world popular Shimla-Manali highways is a home of variety of MWEFs and tourist destination. These MWEFs are loaded with scenic beauty and also known for their rich nutritional and economic values, so can be utilized to boost HCT. Main tourist destinations here are Prashar Lake, Rewalsar Lake, Kamrunag Lake, Barot, Devidarh, Chindi, Shikhari Devi Temple, Mahunag Temple Kamlah Fort, Tashi Jong Buddhist Monastery, Bhutnath Temple, Bhima Kali Temple, Tarana Mata Temple etc. (Devi & Sen, 2021) which can be promoted as HCT destination. MWEFs listed in this study are used against a variety of aliments and some of them are also sold raw or processed at very high price in local, national or international market. So, can further play an important role inuplifting socio-economic status oflocal people and developing HCT round the globe. As cultural tourism business in Himachal Pradesh is an important alternative form of tourism industry and same can also be done with HCT (Kumar, 2017). Traditional knowledge related to MWEFs with relation to HCT business is not analysed till date, so present study has been undertaken to document and analyse the delicious cum MWEFs of district Mandi whuch can attract tourist from all over the world and help to promote this region as a favorite HCT destination.

Medicinal effects and Tourism potential of wild edible 158 flowers of District Mandi, Himachal Pradesh

Review of literature

Related work on culinary tourism and herbal medicine tourism has been undertaken by many workers. Devi & Sen (2021) worked on role of wild food plants in culinary tourism development of district Mandi Himachal Pradesh, Torabi et.al, (2018) identified herbal medicine-based niche tourism as an integrated form of tourism and mentioned innovative Andersson, et al, 2017 elaborated culinary tourism is in the form of food and tourism synergies and its perspectives on consumption, production and destination development. Kumar (2017) worked on cultural tourism development in Himachal Pradesh emphasizing local cuisines and their promotion Kala (2015) highlighted how medicinal and aromatic plants can create entrepreneurial opportunities, particularly in the tourism sector. Butthongdee (2015) indicated that community herbal learning centres in Thailand have the potential to become important tourist attractions. In addition, Deka, et al, (2015) examined that the traditional use of herbal health remedies in India provides significant nutritional, economic, and ecological benefits for rural communities through tourism.In India Kerala is leading for herbal tourism, especially for Ayurvedic treatment, and a large number of people visit India for herbal tourism leading to employment opportunities for thousands of people (Kala, 2015; Laub, 2010; Sharma, 2013). Same tourist influx can be possible in Himachal Pradesh with promotion of HCT as an integral part of tourism management. Despite the growing recognition of herb-based tourism, there is a general lack of studies on the subject, and most recent studies emphasize herbal tourism as being part of health and wellness tourism (Harryono, et al, 2006; Nolan & Schneider, 2011; Shu-hua, 2010), medical tourism (Chambers & McIntosh, 2008), or agritourism (Berdzenishvili, et al, 2013). Earlier local cuisine and herbs are not that much associated with tourism, but recent 8 to 10 years trends reveals that various specialty restaurants and local food shops are providing authentic local cuisine to tourist. Same trend is required to drag the attention of policy makers to include nutritionally rich MWEFs and herbal culinary cuisines in menu of hotels, restaurants and dhabas. Focused study on MWEFs and their role in in boosting immunity, health and CHT is not attempted earlier. So, present study has been undertaken with following main objectives:

Local Food and Community Empowerment through Tourism {Volume I} 159

Objectives

1. To know the diversity, distribution, habit and traditional method of utilization of MWEFs of District Mandi H.P.

2. To identify the MWEFs , cuisines prepared from them and analyse scope of a new niche HCT within culinary tourism & herbal medicine tourism, which can fascinate more and more tourist influs in future

3. To know role of MWEFs in tourist attraction and rural prosperity. 4. Torevitalize tourism and traditional health care and herbal healing with the

use of nutritionally rich MWEFs of District Mandi of Himachal Pradesh. 5. Need of sustainable harvesting of MWEFs for ensuring sustainable

development and sustainable CHT development.

Methodology

Study is based on both primary and secondary data.

Data Collection

Survey and sampling were done (Rapid) between amsl 500-4034 m in the study area. Information on altitudinal range, habit, habitat (s) and method of extraction, availability, market value and utilization pattern etc. of MWEFs was gathered. knowledgeable persons, owners of local hotels, restaurants and dhabas, tourist and local people who are involved in collection, preparation, serving herbal cusines, processing and marketing of MWEFs through a questionnaire.

Identification of samples was done with the help of local and regional floras (Chowdhary & Wadhwa, 1984: Collett, 1902, Dhaliwal & Sharma, 1999; Singh, 1918). MWEFs were analyzed for their medicinal effect, traditional uses and their role in bosting immunity, helath, income and HCT.

Study area

Present study has been conducted in Mandi district (31°42' 29.4" N latitudes and 76° 55' 52.92" E longitudes) of Himachal Pradesh, North West Himalaya. It covers approximately 3,950 km2 area comprising 469 panchayats and 3374

Medicinal effects and Tourism potential of wild edible 160 flowers of District Mandi, Himachal Pradesh

villages with 2, 19, 145 households. The total human populations of study area is 9, 99,777 and livestock population is 67355.Altitudinal range of study area varies from 500-4034 m. It supports diverse habitats, species, communities and Ecosystems. The vegetation mainly of sub- tropical and temperate types and mostly dominated by broad leaved deciduous and evergreen and coniferous types. (District Economic and Statistical Department, Mandi, H.P).

Figure 1.Google map of study area

Result & analysis

1. Diversity & Distribution of MWEFs

Total thirty four MWEFs (trees 04spp; shrubs 13 spp. & herbs 17 spp.) were documented in this study belonging to 16 families and 25 genera. Family Fabaceae was found dominant, represented by 7 spp. followed by Asteraceae, Oxalidaceae and Polygonaceae represented wach by 3 spp. Among genus Indigofera, Oxalis and Rumex were found dominant represented by 3 spp each followed by Berberis, Hedychium and Rosa (represented by 2 spp. each) (Figure 3 and Table. 1 (end of the chapter))

Local Food and Community Empowerment through Tourism {Volume I} 161

Figure 2.Diversity of MWEFs

Photo plates: Showing Utilization Pattern of MWEFs

Losar bloom

Losar herbal tea

Losar Fl & Lf kachru Figure 3.Achillea millefolium

Jangali- genda plant

Tea Oil extraction from Flin

IIT Mandi Figure 4.Tagetes minuta

4

13

17

0 5 10 15 20

TREE

SHRUB

HERB

Diversity of Life form

Medicinal effects and Tourism potential of wild edible 162 flowers of District Mandi, Himachal Pradesh

Laung in bloom Laung Fl

Kachru

Figure 5.Taraxacum officinale

Kashmale bloom

Harvesting Kashmale Fl

Kashmale Fl

Rayata fromFl

Chutney from Kashmale

Fl

Kachru

Figure 6.Berberis lycium & Berberis aristata

Local Food and Community Empowerment through Tourism {Volume I} 163

Burans in full

bloom

Harvested Fl

Ingredients for chutney making

Buranschutney

being served with pakoras in a local

dhaba

Butter milk

prepared from dried powder of Burans and mint

Kachru

Squash

Burans flowers being sold at Mandi town

Burans flowers for selling

Selling of Burans Fl

chutney

A child standing along roadside to sell Fl for

tourists& visitors Figure 7.Rhododendron arboretum

Medicinal effects and Tourism potential of wild edible 164 flowers of District Mandi, Himachal Pradesh

Karyale in full bloom

Harvested karyale

Fl & Fl buds

Kachru from Fl

Veg. Curry Rayatw

Karyale bud’s Pickle

Figure 8.Bauhinia variegate

Kathi in full bloom

Harvesting KathiFl

Kathi kachru

Figure 9.Indigofera spp. (I. atropurpurea, I cassioides & I. heterantha)

Local Food and Community Empowerment through Tourism {Volume I} 165

Peula ghaa growing wild

Harvested Peula ghaa

Kachru from Peula ghaa

Figure 10.Lotus corniculatus

Rumeunii growing wild Rumeunii Fl & kachru

Temple made up of

Rumeunii wood Figure 11.Robinia pseudoacacia

Figure 12.Trifolium repens

Jangali parseen growing

wild

Harvesting Fl

Pakoras from Fl head

Medicinal effects and Tourism potential of wild edible 166 flowers of District Mandi, Himachal Pradesh

Basanti in bloom

Basanti collected for

kachru making

Kachru & Rayata

Figure 13.Hypericum perforatum

Pushanbandain full bloom

Tea from Pushanbanda

Fl & Lf

Pakoras

Figure 14.Micromeria biflora

Local Food and Community Empowerment through Tourism {Volume I} 167

Chakor ka ghass growing wild

Harvesting Chakor ka

ghass

Momo’s with addition of

Chakor ka ghass Fl Figure 15.Salvia lanata

Neela ghoongru ghaa

Close-up of Fl

Siddu with addition of Fl & Lf Figure 16.Prunella vulgaris

A shrub of peeyan

Ingredients for Kachru

making

Kachru

Figure 17.Reinwardtia indica

Medicinal effects and Tourism potential of wild edible 168 flowers of District Mandi, Himachal Pradesh

A branch showing

Daadu fruit

Removing Sd of

daadu from fruits

Dried seed of

daadu as anardana

Chutney

Figure 18.Punica grantatum

Dhave in full bloom

Collecting Dhave Fl

Dry powdered Fl

Rayata

Chutney

Kachru

Ingredient for pakora

making

Pakoras ready to serve

Dhave Fl pakoras curry

Figure 19.Woodfordia fruticosa

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Simbal bloom

Simbal buds

Simbal veg

Selling of buds

Figure 20.Bombax ceiba

Close-up ofFl

Immature Sd pod for veg

Ingredients for chutney

Chutney ready to serve

Ingredients for kachru

making

Kachru ready to serve

Figure 21.Moringa oleifera

Medicinal effects and Tourism potential of wild edible 170 flowers of District Mandi, Himachal Pradesh

Malori growing as weed

Close-up of Malori Fl Chutney from above ground parts of Malori

Figure 22.Oxalis corniculata

Malora ghaa bloom

Close-up of Fl

Harvested Malora ghaa

Malora ghaa collected for cooking

Chutney

Kachru

Figure 23.Oxalis debilis var. corymbosa

Local Food and Community Empowerment through Tourism {Volume I} 171

Trikhada growing wild

Trikhada in full bloom

Chutney from Trikhada

Figure 24.Oxalis latifolia

Mil-malori

Mil-maloriin full

bloom Harvesting Mil-

malori Fl

Mil-malori chutney

Figure 25.Rumex acetosa

Aambi in bloom Kachru from Aambi Chutney from Aambi Figure 26.Rumex hastatus

Medicinal effects and Tourism potential of wild edible 172 flowers of District Mandi, Himachal Pradesh

Jalbhangru in flowering

Chutney from Jalbhangru

Figure 27.Rumex nepalensis

Kujja Fl

Harvestingkujja Fl & Ts o

Kujja bloom & kachru

from its Fl Figure 28.Rosa brunonii

Local Food and Community Empowerment through Tourism {Volume I} 173

Jangali gulab

Harvested petals for

cooking Paste for kachru making

Kachru

Garnishing with dried

petals

Sherbet making

Jangli gulabsherbet &

gulkand Figure 29.Rosa macrophylla

Jhamirdi growing wild

Close-up of Jhamirdi Fl

Kachru

Figure 30.Citrus jambhiri

Medicinal effects and Tourism potential of wild edible 174 flowers of District Mandi, Himachal Pradesh

Banfs

Banfsa

Banfsa

Figure 31.Viola pilosa

Sated-Banadark

Safed-Banadark

Banadark

Figure 32.Hedychium coronarium

1. Indigenous uses and traditional method of utilization of MWEFs as food and using flowers with modern twist to frame a new niche HCT

MWEFs listed in this study are eaten both raw or cooked. These are also dried and processed in the form of juice, chutney, sherbet squash and gulk and to preserve for off season. Some Fl are taken as herbal tea and also used to extract oil. (Table 1, Figure 3 to 32.). Fl buds of Bauhinia variegata and bombax aeiba are used as vegetable and can be pickled for off season, while rest are cooked as a food supplement in the form of chutney, sherbet, kachuri, bhale, snacks, halwa, mome;s siddu, pakoras etc. Dried Rosa spp are a beautiful garnish over sweets

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and used to enhance visual impact and herbal benifits. Thus use of fresh or dried MWEFs in both traditional and modern recipes will frame a new niche HCT within culinary and herbal medicine tourism. (Table 1, Figure 3 to 32.)

2. Role of MWEFs and their cusines in boosting immunity, health and HCT

MWEFs like Achillea millefolium, Taraxacum officinale, Berberis/ spp. Lotus corniculatus, Moringa oleifera, Punica grantatum are rich in antioxidants, Vitamin C, A and minerals, so used as tonic by local people to boost immunity and prevent diseases. However, food value of many of documented MWEFs is not calculated so far and results are based on available food value of other edible parts of these plants. All the listed flowers are rich in medicinal values are eaten to prevent a variety of diseases ((Table 1, Figure 33).

Figure 33.Utilization pattern of MWEFs to prevent diseases by taking in food

As like most viral infections, the COVID-19 pandemic has symptoms of fever, abnormally high temperature, sore throat, cough, and shortness of breath (Han, 2020), The MWEFs listed in this study like Bauhiniavariegata, Hypericum perforatum, Moringa oleifera, Rhododendron arboretum, Taraxacum officinale and Woodfordia fruticosa are known to cure common cold, cough, fever,

No of sp

Diseases

Medicinal effects and Tourism potential of wild edible 176 flowers of District Mandi, Himachal Pradesh

bronchitis and many other deadly diseases by boosting ummunity, Among these 15MWEFs are used against fever, 12 against cold, 10 against cough and diabetes each, 8 against cancer and eye diseases each (Table 1, Figure 33)

3. Role of wild flowers cuisines in tourist attraction and in socio- economic development of study area

MWEFs like Rhododendron arboretum, Bauhinia variegata, Indigofera spp. Robinia pseudoacacia, Trifolium repens, Reinwardtiaindica, Woodfordia fruticosa, Rosa spp, Hedychium spp. are loaded with scenic beauty and centre of attraction for the visitors during their full bloom. MWEFs like Achillea millefolium Tagetes minuta, Rhododendron arboretum, Bauhinia variegata, Indigofera spp. Moringa oleifera, Viola pilosa are sold at high rate in local, national or international market, so are also good source of earning for local people specially woman and children of rural area. They collect flowers from wild habitat and sell these fresh to the tourist and visitors by standing along roadsides. Dried or processed flowers are sold through Self Help Groups. Rhododendron arboretum flower chutney is served to the tourists round the year at famous Fojji dawa at Narla in NH-21 Mandi-Pathankot national Highway. Likewise processed flowers like Burans juice; Rhododendron arboretumand Moringa oleifer- chutney, Gulkand from Rosa spp, Bauhinia variegate pickle etc.(Table 1, Figure 33) are very popular wild herbal culinary items of study area, These are also tourists’ attraction and sold by various Self-Help Groups during weekly self -help group fair during every Saturday at Seri munch of Mandi Town. These wild flower items are also sold in local, national or famous international Shivratri fair.

4. Promotion of HCT for revitalization of tourism industry and entrepreneurship development in Mandi District of Himachal Pradesh

Promotion of MWEFs and cuisines prepared from them for socio-economic uplifting and HCT development urgently require linking of these items with tourism industry. It can be done by providing souvenirs of local products from MWEFs and providing brochures, leaflets and maps for promoting HCT. organizing educational sightseeing tours about MWEFs; encouraging tourists and hosts to participate in workshops on MWEFs and their traditional use; creating

Local Food and Community Empowerment through Tourism {Volume I} 177

services and facilities for the establishment of herbal culinary shops; designing a brand or logo for promoting HCT; establishing processed herbal culinary cusine stores in sites, parks, target villages and establishing teahouses for serving herbal tea in villages that are destinations for HCT. The local and MWEFs cuisine as a part of Himachali culture needs proper marketing. Only, then their preparation and consumption will foster among the tourist. It will help to provide quality food and everlasting experiences of herbal culinary grandeur of district Mandi to the tourists (Kumar, 2017). The promotional efforts further will be helpful to conserve and sustain MWEFs and theirancestral traditional recipes among future generation. Promotion can be done by encouraging local hotels, restaurants, dhabas through initiation of Tourism Department. For thisMWEFs cuisine need to be entered in menu of different restaurants, hotels, resorts, local restaurants & Dhabas etc., running across the district Mandi and entire state registered under Department of Tourism and allied departments of Himachal Pradesh. Marketing of MWEFs and their cuisine can be done or encouraged through hoarding, advertisement in newspapers and online individually & by the Department of Tourism through both print (Newspapers, magazines, hoardings, pamphlets & brochures etc.) & electronic media (Websites, social sites like Facebook, twitter, television, FM radio and digital displays etc.). Establishment of MWEFsw food centers or shops in each tehsil of the district Mandi, in main cities of Himachal Predaesh and different states of India is required. Awareness campaigns by Department of Tourism for making local dhaba, restaurant & hotel owners to include MWEFs cuisines in their menu. Individual effort by local restaurant owners to market MWEFs and their processed items by installing notice boards, hoardings, making local cuisines as part of their menu and also provide MWEFs on demand. Local entrepreneurs must also provide MWEFs items and cuisines as seasonal packaged services not only on their shops but also cater to telephonic / online orders. Recipes of MWEFs cuisines need to be developed into print and electronic media by Dept. of Tourism, Himachal Pradesh and circulated to the different dhaba owners as well as visitors of different festivals (Andersson, et al, 2017; Devi & SEn 2021).

Medicinal effects and Tourism potential of wild edible 178 flowers of District Mandi, Himachal Pradesh

5. Need of sustainable harvesting of wild medicinally important edible flowers for ensuring sustainable development and sustainable herbal culinary tourism development

As flowers are important means of plant propagation by producing seeds and fruits for dispersal and future regeneration. So, promotion of wild flowers for sustainable HCT development will depends upon sustainable harvesting of MWEFs. For ensuring sustainable development and sustainable HCT development, there is an urgent need of awareness among inhabitants for sustainable harvesting and optimum utilization of MWEFs. However, due to ignorance of local people about tremendous economic, nutritive and medicinal potential of many flowers most of them are get destroyed at resource level. This requires a mass awareness about latest processing technique and value addition of MWEFs. Local people sometime also overexploit popular MWEFs due to their high demand and high market price without ensuring their regeneration. This may lead to decline of these valuable plant resources in near future and our upcoming generation might be devoid of their rich nutritive, medicinal, aesthetic and economic benefits. So, harvesting need to be done by rotating habitat, keeping some flowers on parent tree and domesticating rare MWEFs which are high in demand and face high risk of extinction around home and in natural habitat.

Conclusion

MWEFs their traditional recipes and recipes with modern twist have tremendous potential to revitalize tourism, traditional health care, herbal healing, CHT development and rural prosperity of the study area. Wild flowers are a great source of amusement, nutrition and medicine for the tourist coming to Mandi from round the world due to their aesthetic, medicinal, nutritive and economic values. Many MWEFs of high altitude like Achillea millefolium-losar, Rhododendron arboretumIndigofera heterantha, Robinia pseudoacacia, Trifolium repens. Hypericum perforatum, Reinwardtiaindica, Rumex hastatus, Rosa brunonii, Taraxacum officinale and Rosa macrophylla etc during their full bloom are center of attraction for tourists and provide a soothing effect to the mountain lovers and visitors of Sikari devi, Barot, Devidarh, Nena devi and Paraser lake etc. of Mandi. While MWEFs of lower altitude like Bauhinia variegata,

Local Food and Community Empowerment through Tourism {Volume I} 179

Woodfordia fruticos, Bombax ceiba, Moringa oleifera, Berberis spp. Indigofera spp.etc are center of attraction for visitors of Riwalsor lake, Sundernagar, Pandoh Dam etc,. However a few MWEFs are equally fascinating for tourists of mountains and plan area of Mandi District. Tourists visit these places not only for their aesthetic beauty, but also, as a buyer of many MWEFs like Red burans, Dandlion, Drumstick, Dhave, kachnar etc. which they consider healthy and nutritious. Promotional efforts like establishment of flower garden, processing units, organising workshops related to MWEFs and opening of MWEFs items store at these destinations will help to grow tourism industry and develop HCT. It will also generate employment to local people and holiday makers associated with tourism industry. As District Mandi is a natural home of many MWEFs which are not explored optimally for their potential in boosting immunity, health, sustainable cultural tourism, rural prosperity and entrepreneurship development. Therefore, there is urgent need of utilizing and promoting these MWEFs for revitalization of tourism industry as well as conservation of culinary traditions and development of HCT.

Recommendations

1. Department of tourism must cum up with list of MWEFs whuch can boost immunity, health and attract tourists for development of HCT industry.

2. Cuisine from MWEFs need to be entered in menu of different restaurants, hotels, resorts, local restaurants & Dhabasetc., running across the district Mandi and entire state registered under Department of Tourism and allied departments of Himachal Pradesh.

3. Government should encouraging tourists and hosts to participate in workshops on MWEFs; creating services and facilities for the establishment of herbal baths; designing a brand or logo for promoting HCT; establishing processed MWEFs cuisine stores in sites, parks, and target villages and establishing teahouses for serving herbal tea in villages that are destinations for herbal culinary tourism. Nature park in each tehsil of District Mandi where local culture, handicraft and MWEFs recipes can be served & promoted.

4. There is urgent need of destination management, organizations, restaurants and sustainable harvesting by mass awareness and processing of MWEFs

Medicinal effects and Tourism potential of wild edible 180 flowers of District Mandi, Himachal Pradesh

around famous tourist destinations for revitalization of tourism & development of HCT

Limitation of study

The list of MWEFs is yet to be completedand nutritional analysis of 28 flowers need to be done.

Acknowledgement

The authors feel deeply indebted to the villagers District Mandi for providing valuable information about tourist influx, traditional practice of using wild food plants and using these as a source of income. Sincere thanks also go to S.S. Samant (Director, Forest Research Institute, Shimla), Chiranjit Parmar (Retired Professor of Horticulture) Sanjeet Singh (Assistant Professor of Economics), research associate Bhavna Devi, official of district statistical and tourism department, Botany department of Sardar Vallabhbhai Patel Cluster University Mandi for their encouragement, support and cooperation. A special thanks to DST Himachal Pradesh for providing fund to do research on traditional processing of wild food plants.

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28. Holtom. J. and Hylton. W. (1979); Complete Guide to Herbs. Rodale Press Publication. ISBN; 0-87857-262-7.

29. Iwu, M. M. (2014).Handbook of African medicinal plants. CRC press. 30. Kala, C. P. (2015). Medicinal and aromatic plants: Boon for enterprise

development. Journal of Applied Research on Medicinal and Aromatic Plants, 2(4), 134-139.

31. Laub, K. (2010). Tourists flock to India for Ayurvedic treatment. NCB News. Retrieved May 4, (2014), from http://www. nbcnews.com/id/39618081/ns/ traveldestinationtravel/t/tourists flockindia-ayurveda-treatments/

32. Kapoor, A., Anwar, P. and Gupta; Traditional recipe of District Kangra of Himachal Pradesh, Indian Journal of Traditional Knowledge. Vol 9(2), p p. 282-288. 2010.

33. Kirtikar K.R. and B.D. Basu, (1935), Indian Medicinal Plants, Vols. I, II III and IV, Bishan Singh Pal Singh, Dehradun.

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34. Kumar, A. “Cultural Tourism Development in Himachal Pradesh Emphasizing Local Cuisines and Their Promotion”. Amity Research Journal of Tourism, Aviation and Hospitality Vol. 02, issue 02, July-Dec 2017.

35. Launert. E. (1981). Edible and Medicinal Plants. 36. Manandhar, Narayan P. Plants and people of Nepal. Timber press, 2002. 37. Moerman, D. E. (1998). Native american ethnobotany. Timber press. 38. Nolan, J. M., & Schneider, M. J. (2011). Medical tourism in the backcountry:

Alternative health and healing in the Arkansas Ozarks. Signs: Journal of Women in Culture and Society, 36(2), 319-326.

39. Parmar. C. and Kaushal. M.K. (1982) Wild Fruits of the Sub-Himalayan Region. Kalyani Publishers. New Delhi.

40. Purohit SS, Sharma AK, Prajapati ND, 2 Kumar T; A handbook of medicinal plants: a complete source book. 2:3 52-3. 2009.

41. Rani, S., Rana, J. C., and Rana, P. K. Ethnomedicinal plants of Chamba district, Himachal Pradesh, India. Journal of Medicinal Plants Research, 7(42), 3147. 2013.

42. Saad, B., & Said, O. (2011). Greco-Arab and Islamic herbal medicine: traditional system, ethics, safety, efficacy, and regulatory issues. John Wiley & Sons.

43. Scriber, J. Mark (1 January 1978). "Cyanogenic Glycosides in Lotus corniculatus. Their Effect upon Growth, Energy Budget, and Nitrogen Utilization of the Southern Armyworm, Spodoptera eridania". Oecologia. 34 (2): 143-155.

44. Sen, T. D. (2021). The Role of Wild Food Plants of Himachal Pradesh in Boosting Immunity to Combat COVID-19. Journal of Scientific Research in Medical and Biological Sciences, 2(2), 23-62. https://doi.org/10.47631/ jsrmbs.v2i2.238.

45. Sharma, A. (2013). Medical tourism: Emerging challenges and future prospects. International Journal of Business and Management Invention, 2(1), 21-29

46. Shu-hua, Y. (2010). Uniqueness of Russian market of Chinese inbound tourism and development strategy. Journal of Beijing Technology and Business University (Social Science), 6, 1-16.

Medicinal effects and Tourism potential of wild edible 184 flowers of District Mandi, Himachal Pradesh

47. Singh PB, Singh, “Flora of the Mandi District Himachal Pradesh North West Himalaya”. Bishen Singh Mahendra Pal Singh, Dehradun. 1918.

48. Sood SK, Thakur S. Ethnobotany of Rewalsar Himalaya. Deep Publications; 2004.

49. Torabi Farsani, N., Zeinali, H., & Moaiednia, M. (2018). Food heritage and promoting herbal medicine-based niche tourism in Isfahan, Iran. Journal of Heritage Tourism, 13(1), 77-87.

50. Tsarong. Tsewang. J. (1994); Tibetan Medicinal Plants; Tibetan Medical Publications, India; ISBN; 81- 900489-0-2.

51. Uniyal SR, Singh KN, Jamwal P, Lal B (2006). Traditional use of medicinal plants among the tribal communities of Chhota Bhangal, Western Himalaya. J. Ethnobiol. Ethnomed. 2:14.

52. Uphof. J. C. Th (1959); Dictionary of Economic Plants. Weinheim, publication.

Local Food and Community Empowerment through Tourism {Volume I} 185

Table 1.Diversity, distribution, utilization pattern and market potential of MWEFs of District Mandi HP. S.N.

Family/ Botanical Name/common Name/ Local name C

uisin

e

Part

s U

sed/

Ava

ilab

ility

Alti

tudi

nal

Ran

ge (m

) &

Hab

it

Food

V

alue

Medicinal value (Md)

Mar

ket

rate

(Rs)

Local Uses Uses in Literature

1. Asteraceae Achillea millefolium / Yarrow/ Losar

Saag, Tea & Kachru

Lf & Fl Summer to rainy season

1800- 3500 m (H)

N/A Lf or Rt were chewed to get relief from toothache for immediate effect. homoeopathic medicines as a carminative, tonic, stimulant and diuretic

A decoction of the Lf & Fl heads is employed as a carminative, tonic and aromatic stimulant. It expels kidney stones and is useful in fever, nasal congestion and stomach diseases. (Purohit et al., 2009; Singh, 2018)

Dried Fl 80-150.kg

2 Tagetes minuta/ Wild marigold/ Jangali- genda

Beverage/Tea

Ap. Fl Autuman to pre -winter

3000 m (H)

N/A The ethanolic extracts of the entire herb show anti-viral activity against ranikhet -disease virus. (Purohit et al., 2009)

Oil= 400 (10 ml)

Medicinal effects and Tourism potential of wild edible 186 flowers of District Mandi, Himachal Pradesh

3 Taraxacum officinale/ Dandelion/ Laung

Saag, Kachru, Tea

Lf, St, Rt & Fl Lf & RT all year round . Fl during spring season

300- 5500 m (H)

100g of fresh Lf contains 2.7g. protein; 9.2g carbohydrate; 187mg; Ca, 66mg; P;3.1mg; Fe;76mg, Na,397mg; K, 36mg;B1,0.19mg; B2,0.26mg; B3, 0.81 mg; Vit. B1, 0.26 mg; Vit, B2, 35mg, Vit. C; Vit. E, 3.44 mg; Vit. K, 778.4 µg; 14000 µg vit. Ahttps://www.ncbi.n

Wp is remedies for fever, boils, eye problems, diabetes, cancer and diarrhoea.

Wp is tonic, blood purifier, laxative with strong antioxidant activities, help to reduce weight and boost immune system. Rt and Lf used to treat liver problems. kidney disease, swelling, skin problems, heartburn, and upset stomach. Plant extract treat appendicitis, and breast problems, such as inflammation or lack of milk flow .(Purohit et al., 2009)

Dried Rt 1000-1400/kg

Local Food and Community Empowerment through Tourism {Volume I} 187

lm.nih.gov/pubmed/25176360.

4 Berberidaceae Berberis lycium/ Indian Lycium/ kasmalae

Veg, Dessert, Chutney, Rayata, Kachru, Tea & alcoholic Drink from Rt

WP Spring to autumn /

2500 m (Sh)

Rt possess dry matter, 61.2%; moisture, 20.5%; protein, 4.5%;fat, 2.6%; sugar, 3.5%; fibre, 2.5%; and Vit, C, 0.3%. Berberine and palmitine are found in Rt in concentration of 4.5 and 3.1%, respectively. Fr also contain

Chutney prepared from Fl cure dysentery during teething inchildren.

A decoction of Rt “Rasaunt” and is used to cure eye infections. Rt is considered bitter with an unpleasant taste& used in splenic troubles; tonic, febrifuge; intestinal astringent; good for cough, chest and throat troubles, eye sores and itching of the eyes; piles, menorrhagia; useful in chronic diarrhea; allays thrist. (Uniyal SR. et al., 2006; Chauhan, 1999.)

Fr= 150 to 200 /250 g

Medicinal effects and Tourism potential of wild edible 188 flowers of District Mandi, Himachal Pradesh

dry matter, 62.5%, moisture, 12.5%; protein, 2.5%; fat,1.8%; sugar, 4.5%; fibre,1.5% and Vit, C, 0.8% in considerable amount3 . 2.9% berberine is present in Fr (Gulfraz et al., 2004)

5 Berberis aristata/ Indian Barberry/ Kashmale

Desserts, Sauces, Ryata Chutney &Kachru

Fr,Rt & Fl summer to pre-winter

1800- 2800 m (Sh)

Fresh Fr par 100 g grams contains about 2.3% protein, 12%

Ground Fl paste is given to young ones to prevent diarrhea during baby teething by local people

Wp is used traditionally in inflammation, wound healing, skin disease, diarrhea, jaundice and infection of eyes. A very

Ripe Fr 150 to 200 /250/ g.

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sugars, 2% ash, 0.6% tannin, 0.4% pectin 1. There is 4.6mg vitamin C per 100ml of fruit juice (Parmar & Kaushal, 1982)

valuable ayurvedic preparation ‘Rashut’ is prepared by this plant1, The dried stem, root bark and wood are alterative, antiperiodic, diaphoretic, laxative, ophthalmic and tonic (bitter) An infusion is used in the treatment of malaria, eye complaints, skin diseases, menorrhagia, diarrhea and jaundice The alkaloid berberine present in this plant show antibacterial & antitumour activity. (Chopra et al 1956; Parmar and Kaushal, 1982; Singh, 2018)

Medicinal effects and Tourism potential of wild edible 190 flowers of District Mandi, Himachal Pradesh

6 Ericaceae Rhododendron arboretum/ Buraans Braah, Buras, Bras or Barah ke phool./

Kachru/chutney /sherbat

Fl Early spring to summer.

1500-3500 (Sh)

Fd: 100 g of fresh Fl contain, moisture, 82.2% ; protein, 1.6% ; fats, 0.6% ; carbohydrates, 1,7%; minerals,1.3%; fiber,1.3% ;energy, 40 kcal; P 2.5 mg42 (Kanwar, et al ; 2010)

Fl are very effective against nose bleeding& eaten for their cooling effect on body,

The Fl & Br are used to treat digestive & respiratory aliments. Fl have antioxident, anti-inflamatory and anti-diabetic properties (Kirtikar & Basu, 1935;Purohit et al., 2009 ).

7 Fabaceae Bauhinia variegata/ Karyale, kachnar

Veg, (Boiled Fl buds sauted in hot oil with spices & curd)

Fl & Fl bud Late spring -mid summers

1700 (T) 100 g of Fl buds contains; moisture, 78.9 g; protein, 1.8 g; fat, 0.2g;

Used against cough

Useful in vitiated conditions of pitta and kapha, diarrhora, dysentery, skin diseases leprosy, tumours, wounds, ulcers,

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Pickle (Fl bud), Kachru, Rayata Pakoras

fibre, 1.3; carbohydrates, 17.8; total minerals as ash, 1.3g; Ca, 70.1 mg; P, 74.2 mg and Fe, 6.1mg (Anonymous,1988)

inflammations, scrofula, haemoptysis, cough, menorrhagia and diabetes(Kirtikar & Basu, 1935) .

8 Indigofera atropurpurea/ Kathi/ Fabaceae

Kachru, Rayata

Fl& buds spring - early summers.

300- 1900, (Sh)

Fl boiled in water reduced to half &given against diarrhea and dysentery

Fl decoction is effective against diarrhea and dysentery. (Sood & Thakur, 2004). .

9 Indigofera cassioides/ Cassia Indigo/Kathi

Kachru, Rayata & Pickle

Fl Spring

1500 m (Sh)

Rt decoction is useful to cure coughs.

Dried Rt are,ground into a powder and applied externally in the chest as a remedy of chest pains. Decoction of Bk, Fl and Lf efficacious in leucorrhoea and stomach ailments (Chopra et al.,

Medicinal effects and Tourism potential of wild edible 192 flowers of District Mandi, Himachal Pradesh

1956; Sood & Thakur, 2004)

10 Indigofera heterantha/ Indigo Bush/ Kalli kathi

Kchru, Rayata & Pickle

Fl from rainy to pre winter season

1000- 2800 m (Sh)

N/A Powered Rt heals internal injuries, half teaspoon twice a day with cow milk for 5-8 days.

Wp also considered useful for cough, muscular pains and urinary disorders in animal. Ap are anticance (Chopra et al 1956);

11 Lotus corniculatus/ Bird’s Foot Trefoil/ Peula ghaa

Tea, Sambar, Poha & Kachru

Sd pod, dried Lf & Fl. Spring to autumn

900- 4000 m (H)

N/A Externally plant is used as local anti-inflammatory compress in all cases of skin inflammation

Wp is carminative, febrifuge, hypoglycemic, restorative, vermifuge. The Fl are antispasmodic, cardio tonic and sedative. The Rt is carminative, febrifuge, restorative and tonic. (Scriber and Mark, 1978; Chiej, 1984)

12 Robinia pseudoacacia/ Black Locust/ Rumeunii

Veg, Kachru, Jam &Rayata

Sd & Fl summer to autumn

2000 m (T)

Per 100 g, the Sd are reported to contain 17.0-25.5 g protein,

Fl are cooked and eaten for the treatment of eye ailments.

Fl are antispasmodic, aromatic, diuretic, emollient and laxative. Fl are said to contain the

Local Food and Community Empowerment through Tourism {Volume I} 193

3.0-3.3 g fat, 35.0-46.5 g NFE, 17.2-39.0 g fiber, 6.1-7.5 g ash, 1290-1500 mg Ca, 0.26-0.32 mg P (https://www.hort.purdue.edu/newcrop/duke_energy/Robinia_pseudoacacia.html)

antitumor compound benzoaldehyde. The inner bark and the RtBk are emetic, purgative and tonic. The root bark has been chewed to induce vomiting, or held in the mouth to allay toothache though it is rarely if ever prescribed as a therapeutic agent in Britain. The bark of young branches is used in the treatment of fevers and migraine 8. The fruit is narcotic. This probably refers to the seedpod. The leaves are cholagogue and emetic. The leaf juice inhibits viruses (Griev, 1984; Duke &

Medicinal effects and Tourism potential of wild edible 194 flowers of District Mandi, Himachal Pradesh

Ayensu, 1985; Chiej, 1984; Moerman, 1998; Foster & Duke, 1990 )

13 Trifolium repens/ White Clover/ Jangali parseen

Saag , pakors,Kachru & parantha

Wp & Fl head. Spring to autumn

2500- 3000 m (H)

Rich in protein, minerals (especially Ca, P and Mg) and soluble. Carbohydrates (https://www.feedipedia.org/node/245.

Rich in protein and powdered Fl are taken as tonic.

An infusion of this plant has been used in the treatment of coughs, colds, fevers and leucorrhoea.It is also antirheumatic, antiscrophulatic, depurative, detergent A tincture of the leaves is applied as an ointment to gout. An infusion of the flowers has been used as an eyewash (Duke and Ayensu, 1985; Moerman, 1998 )

.

Hypericaceae 14 Hypericum

perforatum/ St. John’s Wort/Basanti

kachru, parantha, pakoras, rayata& local

Fl, Fr & Lf Summer to autumn

2000- 3200 m (Sh)

N/A An infusion of the Fl in olive oil is applied externally to wounds, sores,

Ap of plantsare antidepressant, antispasmodic, stimulates bile flow, astringent,

Local Food and Community Empowerment through Tourism {Volume I} 195

alcoholic Drink

ulcers, swellings, rheumatism etc.

sedative. Relieves pain, antiviral. Fl infusion is used in the treatment of sunburn and as a cosmetic preparation to the skin . Wp is used against many disorders, including pulmonary complaints, bladder problems, diarrhoea and nervous depression. (Purohit et al., 2009;Chopra et al., 1956)

15 Lamiaceae Micromeria biflora/ Lemon Scented Thyme/ Pushanbanda

Tea, kachru,pakoras, chutney, potato fingers & Soup

Lf & Fl 700- 2000 m (H)

N/A Decoction of the Ap with a pinch of black pepper used as an effective remedy for urine blockage, half - full cup thrice daily for 3 days.

The plant is rubbed and the aroma inhaled to treat nose bleeds. A paste of the plant is used as a poultice to treat wounds. The juice of the plant is taken internally

Medicinal effects and Tourism potential of wild edible 196 flowers of District Mandi, Himachal Pradesh

Considered useful for postnatal care.

and also inhaled in the treatment of sinusitis (Sood and Thakur, 2004; Ambasta, 1986; Singh et al., 1980; Manandhar, 2002; Saad, & Said, 2011 )

16 Salvia lanata/ glass-wort/ Chakor ka ghass

Momo’s, siddu, kachuri, parantha&kachru or sosru

St, Fl & Lf. Spring to summer end

1500- 3000 m (H)

N/A Wp is used in the treatment of colds and coughs.

The Sd & Fl is emetic. It is used in the treatment of dysentery, hemorrhoids, colic and, externally, boils. A poultice of the leaves is used as a dressing for wounds and is also applied to itchy skin (Chopra et al., 1956)

17 Prunella vulgaris/ Self-heal/ Neela ghoongru ghaa

Saag, Siddu, Kachru or sosaru, Soup & Refreshing summer

Wp Summers to autumn.

2600- 3000 m (H)

N/ A Wp is helpful to treat dizziness due to hypertension; headache; tinnitus; conjunctivitis, dry cough, skin inflammation

Plant is an expectorant and antispasmodic .The whole plant is alterative, antibacterial, antipyretic, antiseptic, antispasmodic,

Local Food and Community Empowerment through Tourism {Volume I} 197

drink and boils. astringent, carminative, diuretic, febrifuge, hypotensive, stomachic, styptic ,tonic, vermifuge and vulnerary (Launert, 1981; Grieve, 1984;)

18

Linaceae Reinwardtiaindica/Peenyan/Linaceae

Kachru Fl Fl-: ate winters- summers. Start

1800 (Sh)

Fl are eaten for their rich Vitamin A & C

Fl along with branches and leaves are used in the treatment of paralysis. Fl being rich in ascorbic acid are antioxidant in nature (Kirtikar & Basu, 1935).

19 Lythraceae Punica grantatum/ Pomegranate/ Daadu

Chutney Fl & Fr. Fl in spring Fr from rainy season to autumn.

2500 (Sh)

Serving Size: 1 Cup, 174 g Water 135.6 g, Energy 144 Kcal, Protein 2.91 g,

Paste of Fr rind applied on foot heel to cure cracks. A decoction of the Sd is used to treat syphilis.

Juice of the Fr is used to treat jaundice and diarrhea. The rind of the Fr is ground & taken every morning to get relief from diabetics.The juice of the Fl is used to

Medicinal effects and Tourism potential of wild edible 198 flowers of District Mandi, Himachal Pradesh

Total Fat (lipid)2.04 g, Ash 0.92 g, Carbohydrate 32.54 g, Total dietary Fiber 7 g, Total Sugars 23.79 g, Ca, 17 mg, Fe, 0.52 mg, Mg, 21 mg, P, 63 mg, K, 411 mg, Na 5 mg, Zn,0.61 mg, Cu, 0.275 mg, Mn, 0.207 mg, Vit. B1, 0.117 mg, Vit. B2, 0.092 mg, Vit, B3, 0.51 mg, Vit.

treat nose bleeds.. (Sood & Thakur, 2004; Purohit et al., 2009)

Local Food and Community Empowerment through Tourism {Volume I} 199

B5, 0.656 mg, Vit, B6, 0.13 mg, Vit, B9, 66 µg (https://www.healthbenefitstimes.com/health-benefits-of-pomegranate.)

20 Woodfordia fruticosa/ Fire-Flame bush/ Dhave

Rayata, pakoras, Kachru&chutney

Fl From late winters to aummers.

1800 m (Sh)

N/A Ts & branches are used as a brush to clean teeth locally in villages. .

Wp is used in gynecological problems. Decoction of Fl regulate liver disorder & poultice applied on forehead relieves headache (Das et al. 2007)

Malvaceae 21 Bombax ceiba/

Simbal Veg (chopped Bd sauted in hot oil with

Fl Bd Late spring-summers

1300 (T) 100 g of fresh FlBd contain, moisture, 85.6% ; protein,

The spines are used to treat pimples which develop on eyelids called hakhnaal in

The Fl and Fr in combination with other drugs are recommended for the treatment of snake-bite and

40-60/kg

Medicinal effects and Tourism potential of wild edible 200 flowers of District Mandi, Himachal Pradesh

spices), pickle,

1.4g ; carbohydrates, 11.9 g; mineral, 0.01g ; Ca, P, 49.0 mg; Mg, 54.2mg (Parmar and Kaushal, 1982)

local dialect of study area.

scorpion sting( .Purohit et al., 2009);

22

Moringaceae Moringa oleifera./ Drumstick/Soonani/

Veg, Chutney, Kachru, Rayata, Shambar

Fl, Sd, Rt, Fr, Fl Lf: round the year. Fl & Fb : spring Fr: early summer 1.

1000 (T) 100 g of fresh Lf contain, energy, 64 kcal: carbohydrate, 8.28 g; dietary fiber, 2.0 g; fat. 1.40 g; protein, 9.40 g; vit. A, 378 μg; B1, 0.0530 mg; B2, 0.660 mg;

Fl chutney is considered medicinal locally. Dried Fl powderis e used as tonic and considered good for diabetes

Act as a cardiac/circulatory tonic, used as a laxative, abortifacient, treating rheumatism, inflammations, articular pains, lower back or kidney pain and constipation, Purgative, applied as poultice to sores, rubbed on the temples for headaches, used

Lf = 70-80/ kg. 2,Sd =500/ kg

Local Food and Community Empowerment through Tourism {Volume I} 201

B3, 0.60 mg; B5, 0.125 mg; Vit B6, 1.200 mg; B9, 51.7 mg; Vit, 51.7 mg.. \100 g of raw pods contains, Energy, 37 kcal: carbohydrates, 8.53 g; dietary fibre, 3.2 g; Fat. 0.20 g; protein, 2.10 g; vitamin A, 4 μg; B1, 0.257 mg; B2, 0.074mg;B3, 0.620 mg; B5, 0.794 mg; Vit B6, 1.120 mg;

for piles, fevers, sore throat, bronchitis, eye and ear infections,scurvy and catarrh; . (Kirtikar & Basu, 1935; Chopra et al., 1956;Dahot,1988.)

Medicinal effects and Tourism potential of wild edible 202 flowers of District Mandi, Himachal Pradesh

B9, 141 mg; Ca, 30mg; Fe.036mg;Mg, 45mg; Mn, 0.259 mg: P, 50; K, 46.1;Na, 42; Zn,0.45 mg (Dahot,1988)

23 Oxalidaceae Oxalis corniculata/ Creeping woodsorrel/ Malori

Chutney, Veg & Refereshing summer drink

Lf & FL & Fr Lf round the year. Fl spring to summers

3000 m (H)

Lf contains 86% water, 2.3% protein, 0.8% fat, 8.2% carbohydrate, 150 mg Ca, 78 mg P, 8 mg Fe, 0.6 mg; B3, 78 mg vit.

Wp is a rich source of vitamin C & is used in the treatment of scurvy. Powdered plant given to check vomiting & nausea.

Wp possesses various medicinal properties like anthelmintic, astringent, antiscorbutic, diuretic, stomachic, febrifuge & styptic (Bown, 1995)

/

Local Food and Community Empowerment through Tourism {Volume I} 203

C, 6050 µg beta & 7 - 12% oxalate (Anonymous, 1985)

24 Oxalis debilis var. corymbosa/ Lilac Oxalis/Malora ghaa

Veg, Chutney, Refreshing Summer Drink

Lf& Fl Spring to pre-summers

1000 m (H)

N/A Refreshing drink from this plant is useful against cold.

/

25 Oxalis latifolia/ Broadleaf woodsorrel / Trikhada

Veg, Chutney, Kachru& Refreshing Summer Drink

Lf, Fl Spring season to pre-winter

750- 1000 m (H)

N/A Powered Ap of this plant &Mentha piperita given against headache & cold,

26 Polygonaceae Rumex acetosa/ Sorrel/Mil-malori

Veg, Chutney, Kachru& Summer Refreshing Drink

LF, FL, Summer end to autumn

2000 m (H)

29 calories, 0.9 g fat,4.3 g carbohydrates,2.7 g protein,3.9 g fiber, 63.8 g Vit. C,137 mg Mg, 266

Cure asthma and bronchitis. The fresh or dried Lf are astringent, diuretic, laxative and refrigerant.

Fl & Lf cure fevers and are especially useful in the treatment of scurvy.An infusion of the Rt is astringent, diuretic and haemostatic. It has been used in the treatment of

Medicinal effects and Tourism potential of wild edible 204 flowers of District Mandi, Himachal Pradesh

mg vitamin A, 0.5 mg Mn, 0.2 mg Cu, 3.2 mg Fe, 519 mg P, 0.2 mg Vit. B6, 0.1 mg B2,84 mg P, 59 mg Ca, (https://draxe.com/nutrition/sorrel)

jaundice, gravel and kidney stones. and stomachic (Holtom. and Hylton, 1979; Bown, 1995; Tsarong, 1994)

27 Rumex hastatus Moench_ Khat malori ,Aambi.

Veg, Chutney, Kachru& SummerRefreshing Drink.

LF, FL, Summer end to autumn

2500m (H)

Fl & Lf are considered as an anthelmintic and in powdered form used to cure eye diseases, .Wp used in the fresh state, is diaphoretic, diuretic and refrigerant.A tea made from the Lf , Fl & Rt

Lf& Fl are astringent, diuretic, laxative and refrigerant. They are used to make a cooling drink in the treatment of fevers and are especially useful in the treatment of scurvy. The leaf juice, mixed with fumitory, has been

Local Food and Community Empowerment through Tourism {Volume I} 205

is used in the treatment of fevers, diarrhea and excessive menstrual bleeding.inflammation and scurvy.

used as a cure for itchy skin. Ringworm& Kidney stone.. A homeopathic remedy is made from the plant. It is used in the treatment of spasms and skin ailments(Kirtikar & Basu, 1935)

28 Rumex nepalensis Spreng.- Jalbhangru , Malora, Ubad Palak.Gandamora

Veg, Chutney, Kachru& Summer Refreshing Drink.

LF, FL, Summer end to autumn

1000 - 3500 m(H)

Inhabitants use boiled thrashed roots and mustered oil together for relieving rheumatic pain.

Extracts and metabolites from this plant exhibits pharmacological activities including anti-inflammatory, antioxidant, antibacterial, antifungal, antiviral, insecticidal, purgative, analgesic, antipyretic, anti-algal, central nervous system depressant, genotoxic, wound

Medicinal effects and Tourism potential of wild edible 206 flowers of District Mandi, Himachal Pradesh

healing and skeletal muscle relaxant activity. A decoction of the plant is used to wash the body in order to alleviate body pain (Bown.1995)

29 Rosaceae Rosa brunonii/ Musk Rose/ Kujja

Veg, Kachru & Jam

Fl, Te St & Le

2200 m (Sh)

Fl areuseful to enhance eyesight (Kirtikar & Basu, 1935)

30 Rosa macrophylla/ Wild Rose/ Jangali gulab

Jam, refreshing summer drink, Kachru&Gulkand

Fr & Fl.Fl and Fr from month of June to August

2000- 3500 m (Sh)

Rich source of vitamins and minerals, especially in vit. A, C and E. (Rani, et al.,2013)

Good for skin and eyesight.

31

Rutaceae Citrus jambhiri /Rough Lemon/Jhamirdi

Chutney, pickle &Kachru

Fr& Fl.Fr =winters Fl= rainy to autumn

1200 m (Sh)

N/A Fr rich in vitamin C which helps the body to fight off infections and also to

Its juice is considered best to manage high cholesterol. Fr juice is also a very effective

Fr juice= 100?L

Local Food and Community Empowerment through Tourism {Volume I} 207

prevent or treat scurvy.

bactericide. Fr are considered helpful to cure cold (Parmar and Kaushal, 1982)

32

Violaceae Viola pilosa/ Smooth-Leaf White/ Banfsa

Masala Tea &Kachru

Lf, Fl buds and Fl from pre spring to mid summer

900- 3000 m (H)

Decoction of Lf,St & Fl is widely used by local people to cures cough, cold, chest infection. and lung diseases.

Wp recorded in India as an antipyretic, diaphoretic, demulcent, emetic, emollient, febrifuge and purgative, and for biliousness, (Sood & Thakur, 2004; Purohit et al., 2009; Singh, 2018)

Fl = 25,000/kg

33 Zingiberaceae Hedychium coronarium/ Butterfly Ginger/ Safed - Banadark

Kachru, Pakoras, Pakora curry, Pickle &Rayata

Fl buds &Fl Fl= Autumn -winters

2500 m (H)

N/A The ground Rh is used to cure fever. .

Fl & Rh are anti-cancerous, antioxidant, anti-microbial, anti-fungal, antihypertensive etc Essential oil from rhizomes is used in the treatment of

Medicinal effects and Tourism potential of wild edible 208 flowers of District Mandi, Himachal Pradesh

body aches, cold, contusion, diabetes, headache, inflammation,(Duke & Ayensu, 1985; Endringera et al., 2014)

34 Hedychium spicatum / Kapoor Kachri/ Shoyee

Kachru or sosaru, Pickle & Masala tea

Rh. Fl &,Fl buds.Pre- winter to spring season

1200-3000 m (H)

N/A Powered rootstock& fresh Flare expectorant, febrifuge and tonic,

Ayurveda it is used against bowl complaints, vomiting, fever, diarrhea, bronchitis and rheumatic swellings. Cure nausea, bronchial asthma. diminished appetite, hiccups.(Bown, 1995; Sood and Thakur, 2004; Purohit et al., 2009; Singh, 2018. )

Abbreviations used: H=Herb; T=Tree; Sh=Shrub; St=Stem; Fr=Fruit;Bk=Bark; Rh= Rhizome; Sd=Seed; Bd=Buds Tu= tuber; Ap= Aerial Part; Lf=Leaf; Fl= Flower; Veg= vegetable.

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Food Tourism: From the Land of Local Cuisines “Assam”

Srilekha Bhattacharya HSNC University, Mumbai.

E-mail Id: srilekha.bhat21@gmail.com

Abstract

The manuscript will be based on knowing the prospects and potentialities of Food Tourism in Assam and will showcase how rich it is in terms of local cuisine and its beverages which bring lot of opportunities for local people to engage in Tourism and Hospitality industry of Assam. The title displays about the important cuisines of the state including beverages, street foods and specialty of food hospitality from various parts of Assam with concentrating on some various responses from tourists. It will also showcase its traditional importance attached with the local food. This manuscript will focus upon the fact that food tourism is a very sustainable way of establishing new career opportunities in any region, which also give recognition to the local cuisine. It will give a brief idea on promotion of Food Tourism in Assam and comparison with other Indian states too so that we can know the actual status and popularity of food tourism in our country. Overall, it makes an attempt to capture the current situation in the gastronomic tourism in India and specifically in Assam.

Outcome of this research will create a positive impact and knowing the importance of local cuisines and other foods which are popular in Assam which has enormous potentialities to convert it into Food Tourism Paradise. The review includes introductory material and historical information, reference to the regional studies on gastronomic tourism and tourism resources, and an overview of the specificity of the situation in Assam. Method of Data Interpretation will be of Qualitative and Quantitative Interpretation through observations, documents, survey and

210 Food Tourism: From the Land of Local Cuisines “Assam”

face to face interviews with the help of simple random and mostly convenience sampling.

Introduction

Food is the necessity of every living being on earth. A food is something that provides nutrients and nutrients are the substances that provide energy for activity, growth and all functions of the body. Food helps us to keep our immune system healthy. When we talk about food, the most popular term which comes to our mind is ‘Cuisine’. Cuisine refers to a style of method of cooking, distinguished by distinctive ingredients, techniques and dishes, especially as characteristic of a particular country, region or establishment. Cuisine is usually associated with a specific culture including its practices, traditions and recipes. Furthermore, for preparing variety of foods, many experiments are made in cooking because different foods provide different types and amounts of key nutrients and sometimes it helps to make our meals interesting. Humans were always fond of adopting different kinds of foods to satisfy their taste buds and to make themselves happy and healthy. Food is something which can attracts people from all over the globe. In the current scenario, almost every person in the universe has a passion of cooking which turns into a desire to taste different kinds of cuisines. Every region of the world has variety of cuisines and different cuisine style which makes us even more curious to taste each and every different cuisine for which it always pushes people to travel to various places for exploring different varieties of cuisines and that is how the concept of food tourism was introduced.

Food Tourism is defined as the activity that provide experiences of consumption and appreciation of food and beverages, presented in such a way that values the history, the culture, and the environment of a particular region. In other words, food tourism can also be called as Culinary Tourism or Gastronomy Tourism. Food tourism is considered as vital component of the tourism experience which deals with the exploration of food. It increases the desire of food lovers for new tastes, knowledge and concepts. Culinary tourism in organized shape is relatively a recent practice giving rise to an offshoot tourism niche. As per sources, this newly emerged tourism trend gained popularity in 2001. It was in this year Erik Wolf, the president the International Culinary Tourism Association (ICTA) launched a white paper about

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culinary tourism. He defined culinary tourism as “The pursuit and enjoyment of unique and memorable food and drink experiences, both far and near”. Culinary Tourism involves international sharing of eating habits of different races and cultures nurturing a sort of global exploration. Many tourists have a strong craving for sampling alien cuisine just out of curiosity, which has gradually paved the path to culinary tourism and is a powerful motivating factor to hop from country to country. Food tourism can enhance the quality of tourist experience at a particular destination by tasting authentic local food leads to the tourists' cultural exploration of their tourism destination, which is an experiential way for tourists to percept a new different culture. A good food experience helps to increase the attractiveness of the destination, increasing visitor satisfaction and revisit intention. Talking about Indian cuisines, it is always filled with a lot of herbs and spices. Furthermore, the specialty of Indian dishes is, it is always filled with curries. Whether vegetarian or non-vegetarian the dishes are in curry form. Moreover, Indian cuisine has so many varieties of food that has many branches. Indian food is different from rest of the world not only in taste but also in cooking methods. It reflects a perfect blend of various cultures and ages. Just like Indian culture, food in India has also been influenced by various civilizations, which have contributed their share in its overall development and the present form. Foods of India are better known for its spiciness. Every single spice used in Indian dishes carries some or the other nutritional as well as medicinal properties.

Here, the prime focus of the study is to know the importance and scope of cuisine of Assam. Assam is a beautiful landlocked state situated in North Eastern Part of India, often known as Gateway State to entire North-East region. Assam is also known as “Land of Tea” and “Land of Rhinos”. With a sprawling area of 78,438 sq. km., Assam is a home to various ethnic tribes and in every district we can experience “unity in diversity”. Its official language is Assamese. Assam is known for its cuisines. From eastern corner to western corner of the state, we can experience wide range of cuisines which results it into a perfect paradise for food lovers. Basically, the state is famous for various ethnic cuisines belong from different tribes residing in the state. Assam offers different types of cuisines prepared by different communities like Bodo, Chutia, Dimasa, Tiwa, Sonowal, Rabha, Sarania, Hajong, Deori, Hojai, Mishing, Karbi etc. Tourists visiting to Assam mostly enjoys their meals and local

212 Food Tourism: From the Land of Local Cuisines “Assam”

beverages at village areas, ethnic restaurants etc. Assam is also very popular for its street food and specialty food which can be found at various districts of the state.

Literature Review

Urban Assam boosts of a global cuisine, from Tandoori and Chinese to Continental and diet dishes. But the countryside is a fascinating mix of divergent indigenous and imported styles. The cuisine is generally low on oil and spices with exotic herbs and chilies often imparting strong flavors. Some non-vegetarian dishes such as napham and onla wanghkhrai of the Bodos are spicier. The population being largely non-vegetarian, fish, chicken, duck and pigeon rule the taste buds followed by pork. Fruits bordering mostly on the sour and vegetables lorded over by the incredibly hot chilly Bhut Jolokial, are no less sought after. Raw and fermented bamboo shoot called khorisa adds taste and aroma. Dried fish – the sheedol in particular-is intrinsic to tribal cuisine, besides being a staple for the people of Barak Valley in Assam.

Some Major Cuisines of the State

Assamese Thali: One of the most popular thalis of our country and it represents the identity of the state. Assamese Thali offers both vegetarian and non-vegetarian options. It combines of various food items like Rice, Dal, Khar, Aloo Bhaji, Aloo Pitika, Fish Tenga, Chicken item, Pickles, Chutneys etc. Some other items can be also found like Pigeon Curry, Duck Curry etc. Apart from the above, Assam developed Komal Saul (soft rice) that negates cooking. Merely soaking the rice in water makes it ready for a filling meal. The simplicity-even in the case of complex special dishes marks the range of delicacies the state offers.

Khaar: Something that really sets Assam’s cuisine apart is the traditional meal starter Khaar – a form of indigenous soda usually made from the ash of dried plantain leaf, it has a distinct flavor and is soothing of the tummy.

Pork Dishes: Pork Items are very popular in Assam. In every festivals, people specially from Ahom Communities enjoy Pork items and they prepare various dishes made from Pork such as Pork Fry, Pork Gravy etc.

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Bamboo Shoot: In Assam, bamboo shoots are part of traditional Assamese cuisine. They are called khorisa or bah gaj in Assamese. Assam is also famous for “Chunga Chicken” (Chicken prepares inside the bamboo and placed on open fire), “Chunga Fish” (same process), “Bahor Chungar Bhat” etc.

Patot Dia Food Items (Food prepares by wrapping it on leaves):- “Tupola Bhat” (Rice wrapped in leaves), “Patot dia maas” (Fish item wrapped in leaves) and many more items can be prepared in the same way.

Rice Beer: an adventurous option for washing everything down is beer made from fermented and filtered rice. Rice beer varies subtly in taste, texture and tint from region to region, but its potency is more or less constant, as is its value in community bonding.

Items prepared by Khorika

Khorika food items are very famous in Assam specially these are made of fried food items. In Pan-India basis, we generally enjoy Chicken Fry, Chicken Tandoori and Kebab Items. Same like that, people call it as “Khorika t dia” in Assam. Only the difference is, kebab and tandoori items are generally placed inside clay ovens or microwaves and khorika items are placed on open fire after marinating it properly or sometimes placed on Barbeques. Chicken Khorika and Fish Khorika, Pork Khorika and Prawn Khorika are very popular in Assam.

Assamese Breakfast & Snacks

Assamese breakfast and snacks are very popular at the time of festive season. Specially in Bihu Festival, people of Assam enjoy the feast together in the morning time. Assamese Breakfast comprises of Jolpan which is prepared from mixing various items such as Muri, Hurum, Chira, Doi (curd), Gur (jaggery), Cream, Xandoh, Bora saul etc.

Assamese Snacks, we have various items such as Til Pitha, Ghila Pitha, Muri Laroo, Narikol Laroo etc.

214 Food Tourism: From the Land of Local Cuisines “Assam”

Assamese Deserts

For those with a sweet tooth is a range of sweetmeats called Pitha made from rice. Til Pitha (molded sticky rice cake with black sesame filling), Sunga Pitha (rice cake baked inside whole bamboo pieces), Ghila Pitha (fried rice cakes), Narikol Laroo (sweet coconut balls) and Kol Pitha (banana pancakes) are some of these delicacies that heightens the Bihu Festival and all other special festivals of Assam. Apart from this, some more are Gur Payas, Rosogolla, Black Rice Kheer and Doi Jolpan.

Popular Street Food of Assam

In Assam, especially area or location wise, we can observe the importance and popularity of street and specialty food items. Localities of these areas they prepare the food and offer to the tourists or visitors. Street Food in Assam is very well known and a perfect place for food lovers.

Some of the very popular street food and specialty food in Assam are as follow:-

1. Puri Sabji and Pedas of Bokakhat: Stopping at Bokakhat and having puri sabji and pedas is emotion for everyone. The place is just 30 min drive from Kaziranga on Jorhat direction.

2. Rosogullas of Orang: People often stop their cars and takes a halt at Orang for tasting rosogullas. Hot Milk Tea and Rosogolla make a perfect combination.

3. Samosas from Manjushree and Seema: These two outlets situated in Jorhat City of Assam. Since many years, they are expert in making delicious samosas.

4. Paratha Sabji at Lumding Railway Station: When train halts here, people start to buy parathas. Its very popular particularly on the platforms of Lumding Station.

5. Line Hotels at Jakhalabandha: Jakhalabandha in Assam has its own tradition of serving en-route travelers with variety of food items and sweets. Long journey buses and private vehicle owners takes halt for refreshments. There are number of restaurants on the same row situated on both the side of the highway and operates for day, night and midnight basis as night service and day service buses stops here for lunch and dinner purpose.

6. Street Food in Guwahati: Guwahati, the Tourism Hub of entire North-East India is a perfect place for food lovers. From Ethnic Cuisines to Pan-India cuisines, the

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city offers wide range of food options. People can try out the cuisines as per their wish. Guwahati offers different ethnic cuisine restaurants belongs to different tribal communities residing in the state. It also offers classic tea outlets and tea craze is very high in the state as we all know that Assam is known as “Land of Tea”. The city also offers first class coffee shops, fast food outlets with quick bites like pani puri, chats, rolls, momos etc.

Other Specialty Dishes of Assam

There are some other specialty cuisines which generally attract lots of food lovers and tourists who visit Assam to experience various delicacies. The following cuisines are basically characterized under different division which shows the variety and a huge diversification in the cuisine of Assam along with their specifications.

Vegetarian Dishes 1. Posolar Khar Bhaji (Banana Stem Khar)

The stem of the banana plant Aathiya is normally relished as a vegetable. It is a tradition of the Assamese people to prepare a dish of Banana Stem Khar in the month of Bohag (April).

2. Amitar Khar (Papaya Khar) During the season of Jackfruit the Assamese people enjoy various preparations made of jackfruit seeds (Kothal guti).

3. Bilahir Tenga Aanja (Sour Curry with Tomatoes) This is called as Tenga Aanja specially prepared with fish is a popular dish of Assam. During the summer days, people love to have Tenga Aanja with rice. It can also be enjoyed as a soup. Tenga Aanja can be prepared with vegetables like tomatoes, potatoes raw papaya, cucumber, tender ash gourd, bottle gourd, arum, etc. Spinach can also be used to make a Tenga. Lemon juice, cocum, elephant apple, hog plum, cherry tomatoes can be used to have the sour taste. Vegetarian Tenga Aanja is also well enjoyed. It can be prepared with fritters (bor) made of red lentil or black gram.

4. Guti Alur logot Til (Potato Fry with Sesame) It is one of the very common dish in all Assamese kitchens. It can also be enjoyed as a starter or with a meal.

216 Food Tourism: From the Land of Local Cuisines “Assam”

5. Koldil Bhaji (Fried Banana Flower) It is also one of the most unique vegetarian recipe which shows the versatility of Assamese cuisine is very wide.

6. Patot Diya Tengesi Xaak (Roasted Indian Sorrel) Herbs are always welcomed in any meals by the inhabitants of the North-east region. Most of the herbs can be fried, roasted and steamed.

7. Sewali Phulor Khar (Coral Jasmine Khar) It is a very authentic preparation of any vegetables along with night jasmine flower which have many medicinal properties resulting in providing a good health.

Curry 1. Pigeon Curry with Pepper (Jalukia Paror Mangxo Jhol)

Many house in the rural areas and in the traditional homes of the urban areas in Assam rear Pigeons. They believe that the air from the pigeon wings is a good omen. Basically during winters, people prepare Pigeon curry.

2. Mutton Curry with Papaya (Amitare Randha Patha Manxo) This dish is prepared in almost every Assamese household. Papaya is the non-negotiable and must ingredient for the above preparation.

3. Chicken with Sesame (Til aru Kukurar Torkari) This is a dish of Karbi Anglong district. Chicken with sesame seeds makes the texture of this simple dish wonderful, tasty and aromatic.

4. Ulkabir logot Haanhor Manxo (Duck Curry with Kholabi) It is a wonderful dish rich with duck fat and cooked upon fire and with Ulkabi or German Turnip.

5. Kasu Pator logot Paro Manxo (Pigeon Curry with Colocasia Leaves) Colocasia leaves grow in abundance in Northeast India. Assamese people cook the tender unopened leaf (kasur thur) of the colocasia. It is enjoyed as a curry, tenga (sour curry), bhaji, chutney, pitika (mashed), etc. it is believed that colocasia leaves delay graying of hair. The leaves are normally picked only on a sunny day.

Fried and Smoked Meat Dishes It includes preparation of all the non vegetarian items either in fried and smoked form such as Dry Fried Pork, Smoked Pork, Duck Fry, Chicken Fry, etc.

Meat with Herbs and Xaak

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1. Patha Manxor Bhaji (Mutton Fry with Herbs) Herbs are used as a natural source for healthy life. It is a dominant part of our day to day menu as food and also for its beneficial values to our system and thus many non-vegetarian items are prepared with different varieties of herbs.

2. Adin Raanam (Boiled Pork) This is a dish of Mishing communities of specially Majuli and various other regions of Assam which is cooked with local herbs and chutneys.

Bamboo Shoot 1. Gahori Manxor logot Khorisa (Pork with fermented Bamboo Shoot)

Bamboo shoots or bamboo sprouts are the edible shoots of many bamboo species including Bambusa vulgaris and Phyllostachys edulis. They are used as vegetables in numerous dishes along with many non-vegetarian items like Chicken with Bamboo Shoot, Mutton with Bamboo Shoot, etc.

Meat Dishes with Rice and Black Gram 1. Pithaguri logot Gahori Manxo (Pork with Rice Powder)

Rice is the staple food of Assam. It is also used to make various snacks people of Assam have various cereals made of rice. In rural areas, morning breakfast consists of several rice products like flattened rice (cheera), softened rice (komal saul), sticky rice (bora saul) and fried rice powder (sandahguri). It is also eaten with various non-vegetarian items.

2. Pitha Oying (Chicken with Coarsely Ground Rice) This is also one of the most popular dish of Mishing community of Mohorithuk village of the rver island Majuli.

3. Mati Dailor logot Gahori (Pork with Black Gram) This is an authentic dish of Assam normally served in the feasts.

Herbs Assam is blessed with varieties of herbs which are used in various preparations. It is very healthy and brings a different essence in the dish. Some of the herbs are:- Bihlongoni Pat (Polygonum hydropiper); Mesakhi Pat (Duggal fibre tree); Tengesi Xaak (Sorrel leaves); Narasinghar Pat (Curry leaves); Bhedailota Pat (Skunk vine or king tonic); Bon Jaluk (Wild pepper); Majenga Pat (Szechuan leaf); Lai Xaak (Mustard green); Mati Kaduri (Sessile joyweed); Soru Manimuni (Hydrocotyle rotundi folia); Dhania Pat (Coriander leaves); Dimoru Pat (Fig

218 Food Tourism: From the Land of Local Cuisines “Assam”

leaf); Sajina Pat (Drumstick leaves); Babori Xaak (Edible Chrysanthemum); Maan Dhania (Fireweed); Masundari Xaak (Heart leaf); Dhekia (Fiddle head fern); Mula Xaak (Radish leaf); Tengesi Xaak (Indian sorrel); Pirali Paleng (Ceylon spinach or water leaf); Sirata (Worm wood); Paleng Xaak (Spinach); Jilmil Xaak (Goose foot); Khutira Xaak (Green calalu); Bor Manimuni (Asiatic pennywort); Titamora (Jute plant); Yongchak (Monkey bean); Shukloti Xaak (Patchouli); Madhusuleng Xaak (Polygonum chinense); Swali Phul (Coral Jasmine.

Research Methodology

A qualitative research approach was used to examine the study. The study is basically Descriptive and Exploratory in nature. The sampling procedure has been chosen for the study is basically convenience as well as random sampling. The research methodology adopted is based on the secondary data from the reliable sources along with few primary data were collected in the form of telephonic interviews with local people, industry experts, chefs, observation from tourists and food outlet owners. Extensive secondary data was collected through books, related articles, journals, newspapers, periodicals and from different electronic sources relating to study area. Content analysis and personal observation in the study area is carried out for the research work.

Objective of the Study

The main objective of this study is to understand the importance of local cuisines, food varieties and involvement of local communities. This study will help us to know various strategies which can be implemented to promote the cuisine of Assam. The objective of the study will also benefit the Government to understand the scope of Assamese Cuisine and help them to take initiatives in promotions at national and international level.

Limitations of the Study

As per above, the research study involved convenience sampling with its inherent limitations. Besides, the research has been conducted by using most of secondary data. As such, the outcome of the study may not be generalized.

Local Food and Community Empowerment through Tourism {Volume I} 219

Findings

The two industry experts of Assamese Cuisine who has introduced Assamese Cuisine in the world platform are Chef Atul Lahkar and Mrs. Jyoti Das.

Mr. Atul Lahkar is the celebrity chef of Assamese cuisine and the first person to introduce the wide variety of menu in Assamese cuisine by combining different community's dishes with the main course. He also have his own ethnic cuisine restaurants in Assam specially the famous one /“Heritage Khorika” in Guwahati.

Mrs. Jyoti Das is basically famous for Food Literature. Though her writings, she has given a new identity to the Assamese Cuisine at international platform. Her cook book published in 2008 by National Book Trust of India is the first book in the state specially written on Assamese Cuisine.

We have seen craziness of people having food at wayside dhabas across Assam and they enjoy their special time there. We have found that dhabas in various places of Assam offers delicious food as well as multi-cuisines too. Places like Guwahati, Sonapur, Dibrugarh, Tezpur, Kaziranga are having fantastic options where people can enjoy wide varieties of food.

But the main problem is, Assamese cuisines are very less promoted and not popular in the country like Punjabi, Gujarati and South Indian Cuisines. We have found some Assamese delicacy restaurants being established in cities like Mumbai, New Delhi, Bangalore, Chennai. Response is quite good in those restaurants are some are attached with Assam Bhawans situated in those cities. Star hotels and celebrity Chefs should adopt the preparation method of few major Assamese cuisines which can be included in the menus and introduced them at various food festivals. Even major hotel management institutes also can introduce Assamese cuisine at college food festival event. This will bring the impact of having positive responses and popularity of the cuisine in a large scale as we believe that Assamese cuisines are less spicy and very good for health.

220 Food Tourism: From the Land of Local Cuisines “Assam”

Conclusion

The overall study and research will help us to know about the importance of regional cuisine and to know about the Assamese cuisine, which is still untouched for many people. This study will help us to know about the variety of cuisines from the land of Assam which can be promoted as Food or Gastronomic Tourism in the state. We will also come to know about the future possibilities and prospects for highlighting the cuisines with development of the local community who loves to promote its local cuisine. The main focus of the research is to know all possible potentialities to make Assam as a hub for Food Tourism and to create the maximum awareness amongst people which may bring fruitful results in future.

References

1. Jyoti Das. (2019). Essence of Northeast, 1-259. 2. Samudra Gupta Kashyap & Rahul Karmakar. (2018). Assam Travel Guide, 152. 3. Sadin Pratidin Publications. (2021). Recipe. Nandini. 4. Pride East Communications. (2021). Aina Jibonor. 5. Bismoy Publications. (2021). Priyo Sakhi.

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Community Participation in Tourism Planning and Development-A Case Study of Local

Communities in Ooty, Tamil Nadu

Dr. Ranjana Tiwari Assistant Professor, Jain (Deemed to be University)

E-mail Id: ranjanatiw88@gmail.com

Abstract

The study sought to ascertain local populations' attitudes regarding tourist development in Ooty, Tamil Nadu. It also further tried to investigate communities' perceptions of and desire to engage in the tourist planning process in the same region. A structured, open, and closed ended questionnaire was developed after thorough review of literature. Through convenience sampling, a standardised questionnaire was utilised to obtain data from 360 Ooty inhabitants. Chi- square and Spearman corelation tests were administered to test the hypotheses.The study revealed regarding tourism development, the host community in Ooty shared positive perceptions. Also, Residents were reported to be eager to engage in the tourist planning process. According to the research, although, the local communities desire to evolve their region as tourism destination, they remain concerned that tourism growth should not harm the environment or promote moral deterioration. They insisted in proper information and training to conserve and preserve tourism products and attractions in the region. Also, they want to be included when tourist policies are being developed, so that policymakers can create policies that accomplish stakeholders’ demands and take care of their apprehensions. In addition to, they want to be involved in tourist development choices so that their demands are met. They also have a strong desire to invest in the development, despite their modest financial resources.This study emphasizes the importance of local communities in tourist planning and growth. Further, it could help marketers and

Community Participation in Tourism Planning and Development- 222 A Case Study of Local Communities in Ooty, Tamil Nadu

politicians to effectively initiate tourism development plans through the better understanding of reason behind their attitude and views towards existing tourism planning.

Keywords: Tourism, Community Development, Impacts of Tourism.

Introduction

Tourism is sometimes condemned for allowing outsiders to dominate commerce while locals/hosts are forced to work in low-wage professions. Community engagement has been proposed as a way to keep the community at the centre of tourist growth. The project aims to bring together local communities with their engagement at every step and level.

Tourism is utilised to promote and grow economy of a country, namely by allowing residents to develop opportunities so that the tourists can study about and enjoy their culture while also presenting local specific lineage and history (Lo and Janta, 2020). In the recent years, tourism has evolved into a business, rather than an industry. The local community must supply tourists with a tourism product based on combination of tangible or intangible natural and cultural resources. Considering these thoughts, the local community is being more acknowledged as a key player (Mason, 2003) in tourist growth and future orientation.

There is an essential role played by local communities in tourist strategy and development. They have a say in which messages about their community should be included in advertising, as well as identifying businesses that support the preservation of cultural heritage and traditional values. Local communities can also help to give in-depth information on the history, economy, traditions, and environment of destination (Stone, 2012). The long - term growth in tourism sector can be accomplished with the participation of host communities in planning touristic as well as developmental activities (Stiglitz, 2002; Cole, 2006). Moreover, knowledge exchange among communities and tourists, self-development of residents and impartial distribution of tangible and intangible resources can be achieved by in-depth participation of community (Connell & Rugendyke, 2008). Despite of acknowledging community participation as vital tool for tourism growth, still,

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responsibilities of local communities and how to include their perspectives into planning and development process of tourism are unclear (Sangkakorn, K., & Suwannarat, 2003). The literature suggests that there could be numerous roles played by local community in development of tourism, however, there is no validation of the feelings of local people about these forced responsibilities. As a result, there is a misalignment between the literature and belief of communities in their role in tourist development (Thetsane, 2019).

The objective of this research was to find out how community members felt about tourist growth in general. The second study goal was to learn how local citizens perceive local community involvement, which is frequently a novel idea in regions where contribution from host community in tourist planning is not comprehensive. The final research aim was to learn about participants' desire to participate in collaborative tourist planning. The study also intended to find out what the socio-demographic characteristics could impact that desire to participate in the process of tourism development. Later, the relationship among people's perceptions, their attitudes toward participation of community, and willingness to engage in tourism planning and development was also intended to discover.

Literature Review

Community Participation

Although, in the coming years, the travel and tourism industry will continue to grow and flourish, the only way to accomplish long-term tourist growth is to include local community engagement. Community engagement is a voluntary action through which individuals manage their citizenship rights and obligations (Tosun, 2000). Stone (2012) argued, community participation can be used to redress the power balance and defend the interests of local residents against those of developers or the local government. It can also be used to redefine professionalism, assessing the conditions for successful participation and avoiding community deception during the process. Therefore, the notion of community involvement is consequently viewed as a strong instrument for educating the community about rights, legislation, and policy well-being. Reid (2003) stressed, to reap the benefits from community participation,

Community Participation in Tourism Planning and Development- 224 A Case Study of Local Communities in Ooty, Tamil Nadu

these communities must be empowered to comprehend the reality they face through awareness building and transformational learning activities.

Tourism Development & Community Participation

Gutierrez (2019) reasoned the amount of participation of host community in tourist activities and development changes with time. Further, the involvement of host community members performs several roles, viz. a consultant, a delegating or controlling member of projects or just a supporter. (Biggs, 1989). Williams et. al., (2003) reasoned that the individuals who benefit or suffer the most from tourism are those who live in communities near tourist destinations; consequently, communities around tourist destinations must participate in tourism development planning choices (Murphy, 1985). Moreover, local communities would appreciate to get included in the development of tourist policies for policymakers to design a policy that fulfils the demands of stakeholders and answers their concerns (Thetsane, 2019). Bamberger (2009) notes the local residents want to be consulted for any tourist development choices Local community must be consulted for any tourist development choices considered by government officials or local leaders in their region. They understand tourism development has a beneficial impact on poverty reduction. Tourist firms have created benefit-sharing programmes that provide locals preferential access to tourism advantages. These include creating local jobs, developing local capability, and sharing the advantages of tourism developments with the broader community.

Nagarjuna (2015) states in order for tourism to be sustainable, local people and communities must be involved in tourism activities..In a study, Chaudhary (2014) found that villagers are pleased with the adoption of tourism in their communities since tourism has assisted host communities in conserving and showcasing their uniqueness. Tourists even teach the villagers new things. It creates jobs, income, and infrastructure for the residents. However, increase in tourism activities might lead to bad behaviour by visitors who do not know how to behave. (Gunawijaya and Pratiwi, 2018). Ekwale (2014) also in his study found that, despite their lack of comprehension of the ideas related to community-based tourism, residents desire to get involved in its planning, if the approach does not jeopardise the quality of the resources they rely on for a living. They feel that the authorities should ensure this. Moving ahead, literature suggests that many domestic decisions are made by

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multinational travel firms and service providers which might not always think of positive interests of the destination (Sharpley and Telfer, 2002). Therefore, rather than being the subjects of growth, local people have become the targets of development (Mitchell and Reid, 2001). However, it is believed that the best way to ensure benefits and preserve traditional lives and values is to include local people in managing tourism industry. Moreover, it is significantly more difficult to bring the local people on board later if they are not included in the early stages of tourist development. The local community may be enraged that they were not invited to be a part of tourism development and planning phases from the beginning (Richards and Hall, 2000).

More significantly, for development of tourism industry, community's willingness to engage and capacity to produce real solutions must be applied (Claiborne, 2010). Hamedi (2013) proposed that the degree to which a community is empowered is proportionate to the degree to which it is engaged. The community benefits from the economic and social elements of being able to influence tourist development decisions. Further, for more efficient tourism activities, local communities may also contribute their new and inventive ideas. It is critical to recognise the aspects that may influence the host community's perceptions of tourist development. Some factors, viz. financial reliance on activities related to tourism development, relationship of local people and their tourism industry, resident status for a long time, and other socio-demographic variables, may influence their attitudes (Lorenzo, 2017). McGehee and Andereck (2004), contended that locals with both favourable and negative opinions of tourist growth understood the need of tourism planning. They also found that it was uncertain if citizens' desire to engage in the planning process would be influenced by their support for tourist growth. Contrastingly, according to Lorenzo (2017), only those individuals who believe in the industry's favourable effects are more inclined to take part towards tourism planning.

Ranasinghe & Pradeepamali (2019) noted residents' self-esteem is strengthened by psychological empowerment, as well as personal financial advantages and pride. Moreover, political empowerment has a beneficial impact on citizens' support for tourist development. Non-fiscal issues, for instance ethics, beliefs, and morality must be considered by tourism practitioners while lobbying for citizens' support for

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tourism, since economic advantages alone cannot ensure it. Sangkakorn & Suwannrat (2013) remarked that money, procedure, and people resource are critical for tourist growth. The community must be involved in the planning, administration, and other procedures that help their region achieve sustainable tourism. In addition, Rasoolimanesh & Jaafar (2016) assessed, in persuading rural residents to participate in economic activities, factors such as ability to participate and motivation for participation are extremely important.

Lekaota (2015) noted that residents' involvement might range from a passive attitude to consciousness on one end of the spectrum, which is defined by autonomous actions that empower local people socially and economically. For long-term tourism, integrating the local community people with regional or national projects and monitoring their perspectives must be major considerations (Hall, 2000; Kim, 2013). Therefore, Wondirad, and Ewnetu (2019) asserted, providing continuous government assistance through a well-organized governance framework, allowing financial access, and empowering and growing community capacity are all urgently needed to foster successful community engagement.

Methodology

The study was conducted in one of the famous tourist destinations of India, Ooty, Tamil Nadu. The survey questionnaire was administered to collect the data. The sample of 450 houses was chosen using a convenience sampling method, out of which 360 questionnaires were usable. In addition to the methodical completion of the survey questions, several local inhabitants were interviewed informally. The questionnaire comprised four sections. Questions related to socio-demographic information were kept in Section I. Respondents were asked to score items about development of tourism and community in section II. Residents’ views toward participation and involvement in tourist planning procedures were explored in section III. Items relating to their willingness to contribute in tourist development were discussed in the final segment. Mean scores, standard deviations and hypotheses testing were calculated using SPSS.

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Results and Discussion

Demographic Profile of the Sample

Table 1.Demographic Profile of the Sample Variable Category Frequency % Gender Female 169 46.9%

Male 191 53.1% Age Less than 20 60 16.7%

21-30 154 42.8% 31-40 106 29.4% 41-50 36 10% More than 50 4 1.1%

Employment Status Self-Employed 147 40.83% Employed 96 26.66% Unemployed 51 14.16% Retired 66 18.33%

Working in Tourism Industry Yes 157 64.60% No 86 35.39%

Do any of your family members work in tourism or a related industry?

Yes 264 73.33% No 96 26.66%

Table 1 shows a balanced distribution of gender among the sample, with 53.1% males and 46.9% females participating in the study. The majority of respondents said either they operate in tourism-related jobs or have family members that do (73.33%). Respondents between the ages of 21 and 30 had the highest number of responses, with respondents between the ages of 31 and 40 coming in second. (29.4%). According to the demographic statistics, the majority of participants are aware of the existing tourism sector in Ooty and are working in the direct or allied services related to tourism and hospitality.

Following hypotheses were developed in alignment with the objectives:

H1-Tourism development perceptions are significantly influenced by gender of the participants.

Community Participation in Tourism Planning and Development- 228 A Case Study of Local Communities in Ooty, Tamil Nadu

H2 -Tourism development perceptions are significantly influenced by age of the participants.

H3-Gender of the participants significantly influence their attitudes regarding involvement of local community

H4-Age of the participants significantly influence their attitudes regarding involvement of local community

H5-Participants’gender has significant influence on the willingness to contribute to tourism planning and development

H6-Participants’ age has significant influence on the willingness to contribute to tourism planning and development age.

H7-Participants' perception of tourism development has a significant association with participants' willingness to participate.

H8-Participants' attitudes towards local participation have a significant association with participants' willingness to participate

From Table 2, it can be inferred that majority of the respondents agreed that increase in tourism activity leads to harm natural environment of the destination. They also believed that tourism development gives more employment opportunities thus by increasing living standards of the local residents. From the same table, it can be deduced that the respondents are quite in affirmation that tourism development has changed their mindset from tradition tourism activities to more innovative and creative ones. Also, respondents were well-versed in effects of developmental activities and program on their destination. With regard to the residents’ role throughout developmental process of tourism, the mean score suggested strong agreement with the statements. The local residents must be accessed before development of policies and decision processes related to tourism. Further, as far as willingness of residents to partake in developmental process of tourism was concerned, there was general agreement on the need of participation of local inhabitants in managerial and non-managerial activities related to local tourism industry.

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Table 2.Mean Scores of the Construct Variables Constructs Item Mean Value* Tourism Development and your Community

Increased income and employment opportunity for local community.

4.1

Tourism has brought development and investment initiatives to the Ooty community.

3.25

Increase in national income due to tourism activities in Ooty.

2.8

Increased economic benefits to the Ooty local people and businesses.

3.97

Positive change in the Ooty’s traditional culture

3.7

Local inhabitants have access to recreational opportunities and other spaces designed for tourists.

4.2

Inbound tourists and local locals have a positive cultural exchange.

2.8

Adversely affected the Ooty’s way of life and higher cost of living

3.9

Residents suffer as a result of living in tourist destinations.

2.5

Increased traffic and congestion, loudness, and contamination in tourist regions.

4.03

The infrastructural developmental activities have degraded the natural environment in tourist locations.

4.02

Tourism has resulted in an unpleasant overcrowding of the Ooty community's market, hiking trails, parks, tea factory, and other outdoor areas.

3.4

Positive attitudes toward creative and innovative work have grown

4

Community Participation in Tourism Planning and Development- 230 A Case Study of Local Communities in Ooty, Tamil Nadu

Attitudes towards Local Community Participation in Tourism Development

Locals should be financially assisted in order to invest in tourism growth.

3.80

Locals should never be directly or indirectly involved in tourism development.

1.30

Residents in the area must have a say in decision-making.

3.9

After consulting with local citizens, government officials should make tourism development decisions.

3.30

When developing tourism policies, local residents should be consulted.

4.56

Willingness to participate

I believe I must take part in local decision-making.

3.96

I am concerned in the growth of local tourism. 4.06 I'd want to be a part of tourism decision making for local tourists.

4.10

I have the ability to influence choices and policies pertaining to local tourism development.

3.9

I'd like to be a part of a committee that promotes local tourism and other allied activities.

3.91

I feel actively involved in tourism development decisions

3.22

Source: Field survey, February-March 2020. *The stronger the agreement, the higher the mean score.

Hypotheses Testing

Items from the section 'Tourism Development and Your Community' were aggregated into a single variable to assess Participants' Perceptions of Tourism Development (PPTD).Tables III and IV show the Pearson Chi-square analysis results and the p-value for the perception of tourism development by gender and age group, respectively. Both the variables show significant associations with PPTD (χ2 =

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11.29, d.f. = 4, p = 0.010), (χ2 = 70.52 d.f. = 16, p = 0.00) respectively. Therefore, we accept alternate hypothesis H1and H2 which says the gender and age groups of participants do influence their perceptions towards tourism development. Further, from Figure I, it may be deduced that male respondents are more positive about tourism development in their region than female ones. Moreover, participants in the age category 20 -29 have higher perceptions of tourism development followed by respondents in 30-39 age category (See Figure 2)

Table 3.Perception of Tourism Development by Gender Value df Sig. (2-tailed) Pearson Chi-Square 11.291a 3 .010 Likelihood Ratio 13.136 3 .007 N of Valid Cases 360

Figure 1.Perceptions of Tourism Development Gender-wise

Table 4.Perception of Tourism Development by Age Groups Value df Sig. (2-tailed) Pearson Chi-Square 70.521a 16 .000 Likelihood Ratio 73.892 16 .000 N of Valid Cases 360

Community Participation in Tourism Planning and Development- 232 A Case Study of Local Communities in Ooty, Tamil Nadu

Figure 2.Perceptions of tourism development Age Group-wise

Items from the section ‘Attitudes towards Local Community Participation in Tourism Development' were aggregated into a single variable to evaluate participants' general attitudes regarding participation of community members in the procedures of tourism planning and development. Tables V& VI display the Pearson Chi-square analysis results and the p-value for participants' attitudes towards local community participation (ATLCP) by gender and age group, respectively. Gender and ATLCP had no significant association, according to the findings (χ2 = 0.651, d.f. = 4, p = 0.957). Therefore, we accept the null hypothesis (H3) that participants' perceptions regarding local community participation are unaffected by gender. Local community participation was seen positively by both males and females. However, there was a significant relationship between ATLCP and participants' age groups (χ2 = 44.4, d.f. = 16, p = 0.000). Therefore, we accept the alternate hypothesis (H4). Moreover, when compared to older age groups. Participants aged 20 to 29 were more likely to see local engagement favourably, followed by respondents of age group 30 to 39 and under 20 (See Figure 3).

Table 5.Attitudes towards Local Participation by Gender Value Df Sig. (2-tailed) Pearson Chi-Square .651a 4 .957 Likelihood Ratio .650 4 .957 N of Valid Cases 360

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Table 6.Attitudes towards Local Participation by Age Value df Sig. (2-tailed) Pearson Chi-Square 44.425a 16 .000 Likelihood Ratio 48.968 16 .000 N of Valid Cases 360

Figure 3.Attitudes towards Local Participation Age Group-wise

To test H5 and H6, items from the survey questionnaire's section under "Willingness to Participate" were combined into a single variable evaluating participants' willingness regarding involving in the process of tourism planning. Tables 6 and 7 display the Pearson Chi-square analysis results and the p-value for participants' willingness to partake in process of planning and development of tourism by gender and age group, respectively. The findings suggest that participants' willingness to participate in the tourist planning process is significantly influenced by their gender. (χ2 = 11.29, d.f. = 3, p = 0.010).Individuals' willingness to participate in tourist planning, on the other hand, is unaffected by their age (χ2 = 10.77, d.f. = 12, p = 0.202). From Figure IV, it can be inferred male participants were shown to have a little higher willingness to participate than female ones.

Community Participation in Tourism Planning and Development- 234 A Case Study of Local Communities in Ooty, Tamil Nadu

Table 7.Willingness to Participate by Gender Value df Sig. (2-tailed) Pearson Chi-Square 11.291a 3 .010 Likelihood Ratio 12.136 3 .007 N of Valid Cases 360

Figure 4.Willingness to Participate Gender-wise

Table 8.Willingness to Participate by Age Groups Value df Sig. (2-tailed) Pearson Chi-Square 15.774a 12 .202 Likelihood Ratio 16.876 12 .154 N of Valid Cases 360 Relationship between Participants' Attitudes, Perceptions and Willingness to Participate in the Planning Process of Tourism

The relationship between participants' attitudes, perceptions, and willingness to participate in the planning process of tourism was assessed using Spearman's correlation analysis (H7 and H8). The findings of the study, as indicated in Table 9, indicate a moderate but significant connection between tourism development perceptions and participant’s willingness to engage (r = 0.549, p < 0.03). This suggests that those who are optimistic about tourism development are more inclined to take part than those with neutral or negative attitude toward tourism development.

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Table 9.Spearman Rho Correlation Analysis of Perception &Willingness to Participate Tourism Development

Willing_ paticipate

Tourism_ Development

Spearman's rho

Willing_ paticipate

Correlation Coefficient

1.000 .549**

Sig. (2-tailed) . .032 N 360 360

Tourism_ Development

Correlation Coefficient

.549** 1.000

Sig. (2-tailed) .032 . N 360 360

**Correlation is significant at the 0.05 level (2-tailed).

Table 10 shows the results of a Spearman's correlation analysis between citizens' attitudes toward local participation (ATLP) and their readiness to engage in tourism activities. The findings show a very significant association among the variables (r = 0.607, p < 0.03). People with favourable opinions of local community involvement are more likely to join the process of tourism planning, however, residents who have a neutral to negative impression of local engagement are less inclined to participate.

Table 10.Spearman Rho Correlation Analysis of ATLP and Willingness to Participate

Willing participate

Attitude local development

Spearman's rho

Willing_ paticipate

Correlation Coefficient

1.000 .607**

Sig. (2-tailed) . .035 N 360 360

Attitude_ local development

Correlation Coefficient

.607** 1.000

Sig. (2-tailed) .035 . N 360 360

**Correlation is significant at the 0.05 level (2-tailed).

Community Participation in Tourism Planning and Development- 236 A Case Study of Local Communities in Ooty, Tamil Nadu

Conclusions and Implications

This study supports key results for the tourism literature, particularly the tourist planning literature. This study not only confirms the significance of local community engagement stressed by earlier academics, but it also provides actual evidence for local citizens' attitudes, views, and desire to participate. The study found a positive and significant link between participants' perceptions of tourist development and demographic factors. This contradicts previous findings that socio-demographic characteristics had no impact on perceived tourist development (Purdue et al., 1990: McGehee & Andereck, 2004; Lorenzo, 2017). Moreover, previous studies suggests that community interaction with tourists is a critical aspect of tourism planning process (Murphy, 1985; Tosun, 2000; Scheyvens, 2002). In this regard, this study discovered that the advantages of local community involvement in tourist planning are viewed favourably by most of the participants. This study also discovered that the majority of participants valued local community engagement. However, as supported by previous work (Fahmy, 2009) this study also discovered that residents appear to be underutilised throughout the process of tourism planning or development. Moreover, it seems like majority of the participants are eager to engage in future tourist planning procedures. Due to their perceived economic benefits, male participants were found to be more willing to contribute to their community's well-being by working on the design, development, and maybe maintenance of tourist sites (Perdue et al., 1990; Abbasi Dorcheh, 2013). Further, there are higher chances for the participants who favour tourism growth and participation of residents to contribute to the activities related to tourism development. Participants are more likely to participate when they see their input as an important element of the planning process. If individuals believe their participation in the planning process will be unpleasant or insignificant, they are more inclined to decline (Lorenzo, 2017).

As a result, it is suggested that the community members will enthusiastically engage in tourist growth by investigating prospects for association with the current tourism business sector. Residents should be included in critical implementation phases and decision-making procedures can be facilitated by organising public meetings of residents, utilising local media, and conducting research. (Thetsane, 2019).They must be given the authority to decide the areas of tourism they wish to develop in their

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local communities, as well as how tourism benefits and drawbacks will be distributed within the stakeholders of community. To encourage local people to participate in tourist development activities as entrepreneurs and employees in a sustainable manner, proper education and awareness must be provided by the government or non-governmental organisations (NGOs).To increase employment opportunities, improve lifestyle, and contribute to tourism growth, the government may establish a financial aid mechanism that would allow the local community to invest in tourism or related enterprises. When advancements are made in their regions, communities with sustainable tourism initiatives must be prioritised so that community members can encourage and participate in tourism management. Curry (2000) supports the point of view, arguing that Communities must be involved in decisions affecting local tourism resources since they own the attractions. This may encourage more people to innovate and involve in tourism development

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15

Lost Recipes of West Bengal: An Introduction to the Lost Recipes of West 242 Bengal and the Ways to Re Introduce them in Present Gastronomic World

Lost Recipes of West Bengal: An Introduction to the Lost Recipes of West Bengal and the Ways to Re Introduce them in Present Gastronomic World

Manas Sarkar1, Nivedita Sarani2 1Siliguri Institute of Technology, Siliguri, West Bengal.

2Tulakata Jote, P.O.-Kadamtala, Dist-Darjeeling, Pin-734011, West Bengal. E-mail Id: m.sarkar2985@gmail.com

Abstract

This research paper is about the study & search of lost or forgotten recipes from cuisine of Bengal and the ways to re introduce in today’s culinary practices either by professional chef’s of various food outlets or by home cooks also.

Brief Description: West Bengal is always known for its cultural heritage and food. Bengali cuisine is known for use of various kinds of flavours and is one of the traditional cuisines from India where the foods are not served at once instead they are served course by course. Main objective of my paper is to recognise those lost and forgotten recipes from Bengali cuisine which were curetted in the period of before or after independence in various places of Bengal but either got lost or forgotten. Those recipes were the foundation pillar of the present Bengali cuisine which were either get extinct or on a verge of extinction. My study also based on the possible ways to re introduce these lost or forgotten recipes in present gastronomic world.

Aim of Study: My research deals with introduction to Bengali cuisine along with the possible list of lost and forgotten recipes of Bengal. It also attributes promotional and marketing strategies for the lost recipes.

Methodology: Through a detailed set of questionnaire sent to various groups of social networking app (whtsapp) because of the current pandemic situation.

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Data Collection: The primary data was collected from the respondents who given feedback to the questionnaire and the secondary data was collected from online and offline platform.

Result & Analysis: It is clearly seen from the research that peoples are willing to gather knowledge for the lost or forgotten recipes of West Bengal and even they want to practice and recommends these recipes if they get it. So there is scope for these lost or forgotten recipes to introduce in our modern culinary practices.

Significance of Study: The findings of this study will definitely open a new way to re introduce these lost or forgotten recipes in our present gastronomic world.

Keywords: Bengali cuisine, Forgotten recipes, Gastronomy, Promotional & marketing strategies.

Introduction

Bengali cuisine is known for its use of different ingredients ranging from bitter like neem leaves, bitter gourd to the sweet one like ripe mangoes and dates. The food is also served course by course to enjoy each of the flavours individually. This cuisine is not only popular in Bengal or within India but also popular in other countries. The cuisine of Bengal is also known for using liberal amount of mustard oil as cooking medium and uses both freshwater and saltwater variety of fishes for making culinary delights.

The dishes includes in The Bengali cuisine is sub divided into four parts:-

1. CHARBYA- Food that is chewed : like rice or fish 2. CHOSYA - Food that is sucked : like ambal or sour 3. LEHYA - Food that is licked : like chutney 4. PEYA - Food that is drink : like milk

The cuisine is influenced by many factors and today’s present or modern Bengali cuisine is the result of the same. But many of the recipes are either lost or forgotten in due course of time.

Lost Recipes of West Bengal: An Introduction to the Lost Recipes of West 244 Bengal and the Ways to Re Introduce them in Present Gastronomic World

Image 1.The factors which influence the cuisine of Bengal

The courses of food served in an Bengali feast is also like journey of flavours through regular intervals where the courses are goes from milder to stronger and even from bitter to sweet.

Image 2.Diagram shows the courses of dishes served in a traditional Bengali feast (lunch)

BENGALI CUISINE

INFLUENED BY

PARTITION OF BENGAL

MUGHALS

WIDOWS

BRITISH RAJ

CHINESE

ODIA’S

Local Food and Community Empowerment through Tourism {Volume I} 245

The cuisine of Bengal we all enjoy today is the collection of various recipes which were came into existence many years ago and some of them are updating and getting modern avatar day by day by the contributions of modern Cookery. The contributors are listed as:

1. Rajbaris 2. Ancestral houses 3. Grandmothers 4. Contribution from Bangladesh 5. Contribution from foreign cooks & chefs 6. Local chefs from India apart from Bengal 7. Local chefs from Bengal 8. Modern Cooking techniques 9. Modern look over of many recipes 10. Fusion cuisine 11. Innovation 12. Contemporary methods

But what we get today are a mix of original and avatar of existed and modern recipes. Many of them were either lost or forgotten in due course of time.

Review of literature

As it is clear that many of the recipes were either became extinct or in a verge of extinction, some of them were re introduced occasionally for food festivals, theme buffet or for workshop like Ms. Yajaseni Chakraborty in year (2020) written an article on “Lost recipe’s find a new address” where she mentioned above a workshop in Swabhumi in the year 2003 were some lost recipes were introduced but got limited response. There is also clear evidence about the lost and forgotten recipes were found in an article published by Mr. Suvajit Halder in year (2016) in his article “A historical overview of the Bengali platter”, were names of dishes from year like 1889 & 1943 were mentioned. Even in an article from Mr. Amer Waheb in year (2020) written an article “A brief introduction to Bengal’s Gastronomic history) were he mentioned about the factors influenced the Bengali cuisine and the habits of cooking and food trends in historic times in western and eastern Bengal.

Lost Recipes of West Bengal: An Introduction to the Lost Recipes of West 246 Bengal and the Ways to Re Introduce them in Present Gastronomic World

Even the first cookbook of India was published in the year 1831 by His Highness Mehtab Chand of the princely state of Burdawan in Bengali named as “PAKRAJESWAR” mentioned many Bengali recipes of old days. In year 1923 Mr. Bipradas Mukhopadhyay also published a book called “PAK PRANALI” which featured recipes from undivided Bengal. The niece of famous Nobel laureate and poet Rabindranath Tagore Mrs. Pragyasundari Devi wrote a book named “AMISH O NIRAMISH AHAR” which was published in the year 1902 was a clear documentation of recipes from the house of Noble laureate.

Image 3.First cookbook of India “pakrajeswar” published in the year 1831

Image 4.“Amish O Niramish Ahar” cookbook published

in the year 1902 by Pragyasundari Devi

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Image 5.“Pak Pranali” published in the year 1923 by Bipradas Mukhopadhyay

Aims/ Objective of Study

This research work has following Aims & objectives:

1. To establish a clear aim for the research and to identify its importance 2. To demonstrate the feasibility through collection of data’s. 3. Proposal for the re introduction of recipe’s through marketing and promotional

tools.

Methodology

1. Research Design: The purpose of this study is to know about the popularity of Bengali cuisine and the future approach of the respondents about the knowledge of the mentioned topic.

2. Research Approach: The respondents were basically students, Academicians, professional chef and hospitality professionals.

3. Sampling Method: Through a detailed set of questionnaire sent to various groups of social networking app (whtsapp) because of the current pandemic situation.

4. Data collection method: The primary data was collected from the respondents who given feedback to the questionnaire and the secondary data was collected from online and offline platform.

5. Data Analysis method: The data analysis of this research mostly represented through quantitative and qualitative manner.

Lost Recipes of West Bengal: An Introduction to the Lost Recipes of West 248 Bengal and the Ways to Re Introduce them in Present Gastronomic World

Data Collection

1. During the collection of data a good number of responses come from students followed by Academician’s that means they have an interest for Bengali cuisine.

Image 6.Occupation of Respondents

2. It is also found during the collection of data that around big majority of respondents never attended or organised any conference or seminars or even any cooking competitions which promotes the lost & forgotten recipes of west Bengal.

Image 7.Opportunities in Form of Conferences/ Seminars/ Workshop/ Culinary Competition Which Promotes Lost or Forgotten Recipes of West Bengal

45%

28%

21%6% Students

Academicians

Hospitality professionals

Others

NO, 78.70%

YES, 21.30%

Local Food and Community Empowerment through Tourism {Volume I} 249

3. Even many of the respondents never read any article/book/journals about the lost or forgotten recipes

Image 8.Ever Read Any Article/ Book/ Journals about

the Lost or Forgotten Recipes of West Bengal

4. But a good majority of respondents had shown response when asked are they willing to gather knowledge about lost & forgotten recipes of west Bengal if it provided to them

Image 9.If Knowledge will Provided about the Lost

& Forgotten Recipes of West Bengal

NO70%

YES30%

YES60%

MAY BE34%

NO6%

Lost Recipes of West Bengal: An Introduction to the Lost Recipes of West 250 Bengal and the Ways to Re Introduce them in Present Gastronomic World

5. A list of lost or either forgotten recipes of west Bengal collected from various online platforms. (table end of the paper)

Results & Analysis

The collection of data and the detailed list of lost & forgotten recipes lead to the result that the main reason for these recipes to get lost or forgotten is:

1. The fast moving life of peoples which led them has food from outside food joints.

2. The concept of nuclear families which force them to live without relatives or grandparents so cooking is also based on modern food habits.

3. The food joints usually choose easy to cook and low food costing menus which will give more profits with lesser efforts to prepare.

4. There are many recipes which were not easy to prepare as because the non availability of original scripted recipe or those which are available is only in local language not translated.

5. The lesser knowledge about these recipes is also because they are not promoted or marketed by various authorities either it by private or governmental.

6. The cooking technique for these recipes are very elaborate and needs patience and detailed preparation time prior cooking which is not common as because the modern recipes are in opposite needs lesser time to cook and prepare.

7. There are recipes whose ingredients are very uncommon to the peoples or they never know how to use them.

8. The peoples don’t know the original taste of these recipes as because they become obsolete in decades of time.

9. There was a time when these recipes are handed over to the brides or even to the daughters by their in laws, mothers or even grandmothers but due to the modernization in culinary world as well as fast life it’s also become obsolete.

10. The influence and adaptability of foreign cuisine is also a major factor about the extinction of these recipes.

11. Many recipes are either altered or given modern healthy touch which leads them available to the peoples in a new avatar with modern tastes and ingredients.

Local Food and Community Empowerment through Tourism {Volume I} 251

Conclusion

From the study it has been seen that peoples are willing to gather knowledge about the ancient or forgotten culinary practices done by our ancestors and they will recommend the knowledge to other peoples also. As these lost & forgotten recipes are a part of our culinary heritage so it’s our duty & responsibility also to re introduce them in our culinary practices not to just forgot totally. Yes it takes many major steps but if taken positively through mentioned marketing and promotional tools hope we can secure the recipes once again and enjoy them once they were enjoyed by our ancestors. These recipes are not just mere a food items but they are a curtail part of our culinary heritage also.

On the basis of collected data it is clearly seen that respondents and even peoples are willing to gather knowledge about the lost & forgotten recipes of West Bengal and here are my ways to attributes promotional and marketing strategies for the lost or forgotten recipes.

1. By Hosting Events It is a very promising way to promote any food as because of the mass gathering of guests and peoples.

Image 10.types of events

2. Distribution Of Leaflets & Flyers As long papers are being used, leaflets and flyers are still an effective way of marketing tool and never become obsolete. It’s a very promising way to increase awareness among peoples to re introduce or give knowledge about the lost or forgotten recipes.

EVENTS

FOOD CARNIVALS

FOOD FESTIVALS

FOOD COUNTERS

LOCAL FESTIVALS

CULTURAL EVENTS

Lost Recipes of West Bengal: An Introduction to the Lost Recipes of West 252 Bengal and the Ways to Re Introduce them in Present Gastronomic World

Image 11.Types of marketing strategies through leaflets & flyers

3. Promotion Through Print Media Print marketing is a vital way of promoting lost & forgotten recipes as it makes information more desirable, as readers are able to retain information better.

Image 12.Types of print media

4. Mobile Marketing A best way to promote the lost & forgotten recipes because mobile is now a day’s one of the most user friendly electronic device and it provides information through various channels of electronic communication mediums.

LEAFLETS & FLYERS

DOOR TO DOOR MARKETING

DOOR TO DROP MARKETING

PRINT MEDIA

RECIPE OR ARTICLE IN

NEWSPAPERS AT REGULAR INTERVALS

RECIPE OR ARTICLE IN

WEEKLIES AT

INFORMATION REGARDING ANY EVENT ON THE

LOST OR FORGOTTEN RECIPES IN

POSTERS OR BANNERS

ARTICLES, RECIPES IN FOOD

MAGAZINES

Local Food and Community Empowerment through Tourism {Volume I} 253

Image 13.Types of Mobile marketing

5. Restaurants And Food Outlets One of the prominent ways of promoting the food via various marketing strategies which not only attracts the clients but made them aware of the flavour, texture, aroma of the dishes in real.

Image 14.Types of strategies from food outlets

6. Theme Based Culinary Heritage Programmes It is also a best way to create interest and spread the knowledge among the interested peoples. The impact of positivity is very high through these kinds of social programmes

WEBSITES E MAILS SOCIAL MEDIA SPECIALIZED APPS

MOBILE MARKETING

COMBO OFFEERS MEAL BOXES ONE PLUS ONE OFFER

DISCOUNTS & HAPPY HOUR OFFERS

STRATEGIES THROUGH FOOD OUTLETS

Lost Recipes of West Bengal: An Introduction to the Lost Recipes of West 254 Bengal and the Ways to Re Introduce them in Present Gastronomic World

Image 15.Modes to organize Theme based culinary heritage programmes

Recommendations

Based on the findings and conclusions presented, the following recommendations are suggested:

1. I recommends that the recipes of lost & forgotten foods of West Bengal has a great value in our life as because they are the pillar’s of our modern Bengali cuisine so it is necessary to re collect their recipes and distribute to the peoples who are in interest for the same.

2. Restaurants and food outlets who are based on Bengali theme and as well as those food outlets who want their clients should taste something new should make and recommend these recipes to their clients and guests.

3. I also recommends Bengali cookbooks like “AMISH O NIRAMISH AHAR” by Mrs. Pragyasundari Devi which was published in the year 1902 and “PAK PRANALI” by Mr. Bipradas Mukhopadhyay which was published in the year 1923 have some ancestral and grandmother recipes which are not practiced now a days and are become a part of culinary heritage.

Limitations of the Study

1. Access: Because of the current pandemic situation it’s not possible to convey about the research in personal to others and not even meet the peoples and so the data collected was based on replies sent by the respondents through online platform which is very limited.

SEMINAR/WEBINA CONFERENCES WORKSHOPS CULINARY COMPETITIONS

THEME BASED CULINARY HERITAGE PROGRAMMES

Local Food and Community Empowerment through Tourism {Volume I} 255

2. Lack of Reliable Data: It is seen during study that there were dishes whose name is only available but no documentations of the scripted recipe. So sourcing about what type of dishes is not known in many cases.

3. Language Barrier: There were some cookbooks available which had some recipes available which are nowadays forgotten but is written in regional language, so not easy to read as because they were never translated.

References

1. Achaya, K.T. (1991). “The food industries of British India”. Oxford university press, New Delhi-110001.

2. Achaya, K.T. (1994). “Indian food- A historical companion”. Oxford university press, New Delhi-110001. Chapter 10, pp- 128-133.

3. Calcutta (2019). “Calcutta cuisine-Bengali traditional food”. Kolkata.org.uk. 4. Dasgupta, R.R. (2019). “Savouring a taste from the past”. Lifestyle, Economic

times, India. 5. Halder, S. (2016). “Our food their food: A historical overview of the Bengali

platter”. Sahapedia. 6. Lahiri, I (2020). “Tales from Tagore’s kitchen”. Maha-moshkil.com 7. Moumita (2021), Traditional Bengali recipes from grandmas kitchen”.

https://www.experiencesofagastronomad.com/tag/bengali-recipes/ 8. Martinho, V.J.P.D. (2020). “Food marketing as a special ingredient in customer

choices: The main insights from existing literature”. Viseu, Portugal- 3504-510 https://pubmed.ncbi.nlm.nih.gov/33198136/.

9. Perner, L. “Food marketing, consumption and manufacturing”. University of Southern California, USA-(213) 7407127. http://consumerpsychologist.com/ food_marketing.html.

10. Rachtenberg, Peter (15 May 2005). "The Chattering Masses". The New York Times. ISSN 0362-4331.

11. Ray, U. (2009. “Culture of food in colonial Bengal.” PhD thesis, Pennsylvania University. https://etda.libraries.psu.edu/files/final_submissions/6374.

12. Singh, S.S. (2015). “The bankers of Bengal”. The Hindu, India. 13. Talukdar, T. (2019). “Authentic Bengali foods in Kolkata: 15 heritage places”.

shoestring.in, India.

Lost Recipes of West Bengal: An Introduction to the Lost Recipes of West 256 Bengal and the Ways to Re Introduce them in Present Gastronomic World

Sr. No

Name of The Lost or Forgotten Recipes

Category Prime Ingredients Used

Short History About the Recipe

1.

BANDAKOPIR GOLAI DORI (the strangled cabbage)

Side dish (vegetarian )

Cabbage, raisins

Originated from kitchen of komola sundari Devi

2. BEGUN BALUCHARI (fried aubergine topped with coriander chutney)

Starter (Vegetarian)

Aubergine, Coriander chutney

Originated from Baluchar (Murshidabad)

3. BIKRAMPURI KORMA (lightly flavored chicken korma)

Main Course (chicken)

Chicken, curd, milk

Originated from Bikrampur, Bangladesh (pre partition of Bengal)

4. BOU KHUDA (broken rice pulao) Rice delicacy Broken rice(khud), potato and spices

Originated from Bangladesh (pre partition of Bengal)

5. BHAAT ‘ER’KOFTA(saffron flavored deep fried rice balls)

Starter (vegetarian)

Rice, Saffron, Mawa, Suji

Originated from Thakurbari (traced from book Amish O Niramish ranna in 1902)

6. BIKRAMPUR BIBIKHANA PITHE (rice & jaggery pudding)

Mithai Rice, milk & Jaggery

Originated from Bikrampur, Bangladesh (pre partition of Bengal)

7. BHARTI (roasted meat on metalware)

Unknown Unknown From Visbhabharati Granthabivag & traced from an article published by Sukumar Sen in 1943

Local Food and Community Empowerment through Tourism {Volume I} 257

8. CHICKEN DAK BUNGLOW (Anglo Indian chicken delicacy)

Main course (chicken)

Chicken, Potato & eggs

Originated from Dak Bunglow’s during British Raj

9. CHAPOR GHONTO (Vegetable mishmash with roasted lentil fritters)

Main course (vegetables)

Yellow pea dal, assorted vegetables

Grandmother delicacy

10. CHIRE BHETKIR PULAO (Flattened rice pilaf with Indian sea bass)

Main course (Rice)

Flattened rice, Sea bass, Peanuts, Raisins

Originated from Thakurbari

11. CHINGRI DIYE KOLAIER DAL (Urad dal with shrimps)

Lentils Urad dal, shrimps Originated from Sylhati, Bangladesh (pre partition of Bengal)

12. COLONEL SKINNER’S MANGO CHUTNEY (Highly spiced mango chutney)

Condiment Mangoes, Ginger, chilli, vinegar

From Colonel Skinner of British Army at 19th century)

13. COLONEL SKINNER’S SHRIMP CURRY (Spicy shrimp curry)

Main course (fish)

Shrimp’s, vinegar, chilli powder

An buffet delicacy at 19th century at Lancer’s club in Kolkata introduced by Colonel Skinner

14. DOODH KATLA (Fish cooked in milk)

Main course (fish)

Katla fish, reduced milk, ginger

Originated from Thakurbari

15. DARJEELING THENTHUK (hand pulled noodle soup)

Soups Wheat flour noodles, yak meat

Tibetan delicacy introduced by British during the Raj

Lost Recipes of West Bengal: An Introduction to the Lost Recipes of West 258 Bengal and the Ways to Re Introduce them in Present Gastronomic World

16. FULKOPIR PATURI (Bengali style Dum cauliflower)

Main course (vegetables)

Cauliflower, poppy seeds, coconut

Originated from Thakurbari

17. GOBINDOBHOG LAU (Bottle gourd curry with rice)

Side dish (vegetables)

Bottle gourd, gobindobhog rice

Grandmother delicacy

18. GOALONDO STEAMER CURRY(Simple & healthy chicken curry)

Main course (chicken)

Chicken, onion, green chilli

Originated from boatmen’s of Bengal in 1880’s.

19. HNAARIBONDO (Marinated mutton cooked in a closed earthen vessel called “haari”)

Main course (mutton)

Mutton, yoghurt Originated from Dinajpur, Bangladesh (pre partition of Bengal)

20. ILISH PANIKHOLA (Rustic Hilsa stew)

Main course (fiah)

Hilsa fish, onion Originated from fishermen’s of Bangladesh (pre partition of Bengal)

21. ILISH MACHER DOLON (Sweet & Sour Hilsa)

Main course (fish)

Hilsa fish, Tamarind

Originated from Thakurbari

22. ILISH CHIRER JHOL (Hilsa curry with flattened rice)

Main course (fish)

Hilsa fish, flattened rice

Grandmother delicacy

23. KABISHAMBARDANA BARFI (Cauliflower mawa barfi)

Sweets Cauliflower, mawa, saffron

Made by Pragyasundari Devi on the occasion of 60th birthday of Kavi Rabindranath Thakur

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24. KACHA AAM DIYE MANGSHO (Mutton curry with raw mangoes)

Main course (Meat)

Mutton shoulders, raw mangoes, parval

Originated from Thakurbari

25. KOMOLA PHULKOPI (light Cauliflower curry with oranges)

Side dish (vegetables)

Cauliflower, Oranges

Originated from Thakurbari

26. KORAISUTIR DHOKAR DALNA (Green peas dumplings with fragrant cuury)

Main course (vegetables)

Green peas, potatoes

Originated from Thakurbari

27. KEEMA’R DOI BORA (Meatballs in spiced yoghurt)

Starter’s (chaat)

Mutton keema, yoghurt, Bengali bhaja masala

Originated from Thakurbari

28. KHIRISH (Dried form of kheer) Sweet Milk Traced from book Pak Pranali by Bipradas Mukhopadhyay in 1889

29. LAU PATAY ILISH BHAPA (Steamed hilsa in bottlegourd leaf parcels)

Side dish (fish)

Hilsa fish, bottle gourd leaves

Grandmother delicacy

30. MURSHIDABADI DUM BIRIYANI

Rice Mutton, potatoes Originated from the kitchen of Nawab Murshid Quli Khan of Murshidabad

31. MOCHA CHINGRI BHAPA (Steamed banana blossoms with prawns)

Side dish (fish)

Prawns, Banana blossoms

Originated from Shobhabazar Rajbari

Lost Recipes of West Bengal: An Introduction to the Lost Recipes of West 260 Bengal and the Ways to Re Introduce them in Present Gastronomic World

32. MACCHER BHAGACHORA (vegetable curry with fish heads & prawns)

Side dish (fish)

Assorted vegetables, fish head, prawns

Originated from Morelganj Rajbari

33. MUTTON PANTHERAS (Crumbed fried crepes stuffed with spiced mutton mince)

Starters (Non veg)

Crepes, mutton mince

Delicacy originated at Kolkata during British Raj

34. MULO PUR (Bengali style stuffed radish fritters)

Starters (vegetarian)

Radish, grated coconut, poppy seeds

Originated from Sylhati, Bangladesh (pre partition of Bengal)

35. NARIKAL CHINGRI DIYE CHAL KUMRO (Ash gourd curry)

Side dish (fish)

Ash gourd, grated fresh coconut, prawns

Grandmother delicacy

36. NEEM JHOL (Summer special assorted vegetables with tender neem leaves)

Side dish (vegetables)

Tender neem leaves, radish, eggplant

Grandmother delicacy

37. OAL KORMA (Elephant Yam curry)

Side dish (vegetables)

Elephant Yam, cashewnut, poppy seeds

Originated from the kitchen of Nawab Murshid Quli Khan of Murshidabad

38. PEPE DOLMA (Fish stuffed baby green papayas in fragrant milk curry)

Main course (fish)

Baby green papayas, bhetki fish, milk

Originated from Thakurbari

39. PABNAR HASHER KALIA (Bengali style duck stew in coconut milk)

Main course (Poultry)

Duck meat, coconut milk

Originated from Pabna, Bangladesh (pre partition of Bengal)

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40. PHUL TUPRI (Stuffed pumpkin blossom fritters)

Starters (fish) Pumpkin blossoms, Shrimp, poppy seeds

Originated from Sylhati, Bangladesh (pre partition of Bengal)

41. RAS MUNDIR GOLAPI CHATNI Unknown Unknown Traced from book Pak Pranali by Bipradas Mukhopadhyay in 1889

42. SHIKARINI Sweet Ghee, curd, molasses, ginger

From Visbhabharati Granthabivag & traced from an article published by Sukumar Sen in 1943

43. TOSTORI MOCHA (Banana flower curry)

Side dish (vegetables)

Banana flowers, fresh grated coconut

Originated from Cossiambazar Rajbari

44. TOK MURGI (Nawabi style sour chicken curry)

Main course (poultry)

Chicken, tamarind Originated from the kitchen of Nawab Murshid Quli Khan of Murshidabad

16

262 A Comprehensive Survey to Present Travel Behaviour Changes in India

A Comprehensive Survey to Present Travel Behaviour Changes in India

Vincy Rana Vocational Trainer, Tourism & Hospitality, Government Senior Secondary School

Baldhar, Kangra, Himachal Pradesh, India.

Abstract

The novel COVID-19 pandemic has sparked global disruption and resulted in significant changes to our everyday routines. Routines related to the travel are the most influenced habits for the residents of every affected part of the world. Common practices such as commuting to work or travelling for shopping daily usable and other kinds are being phased out in favour of working from home and online shopping. Many of these changes have been occurring for some time, but the pandemic has intensified them significantly. This study aims to determine changes in travelling styles and travel habits changed during the COVID-19 pandemic times. A well-structured and planned survey is done on the residents of District Kangra in Himachal Pradesh, India. The study includes a broad range of questions about individuals' travel approaches, patterns, and beliefs prior to and after the pandemic. The analysis of the gathered data shows significant improvements in a variety of dimensions of people's travel behaviour. Additionally, the results in the study can be beneficial for policymakers to plan the travel behaviour in a better way.

Keywords: COVID-19, Travel behaviour, travel patterns, Post pandemic travel.

Introduction

In November 2019, the first case of the novel coronavirus (i.e. SARS-CoV-2) was reported. Not long ago, the International Health Organization (WHO) declared this virus epidemic the COVID-19 pandemic, which has exaggerated to over 12.7 million

Local Food and Community Empowerment through Tourism {Volume I} 263

people globally and caused tragic deaths to 560, 000 people (WHO, 2020). COVID19 has affected 149 million people with 3.19 million deaths around the world by 29th April 2021. Numerous national and international public health bodies, including the United States Centres for Disease Control and Prevention (CDC) and the World Health Organisation (WHO), have been actively tracking the situation and advising preventative measures to halt or delay the virus's dissemination (CDC, 2020; WHO, 2020). Countries around the world have adopted administrative decisions ranging from advisory advice to legal compliance in accordance with these directives. As a result, sudden and dramatic shifts movement-styles of population (i.e., daily routines including movement, travelling patterns and travel tendencies) and other aspects of their travel behaviour have become evident. Though movement types are typically immune to adjustment in regular circumstances (Götz et al., 1997; AXhausen, 2003; AXhausen, 2010; Vij et al., 2013; Berliner et al., 2015; Frei et al., 2015; Shamshiripour et al., 2020) changes have been witnessed in case of a serious pandemic. People around the world have reassessed and changed their life styles influenced by the on-going pandemic. Precautionary interventions such as social isolation imposed by advice and administrative bodies, along with societal fear of contagion, have forced a sizable portion of the population to alter their everyday habits over the year by now.

Mostly, metropolitan areas have been recorded for a number of significant transitions in the travel and other daily life routines, it is uncertain if and to what degree different socioeconomic divisions of the populace have responded to the pandemic's circumstances. Additionally, the difference between post-pandemic changes that will continue and those that will revert to their pre-pandemic state remains an unexplored region. Additionally, nothing is understood about human differences in risk aversion, satisfaction with the 'current standard' during the pandemic, or expectations for a post-pandemic future. Such data is important for upgrading our mobility demand models in order to make them more accurate and usable as planning resources for resilient and safe communities.

The current study aims to observe the changes in the travel behaviour and other related lifestyle routines for the people before and after the start of unfortunate pandemic of COVID-19 in the study area. Researcher has paid particular attention to

264 A Comprehensive Survey to Present Travel Behaviour Changes in India

possible shifts in attitudes and behaviours related to everyday activities such as shopping, commuting, and other outdoor activities, as well as a variety of choices defining the travel activities. The research approach is intended to be a longitudinal study encompassing several survey waves in order to continuously track changes in the perceptions, preferences, and activities change during the unfortunate pandemic times.

The research study further presents the choices and frequencies of travel and related activities in the targeted population before the start of COVID-19 pandemic and the significant changes observed in the same attributes soon after the start and prolonged existence of the on-going pandemic in the world.

Review of literature

Wen et al. (2005) examined the effect of the SARS epidemic on the travel behaviour of Chinese domestic travellers, focusing on leisure travel. The authors noted that the epidemic has had a significant impact on people's lives, jobs, and travel habits. Additionally, it was discovered that the decline in travel was caused by a mixture of internal motivations (e.g., potential risks) and externally imposed interventions (e.g., travel bans, stay-at-home orders). However, this report did not directly examine the outbreak's impact on the post-outbreak environment. Liu et al. (2010) examined the impact of the same epidemic on air transport between the United States and three destinations: China, Hong Kong, and Taiwan. Emphasizing the influence of lifestyles on travel activity over a break, the authors discovered that although the duration of these foreign trips decreased across the board, the perceived level of risk varied significantly between countries.

In another report, Fenichel et al. (2013) analysed over 1.7 million accurate flight records to determine how air travellers responded to the 2009 H1N1 pandemic. According to the authors, general anxiety over H1N1 influenza (as determined by Google Trends) accounted for 0.34 percent of missing flights during the pandemic. According to this research, people alter their behaviour in response to epidemiological threats.

Local Food and Community Empowerment through Tourism {Volume I} 265

Kim et al. (2017) analysed smart card data in Seoul prior to and after the MERS epidemic in South Korea. The authors discovered that residents of communities with higher property values reduced their transit trips more than other residents. Additionally, fear of publicity was associated with significant improvements in travel behaviour. They discovered that by examining the relationship between improvements in travel behaviour and built environment environments, they discovered that land price, the location of MERS hotspots, the number of companies, the senior population, and the number of restaurants may all have a significant impact on transit ridership during the epidemic.

More recently, Hotle et al. (2020) studied risk identification and risk avoidance in travel-related influenza decisions in order to characterise: 1) risk expectations, 2) risk mitigation decisions when an individual is infected and wishes to avoid transmitting the infection, and 3) risk mitigation decisions when an individual is not infected and wishes to reduce exposure. The risk perception analyses revealed that having prior contact with influenza-like symptoms and being female significantly improved risk perception in areas where obligatory and medically based tasks are performed.

Additionally, risk assessment studies revealed that people are less likely to go to locations where they experience a medium to high risk of infection virus exposure. Additionally, the investigators discovered that potential threats do not cause people to drive less often to their jobs.

Additionally, there are a small number of reports examining the effect of the latest COVID-19 pandemic on the transportation market (e.g., De Vos, 2020; Ito et al., 2020; Lee and Lee, 2020; Molloy et al., 2020; Sobieralski, 2020). There is a dearth of study, in particular, on the changes in travel habits brought on by the latest COVID-19 pandemic. De Vos (2020) addressed the possible effects of social distancing on everyday travel habits and made several policy recommendations as a result. The writers asserted that staying at home could jeopardise an individual's subjective well-being by limiting physical activity and social interaction. According to this report, encouraging people to engage in active travel behaviour can be a way for politicians to help them to achieve a satisfactory degree of well-being.

266 A Comprehensive Survey to Present Travel Behaviour Changes in India

Methodology

The said survey was been done in the District Kangra in Himachal Pardesh, India. A large population of residents in the district were observed migrated back from the metropolitan cities to their home places during pandemic. Between February 2, 2021 and April 2, 2021, the survey questionnaire was spread via online portals and in-person interviews in the study field. The questionnaire included a large number of questions focusing on the attitudes and perceptions, behaviours, and everyday activity-travel behaviour of the population in the district Kangra, Himachal Pardesh. The survey studied different aspects of the travel related activities which define the travel behaviour of the population. Questionnaire was well equipped with the elements like frequency of travelling out of homes, major reasons to travel, working cultures and employment status of the residents in the target population. The questionnaire was targeted to be filled by 300 respondents and 224 complete responses were recorded from the study area making it a response rate of 74.6%. The collected primary data from the questionnaire was subjected to statistical tools to measure frequencies and mean of the responses which are showed in the result and discussion section of the paper.

Results and Discussions

Table 1 represents the socio-demographic profiles of the responding population from the study area. The data in the table indicates very less number of tourists and travellers into the distric KAngra in the on-going pandemic times.

Table 1 Characteristics N(224) Percentage Gender Male 123 54.91 Female 101 45 Age Below 20 45 20 20-29 107 47.7 30-39 49 21.8 40-49 17 7.5 50 and above 6 2.6

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Monthly income 2 lacs and below 47 20.9 2-5 lacs 101 45 5-7 lacs 45 20 7-9 lacs 19 8.4 Above 9lacs 12 5.3 Region of residence Kangra, HP 203 90.6 Other parts of State/India 21 9.3 Figure 1 represents the employment status of the population in the study area. The figure represents that a maximum part of the responding population is working from home in the on-going unfortunate situation. It is a matter of fact that respondents have learned and adapted to the working from home culture during these unfortunate times. Also a significant number of respondents have lost their jobs for now on temporary basis and some of the residents have to bear the permanent lay off in the current COVID-19 pandemic times.

Figure 1.Employment status

Figure 2 is a crux of responses on the travel frequency of the population before pandemic times. It is very clear in the figure that a major part of the population was moving out of their homes due to reasons like shopping of groceries, meeting relatives, visiting religious places etc.

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Working from home Working Part

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268 A Comprehensive Survey to Present Travel Behaviour Changes in India

Figure 2.Travel frequency before COVID19

On the other hand figure 3 represents a drastic change in the travel habits of the population in the study area. People have learnt to stop the spread o the infection and started staying at home till they don’t have an emergent situation to visit out of home places. Further to mention, residents in the district Kangra, HP have notified that the main reason to travel in these unfortunate times is to seek medical advice or to bring essentials at home.

Figure 3.Travel frequency amid COVID-19

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Conclusions

The COVID-19 pandemic has bound people to reassess their lifestyles and goals, resulting in significant improvements in how people conduct their daily activities. The aim of this study was to shed light on the complexities caused intravelling styles of people in on-going pandemic and even after the COVID-19 pandemic. It is very clear from the data analysis that people in India have adapted very well to stop the spread of COVID-19 infection and have changed their lifestyles in terms of travel in the best interest of human beings.

Further it is to be concluded that changes in the travel are caused by the change in the work styles. Shifting from office work to work from home by a major population group has led to the significant change in the travel habits of working class in India

Limitations of the Study

Study has been concluded to a district of Himachal Pradesh and hence results from the study cannot be generalised on diverse parts of a large country like India. Study proposes further scope of similar study in other parts of the country.

References

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2. Azimi, G., Rahimi, A., Asgari, H., Jin, X., 2020. Role of attitudes in transit and auto users’ mode choice of ride sourcing. Transp. Res. Rec. J. Transp. Res. Board 036119812094184. https://doi.org/10.1177/0361198120941841.

3. Berliner, R.M., Malokin, A., Circella, G., Mokhtarian, P.L., 2015. Travel-Based Multitasking: Modeling the Propensity to Conduct Activities While Commuting, in: Transportation Re-search Board 94th Annual Meeting. Washington DC, United States.

4. Bucsky, P., 2020. Modal share changes due to COVID-19: the case of Budapest. Transp. Res. Interdiscip. Perspect. 100141. https://doi.org/10.1016/j.trip. 2020.100141.

270 A Comprehensive Survey to Present Travel Behaviour Changes in India

5. CDC, 2020. Cases in the U.S. [WWW Document]. https://www.cdc.gov/ coronavirus/2019-ncov/cases-updates/summary.html.de Haas, M., Faber, R., Hamersma, M., 2020. How COVID-19 and the Dutch ‘intelligent lock- down’ change activities, work and travel behaviour: evidence from longitudinal data in the Netherlands. Transp. Res. Interdiscip. Perspect. 6, 100150. https://doi.org/ 10.1016/j.trip.2020.100150.

6. De Vos, J., 2020. The effect of COVID-19 and subsequent social distancing on travel behavior. Transp. Res. Interdiscip. Perspect. 5, 100121. https://doi.org/ 10.1016/j.trip.2020.100121.

7. Fenichel, E.P., Kuminoff, N.V., Chowell, G., 2013. Skip the trip: air travelers’ behavioralre-sponses to pandemic influenza. PLoSOne8. https://doi.org/ 10.1371/ journal.pone.0058249.

8. Frei, C., Mahmassani, H.S., Frei, A., 2015. Making time count: traveller activity engagement on urban transit. Transp. Res. Part A Policy Pract. 76, 58-70. https://doi.org/10.1016/J.TRA.2014.12.007.

9. Gärling, T., AXhausen, K.W., 2003. Introduction: habitual travel choice. Transportation (Amst).30, 1-11.https://doi.org/10.1023/A:1021230223001.

10. Götz, K., Jahn, T., Schultz, I., 1997. Mobilitätsstile-einsozialökologischer Untersuchungsansatz. Arbeitsbericht Subprojekt1.

11. Hotle, S., Murray-Tuite, P., Singh, K., 2020. Influenza risk perception and travel-related health protection behaviour in the US: insights for the aftermath of the COVID-19 outbreak. Transp. Res. Interdiscip. Perspect. 5, 100127. https://doi. org/10.1016/j.trip.2020.100127.

12. IDPH, 2020. COVID-19 Statistics in Illinois. [WWW Document]. https://www. dph.illinois.gov/COVID19/COVID19-statistics.

13. Ito, H., Hanaoka, S., Kawasaki, T., 2020. The cruiseindustryandtheCOVID-19 outbreak. Transp. Res. Interdiscip. Perspect.5, 100136. https://doi.org/10.1016/ j.trip.2020.100136.

14. Kim, C., Cheon, H., Choi, K., Joh, C.-H., Lee, H.-J., 2017. EXposure to fear: changes in travel behavior during MERS outbreak in Seoul. KSCE J. Civ. Eng. 21, 2888–2895. https://doi.org/10.1007/s12205-017-0821-5.

15. Lavieri, P.S., Bhat, C.R., 2019. Modeling individuals’ willingness to share trips with strangers in an autonomous vehicle future. Transp. Res. Part A Policy Pract. 124, 242–261. https://doi.org/10.1016/j.tra.2019.03.009.

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16. Lee, D., Lee, J., 2020. Testing on the move: South Korea’s rapid response to the COVID-19 pandemic. Transp. Res. Interdiscip. Perspect. https://doi.org/10. 1016/j.trip.2020.100111.

17. Levin, M.W., Kockelman, K.M., Boyles, S.D., Li, T., 2017. A general framework for modelling shared autonomous vehicles with dynamic network-loading and dynamic ride-sharing application. Comput. Environ. Urban. Syst. 64, 373-383. https://doi.org/10.1016/j.compenvurbsys.2017.04.006.

18. Liu, J., Moss, S., Zhang, J., 2010. The Life Cycle of a Pandemic Crisis: SARS Impact on Air Travel, in: Allied Academies International Conference. New Orleans, LA.

19. Molloy, J., Tchervenkov, C., Hintermann, B., AXhausen, K.W., 2020. Tracing the Sars-CoV-2 impact: the first month in Switzerland. Transp. Find. https://doi.org/10.32866/001c.12903.

20. Rahimi, E., Shamshiripour, A., Shabanpour, R., Mohammadian, A., Auld, J., 2019. Analysis of transit users’ waiting tolerance in response to unplanned service disruptions. Transp. Res. Part D Transp. Environ. https://doi.org/ 10.1016/j.trd.2019.10.011.

21. Rahimi, A., Azimi, G., Jin, X., 2020. EXamining human attitudes toward shared mobility options and autonomous vehicles. Transp. Res. Part F Psychol. Behav. https://doi.org/10.1016/j.trf.2020.05.001.

22. Rahimi, E., Shamshiripour, A., Shabanpour, R., Mohammadian, A.(Kouros), Auld, J., 2020.Analysis of transit users’ response behavior in case of unplanned service disruptions. Transp. Res. Rec. J. Transp. Res. Board 2674(3). https://doi. org/10.1177/0361198120911921.

23. Schönfelder, S., AXhausen, K.W., 2010. Urban Rhythms and Travel Behaviour: Spatial and Temporal Phenomena of Daily Travel. Ashgate Publishing, Ltd.

24. Shabanpour, R., Golshani, N., Tayarani, M., Auld, J., Mohammadian, A. (Kouros), 2018.Analysis of telecommuting behavior and impacts on travel demand and the environment. Transp. Res. Part DTransp.Environ.62, 563–576.https://doi.org/10.1016/j.trd.2018.04.003.

25. Shamshiripour, A., Shabanpour, R., Golshani, N., Auld, J., Mohammadian, A., 2019.Aflexibleactivity scheduling conflict resolution framework. Mapping the Travel Behavior Genome. Elsevier, pp.299-322. https://doi.org/10.1016/B978-0-12-817340-4.00016-4.

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26. Shamshiripour, A., Rahimi, E., Shabanpour, R., Mohammadian, A.(Kouros), 2020.Dynamicsof travelers’ modality style in the presence of mobility-on-demand services. Transp. Res. Part C Emerg. Technol. 117, 102668. https://doi.org/ 10.1016/j.trc.2020.102668.

27. Sobieralski, J.B., 2020. COVID-19 and airline employment: insights from historical uncertainty shocks to the industry. Transp. Res. Interdiscip. Perspect. 5, 100123. https://doi.org/10.1016/j.trip.2020.100123.

28. TeiXeira, J.F., Lopes, M., 2020. The link between bike sharing and subway use during theCOVID-19 pandemic: the case-study of New York’s Citi Bike. Transp. Res. Interdiscip.Perspect.6, 100166.https://doi.org/10.1016/j.trip.2020.100166.

29. Vij, A., Carrel, A., Walker, J.L., 2013. Incorporating the influence of latent modal preferences on travel mode choice behavior. Transp. Res. Part A Policy Pract.https://doi.org/10.1016/j.tra.2013.07.008.

30. Wen, Z., Huimin, G., Kavanaugh, R.R., 2005. The impacts of SARS on the consumer behaviour of Chinese domestic tourists. Curr. Issues Tour. 8, 22-38. https://doi.org/10.1080/13683500508668203.

31. WHO, 2020. Modes of transmission of virus causing COVID-19: implications for IPC precaution recommendations. [WWW Document]. https://www.who. int/news-room/commen-taries/detail/modes-of-transmission-of-virus-causing-COVID-19-implications-for-ipc-pre-caution-recommendations.

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Leisure Tourism and Local Food Promotion: An Investigation of Impacts and Impressions

Deeksha Poddar1, Jai Jain1, Shweta Upamanyu2

1Student, School of Hospitality & Tourism Management, Manipal University, Jaipur. 2Assistant Professor, School of Hospitality & Tourism Management, Manipal University, Jaipur. E-mail Id: deeksha.180801023@muj.manipal.edu, jai.180801010@muj.manipal.edu,

shweta.upamanyu@jaipur.manipal.edu

Abstract

Travelling is a very important part of every person’s life. When you travel, you gain a lot of things and most importantly you make new memories. Gaining self-confidence and peace of mind is all a part of travelling. As your journey grows you grow with it. The purpose of travelling can be business or leisure, business travel makes you work but leisure travelling lets you explore. Local food and culture are always worth digging around when on vacation, it provides us with all the reasons to accolade the mesmerizing diversity around us. The main motive for leisure travellers is vacation- a break from their daily routine, indulging in relaxation, exploration, and some fun time; may be alone, with family or friends. Scouting around local tourist attractions, interacting with local habitants, relaxing over a beachside, or going tracking are all a part of to-do lists made by leisure travellers. Between the exhilarating slices of the travel comes the delicious chunk of the local food. The aim of this exploratory study is to examine the impact of promotional activities for the upliftment of the local food through leisure travellers. In this attempt, a questionnaire was distributed to people who travel for leisure. The study shows the preferred activities by the leisure travellers and the contribution in the promotion of local food.

Keywords: leisure traveller, local food, tourism, travelling activities.

Leisure Tourism and Local Food Promotion: 274 An Investigation of Impacts and Impressions

Introduction

There are numerous ways in which a person can feel at ease and experience serene between their busy yet self-same daily routine. One of the exciting and time-taking activities as a source of relaxation is leisure travelling. While modes may differ, being able to move from one distant place to another for a placid environment is what we call leisure travelling. People have got different reasons and ways to travel: They may travel for work, health, relaxation and many more. There are never enough reasons to state why a person can travel and they do not always need one; it may be a hobby, a way to find peace of mind in this busy world. Travelling also suggests a journey, it may be for few hours, a day or days; within the national boundaries or across(Robinson et al., 2017). One may travel alone, with family, friends or maybe with a group of travellers. It is not just a journey but an unrecognised teacher with exciting and beautiful teachings. One does not only learn about the surrounding they travel but also the difference in the lifestyle of people as they go away from their habitat. Every time a person travels, it not only takes memories with himself/herself but also intentionally or unintentionally contributes towards the growth of the people and the place it travels to.

Types of Travellers

Depending upon the travelling interest, travellers can be categorized into various categories like spiritual, adventure, eco-tourism and more. However, predominantly the nature of travelling is categorized into two: business traveller and leisure traveller. Business travellers: The name itself states the reason for travelling, away from home tangled in work, does not necessarily have to be a conference or product launch, even delivering goods to consumer is justifiable (Swarbrooke & Horner, 2012). The reasons could be many but the similarity being- to earn money. As discussed by Swarbrooke and Horner (2012), business travellers, although travelling for work, at times end up indulging in leisure activities. A brief hiatus in a busy schedule is craved by all but only a few manage to utilise their spare time during business trips to explore and relax. Sometimes, the passion for travelling or exploration as a hobby have the back of business tours, where travel and food blogging is also enjoyed by many as a side hustle. ‘Foodies’ or food enthusiasts are

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always in line to explore the food and related culture, enjoying the essence of local flavours and varieties, not necessarily kilometres away.

Leisure Travellers

‘People travelling outside their usual environment for recreation, relaxation or pleasure are leisure travellers’. For leisure, a person does not always have to go away from their geographical habitat. He/she may opt for a staycation (which is becoming popular day by day due to fast paced life of the individual) at a hotel or a resort in the same city, away from home. Some may also stay at home and avoid the daily work to experience leisure, but when we talk about leisure travellers, they cannot be bounded within the four walls of one’s house.

Complete relaxation and change in environment are what a leisure traveller seeks as a break from their busy schedule. Going to a beach, a spa, a restaurant or exploring a local market is all a form of tranquillity. People may confuse leisure travelling with adventure travelling. There are people who enjoy and treat trekking, mountain climbing, and others as leisure time, which is rather debatable. As far as the term ‘leisure’ is understood, physical exhaustion is not applicable, but again it may differ with the mindset of the travellers. The behaviour of an individual may differ a she/she travels for leisure, the reason simply being the change in daily routine and having a sense of relaxation. As emphasised by Moore et al (1995), ‘leisure is in a way a notion of ‘freedom’, being able to breathe and relish the surroundings outside the work environment is the ultimate goal aimed by a leisure traveller. A deliberate activity giving our mind a sense of relief from the stress of one’s everyday life.’

Leisure travellers and its connection with local food

Selection of a travel destination with primary concern of food is mostly done by the food traveller, and not too many individuals fall into this category. As far as leisure traveller is concerned, their primary motive is relaxation, and therefore, food becomes secondary (Santos et al., 2020). There is no argument on the importance of consumption of food, as it is a ‘mandatory activity’ but when it comes to consumption of local food during travelling, “it offers tourists with ‘sensory pleasure’ that can fulfil the ‘experiential’ part of the tourist experience” (Mak et al.,

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2012). Although food consumption has never been a highlighted topic in the hospitality and tourism industry, lately the contribution of local food towards the promotion of local culture and its authenticity has been recognised (Sengel et al., 2015). Food is a source of energy, but the local food of a destination is its ‘identity’. It is one common activity shared by both business and leisure travellers. An individual who is not much interested in experimenting with food will also be somehow involved in local cuisine- either through the hotel they are staying, or a restaurant they have visited or by simply exploring the destination. The travellers are profited as they gain experience, whereas the locals gain identity and yield income.

Local food nowadays is crucial while travelling for the traveller not only get to experiment with food and taste the authentic flavours but also experience the culture of the place visited, for food is a face of the culture and lifestyle shared by the people of a place and is a source of income for those dealing in the food industry. A person travelling to a different place, while exploring, tends to get attracted towards the street food which is mostly the speciality of the local habitants. Their cooking revolves around the raw materials which are available in abundance in their area. The cooking style they have adapted is a gift given away by their ancestors which will help them carry forward their legacy and keep the originality and authenticity of the flavours intact.

Local and traditional food speak its own language of flavours to share its story of existence. Now, modernisation is not everything that is been looked up to but how authenticity and traditionality go hand in hand with innovation. ‘Transactions and innovations are all needed with time but without leaving the authenticity behind’ (Everett & Aitchison, 2008). Generally, it is the tourist attraction that is promoted and food as an additional facility but in recent times, it has been noticed that food in the tourism industry is being given more priority as compared to before. It is to be noted that the Mass media and the Electronic media has played a vital role in connecting people with local food and spreading awareness regarding food and its diversity in flavours (Amira, 2010).

There are people who not only indulge in local food and culture but also enjoy interacting with the local population and show interest in their ‘life story’. As discussed above, every food has a different story to convey and so every local

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individual has a unique experience to share. It is their bit, which connect the dots between food and the traveller.

Objectives of the study

To explore the promotional activities preferred by leisure travellers. To find out promotional benefits of local food through leisure travellers.

Data Analysis

A questionnaire was framed to gather the data required to fulfill the objective of the paper. Total 150 responses were recorded for the present study. The data was collected through convenience sampling technique. The respondents were from various age groups and occupational backgrounds.

Figure 1.Respondent’s Age & Employment

To explore the promotional activities preferred by leisure travellers, the respondents were asked about their interest of activities done on their trips. The responses were clubbed into common categories, and it was observed that people traveling for leisure are famously indulge into:

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Leisure Tourism and Local Food Promotion: 278 An Investigation of Impacts and Impressions

Relaxation, Trekking, Soft Adventurous Sports, Living the Local Culture & Food and Others.

When respondents were asked about their interest in eating local food and their contribution in upbring the local community in terms of food tourism, out of 150 respondents 148 said that they prefer local food over set menu of hotels/resorts.

Figure 2.Respondent’s preference on Eating local food

Figure 3.Money spent on local food & beverage by the respondent

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From the above figure it is clearly shown that majority of people spend Rs1500-Rs 5000 on their food & beverage bills while eating out the local food out of their total money spent on the trip.

Respondents’ views on the motivation of eating local food varied as per their preferences but it could easily be identified that they prefer the local food as it is

Organic & direct from farm To learn the local delicacies To get connected with locals and their culture. For authentic recipes & tastes

Conclusion

Sengel et al. (2015) describes that the local food’s importance is gradually getting its due recognition in the upliftment of local culture and authenticity, which can also be seen in the study above. People often mix their purpose of travelling one with the other. Leisure travelling focuses on relaxation, break from regular routine, however, travellers included adventurous activities with their leisure time. Food tourism is gaining its popularity now and apart from ‘Foodies’ other travellers are also focusing on regional food and its authenticity. Travellers are buckling on to Home stays which not only offers them the cultural accommodation but allows them to be a part of the society. Leisure travellers are opting for Hotel and Resorts for accommodation but are more interested in reaching out to the society and promoting the local culture and their food. Tourist destinations are also promoting themselves by including innovative ideas like, local wine tasting events, cookery classes with the locals, camping with the residents and many more. The study can be concluded with a note that leisure travellers are more interested in eating and promoting local regional food and are spending good amount of money on it. Moreover, the engrossment can be seendue to the good variety and authenticity of food that is being offered which they normally miss out in their daily routine.

References

1. Amira, F. (2010). The Role of Local Food in Maldives Tourism : A Focus on Promotion and Economic Development. In Auckland University of Technology.

Leisure Tourism and Local Food Promotion: 280 An Investigation of Impacts and Impressions

http://aut.researchgateway.ac.nz/bitstream/handle/10292/748/AmiraF.pdf?sequ ence=4.

2. Buczkowska, K. (2014). Local food and beverage products as important tourist souvenirs. TurystykaKulturowa, 1(2014), 47-58.

3. Carr, N. (2002). The tourism–leisure behavioural continuum. Annals of Tourism Research, 29(4), 972-986.

4. Ellis, A., Park, E., Kim, S., & Yeoman, I. (2018). What is food tourism?. Tourism Management, 68, 250-263.

5. Everett, S., & Aitchison, C. (2008). The role of food tourism in sustaining regional identity: A case study of Cornwall, South West England. Journal of Sustainable Tourism, 16(2), 150-167. https://doi.org/10.2167/jost696.0

6. Katchova, A. L., & Woods, T. A. (2011). Local Food Procurement and Promotion Strategies of Food Cooperatives.

7. Mak, A. H. N., Lumbers, M., & Eves, A. (2012). Globalisation and Food Consumption in Tourism. Annals of Tourism Research, 39(1), 171-196. https://doi.org/https://doi.org/10.1016/j.annals.2011.05.010.

8. Moore, K., Cushman, G., & Simmons, D. (1995). Behavioral concept-ualization of tourism and leisure. Annals of Tourism Research, 22(1), 67-85. https://doi.org/10.1016/0160-7383(94)00029-R.

9. Rand, G. E. D., Heath, E., & Alberts, N. (2003). The role of local and regional food in destination marketing: A South African situation analysis. Journal of Travel & Tourism Marketing, 14(3-4), 97-112.

10. Robinson, P., Lück, M., & Smith, S. (2017). An introduction to tourism. In Tourism (pp. 3–34). Butterworth-Heinemann. https://doi.org/10.1079/978178 0642970.0003.

11. Santos, J. A. C., Santos, M. C., Pereira, L. N., Richards, G., & Caiado, L. (2020). Local food and changes in tourist eating habits in a sun-and-sea destination: a segmentation approach. International Journal of Contemporary Hospitality Management, 31(11), 3501-3521. https://doi.org/10.1108/EUM 0000000001079.

12. Sengel, T., Karagoz, A., Cetin, G., Dincer, F. I., Ertugral, S. M., & Balık, M. (2015). Tourists’ Approach to Local Food. Procedia - Social and Behavioral Sciences, 195(2013), 429-437. https://doi.org/10.1016/j.sbspro.2015.06.485.

13. Shah, M. G., & Shende, K. (2017). A study on the importance of Food Tourism and its impact on Creating Career Opportunities amongst the Residents of Pune

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city. International Journal of Research in IT and Management (IJRIM) Available online at http://euroasiapub. org, 7(3), 192-208.

14. Swarbrooke, J., & Horner, S. (2012). Business Travel and Tourism. In Business Travel and Tourism. Butterworth-Heinemann. https://doi.org/ 10.4324/97800 80490601.

15. Yeoman, I., & McMahon-Beatte, U. (2016). The future of food tourism. Journal of Tourism Futures.

16. Zhang, T., Chen, J., & Hu, B. (2019). Authenticity, quality, and loyalty: Local food and sustainable tourism experience. Sustainability, 11(12), 3437.

18

282 Medicinal Herbs

Medicinal Herbs

Dr. Shilpa Mohan Shitole Assistant Professor, Mahatma Phule Mahavidyalaya, Pimpri, Pune, Maharashtra, India.

E-mail Id: ms.shilpashitole@gmail.com

Introduction

The world is going to be a ‘herbal’ is not just a phrase but a phenomenon, which is storming the globe, with scientific rationale and leads to provide better health and life, through plants and plant derived herbal products. Today herbal medicines are the mainstay of more than 80% of the world population, for primary health care (Manisha and Thapliyal 2005).

Since ancient times, India had aironic recognized traditional knowledge base, relating to defensive and promotive health care and treatment of diseases through herbal medicines and botanicals. Today numbers of foreign countries are showing keen interest in medicinal plants and their medicinal uses, which have been described in ancient texts and treatises. Medicinal plants have played a significant role in various ancient traditional systems of medication, namely Chinese, Ayurveda, Unani and Sidha in many Asian countries. The approximate number of medicinal plant species used in different systems of medicines is shown in Table 1.1. Even today as per WHO estimate 80 % of the population in the world, still depends on traditional and alternative forms of medicine (Sekar 2012).

India which has 16 agro-climatic zones, 45,000 different plant species, out of which 15,000 have varying degrees of medicinal values, 7,843 registered pharmacies, 4.6 lakh registered medical practitioners is therefore ideally positioned to make big strides at national and international level, in providing holistic health care systems.

At present 90% of the collection of medicinal plants is from the wild of which, 70% plant collection involves destructive harvesting, many a times of rare, endangered, vulnerable or endangered plant species. Even when it is not a destructive in nature, the level of collection is beyond sustainable limits. There are no any efforts made to maintain the quality of herbal plant materials through collection, storage, grinding

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and drying. Absence of standardization, quality control, development of protocols for cultivation, pre harvest management, post harvest processing, manufacturing and marketing are also the areas of great concern, hampering the potential of this sector. Maintenance of biodiversity with a viable germplasm base and sustainable use of medicinal plants, therefore assumes importance, not only for an assured raw material base for the industries but also for promoting and maintaining the health of local communities, besides alleviation of poverty through generation of employment.

The National Medicinal Plant Board (NMPB) established in November, 2000 has taken a good initiative by launching several schemes to bring the medicinal plants as a sector of development into sharp focus. The increasing global interest and expanding market of herbal drugs have led to their introduction into cultivation, to meet the demand of reasonable economic price. Not only this but the cultivation of medicinal plants can also facilitate in maintaining the quality of plant material, potency and chemical constituents (active principles) of the produce. The biosynthesis of active principle, as well as biomass yield of any medicinal plant is usually governed by it’s genetic makeup, but at the same time both are strongly affected by soil, climatic and agricultural factors such as nutrition (fertilizers), agrochemicals like PGRs and abiotic stress conditions namely drought, salinity etc. The agro-technology for commercial cultivation of medicinal plants is also not yet well developed like other conventional crops.

Status of Medicinal herbs/plants

About 10% of the existing flowering plant species are traditionally used in medicines, since the time of Rig-Veda in India, but only one percent of the medicinal herbs/plants are well documented. Use of plant extracts for treatment of various ailments dates back to the Vedic period, Charak and Sushrut Samhita. Almost all of the raw material used in various systems of medicines, throughout the world is basically derived from the wild sources, from tropical forests of the world (Manisha & Thapliyal, 2005). As stated by Kumari et al. (2011) around 8000 plant species are used in different systems of medicines in India. In the state of Maharashtra around 3500 plant species occur, but out of which only 2000 species are used in medicines (Anonymous, 2006). The herbal drugs are effective and very safe to use than modern synthetic drugs and hence, there is pressing demand for crude herbal drugs, from

284 Medicinal Herbs

pharmaceutical industries in India and abroad (Kumari et al., 2011). It has given rise to the cultivation of medicinal plants on large scale (Panda, 2005).

Due to the over use and wild exploitation of medicinal plants, several of them have become rare, endangered, threatened and few have even become extinct forever. Out of the 60,000 plant species that are listed as threatened of extinction, over 20,000 are from India alone. Hence there is an urgent need to evolve a sound strategy for the management and conservation of these plants on a long term basis. Gupta (1993) had discussed in depth the strategy for conservation of Indian medicinal plants. In depth understanding of their reproductive and growth biology as well as identification of the biological and ecological constraints, leading to their reduced fitness, restricted distribution or even extinction, is very necessary.

Raychaudhuri &Ahmad (1993) emphasized the need to intensify the research on the cultivation aspects of important drug yielding plants, which are used in indigenous system of medicine. As on today information on cultivation, processing and agro technique of medicinal plants is very obscure (Hornok, 1992, Handa & Kaul 1996, Desai et al. 2007). Availability of wide variation in soil and climate in India and in state of Maharashtra offers great potential for cultivation of various types of medicinal plants. These medicinal plants and plant’s products not only attend as valuable source of revenue for small land holding farmers and entrepreneurs, but also make appreciated extraneous conversation by way of their export.

Export of medicinal herbs/plants from India

There is also a need of organized marketing and export of medicinal plants and their various products. To meet the internal and international demand, it has now become an imperative to produce quality raw material in sufficient quantities. This can only be achieved through their promotion of domestication and cultivation.

In addition to the industrial ingesting, important measures of medicinal herbs/ plants properties are expended in the country under traditional health care applies at the household level, by traditional therapists and by consultants of Indian systems of medicine. (Ved and Goraya 2007).

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The application of medicinal/herbal drugs is on the stream and market is rising step by step (Kamboj 2000). The annual turnover of the Indian herbal medicinal industry is about Rs 2,300 Cr as against the pharmaceutical industry’s turnover of Rs 14,500 corers. The export of medicinal plants and herbs from India has been quite substantial in the last few years. The major pharmaceuticals exported from India in the recent years are Isabgol, opium alkaloids, Senna derivatives etc. At present the international market for medicinal plants is more than 62 million $ per year, which is ever increasing, with a growth rate of 15% (Kumari et al. 2011, Balakumbanhan and Rajamani 2010, Jadhav 2009), because the world population is shifting from allopathy to ayurveda.

The international market of plant based medicines, health products, pharmaceuticals, food supplements, cosmetics etc. is over US $ 60 billion per year, which is growing at the rate of 7% and is expected to reach US $ 5 trillion, by 2050. India’s export of medicinal plants has in recent years reached upto 2,650 Cr (Principe 1991). The biggest market in the world for herbal medicines is in Germany followed by USA. Medicinal plants and their various products can be viewed as an important commodity item for sustainable economic development of the country. India had exported herbal materials and medicines to the tune of Rs 550 Cr during 2008-2009. India and China both have capabilities to earn Rs 5000 Cr per year by export of herbs and herbal products (Sharma et al. 2008, Anonymous 2006).

Active principles and their biosynthesis

The whole plant or its bark, leaves, roots, stem, flowers, fruits and seeds are used in medicines. The percent use of various plant parts for medicines is given in Fig. 1.1. The efficacy and effectiveness of the medicinal plant drugs and even the commercial value of crude drugs depend on harvesting, storage, processing and synthesis of active principles, which are synthesized through different metabolic pathways as shown in Fig. 1.2. The active principles or therapeutic principles in medicinal plants may be alkaloids, terpenoides, glycosides, tannins, phenols, essential oils etc.

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Cultivation of medicinal herbs/plants

The increasing global interest and expanding market of herbal drugs have led to their introduction into cultivation to meet the demand at reasonable price.

In order to encounter ever growing request of medicinal herbs/plants, for the native systems of medicines as well as for the pharmaceutical industry, large number of medicinal herbs/plants desires to be cultured commercially.

Factors affecting the growth, yield and production of secondary metabolites medicinal herbs

The growth, yield and production of secondary metabolites as well as the metabolic processes in medicinal plants are generally influenced by various factors such as temperature, rain fall, humidity, water availability, altitude, season, soil, light, age, locality, biotic and abiotic stress, nutrition (fertilizers) and agrochemicals like PGRs, apart from their genetic make up. Amongst theses nutrition (fertilizers) and abiotic stress such as salt, drought and PGRs are playing major role (s). Which govern the growth, yield and production as well as accumulation of secondary metabolites in medicinal plants.

Table 1.1.Number of medicinal plant species used in different systems of medicine Sr. No. Systems of medicines No. of medicinal plant species used 1 AYURVEDA 2000 2 SIDHA 1121 3 HOMEOPATHY 482 4 UNANI 751 5 TIBETIAN 337 Source: Kala et al. (2006)

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Figure 1.1.Use of different medicinal herbs/plant parts for medicines

Figure 1.2.General biosynthetic pathways for the

synthesis of different secondary metabolites

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References

1. Anonymous (2006). Websites: www.databases on medicinal plants.com, www.sabuthesis.bliospoy.com.

2. Balakumbanhan, R. and Rajamani, K. (2010). Effect of Bio stimulant on growth and Yield of Senna (Cassia angustifolia). Journal of Horticulture sciences and Ornamental Plants, 2 (1): 16-18.

3. Desai, B. S., Parabia, F. M., Jasrain, Y. T. andParabia, M. H. (2007). Medicinal plants and glossary of selected terms. Bharatiya Kala Prakashan Delhi pg-104.

4. Gupta, R. (1993). Conservation and utilization of Indian medicinal plants. Indian J. Plant Gen.Res. 6: 131-137.

5. Handa, S. S. and Kaul, M. K. (1996). Supplement to cultivation and utilization of medicinal plants, pp 769-782. RRL, CSIR, JammuTawi.

6. Hornok, L. (1992). Cultivation and processing of medicinal plants. Academic Publication, Budapest 338p.

7. Jadhav, B. B. (2009). Recent trends in conservation, utilization and applications of medicinal plants. National Conference on Frontiers in Plant Physiology towards Sustainable Agriculture, 5-7 Jorhat, Assam.

8. Kala, C. P., Dhyani, P. P. and Sajwan, B. S. (2006). Developing the plant sector in northen India: Challenges and opportunities. Journal of Ethonobiology and Ethonomedicine. 2: 32

9. Kamboj, V. P. (2000). Herbal medicine. Current Medicine. 78: 35-39 10. Kumari, S., Shukla, G. and Rao, S. (2011). The present status of Medicinal plants

- Aspects and Prospects. International Journal of Research in Pharmaceutical and Biochemical Sciences, 2: 19-22.

11. Manisha&Thapliyal, 2005, 27: 320-327 Recent advances in Research on seed technology of medicinal plants- Indian Scenario. Journal of Medicinal and Aromatic Plant Sciences,.

12. Panda, H. (2005). Medicinal plants cultivation and their uses. National Institute of Industrial Research, New Delhi. For indigenous medicinal and aromatic plants. Journal of Medicinal and Aromatic Plant Sciences, 25: 403-407.

13. Principe, P. P. (1991). Valuing the Biodiversity of Medicinal Plants. In: Akerele, O. Heywood, V. and Synge, H. (Eds) Conservation of Medicinal plants. Cambridge University Press, Cambridge.

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14. Raychaudhuri, S. P. and Ahmad, J. (1993). Cultivation of important medicinal plants in India. In: Govil, J. N. Singh, V. K. and Hashmi, S. (Ed) Glimpses in plant research. Volume XI medicinal plants: New vistas of research (part 1) Today and Tomorrow’s Printers and Publishers, New Delhi-110005 pp-265-274.

15. Sekar, T. (2012). Application of biotechnological methods for the improvement of medicinal plants conservation. International Conference, “Current Trends in Medicinal Plant Research” during 10th -13th Jan 2012 held at Dept. of Botany, University of Pune, Pune (MS), India.pg no.2.

16. Sharma, A. Shanker, C. Tyagi, L. Singh, M. and Rao, V. (2008). Herbal medicine for Market Potential in India: An Overview. Academic Journal of Plant Sciences 1 (2): 26-36.

17. Ved, D. K. and Goraya, G. S. (2007). Demand and supply of Medicinal Plants in India. NMPB, New Delhi and FRLHT, Bangalore, India.

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290 Role of Destination Marketing in Tourism Industry

Role of Destination Marketing in Tourism Industry

Kulbhushan Chaudhary1, Prabha2 1Research Scholar, Chandigarh University.

2Assistant Professor, Kanya Maha Vidyalaya Jalandhar, Punjab. E-mail Id: prabhasyall@gmail.com

The word the (tourism) movement business implies the activities and affiliations climbing on account of the journeying and staying of people far from their standard environmental factors different arrangements of purposes. In overall economy, the movement business region has experienced the fastest improvement during two or three numerous years. The movement business is moreover a making as a space of investigation which is seeing unprecedented creative procedures and profounded assortment. This region is considered by broadness of the Natural Sciences, and moreover incorporates Business Management, covering the pieces of Geography and Cultural Studies also.

The destination marketing organization (DMO’s) is an association which promotes destinations. The idea is to attract travel patrons with different local features to sell your services to them. Local marketing can be important to anyone looking to make money by increasing the number of people traveling to the area. This includes local and local governments, airlines, travel companies, but also leisure centers, tourists, and hotel and resort staff.

Wahab, Crampon and Rothfield (1976) offered the first definition of tourism destination marketing:

The management process through which the National Tourist Organizations and/or tourist enterprises identify their selected tourists, actual and potential, communicate with them to ascertain and influence their wishes, needs, motivations, likes and dislikes, on local, regional, national and international 8 levels, and to formulate and adapt their tourist products accordingly in view of achieving optimal tourist satisfaction thereby fulfilling their objectives.

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This definition at any rate has been exhibited before long to be hopeful. From an organization perspective, DMOs are confined in what they can endeavor and achieve the extent that the leaders with various rational and determined issues administered by neighborhood trained professionals (for instance vehicle leaving, street cleaning, waste ejection, control of gatherings, and visitors by the police during remarkable events and biological issues) as seen by Page and Hall (2003) concerning metropolitan the movement business. As needs be, clearly target promoters work inside the going with limits as they:

1. Cannot change the authority name or geographic limit of the spot they address,

2. Have close to nothing if any power over the nature of the real guest experience comparative with the guarantee made in showcasing interchanges, including gridlock, spray painting, litter, and wrongdoing,

3. Have pretty much nothing if any contact with guests, to empower proceeded with significant commitment chasing rehash support and are dependent upon review input and the criticism from online media, have little authority over the host local area's acknowledgment of, and mentality towards guests, especially the part of the travel industry and municipal pride as a component to establish a travel industry amicable climate,

4. Have little power over access issues like reciprocal aircraft arrangements and advancement of air terminal, port, rail and street transport framework,

5. Have little impact over the administration of the common habitat and improvement/support of land use drafting, foundation, and superstructure,

6. Have no influence over partners' item advancement, evaluating or showcasing interchanges separated from when joint advancements are attempted,

7. Are dependent on a little arrangement of amazing mediators for bundling and distribution, and,

8. Seemingly, in particular, are helpless before political bosses and partners for the coherence of financing.

External Destination Marketing

UNWTO characterizes an objective administration association as the main authoritative element which works with organizations with different specialists,

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partners, and experts to accomplish a bound together mission towards an objective's vision. Objective administration is a wide and comprehensive administration measure that incorporates overseeing showcasing, nearby facilities, visits, occasions, exercises, attractions, transportation and then some. As far as both organic market draws near, the objective should attempt to draw consideration from the two guests and private the travel industry markets. An objective's seriousness and appeal comes from the utilization of successful, feasible techniques and depends on equilibrium of interests of all partners inside the traveler objective. Inside any travel industry objective, the public area plans the country's center character with the command of public development and headway of the whole local area; the private area conveys the longing for future improvement with various objectives and accountabilities; and the objective partners are the elements associated together by movement encounters or through the travel industry by Caecilia He on May 25, 2020.

In movement and the travel industry terms, DMO represents Destination Marketing Organization. They address objections and help to foster their drawn out movement and the travel industry technique. DMOs come in different structures and have marks, for example, "The travel industry Board," "Show and Visitors Bureau," and "The travel industry Authority." They are commonly essential for a political branch or region accountable for advancing a particular objective and captivating and overhauling MICE travel Trip savvy's editorial, by Ana figueroa-2019.

The World Tourism Organization (2004) defined DMOs “as the organizations responsible for the management and/or marketing of destinations.” At present time the role of DMOs is not only developing destinations but also to promote them. As per World Tourism Organization (2004) the organization which is responsible for developing and marketing the destination is termed as destination marketing organization (DMO). As far as levels are concerned, there are three levels where DMOs are operating. Presenza et al (2005) categorized DMOs in the following manner:-

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1. National Tourism Authorities or Organizations (National DMOs), which are responsible for managing and promoting of destination at a national/ international level;

2. Regional, provincial or state DMOs. These are accountable for the management and/ or promotion of destination in a geographic region defined for that purpose. It is not always working as an DMO specifically, instead, it could be done by administrative or local government in the region such as a county, state or province; and

3. Local DMOs are responsible for the managing/promoting of destination which is based on a minor geographic area. The objective of DMOs is to provide service to the travellers by identifying their needs and fulfilling them. DMOs are taking measures connected to marketing of destination. The marketing activities done by the DMO to promote destination (town, city, region, country) with an objective of increasing the number of visitors. Simply, destination marketing is advertising for a specific destination. In difference to product marketing, products are delivered to consumers via distribution channels, consumers in destination marketing move to the destinations. Presenza et al (2005) defined “external destination marketing as a function which comprises of activities with an external orientation for promotion of destination (as information services, web marketing and traveler campaigns) to accomplish travelers’ needs and get travelers to the destination.”

Role of Destination Marketing Organization (DMOs)

Destination Marketing Organization (DMOs) assumes a critical part in the drawn out improvement of an objective, by planning a powerful journey and the travel industry procedure.

1. For the guest, DMOs fill in as a door to an objective. They offer the most current data about an objective's attractions. They're an all inclusive resource, keeping an actual presence where guests can draw in with staff; acquire maps, pamphlets, data, and special books and magazines formed by the DMO and its customers.

2. A DMOs online presence is especially significant. Insights show that relaxation voyagers search various online sources during their outing

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arranging exercises. DMO sites that keep up current schedules, rundown of inns, occasions, and other down to earth travel data are incredibly significant to planned relaxation guests.

3. Site pages committed to explicit "traveler courses" or "themed visits" are especially viable for drawing in guests inspired by the high experience, culinary, golf, health, or other specific sorts of movement.

4. Each DMO utilizes systems that adjust to its own spending plan and designated markets. When in doubt, MICE venture out will in general be an essential concentration for objections with the imperative foundation. Show deals produce the biggest return for neighborhood charge specialists, so DMO assets are normally slanted for drawing around here.

Regardless, DMOs should plan crusades that appeal to all voyagers, not just conferences. They address the inns, attractions, offices, cafés, and different administrations that all voyagers essentially connect with.

Tools of Destination Marketing Organizations

The marketing activities undertaken by the DMOs are described collaborately as Destination Marketing Wheel (Presenza et al., 2005). Destination marketing wheel that consists of all the operational or tactical marketing activities of the DMO, including comprehensive activities focused towards attracting visitors towards the destination. Collective activities carried out by DMOs consist of arrangement for stakeholders for attending shows, demonstrations and cultural activities, habituation tours for meeting, incentive planning and arrangement for travel writers, and development of tourist information centers/ kiosks in the region.

DMO categorized channels of Destination Marketing

1. Web marketing: DMOs should use website marketing effectively. It should be accompanied by various offline mediums of marketing. As the combination of internet and local offline marketing efforts, results in high tourist visitation/impact. It is also said that website marketing is able to create a deep

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impact on non user consumers about the destination being marketed (So & Morrison, 2004).

2. Events, conferences, and festivals: it is an extremely recent trend which has developed over the time. In this, DMOs and various event development agencies are developing and creating their own major events as an integral components of a refined branding strategy.

3. Cooperative programs: the DMOs are also introducing cooperative programs with an intent of the projecting, marketing and branding the destination, an area or an event but also to encompass the branding of the state. DMOs are presently operating various projects and to promote tourism and have economic gains with cooperation, DMOs these benefits to provide to the residents of the destinations (Timothy, 1998).

4. Direct mail: DMOs are also now involved through mailing. It gives destination and opportunity to promote the festivals, events and activities carried out at destination directly to the visitor’s customers who are planning to visit the place.

5. Direct sales: DMOs have collaborated with various tour operators and produce a huge number of visitors at the destination for directly selling the destination packages. Due to its coverage and effectiveness, a direct sale is still prevalent in the delivery of sustainable tourism products.

6. Sales blitzes: The notion of a tourism sales blitz is a remedy that brings along unlimited deal of interest to those who are accountable for making selling, as well as a good amount of potential business at the destination. DMOs and stakeholders at destination need be the brains behind these kind of programs. If possible, than the participants should also be involved in the program (Pizam, 1990).

7. Trade shows: these are the aggressive marketing tactics adopted by the DMOs to promote and advertise destinations. A trade show of a destination includes an exhibition organized so that destination can display and demonstrate their attractions, offered services. In trade shows, the activities of competitors are examined and current market trends and opportunities in tourism industry are also examined.

8. Advertising: Advertising for marketing a destination is rather different from other industries when compared. A promoting an intangible product

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(destination) that the consumer/visitor can’t see or touch before they visit a destination. More often, the customer/visitor pays for the product before experiencing it. Thus, DMO should involve in advertising the destination through various means and modes to the prospective clients (Gretzel et al., 2000).

9. Familiarization tours: It is also known as FAM tour. The DMO in collaboration with the tour operator and travel agents. The objective of hosting familiarization tour is to either enhance product information and/or destination information.

10. Publications and Brochures: DMOs effectively use brochures and publication for marketing the destination to the maximum. These brochures and publications contain detailed information of destination and also contain the instructions of reaching destination along with the map. These are generally distributed at hotels, railway stations, airports and other areas where tourists regularly visit/stay.

Strategies for External Destination Marketing

A comprehensive marketing strategy involving a destination usually develops from the extensive recommendations received from the tourism plan. The strategy can be included in the plan itself, or it could be prepared as a separate document. It flows from tourism planning process and should reflect the vision, goals of the destination marketing organisation. After deciding the objectives of destination marketing plan, the task of DMO is to define the marketing strategies that will develop the region and increase tourist traffic. Majority of the national, regional and local tourism bodies have limited budgets, which makes it even more important to have a smart approach to destination marketing. Various strategies can be adopted to yield highest return on investment for destination marketers. Following are the strategies:-

1. Refresh the substance of the site of the objective on the customary premise. The site ought to be portable prepared.

2. The cooperation ought to be between the groups and site made ought to be convincing to the imminent guest and ought to be outwardly critical.

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3. DMO should build a cooperative neighborhood organization of providers that is they ought to give an authority in joining district's different resources of the market as one. One powerful methodology to take this further is to empower single booking framework for objective.

4. All of the objective advertising ought to follow a solitary code and begin tolerating on the web appointments for nearby visits, exercises, and attractions on objective's online interface.

When the procedures are formed and carried out, ad-lib an arrangement to execute a Procedure. This is named an objective marketing plan.

1. Shaping the competitive advantage

A review for recognizing the strength of the traveler objective needs to happen. A careful examination is utilized to distinguish the qualities which are offering more prominent benefits when coordinated with the contending different objections and the way in which contributions match with necessities and needs of the travelers. While deciding the upper hand, the DMO ought not to fail to remember that, mix ought to be utilized at the objective to draw in the travelers as a single item may have restricted capacity to draw in. an individual item may have restricted ability to draw in guests.

2. Marketing aim

Maybe than sending a conventional message to all business areas, target promoting is the improvement of a specific message custom fitted to the prerequisites and wants of specific business sectors. Target promoting remembers centering for the market areas that will be the most open to the thing contributions of the objective. Target markets ought to be adequately sweeping and adequately accessible to be plausible. The best approach to successfully describing objective business sectors is to direct appropriate exploration.

3. Communicating the Right Message

To exploit assets, correspondence strategies ought to be deliberately arranged and analyzed. To be successful, messages went through limited-time measures need to

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be completely clear and feature the qualities of the objective. Conventional showcasing messages are not valuable/ alluring to the clients right now.

4. Developing methods for evaluating performance

Benchmarks are required to be developed through which the performance can be improved and measured on the regular basis. These benchmarks may incorporate numbers of visitor, expenditures of visitors during stay at nights, their satisfaction levels, traffic of the visitors, occupancy of the rooms, regional awareness and enquiries at vehicle, information and communication systems. Performance measures should emphasis on outcomes rather than in quantitative figures.

Components of Destination Marketing Plan

1. Introduction: it should introduce the arrangement. It is set behind the scenes of the arrangement and, likewise gives the range of time, strategy and furthermore do resolves the significant issues looked at the objective,

2. Vision: It demonstrates where the objective does was bound to remain at after a predefined time span. It joins the remarkable parts of the objective. Essentially what the objective ought to be perceived for?

3. Product strengths: DMO ought to recognize the objectives remarkable and key promoting highlights.

4. Goals: DMO ought to depict the significant goals of the showcasing program for the objective,

5. Target markets: this part of the promoting plan should offer a temporary portrayal of each target market and ought to likewise give the purposes for the determination of these business sectors; how do the objective's qualities satisfy the necessities and yearnings of each fragment of the clients visiting the objective?

6. Objectives: all of the promoting target needs ought to be obviously expressed by the DMO,

7. Strategies: every single methodology formed to accomplish the different targets ought to be nitty-gritty and the cost caused ought to be recognized. The associations answerable for the execution ought to be recognized,

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8. Implementation: the DMOs should show the circumstance of each arranged phase of the procedure. It ought to be ideally set up as a graph,

9. Monitoring: at this part of the promoting plan, the DMO should assign the strategies used to screen and assess the handiness of the showcasing endeavors,

10. Financial plan: DMO should prepare a budget, it should contain summary of the costing for the overall marketing plan.

Summary

The chapter introduces the reader to the concept of External Destination Marketing (EMD). Through the chapter it is explained that one of the major functions of Destination Marketing Organizations’ is to carry out activities to market the destination to the visitors. The module explains the importance for destinations to market and also elaborates various strategies which are utilized by DMOs to develop and market destinations. It is important for sustaining the destination and also to develop it.

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10. Albuquerque, H., Costa, C. and Martins, F. (2018). The use of Geographical Information Systems for Tourism Marketing purposes in Aveiro region (Portugal). Tour. Manag. Perspect..

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302 Community Involvement and Sustainable Tourism Development

Community Involvement and Sustainable Tourism Development

Nalini Singh Chauhan1, Abhay Punia2 1P.G Department of Zoology, Kanya Maha Vidyalya, Jalandhar (Punjab) India-144004. 2Department of Zoology Guru Nanak Dev University, Amritsar (Punjab) India 143005.

E-mail Id: nalini.lloyd@gmail.com

Abstract

In terms of employment and contribution to GDP, tourism is widely regarded as one of the world's greatest and most profitable sectors. Encouragement of local community engagement is a key component of tourist development, as it is essential to the industry's long-term viability. The participation of the local community is very important in the tourism sector as its members are considered to be one of the tourist attractions. In many industrialized countries, raising awareness of the concept of community involvement in tourist development has been the issue of the decade. Community engagement varies from high-level involvement in decision-making processes to low-level economic involvement and destination marketing and therefore their contributions into tourist development decision-making processes should be a focus point in tourism development. Moreover, they just need to be contented regarding tourism planning so that their needs are met. Thus, many stakeholders must provide communities with fair and equitable opportunities to participate effectively in tourism planning. Likewise, this will seek to eliminate the barriers that the community is encountering in terms of their intended participation in tourism. This chapter will provide knowledge in order to achieve a better knowledge on the concept of community engagement and challenges in sustainable tourism industry.

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Introduction

According to the United Nations World Tourism Organization, tourism is a cultural, social and commercial phenomenon that includes individuals travelling to countries or areas beyond their typical environment for business or leisure (UNWTO). Tourism is a unique industry which transports customers to a product rather than delivering goods and services to them and these products are produced and consumed at the same time (Wilson and Ypeij, 2012). These characteristics enable tourism to influence and alter local industries, populations, tourists and the natural and constructed environments in which they interact and operate (UNWTO). Tourism may also be used to value available resources such as the climate, ecology, culture and cultural legacy (Wilsona and Ypeij, 2012). Long-term international visitor expansion, in addition to these values, places a greater burden on natural ecosystems and indigenous cultures, which are generally, are the major mass tourism draws (Babu, 2012). Recognizing these effects, even increasing number of tourist stakeholders and the sophistication of their connections, as well as the increased production of tourism-related goods and services, a new tourism development strategy was developed (UNWTO). The quest for such an attitude contributed to the general presumption that community-based tourism with a focus on continuous development could be a practical alternative that could not only provide a problem domain for an equitable distribution of resources among all tourism stakeholders, but also could be a universal solution in and of itself "through a system of local development control and consensus-based decision making" (Spenceley and Meyer, 2012), but also serve as a model for other types of tourism development (Wilson and Ypeij, 2012). This is widely accepted that local residents have the capability to impact the tourism development efforts while also being the most essential resource on which tourism relies. In certain circumstances, they are the primary driver of destination selection and their attitudes and receptivity determine the victory of this industry in a given location (Richards and Hall, 2000). Governments and non-governmental partners can keep on working on projects that will benefit communities by promoting through the development of sustainable tourism (Spenceley and Meyer, 2012). As a result, community-based tourism (Ellis and Sheridan, 2015) is an efficient way to ensure sustainable tourism by distributing advantages among all community members and conserving natural, according to Zhao and Timothy (2015),

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community-based tourism is an alternative to mass tourism in developing countries that not only generates financial resources but also helps to mitigate mass tourism's negative consequences, such as environmental degradation.

Sustainability and sustainable development

The World Conservation Strategy (WCS), first published in 1980 by the International Union for the Conservation of Nature and Natural Resources, drew people's attention to the sustainability idea. Sustainability is defined as "the uninterrupted maintenance of a society, ecosystem, or the function of any system that has sustainability without causing it to deteriorate and decay and without consuming it with excessive use or overtaxing the main resources that have vital connections" (Akten and Akkten, 2011). The World Commission for the Environment protection produced "Our Common Future" (Brundtl and Report) in 1987, which describes the principles of sustainable development in its present form. As per the reports, sustainable development is explained as "meeting the needs of today without leaving future generations to meet their own needs". Sustainability has now become a key policy, with its relevance of recognised by the globe in the 1992 United Nations Conference on Environment and Development in Rio de Janeiro. The most important contribution of the Rio Conference to the sustainable development is its understanding of the importance of local authorities, non-governmental entities, private enterprise institutions and individuals, in contrast to central government units, taking part in and attempting to introduce the idea of sustainability in tourism (Tosun, 2002).

Community-Based Tourism and sustainable tourism development (STD)

Despite the fact that tourism is an efficient strategy to reduce poverty by giving economic advantages to local communities, it has harmed traditional culture and altered resident’s livelihoods. Local residents suffer negative social, cultural and environmental repercussions in the initial levels of tourism growth, rather than benefiting economically (Lee and Jan, 2019). As a result, academics have created community-based tourism to improve the standard of living of local people while also promoting the relevance of local culture and safeguarding the environment through tourist monitoring and designing, resulting in sustainable tourism (Gurung et

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al., 2008; Lepp, 2008; Sebastian et al., 2009). In the tourism planning and development sector, sustainable tourism development has been extensively studied. When compared to early-stage tourism development, sustainable tourism development not only generates economic expansion for locals, but also meets tourist needs, improves resident’s overall happiness and protects the ecosystem for coming generations (Din, 2018; Hughes and Scheyvens, 2018; Lee, 2013; Mathew and Sreejesh, 2017). To put it another way, community-based tourism has long been regarded as an important component in achieving good STD outcomes (Sebele, 2010; Lee, 2013).

The World Tourism Organization, which is the UN entity responsible for promoting tourism sector, and the Global Sustainable Tourism Council, which is the international standard for sustainable hospitality & tourism, have similar perspectives which makes tourism sustainable. According to them, tourism industry should make the most efficient use of available resources while also contributing to the preservation of biodiversity heritage and biodiversity, respecting the socio-cultural traditions of local host communities and developing intercultural understanding. Economically, it must assure the viability of performance in a long run that benefit all stakeholders, whether that means sustained local employment, social services or contributions to poverty alleviation. Locals visit a location on a daily basis, whereas visitors visit for a brief amount of time and then go. They understand the requirement of preserving the fragile ecological and cultural treasures that travelers come to see, especially when they witness the financial benefits that tourism can bring to their community. Tourism has the potential to benefit their community. They advocate for better waste, transportation and water management infrastructure to combat overdevelopment. This is especially critical in developing nations with inadequate environmental standards. The concept is especially useful when it comes to saving endangered species. Local communities play an important role in reporting poaching activity in many regions of the world, assisting in the protection of endangered animals that are valued considerably more alive than dead by the community.

Because local residents, who are contacted directly and indirectly by tourists, play an important role in the design and regulation of community-based tourism, an optimistic ideology and attitude toward sustainability of tourism is essential. Local

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inhabitant’s support for tourism growth is determined by their perceptions of the beneficial or negative benefits, according to social exchange theory (Lee, 2013). The idea of empowerment plays an important role in determining citizen’s perceptions of tourism's influence and attitudes toward tourists (Boley et al., 2014). The GSTC has created a set of standards to help people talk about sustainable travel and tourism in the same way. These criteria can be incorporated to identify sustainable locations and groups, but they can also be used to aid government agencies in developing sustainable policies. The global baseline standards are built on four pillars: sustainable management, socioeconomic influence, cultural implications and environmental repercussions. One of the most important and undervalued aspects of sustainable tourism is helping to maintain, preserve and develop local artifacts and cultures. Sustainable tourism organizations collaborate with local communities to include a variety of local community’s expressions as part of a tourist's experience and to guarantee their precise representation. Examples include prehistoric, archaeological and cultural sites, as well as indefinable heritage such as ritualistic dance and traditional art skills. They work with locals to get their feedback on how to interpret sites in a culturally appropriate way and they teach guides to offer tourists a significant perspective of the location as the objective is to get visitors to care for the region by recognizing its importance.

Tourism and local community

Public cooperation has indeed been regarded as a constructive factor for transforming and authorizing the growth of the country (Nsizwazikhona and Nduduzo, 2017). Although the concept of local engagement is simple to promote, putting it into practice is significantly more difficult. Residents are frequently considered to be equally willing and capable of participating (Hanafiah et al., 2013). This could explain why tourism has been promoted and controlled by major international businesses with little consideration of the local social and economic realities in many developing nations. Within tourism development studies, this has been a recurring argument and concern. Community involvement is a characteristic that is widely agreed upon as an essential need for any sort of tourism's growth and sustainability (Lekaota, 2015). However, the combination of the two words, local and participation, implies that local citizens are frequently excluded from the decision-making and

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managing the growth of the tourism (Stone and Stone, 2011). Obviously, the ideal situation would be for communities to decide on the shape and purpose of tourism facilities, as well as to have complete control over any tourism schemes in their area. Local population frequently dearth the skills, assests and thus attentiveness required to launch rewarding tourism companies (Rogersson and Letsie, 2013). These major multinational corporations would make decisions that would be executed by the neighboring community, despite the fact that the local community was not involved in the project's initial conception. According to Richards and Hall (2000), if the immediate society is not incorporated in the designing stages of tourism, it is far more difficult to bring them on board afterwards. The local community may be resentful of not being included in the planning process from the beginning. Many choices affecting domestic problems, according to Sharpley and Telfer (2002), are developed elsewhere by international tourism corporations and suppliers of services, who often do not have the best interests of the target community in mind. Mitchell and Reid (2001) argue that local families and organizations are becoming objects of development rather than the subjects of development. However, it is considered that local people may only gain from tourism management if they are included and their traditional beliefs and lives are preserved (Mitchell and Reid, 2001; Sheldon and Abenoja, 2001). Fariborz (2011) further contends that all tourism-related initiatives should incorporate the community as active participants. Obtaining the opinions of a community prior to development is smart managerial practice (Li, 2006). It will offer tourist planners with insights on whether a proposed development is likely to be accepted, what the local community's views are, and whether any anxieties can be alleviated by the establishment of adequate strategies for management (Sonmez and Sirakaya, 2002). This would not only make inhabitants happier and healthier, but it would also stimulate better civic participation in general, resulting in more active and concerned citizens (Wilson, 2003). According to Moscardo (2015), the lack of local engagement in tourism projects and the isolation of the local population from tourism planning is a problem that has to be addressed. The external nature of project financing and execution, particularly in developing nations, may be to blame for citizen’s exclusion from tourism development (Teye et al., 2002). As a result, Cattarinnich (2001) argues that if the community's livelihood concerns are to be represented in the development of tourism, the community must be involved in tourism decisions. For numerous reasons, community participation in decision-

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making has been actively supported and disputed (Mearns, 2012). Participation of the local community in tourist development is likely to aid in coming up with more suitable judgements and will improve local motivation (Li, 2006). Tourist sustainability requires local citizens' participation in decision-making and a good attitude toward tourism (Canalejo et al., 2015). The host community should have a vote on the type of tourism that is acceptable for its lifestyle, culture and natural resources, as well as the freedom to deny tourism as a viable economic alternative if other possibilities exist (Richards and Hall, 2000). Where hosts promote and take pleasure in tourism, tourist satisfaction is likely to be better since they understand how the destination adjusts to change, according to Page (2007). As a result, it is clear that involvement of the community is critical for long-term tourist sustainability. It is likely to reduce enmity between tourism developers, visitors and the general public, because activities committed and their consequences fall within the jurisdiction of the people in the area (Nyaupane et al., 2006). According to Garrod (2003), integrating a society into sustainable tourism can assist in overcoming disagreement and avoiding choices that might otherwise lead to disputes. Small and Edwards (2005) agreed with Garrod (2003) that if communities are not involved in tourist planning and management, tourism's long-term viability may be jeopardised. According to Teye et al. (2002), it is vital to involve the community in the industry's planning and development and more research into citizen’s attitudes about tourism in developing countries should be conducted. Wilson et al. (2001), like Teye et al. (2002), believe that, contrary to what many prior studies have shown, tourism planning and management should not be limited to the authorities, as it is in many developing nations, but that the communities should be actively involved in tourist development initiatives and decision-making (Fariborz and Marof, 2008; Andriotis, 2002; Sheldon and Abenoja, 2001; Botes and Van Rensburg, 2000; Watt et al., 2000; Hanafiah et al., 2013). The fundamental prerequisite for a community-based tourist development strategy, according to Garrod (2003) and Lekaota (2015), is that the tourism management and planning should engage all members of communities in tourist destination regions, not only those directly involved in the tourism sector. Although involvement of community may appear to be beneficial to tourist development, it is important to remember that it is simply one of several strategies for ensuring that local residents are benefitted from tourism (Li, 2006). Rather, the methods of involvement are linked to institutional arrangements and the various

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levels of tourism growth in a community (Gopaul, 2009). According to Lekaota (2015), locals involvement extends from a passive attitude at one extreme of the range to self-mobilization, which is defined by independent activities that improve local people socially and economically. Functional participation, according to Hall (2000) and Kim (2013), must entail the formation of organizations by the local community to fulfill predestined objectives connected to growth initiatives if sustainable tourism is to be realized. For sustainable tourism, involving the community and taking care of their sentiments should be a top concern.

The Community's Roles in Poverty Alleviation

Poverty encompasses not only economic and physical dimensions of poverty, but also cultural, ethical and moral poverty in the context of tourist development. It has taken a long time for the tourist sector to be recognized as a viable sector in the fight against poverty. Poverty has made people eager to give up everything for the purpose of surviving and keeping their loved ones secure (Scott, 1981). Thus, improving local culture, innovation, increasing social connections among people and increasing social interaction with ethics, among other things, are good aspects of the tourism sector in alleviating social poverty. One of the best methods for increasing the tourism sector's strength and reducing poverty is to support the rise of local tourism. The authorities of developing nations are ascertain that tourism developmental programmes have the potential to mitigate poverty for the most of their individuals if they are planned on the basis of the ultimate truth of the lives of those who are poor and implemented in accordance with tourism planning. Due to the broad scope of its implementation, tourism's contribution to poverty reduction may be enhanced through improving the multiplier impact on job possibilities, entrepreneurial chances and income distribution. Sustainable tourism will optimize the efficiency of corporate resources by keeping the environment and the inhabitants happy. This is predominantly true in areas where inhabitants are more likely to express their dissatisfaction if they believe the sector treats tourists better than locals. People, unlike certain other resources that can be enhanced through investments in infrastructure or new technology, are a finite resource that must be used with caution. As a result, the effects of too many tourists are felt first by the locals. They can raise warning signs before an issue becomes entrenched if they have access to the correct channels. They are frequently the ones in the best position to come up with practical

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solutions. Thus, tourism is an effective mechanism for poverty reduction. It can have social, environmental and cultural advantages and costs in addition to economic growth. Tourism creates job chances by diversifying and increasing income as well as reducing impoverished people's susceptibility. Additional cash can be diverted to poverty reduction programmes through increasing national income (foreign exchange earnings and taxation). As a result of this type of development, the community will be able to escape poverty and minimize their reliance on external forces (Ashley and Hayhom, 2004).

Sustainable tourism promotes community and women's empowerment

The ability to perform something at an individual or communal level is defined as empowerment (Budeanu et al., 2016). While empowerment can be a beneficial strategy for improving local communitie’s capacities and assets, both individual and collective, community development necessitates local member’s participation and communal engagement instead of individual effort (Ahmad and Talib, 2015). In the sphere of tourist development, community empowerment is a critical component of STD implementation (Boley et al., 2014). Scholars have long recognized the strong link between local empowerment and community well-being through tourism (Dodds et al., 2018; Byrd, 2007). Despite the fact that many surveys have focused on general power and civic participation without recognizing community empowerment and its influence on sustainable tourism, local community empowerment is a prerequisite for STD (Boley et al., 2015; Bello et al., 2018; Shakeela et al., 2018; Strzelecka et al., 2017). Furthermore, the social exchange theory helps explain the effect of community accrediation on STDs. Social power is a key notion in social exchange theory because it impacts citizens ability to get benefitted from tourist outcomes. Better decision-making and chances to improve local capacity result from giving the community more social power. To put it another way, empowered communities are better positioned to reap the potential benefits of STDs (Butler, 2017; Mendoza-Ramos and Prideaux, 2018). Local communities have a favourable attitude toward tourist development and support for tourism when they are involved in planning and managing tourism sector (Panyik, 2015). Participating in the tourist development process raises community understanding of the costs and advantages of tourism. Communities that have the opportunity to engage in decisions that impact them move their resources and respect their ancestor’s culture and heritage (Dodds et al., 2018).

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Without the cooperation of local residents, sustainable tourism is difficult to flourish. As a result, the support of the local community is crucial for STD and the residents' support for STDs has been highlighted by researchers.

According to WTTC (2019), the tourism and travel sectors, particularly in developing countries, provide more job and empowerment prospects for women than other sectors. Meanwhile, entrepreneurship has been visualized as a main force for the tourism industry's growth (Mahmoud et al., 2019; Mahmoud et al., 2020). Many analysts have found that entrepreneurship activities help females to become self dependent and thus financially and socially stronger (Figueroa-Domecq et al., 2020; Hutchings et al., 2020; Movono and Dahles, 2017; Shingla and Singh, 2015; World Tourism Organization, 2019). Their entrepreneurial contributions in this industry include homestays, other family-run tourism enterprises, local handmade handcrafts etc. empowering their families and the society as a whole (Cicek et al., 2017). Similarly, Pandey (2015) discovered that encouraging entrepreneurship was the most effective approach for women to gain empowerment and reduce gender disparity. In addition, tourism, according to Aghazamani et al. (2020), presents unique prospects for women's empowerment by assisting women in increasing their family income, self-confidence and social standing. Tourism, according to Carvalho et al. (2019), not only helps women's financial standing, but also thei, social and political strengthening (United Nations, 2020).

Community based Sustainable tourism for empowerment of nation’s economy

It might be difficult to discern between community strengthening and community development when using the phrase empowerment. In practice, the terms are frequently confused, interchangeable and relate to the same concept. Specific development or community development, according to Cook (1994), is a conception linked to betterment. This is a certain form of alteration that is moving in the right direction. In a nutshell, community development is a specific form of concerted effort to promote community empowerment. While Giarchi (2001) saw local community development as a matter of putting people at the centre of attention in order to assist them evolve and change through numerous mentoring and coaching so that they may decide, plan, and act quickly to manage and improve their physical

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development and environmental welfare. "Community empowerment is a deliberate effort to assist local communities in planning, determining and managing local resources held by them through collective action and networking, so that they have the ability and independence in economic, ecological and social matters at the end of the day." This approach helps to enhance the local economy by allowing individuals to conduct concerted action, put diplomatic pressure and make a concentrated effort to bring about alterations on a community level, where network is a vital phrase. Experts (De Kadt, 1979) have come to the conclusion that tourism has a significant contribution to the economic development of a country or a region, which can be seen in the following ways: increased job opportunities, increased foreign exchange and an equal distribution of interregional development. Thus tourism sector's increasing above contribution has demonstrated that the tourism sector plays a vital role in strengthening the national economy's recovery and the community-based economy. The tourism sector is helping to alleviate social poverty by promoting the originality of local culture, increasing social engagement among people and increasing the ethics of social interaction, among other things. The crucial thing to remember is that as domestic tourism grows, so will educational efforts in the sense of nature and culture, which will be carried out through various encounters between tourists and local populations. Another essential strategy is to pursue the development of the community-based tourism idea, which is the foundation of STD. As a result of this type of growth, the residents will be able to escape poverty and minimize their reliance on external forces (Ashley and Hayhom, 2004). Experts (De Kadt, 1979; Luebben, 1995) have come to the conclusion that tourism has a significant contribution to the economic growth of a nation, which can be seen in the following ways: increased job opportunities, increased foreign investment and a fair allocation of interregional development.

Challenges in sustainable tourism development

There are numerous obstacles in achieving long-term tourism development. If policymakers and communities want to achieve comprehensive and sustainable heritage tourist development, they must address these obstacles. Integration Communities, historical and tourism interests must work together to ensure that cultural heritage tourism strategies are integrated into bigger policy and planning

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processes. All parties involved in the tourism planning process, particularly those at the community level, must learn to operate cooperatively. Sustainable tourism development necessitates that all parties involved learn to deal with conflicts and explore the creative use of partnerships as a means of sharing knowledge and risks. Communities must begin to assess the potential implications of new tourism initiatives if they are to build plans and regulations that will suit their requirements while also respecting their tangible and intangible heritage. In order for communities to assess how well plans are fulfilling their objectives, indicators must be used during the impact process. While finding resources to carry out this work can be difficult, it is critical for the community to understand how well it is doing in its efforts to protect cultural heritage and improve the quality of life for all its citizens. A creative use of diverse interpretive and presentation strategies is required if the community is to be able to identify its culture and tell its stories to its own residents as well as visitors. Visitor centers, reenactments, first-person interpretation, audio-visual presentations, interactive computer programmes, signs and other forms of print media are examples of these strategies. Given the shortage of government funding in most of Asia, as well as the diminishing resources of international development agencies, it is critical that communities begin to consider alternative sources of support. A variety of difficulties must be addressed while planning and managing cultural heritage tourism. Understanding and working effectively with the tourism industry is a problem for anyone concerned with historical preservation. Those working in the tourism industry must be aware of the demands of host communities as well as the values and issues associated with cultural heritage preservation. Tourism will not go away and badly managed cultural heritage locations will have a negative impact not only on local populations, but also on the industry, as legacy resources and values deteriorate. The challenge is not to stop tourism; rather, it is for all stakeholders to collaborate with the local community in order to achieve long-term planning and management.

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53. Watt, S., Higgins, C., Kendrick,. A (2000). Community participation in the development services: A move towards community empowerment. Community Development Journal, 35(2), 120-132.

318 Community Involvement and Sustainable Tourism Development

54. Wilson, J. (2003). Volunteerism. In K Christensen, D Levison (eds) Encyclopedia of Community: From the Village to the Virtual World, 1465-1470. Thousand Oaks: Calif: Saga.

55. Wilson, TD., Ypeij, A. (2012). Tourism, Gender and Ethnicity. Latin American Perspectives, 39 (6), 5-16.

56. World Tourism Organization. (2019). Global report on women in tourism-Second edition. Madrid: UNWTO.

57. Zhao, S., Timothy, DJ. (2015). Governance of red tourism in China: Perspectives on power and guanxi. Tourism Management, 46, 489-500.

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Rural Tourism for Uncategorised Alcoholic Drinks from Round the Globe

Mr. Abhishek Roy1, Mr. Subir Kumar Malakar2, Mr. Hridyansh Vaid3 1Assistant Professor, Amity School of Hospitality, Amity University, Haryana. 2Associate Professor, Amity School of Hospitality, Amity University, Haryana.

33rd Year Hotel Management Student, Amity School of Hospitality, Amity University, Haryana. E-mail Id: aroy@ggn.amity.edu, tosubir@gmail.com, hridyanshvaid28@gmail.com

Introduction

Alcohol Tourism might not be very familiar to many. It is a journey to a destination for trying out or exploring the alcoholic drinks famous to that region or destination. Locals to that destination might already be quite familiar to that drink(s) but whether the drink attracts tourists or not is what is important so as to help in preservation and popularisation of that drink. The vineyards in Nashik, Maharashtra attracts numerous tourists across the country. Wine tasters and connoisseurs come to that region to try out the different varieties of wine. There are many places which do not follow a particular standard of preparing their local alcoholic drinks, have their own ingredients in the preparation and, hence remain uncategorised. Our article is about highlighting those alcoholic beverages which have not earned that spot of attracting tourism.

As alcoholic beverages can be categorised into different categories like spirits, beer, wine, etc, and few of the uncategorised local drinks are also very popular due to the geographical and environmental demands. This might be due to their preference or taste, availability of ingredients locally and methods of preparation.

Alcoholic Beverage

Fermentation of fruit, or bases of sugar and/or grains produce a kind of alcohol which comprises of a drug like ethanol is called an alcoholic beverage.

320 Rural Tourism for Uncategorised Alcoholic Drinks from Round the Globe

Ever Wondered about the Unclassified Ones?

Certain alcoholic beverages which are local to a particular area/region because of availability of certain ingredients, etc and are not made following the standard procedures and also do not meet the certain standards to be categorised are called unclassified alcoholic beverages.

Let’s find out the unclassified alcoholic beverages region wise round the globe.

Let’s begin with our INDIA first

Handia: It is one type of rice beer which is made from a combination of 20-25 herbs and served cold. It is very popular in and local to Chhattisgarh, Madhya Pradesh, Bihar, Orissa, and Jharkhand.

Apo: Arunachal Pradesh and Assam are well known for this locally fermented rice beer called Apo.

Feni: It is one of the country liquors in Goa, made from either cashew-nut or coconut.

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Zutho: With a tangy and fruity fragrance and a texture of that of porridge,

Zutho, the local beer of Nagaland is made from fermentation of rice. Kallu: Fermented sap of palm trees makes for a very sweet and cooling drink

which is very popular in Tamil Nadu and Andhra Pradesh called Kallu. Coconut toddy: Fermented sap of the coconut tree through an overnight

process makes for perfect coconut toddy. Chhaang: Millet fermented through an indigenous process creates a warm

beer which happens to become a very comforting drink during the harsh Himalayan winters.

Bhaang: A drink that is popular nation-wide. It is none other than a refreshing Thandai made of sugar, milk, ghee and spices along with the extract of cannabis leaves.

Zawlaidi: A locally brewed Mizo wine made from the best variety of grape called Lubrusca.

Xaj: Assamese traditional beer made from fermented rice and as per Assamese culture and tradition, it is served in utensils made of brass

Now, we’ll move according to the geographic regions of the world and will discuss 2 unclassified alcoholic beverages from each:

Africa

Banana beer: Banana beer is one of the heavily consumable alcoholic beverage in many parts of East Africa. Other local names are:

322 Rural Tourism for Uncategorised Alcoholic Drinks from Round the Globe

a) Urwaga- Kenya, Rwanda and Burundi b) Kasiksi- Democratic Republic of Congo c) Lubisi- Uganda

Honey Wine: Locally famous as Tej in Ethiopia, it is treated as the national drink. This honey-based beverage is very popular in Eritrea and amongst South Africa’s Tswana and Xhosa people. Other local names are: a) iQhilika b) Khadi c) Mes

Asia

Mẫu sơn: It is a rice wine which is traditionally made by the Dao community in mountainous areas in Vietnam.

Tapuy: It is one of clear rice wine originated from Philippines. Along with its starter, bubod, it can be fermented for several months in traditional clay jars.

Central America

Guaro: A drink indigenous to Costa Rica, Gurao is in fact its national drink. Made of pure sugar cane juice, it is quite like the Columbian aguadiente. Comes from the fame of rum but does not taste like it. It in fact has a taste like newly matured vodka.

Seco: Seco is a drink produced in a region called Herrera. Panama is one of the major producers of this sugarcane distilled alcoholic iced drink topped with milk. It is not as common in urban places as it is in the rural ones.

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Eastern Europe

Rakija: Rakija in Montenegro is a national drink or to be more precise is a variety of the related drinks, which are different by taste and appearance, but united by origin and general name. A guest will always be served with rakija. In countryside, it must be homemade (domaca) by the host personally or by any of his relatives. Main feature of Rakija is, it is baked rather not produced or distilled.

Medovukha: Medovukha alcoholic beverage locally produced in the times of Kievan Rus and well-known local identity of Western Ukraine.

Middle East

Arak: Generally served in social gatherings, this milk-coloured distilled alcoholic drink from the Middle East is quite popular for its potency.

Rakı: It is the Turkish national alcohol, it is aniseed-flavoured alcohol. Plums, grapes, and figs constitute this amazing drink apart from the distinct fruits from various regions of Turkey.

North America

Piton: It is one the cool, light, and refreshing beer with a floral and hoppy aroma from St. Lucia, named after none other than the island’s most famous landmarks; the Pitons Mountains.

Sorrell: A Trinidadian drink made from sorrell fruit which is blood red in colour.

Oceania

Lilly Pilly gin and a Quandong Liqueur: Ever thought of an Apricot Brandy? Michael and Alla Ward from Australia have got that covered. Their company Tamborine Mountain is famous for producing some out-of-the-box spirits.

Okolehao: Hawaii’s age-old spirit, the Okolehao whose chief ingredient is ti plant’s roots is still savoured by many.

324 Rural Tourism for Uncategorised Alcoholic Drinks from Round the Globe

South America

Chicha Morada: It is a unique Peruvian drink made from purple corn. Aguapanela: While you dissolve a block of sugarcane into water and add

lime juice in it then a common refreshment drink get produced, known as Aguapanela. It is originated in Colombia and neighbouring countries, normally made in the home in large batches.

The Caribbean

Mama Juana: A drink originating from Dominican Republic being red in colour and having similarity with port wine, Mama Juana is a blend of honey, rum and red wine and doused in bottles with flavouring agents like herbs and barks of certain trees.

Gallo: A lager like no other. Gallo is locally produced and a chilled keg of it is as refreshing as it could get.

Impact on Rural Tourism

Rural tourism can be encouraged in many ways starting from the tour agencies or operators tailor making itineraries for domestic as well as international travellers which will promote the uncategorised drinks which many people not only from India but also from across the globe might be unfamiliar of. Hotels and restaurants can be opened to promote the same. All this will help develop a lot of infrastructure, create employment facilities, and help the rural areas earn a name for their liquor that they produce. Their local produce will get a boost and their simple, yet scientific methods will get their due recognition. This will in turn prevent these practices from dying away.

Conclusion

The various uncategorised beverages listed above must get their due recognition and at the same time governments and locals must help in popularising these drinks to attract tourism and make sure that their origin is not lost.

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Destination Marketing & Foods (Local & Medicinal): To Boost Tourism and Tourist Behavior

Abhimanyu Awasthi Amity School of Hospitality, Amity University Haryana.

E-mail Id: aawasthi1@ggn.amity.edu

Abstract

The study aims at exploring the contribution and impact of tourism on local foods, culture, tourism behaviors for visiting such places, and societal improvement. Understanding the scope of marketing of such touristic places is of vital importance and it is highly recommended to study this variable as the COVID-19 pandemic has played a key role in changing and shifting the paradigm of tourism and impacted the sectors like hospitality and tourism. Post COVID-19, to regain the confidence of tourists to come back and boost the local tourism, destination marketing is expected to play a major and key role. Various tour & travel and hospitality sectors have suffered a lot due to the unpreparedness of the tourism sector and this has also given the direction to the study by forcing to analyze the impact of a pandemic on tourism and subsequently how it affects the behaviors of tourists over food and society’s development and livelihood of locals. Tourism has the potential to reshape the economy and provide employment to society which requires all these, so the study also aims at finding these possibilities also post COVID-19. The key and essential variables have been explored from the quality literature and these were further analyzed by consulting with the various tour and travel industry experts and academicians to design the survey questionnaire for gauging the key details essential for the intended study.

Destination Marketing & Foods (Local & Medicinal): 326 To Boost Tourism and Tourist Behavior

Brief Introduction: Before recent times, food has received very little attention worldwide and locally on its function in the marketing of places. However, all indicators suggest that local cuisine has a significant potential for enhancing tourist sustainability, contributing to its authenticity, strengthening the local economy, and ensuring environmental infrastructure.

Food has an essential function in raising the attraction of a location; raising the yield of visitors; improved tourist experience; strengthened regional identity, and stimulated growth in other industries. Food, therefore, adds to a tourist destination's significant development effectiveness.

Aim of Study:

To analyze the impact of a pandemic on tourism To understand the contribution and impact of tourism on local

foods, culture, tourism behaviors To understand and further explore the role & potential of

destination marketing of tourism in society development & society empowerment post-pandemic.

Methodology: This research is based on several high-quality studies from various indexing sites, journals, and publications. The results were examined based on their true importance with the purpose of the proposed research and were critically reviewed to enhance their understanding, management of the touristic affairs and awareness of the researchers and academicians and Hospitality and Tour & Travel graduates of the impact of tourism to local food, culture, and society. The key and essential variables have been explored from the quality literature and these were further analyzed for their true importance and relevance with the proposed study by consulting with the various tour and travel industry experts and academicians to design the survey questionnaire for gauging the key details essential for the intended study.

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Data collection: A survey form is designed and circulated for the collection of primary data over various digital platforms, and the survey form was kept open for the responses for 07 days from 14’ June’2021 to 20’ June’ 2021. Additionally, secondary data is also collected from several high-quality indexing portals, newspapers, journals, and publications to explore the research gap areas for designing the survey questionnaire.

Significance of study: The study will help researchers and enhance their understanding, management of the touristic affairs, and awareness of the researchers and academicians and Hospitality and Tour & Travel graduates of the impact of tourism on local food, culture, and society. The study also intends to be useful for the better management of tourism products and services, superior control over tourism operations, and most importantly supports the tourism in becoming ready for any future devastating events like COVID-19.

Introduction

With the rapid spread of the deadly virus coronavirus, all sorts of economic activity throughout the world have been significantly reduced. The first COVID-19 case occurred in Wuhan China in December 2019 and spread throughout the world in March. This COVID-19 was designated a pandemic by the Health Organization (WHO). In all sorts of corporate operations and in supply chain disruptions, this pandemic created worldwide wave impacts across all economic sectors that could never be predicted. The overall number of COVID-19 cases in India and worldwide are shown in table 1 as of 14’June’2021.

Table 1.Cases of COVID-19 Worldwide and India Date COVID-19 Cases Worldwide India

Total Cases Total Deaths Total Cases Total Deaths 14’June’2021 175,686,814 3,803,592 29,510,410 374,305 Source: WHO Coronavirus (COVID-19) Dashboard

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The direct impact of the COVID-19 was immediately felt by a substantial reduction in foreign inbound visitors owing to quarantine procedures, travel prohibitions, and border restrictions in both countries and places that provide tourism services.

As a result, foreign visitor arrivals in the world might drop by 60 to 80% globally in 2020, down from a prediction of a 3 to 4% increase in early January 2020. (UNWTO, 2020). The result would be a loss of $910 to $1.2 trillion in tourism worldwide, bringing a period of continuous expansion of 10 years since the 2009 economic meltdown to a sudden stop (UNWTO, 2020). Tourism arrivals decreased by just 0.4 percent and 4.0 percent in contrast during the 2003 SRAS pandemic and the 2009 financial meltdown. The COVID-19 infection will have a disproportionate effect on the lives and livelihoods of the weakest and most vulnerable, especially those working in the informal sector in the event of catastrophic economic and environmental calamities affected by the tourist sector. In addition, many tourism services employees, who live just over the poverty threshold, have a high risk of poverty reduction.

Food Tourism is wandering down the trodden route; travelers might walk on the rough cobblestones of the traffic-less neighborhood and explore local markets by the thrill of scents and welcoming new faces on a walk-in and authentic food tour. Taste bread with strangers, break bread with local people, and learn about countries in the eyes (and goodies) of gourmet travelers (Le Cordon Bleu).Local gastronomy plays an important part in travelers' entire experience. It is a unique and significant distinguishing source that enhances the experience of tourists. The local cuisine experiences have a major beneficial influence on tourism's unforgettable experience. The local culinary experience in the locations plays a major part in offering a distinctive visitor experience that makes tourists happier and more willing to visit (Piramanayagam, S., 2020). COVID-19 impact on Local Food is so devastating that the entire system of local food is dismantled. (Pothan, P.E., 2020) In a nation such as India, local food systems are vulnerable. Approximately 91% of all employees are from the informal sector; they include farmers, migrants, and other workers who depend exclusively on daily income as a way of living. During these unusual circumstances, these disadvantaged people

Local Food and Community Empowerment through Tourism {Volume I} 329

and their families will suffer the most. After the lockdown proclamation, temporary employees in towns had to depart to return to their villages because it would be unlikely to survive in town without regular wages. These persons had to walk, most of them were even naked as the carriage froze and led to mayhem.

Medicinal Foods have relatively played a vital role earlier in the pre-COVID-19 era, but have certainly played a bigger role amid the COVID-19 pandemic and are believed to play the same post-COVID-19 pandemic is over. Although health tourism has been a disruptive force for health,-sometimes spanning months-certain fundamental, ignored questions with the availability of inexpensive accommodations and healthful, culturally diversified foods are experienced in patients traveling with family for treatments overseas. Food and cuisine must be reviewed for suitability and diversity in menus for all clinics, restaurants, cafés, and hotels (Pankaj Chandna, 2017). In recent years marketing for destinations has garnered great importance-and not necessarily favorable-especially in times of overcrowding or "over-tourism" threats to famous places. Marketing at destinations involves engaging important parties to raise awareness and consequently stimulate interest so that people may visit the location. The goal is to create new ways to communicate the value proposition of the location and to consequently provide visitors the reason to visit their place. While the revisiting behavior entails that; tourism is the consumption of both daily and unique goods and services beyond the regular context. Geographical considerations-the decision of visitors is affected by some physical variables such as geographical and climatic circumstances, facilities, facilities at the destination, publicity, and marketing by tourism companies. There is also food and a specific function in the modulation and definition of the tourist enthusiast is a vital prerequisite. Society Empowerment is delivered with the help of sustainable tourism approaches and food with the help of destination marketing plays a vital role in doing that. Tourism based on the community is a tourism form where local communities invite tourists to their villages and instruct them in their culture and everyday life. It is a sustainable kind of tourism that enables tourists to link closely to their visits to the surrounding community.

Destination Marketing & Foods (Local & Medicinal): 330 To Boost Tourism and Tourist Behavior

Literature Review

Due to their great dependency on tourist rentals, the collapse of tourism as a result of the COVID-19 epidemic will have a major impact on tourist States. The epidemic will affect disproportionately the lives and well-being, particularly casual labor, of the weakest and most marginalized people. Tackling this problem need both broad mitigating efforts to mitigate the impact of the epidemic and special strategies to help local tourism-related companies and the people impacted. Sufficient subsidized support from the global community will be crucial for administrations that do not have budget space (Tateno, Y., & Bolesta, A., 2020). Simultaneously, however, protracted efforts to achieve sustainable tourist growth should not be compromised, in particular by making full use of their potential to promote the development of the blue economy-the idea that represents the sustainable use of massive marine resources. The outbreak of COVID-19 disrupted worldwide travel and tourism severely due to it (Deb, S. K., & Nafi, S. M. 2020) flights have been canceled, and hotels are nearly unoccupied, resulting in large economic losses and job layoffs in supporting tourism companies. The COVID-19 increase is expected to have a detrimental effect on tourism over the longer run. The governments said that the epidemic needs firms to withstand the early economic recovery package to revive the industry.

Kour, P., Jasrotia, A., & Gupta, S. (2020) reported that, in addition to influencing everyday life, society and travel throughout the world have been impacted by the rising pandemic caused under COVID-9. Tourists, particularly those already on the move, have been deprived of amenities and have been forced to hunt for desperate alternatives. This circumstance can influence guest-host interactions for a lengthy period, whereas the conduct of natives displays hatred toward visitors. Such encounters add to the perceptions and perception of visitors towards the location and its services and hence to their acceptability and acceptance for tourism and tourism facilities. On the contrary, Škare, M., Soriano, D. R., & Porada-Rochoń, M. (2021) reported that the COVID-19 pandemic is distinct and the world's recovery in tourism will take longer than the normal 10 months of the recovery project. Promover of the building capacity and development and operations teams of the tourist sector throughout 2020–2021, private and public

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policy assistance must be coordinating. COVID-19 shows that the effects of pandemic breakouts on travel and tourism are substantially greater than earlier research imply. Tourism managers need to carefully evaluate the impact of the epidemics on companies and to create innovative techniques of crisis management. In addition, support for public and private policies must be integrated between the current financial year to maintain efficiency and functional levels of the pre-coronavirus phase of the travel and tourism sector.

Rand, G. E. D., Heath, E., & Alberts, N. (2003) revealed that until relatively recently there has been relatively little global and local attention to the function of food in promoting locations. Raina, A., Rana, V. S., & Thakur, A. S. (2018) Technological advancements have paved new pathways in the promotion and marketing of food items through e-platforms. However, all indicators show that local food has a lot of potentials to improve tourist sustainability; add to location uniqueness; boost the local economy and ensure environmentally responsible infrastructures and highlighted the relevance of food being used as a main or complementary attraction in a certain tourism location by marketing companies. However (Selwood, J. 2003) at the time of the active conversion of economies from the production of physical products to services, tourism was often marketed as a way of bringing jobs and an influx of income to towns. Locations, both large and small, promote themselves but attempt to attract a wider range of tourism markets. Not only is food fundamental to the existence of everyone, but it may also be one of the most important attractions travelers are seeking for innovative and interesting experiences. It is important for its contribution to the tourist economy and it contributes significantly to tourism jobs because of its intense use of workers. In consequence, as a component of marketing locations, food becomes increasingly crucial to tourists.

Lin, Y. C. (2006) reported that the food pictures components were observed to be compatible with the target picture components: cognitive, emotive, and conative. The second purpose was to analyze the uniformity of food photographs in three agents: tourist leaflets, destination websites, and stakeholders. Based on their dimensions, a comparison between pictures of media projected food and the desired food image of destination stakeholders has been examined. Food varieties,

Destination Marketing & Foods (Local & Medicinal): 332 To Boost Tourism and Tourist Behavior

food places, social and cultural experience, and advertised quality contained inconsistent components of food imagery. The outcome was: (a) a failure to agree on which side of food pictures are significant for enticing visitors; (b) a relative food situation for marketing in destinations; (c) media usage; (d) the selection of information relating to foodstuffs; and (e) the objective audiences.On a similar theme, other authors Lin, Y. C., Pearson, T. E., & Cai, L. A. (2011) demonstrated that a key and expanded identity covers the form of the food identity concerning a destination. In terms of the kinds of meals that most appeal to international tourists, Taiwan's core and expanded identity of cuisine is rather incoherent. The suggestion is that seven recognized food dimensions may be utilized to identify the qualities of foods that can suitably reflect the features of the destination. In general, food may be utilized as a type of brand identification for targeting and maybe a strong instrument to establish a target brand. The local food dishes and food related activities helps in deciding to revisit a destination. Local food can play an key element for tourist attraction at any destination (Raina. A &Rana.V.S, 2021).

Richards, G. (2015) suggested that the experience of tourist locations is becoming increasingly crucial to food. With the economic growth, food became one of the major components on which marketing, the design of the location, and tourism may be based. In the process, food has moved from being vital tourist support (tourists must eat) to being a key cause to visit numerous areas owing to and for cuisine. As part of the target marketing mix, food is important as it gives a sense of place and allows tourists to taste the place and get into contact directly with local cultural identity even though visitors must eat 2 or 3 times a day at least and cuisine is the culture they most often encounter. Gastronomy is a direct physical encounter with culture-local culture must be considered physically. Food patterns are instantly evident variances: when people are eating, how people want to eat, and what they've been eating, all become noticeable disparities in joining a new culture. Food has a direct link to the landscape-figuratively, one can frequently see where their food originates from. On the other hand, other authors discussed the need for educating the visitors and tourists about the food intake and its value. Choe, J. Y. J., & Kim, S. S. (2018) advocated that it is important for visitors to understand the worth of food intake, few studies have studied the way the value of

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local foods for visitors in a region. This study examines the impact on their views and actions of local tourist food consumption. The cultural background of tourists is utilized as a variable to moderate. The results reveal that the regional food intake value of visitors successfully reflects the atmosphere of visitors towards local cuisine and the image of their location and their conduct. Furthermore, the ethnic heritage of visitors mediates the connections between the buildings.

In the literature on hospitality, food consumption is an important topic. Although its function is recognized as a means of earning visitors' pleasant experiences and impacting tourist experiences of a region, the influence on tourism remains an unexplored issue of the value of local food consumption. The impact of tourism and local food intake on its future behavior may be identified by concentrating on its impression of a culinary location and its attitudes to local produce (Rousta, A., & Jamshidi, D. 2020).

AWASTHI, C. S., DHAR, D. C. S., & DM, D. L. (2020) discussed that local food plays a significant part in presenting the region's way of living and culture; tourists are attracted to it due to its real taste. Culture sets up an essential, lovely and interesting structure for the culinary backdrop of civilization. Thus, authentic cuisine and local cuisine rebuild a wonderful tourism offering and enticing tour aspect. These are solid foundations and are vital for promoting destinations.

Ketter, E., & Avraham, E. (2021) reported that destinations continued to sell themselves despite the worldwide shutdown during the COVID-19 epidemic in March-May 2020. The current study explores the digital marketing techniques utilized by NTB in that tourist crisis and focuses on the digital marketing employed during this pandemic. In support of this, online digital marketing platforms played a key role during the pandemic as (Carvache-Franco, O., 2021) the relation between destination marketing and tourism motivation by digital online platforms, such as Twitter for, and the destinations discussed in the crisis in the COVID-2019 pandemic at the Twitter hashtags, and companies can also improve communication strategies and develop the post-pandemic.

Rasoolimanesh, S. M., Seyfi, S., Rastegar, R., & Hall, C. M. (2021) reported impacts on the desire to support and post-pandemic intention of travel by media-

Destination Marketing & Foods (Local & Medicinal): 334 To Boost Tourism and Tourist Behavior

driven cognitive destination picture during the COVID-19 pandemic. The impact of four aspects, including confidence, crisis management, health systems, and solidarity, on the desire to conduct a journey is founded on the tourism destination of a specific location, based on the notion of the cognitive destination picture and a self-administered online survey. Haywood, K. M. (2020) suggested that the pressing demands of today need a survey of what needs to be changed-an exploration and a review of the future of tourism (and remain constant). Despite the damaging consequences of COVID-19, the prevalent culture of competitiveness is being challenged by new forms of solidarity. While transactional recovery must be a major concern, development continues if tourism is transforming and transcending. Not just economics, but also people's physical and emotional health has suffered from the COVID-19 epidemic. The fear of the infection and the absence of social contact have produced huge emotional pressures. Recent studies have indicated considerable harmful effects on the mental health of COVID-19. Therefore, post-pandemic rehabilitation strategies need to include goods focusing on mental healing. However, no proposal has been presented by the tourist sector to address COVID-19's psychological effects. Traditional medical tourism focuses mostly on health and aesthetic operations. In the same way, tourism scientists mostly forgot about mental wellbeing, which was seldom investigated under "mindful tourism." Therefore, as a tourist new offering, “healing tourism." is suggested to be offered.

Results & Analysis

Table 2.Demographics of the respondents Gender Male 64.4%

Female 35.6% Prefer not to say 0%

Age <20 11% 20-40 68.5% 40-60 19.2% >60 1.4%

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Concerning the above table, of demographics of the respondents shows that they are more from 20-40 age groups (68.5%) followed by 40-60 age groups respondents (19.2%).

Table 3. Survey Questions Yes No Total

The

Impa

ct o

f a P

ande

mic

on

Tour

ism O.1. Tourism and its interlinked sectors in

India are the most affected by COVID-19? 100.00% 0.00% 100.00%

O.2. Federal and state governments in India have responded sufficiently to COVID-19?

48.28% 51.72% 100.00%

O.3. There were appropriate efforts made by the tourism organizations, planners, and entrepreneurs to impart survival, remedy, and improve the state of tourism amid COVID-19?

72.41% 27.59% 100.00%

O.4. The provision made by Federal and state governments in the form of various policies, schemes, and provisions to impart survival, remedy, and improve the state of tourism amid COVID-19 was adequate?

51.72% 48.28% 100.00%

The impact of the pandemic on tourism is very devastating that 100% of the respondents agreed with the fact and that federal and state governments in India must respond to these urgent needs of the hour, more sufficiently amid pandemics. Additionally, post-pandemic there will be an urgent need to shift the focal point towards maintaining and developing the tourism infrastructure and recover the damage caused by COVID-19. 72.41% of respondents agreed that there were appropriate efforts made by the tourism organizations, planners, and entrepreneurs to impart survival, remedy, and improve the state of tourism amid COVID-19. In response to the sufficiency of the provisions made by the governments irrespective of the central or state, the need for the betterment of these provisions persists as 48.28% of respondents said that the provision made by Federal and state governments in the form of various policies, schemes, and provisions to impart survival, remedy, and improve the state of tourism amid

Destination Marketing & Foods (Local & Medicinal): 336 To Boost Tourism and Tourist Behavior

COVID-19 was not adequate. However, 51.72% of respondents agreed in contrast to the same questions.

Table 3 Survey Questions Yes No Total

The

Cont

ribut

ion

and

Impa

ct o

f Tou

rism

on

Loca

l Foo

ds, C

ultu

re, T

ouris

m B

ehav

iors

O.6. Is food tourism essential to be incorporated in the marketing and promotional material of a region?

91.38% 8.62% 100.00%

O.7. Does local and medicinal food hold much potential to enhance sustainability in tourism?

91.38% 8.62% 100.00%

O.8. Do the tourism planners and the entrepreneurs should work hand in hand to satisfy the consumers visiting destinations for the fulfillment of several tourism objectives?

93.10% 6.90% 100.00%

O.9. Do you think tourism planners and entrepreneurs contribute to the authenticity of the destination?

84.48% 15.52% 100.00%

O.10. Are tourism planners and entrepreneurs making sufficient efforts for strengthening the local economy?

62.07% 37.93% 100.00%

O.11. Are the efforts made by tourism planners and entrepreneurs providing for the environmentally friendly infrastructure in the tourism destinations?

62.07% 37.93% 100.00%

O.12. Are tourism planners and entrepreneurs working to ensure that the ways by which food resources, both local and imported, are handled efficiently?

72.41% 27.59% 100.00%

O.13. Do you think quality value, health value, price value, emotional value, and prestige value are essential elements of destination marketing to create a positive effect on tourists’ attitude toward local food, culture, tourism behaviors?

93.10% 6.90% 100.00%

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Food tourism and its dire need to be incorporated in the marketing efforts are prominent and visible as an emergent need post-pandemic. 91.38% of the respondents agreed that food tourism essential to be incorporated in the marketing and promotional material of a region. Hence the marketing strategies, focusing on the 4Ps of marketing mix needs to be realigned, keeping food as a main product in the future marketing efforts and strategies. In response to this, support from tourism planners and entrepreneurs is also vital as they are the main source of setting tourism infrastructure within scopes of the guidelines provided by the federal government. As 93.10% of respondents agreed to the need of the tourism planners and the entrepreneurs working closely with each other, to mollify the patrons visiting destinations for the contentment of numerous travel and tourism purposes. In addition, contribute to the authenticity of the destination, making sufficient efforts for strengthening the local economy, providing for the environmentally friendly infrastructure in the tourism destinations, food resources, both local and imported, are handled efficiently, essential elements of destination marketing to create a positive effect on tourists’ attitude toward local food, culture, tourism behaviors are some of the other essential focal areas of consideration as the majority of the respondents agreed to the corresponding survey questions. The emerging theme from the discussion arises that food is almost becoming the essential element for additional 3Ps of service marketing campaigns and will play an important role post-pandemic.

The digitalization of tourism efforts post-pandemic is a must as 89.66% agreed to the corresponding survey questions. This certainly lays the foundation for the restructured marketing strategies post-pandemic. Digital and Social Networking platforms will deliver an improvement in the form of promotion efforts to the tourist motivational dimensions, and the destinations and to improve their communication strategies and develop post-pandemic products as the majority of the respondents agreed to the corresponding questions. The role of media can not be underrated as media platforms provide sufficient opportunities for various promotional opportunities for tourism products. Since food is attached to the well-being of the human being and so its association with tourism destination marketing promoting it as a wellness hub or medical tourism destination, promoting and supporting food as the main product will ensure the development

Destination Marketing & Foods (Local & Medicinal): 338 To Boost Tourism and Tourist Behavior

of the destination in doing so. This is also another emerging theme from the discussion.

Table 4 Survey Questions Yes No Total

The

Role

& P

oten

tial

of D

estin

atio

n M

arke

ting

of T

ouris

m i

n So

ciet

y D

evel

opm

ent

&

Soci

ety

Empo

werm

ent P

ost-P

ande

mic

O.14-The required change in destination marketing strategies is implemented by the concerned stakeholders during this tourism crisis?

74.14% 25.86% 100.00%

O.15.-The digital destination marketing will play a more useful role in improving the state of tourism amid and post COVID-19?

89.66% 10.34% 100.00%

O.16. Digital and Social Networking platforms can provide a boost in the form of marketing efforts to the tourist motivational dimensions, and the destinations and to improve their communication strategies and develop post-pandemic products?

96.55% 3.45% 100.00%

O.17. Destination Marketing supported by media will boost tourist destination reflection post-pandemic?

96.55% 3.45% 100.00%

O.18. Marketing of medical care system and build-up of belief will create an optimistic impact on travel intent for travelers having no previous experience of destination post-COVID-19?

89.66% 10.34% 100.00%

O.19. Marketing and promoting medical tourism as a destination product for focusing on travelers needing medical care and support system will help promote and support tourism post-COVID-19?

91.38% 8.62% 100.00%

Q.20. Promoting local food & medicinal effects of food will help destination marketing strategies and encourage travelers to visit destinations post-COVID-19?

94.83% 5.17% 100.00%

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Conclusion

Tourism-related services, especially local micro-sized enterprises, will have to be aimed at monetary and fiscal policies in the short to medium term. A health catastrophe could have far long-term implications on education, civil rights, food security, and sustainability.

The pandemic and crisis have caused a sharp disturbance in guest-host relations. Visitors having poor travel experiences due to degraded host support or conduct have decreased return intentions. Tourism policymakers and professionals need to develop a new crisis-ready mechanism to address the current and future crises.

Tourists and professionals must become aware of the influence on the tourism sector and economics of the pandemic problem, say researchers. The long-term harmful impacts of pandemic crises on the tourist sector and the economy are much higher than in the prior pandemics. For future pandemic emergencies, policymakers and practitioners require efficient contingency plans to deal with this immediately.

The global economy takes around a quarter to regain its equilibrium under a positive and implausible scenario of an end to all lockdowns. If partial lockdowns continue, recovery time will probably be much longer. Eating is a well-known aspect of the vacation experience.

Food fairs and celebrations are a way of getting visitor funds to finance the local parish or community facilities and to aid them. The demand for organically cultivated food is expanding, the gene pool is maintained, and the food types are being restored. There is no consequence that the allocation of money at the regional level equates to a zero-sum game.

Food tourism is a key part of the tourism industry. There are several ways to promote food as a tourism product. These include building a buzz around food, collaborating with food associations, and using social networking properly. Food tourism is yet undeveloped as a subject of academic inquiry in an extremely competitive worldwide market.

There may be a marketing strategy to stress the important features for visitors, such as excellent quality services at a certain location. Tourism is an efficient way to communicate crises across social media and to discover debates and

Destination Marketing & Foods (Local & Medicinal): 340 To Boost Tourism and Tourist Behavior

commentaries on many forms of tourism. The use of the term "association method" has shown that Twitter results are efficient in the sector of travel.

The Twitter Tourist Hashtag COVID-19 is a social media campaign to encourage tourists to visit tourist destinations. The hashtag may be created in the framework of the COVID-19 epidemic. It aims to promote activities associated with natural and cultural heritage in a tourist destination. For people without previous experience, trust and the healthcare system have a good effect.

Limitation of the Study & Recommendation

The conducted survey was online, and due to the COVID-19 pandemic, the possibility of connecting with more people for gauging their responses over the intended study was very restrictive. Hence the results obtained could have more solidarity and tune with the study. I was also unable to conduct the psychological changes in the human perceptions and induced changes in the destination choice due to various factors that caused a COVID-19 pandemic. Hence it’s recommended to conduct further research work in the direction of gauging the psychological patterns and perception of the travelers and visitors, induced by destination marketing strategies focusing on foods as a product.

References

1. Awasthi, c. S., dhar, d. C. S., &dm, d. L. (2020). Gastronomy tourism: exploring local culture through food in the city of lucknow (uttarpradesh).

2. Carvache-Franco, O., Carvache-Franco, M., & Carvache-Franco, W. (2021). Coastal and marine topics and destinations during the COVID-19 pandemic in Twitter's tourism hashtags. Tourism and Hospitality Research, 146735842 1993882.

3. Choe, J. Y. J., & Kim, S. S. (2018). Effects of tourists’ local food consumption value on attitude, food destination image, and behavioral intention. International Journal of Hospitality Management, 71, 1-10.

4. Deb, S. K., & Nafi, S. M. (2020). Impact of COVID-19 Pandemic on Tourism: Perceptions from Bangladesh. Available at SSRN 3632798.

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5. Haywood, K. M. (2020). A post COVID-19 future-tourism re-imagined and re-enabled. Tourism Geographies, 22(3), 599-609.

6. http://www.fao.org/in-action/food-for-cities-programme/news/detail/en/c/127 2232/.

7. https://health.economictimes.indiatimes.com/health-files/why-food-service-matters-in-medical-tourism/2629.

8. https://www.cordonbleu.edu/news/next-generation-of-gastronomic-tourism/en. 9. Ketter, E., & Avraham, E. (2021). # StayHome today so we can# Travel

Tomorrow: tourism destinations’ digital marketing strategies during the COVID-19 pandemic. Journal of Travel & Tourism Marketing, 1-14.

10. Kirby, J. (2020). Will coronavirus cause a global recession? We still don’t know.

11. Kour, P., Jasrotia, A., & Gupta, S. (2020). COVID-19: a pandemic to tourism guest-host relationship in India. International Journal of Tourism Cities.

12. Le Cordon Bleu. How to Keep Up with the Next Generation of Food Tourism. 13. Lin, Y. C. (2006). Food images in destination marketing. Purdue University. 14. Lin, Y. C., Pearson, T. E., & Cai, L. A. (2011). Food as a form of destination

identity: A tourism destination brand perspective. Tourism and Hospitality Research, 11(1), 30-48.

15. Ma, S., Zhao, X., Gong, Y., & Wengel, Y. (2021). Proposing “healing tourism” as a post-COVID-19 tourism product. Anatolia, 32(1), 136-139.

16. PankajChandna. (Sep 28, 2017). Why food service matters in medical tourism. 17. Paramita Elizabeth Pothan. (April 22, 2020).Local food systems and COVID-

19; A glimpse on India’s responses 18. Piramanayagam, S., Sud, S., & Seal, P. P. (2020). Relationship between

tourists’ local food experiencescape, satisfaction and behavioural intention. Anatolia, 31(2), 316-330.

19. Raina, A., Rana, V. S., & Thakur, A. S. (2018). Popularity of Online Food Ordering and Delivery Services-A Comparative Study between Zomato, Swiggy and Uber Eats in Ludhiana. International Journal of Advanced in Management, Technology and Engineering, 8(1), 350-355.

20. Raina. A &Rana. V.S, 2021. Satisfaction and revisiting behavior of tourists in India. Nepalese Journal of Hospitality and Tourism, 2(1), 29-35.

Destination Marketing & Foods (Local & Medicinal): 342 To Boost Tourism and Tourist Behavior

21. Rand, G. E. D., Heath, E., & Alberts, N. (2003). The role of local and regional food in destination marketing: A South African situation analysis. Journal of Travel & Tourism Marketing, 14(3-4), 97-112.

22. Rasoolimanesh, S. M., Seyfi, S., Rastegar, R., & Hall, C. M. (2021). Destination image during the COVID-19 pandemic and future travel behavior: The moderating role of past experience. Journal of Destination Marketing & Management, 100620.

23. Richards, G. (2015). Food experience as integrated destination marketing strategy. World Food Tourism Summit in Estoril, Portugal, 10, 2015.

24. Rousta, A., & Jamshidi, D. (2020). Food tourism value: Investigating the factors that influence tourists to revisit. Journal of Vacation Marketing, 26(1), 73-95.

25. Selwood, J. (2003). The lure of food: food as an attraction in destination marketing. Prairie Perspectives, 4, 142-161.

26. Škare, M., Soriano, D. R., & Porada-Rochoń, M. (2021). Impact of COVID-19 on the travel and tourism industry. Technological Forecasting and Social Change, 163, 120469.

27. Tateno, Y., & Bolesta, A. (2020). Addressing the impact of the pandemic on tourism in Asia-Pacific small island developing States (No. PB111). United Nations Economic and Social Commission for Asia and the Pacific (ESCAP).

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COVID-19: Psychological Stress on Indian Citizen’s Lifestyle and Travel

Mr. Adarsh Kumar1, Dr. Hemlata Verma2 1Assistant Professor, Dept. of Tourism& Management, Aditya College,

Gwalior, Madhya Pradesh, India. 2Assistant Professor, Dept. of Arts, Aditya College, Gwalior, Madhya Pradesh, India.

E-mail Id: adarshlive9@gmail.com, hemlatavermadhakre@gmail.com

Abstract

In view of the promising growth of the tourism industry in India, The study discovers the factors influencing tourism India's industry due to the occurrence of coronavirus. The tourism industry considered an important factor in the development of the Indian economy. It is a source of foreign exchange earnings and generating employment, other than giving a push to the national economic and social-cultural development of the country.

Literature indicates that factors such as fear, stress, trust, self-efficacy, and security have a psychological impact on tourists. This paper is based on secondary data sources such as new broadcasts by social media outlets, Reports of the Ministry of Tourism, Govt. Of India, literature, journal articles, research paper, etc.

The research finding predicts that the occurrence of Coronavirus (COVID-19) in India will probably influence Indian traveler consumption patterns. New forms of tourism may become popular travelers will move from mass tourism to Niche tourism. The future tourism activity will influence by slow tourism and smart tourism. The industry may more be focused on safety and security measures with working on real-time intelligence.

344 COVID-19: Psychological Stress on Indian Citizen’s Lifestyle and Travel

The impacts of such occasions on the travel industry are normally quick and outrageous. Although after the interference, the travel industry quickly returns to its drawn out an example of development.

Keywords: COVID-19, Travel Behavior, Lifestyle, Stress, Anxiety.

Introduction

India is well-known for its tourist attractions and extravagant treatment of guests. It boasts a visitor-friendly tradition, a diverse lifestyle, cultural heritage, festivals, and temples that attract tourists. The tourism industry works directly with more than 50 industries and contributes to their development to varying degrees. For the economy of the country, tourism in India is important. According to the World Travel and Tourism Council, tourism contributed Rs. 16.91 lakh crore to India's GDP in 2018, accounting for 9.2 percent of GDP. It employs 8.1 percent of the country's overall workforce. These figures alone show that the tourist industry is critical to the country's economic development. India is ranked 34th out of 140 countries in the 2019 Competitiveness Travel and Tourism Report. This report ranks India's tourism sector 13th in 140 countries in terms of price competitiveness.

This major sector of the country has been stopped to combat the disease COVID-19.COVID-19 began as a viral outbreak in December 2019 in Wuhan, China's central Hubei region (Holshue et al., 2020). On 30 January 2020, the epidemic was declared an international emergency of public health concern by the WHO, referring to a large number of affected countries. On February 11th, the World Health Organization designated the novel coronavirus disease as COVID-19. The WHO designated COVID-19 a pandemic on March 11th, after 114 countries had been infected.

COVID19's debut and spread produce bewilderment, anxiety, and panic among the general people because it is a new disease with the most destructive impacts internationally. During COVID-19, WHO is sharing professional advice and answering public questions to assist individuals cope with fear, stigma, and prejudice (WHO, 2020c). As COVID 19 research continues, there are still many facts about the prevention and management of infection and many fallacies are common in the general public. It is a cause for concern, in particular in a country such as India,

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where there's a dense population without a strong health infrastructure. There is also some public panic because basic protection measures are not available.

This article looks at the broad social impact on tourism and hospitality of COVID-19 as reflected in potential changes in the way Indian individuals live and behave during this time of difficulty. Research has shown a wide range of psychological effects that outbreaks can have on people. Regardless of exposure, people may be afraid and anxious to fall ill or die helplessness or blame of the diseased, which may trigger a breakdown of mind (Hall RCW, Chapman MJ). Studies have found that psychological distress with longer quarantine duration is highly prevalent and has been associated with increased post-traumatic stress disorder symptoms that are correlated with depressive symptoms. In terms of disease spread, at the community level, distrust of other people and the government and health services regarding their ability to contain the outbreak could be present (Hawryluck L, et al ).

COVID-19's impact on Indian lifestyle & traveler

Individuals' lifestyles are essentially distinct, shaped by the culture, traditions, infrastructure, and other factors that surround them. Individuals with a collectivist mindset are motivated by a desire to be like others and show considerable favoritism for those in their own group. Furthermore, while determining commitment, collectivists are supposed to priorities the interests of a group or organization over personal attitudes (Triandis, 1995).

The number of visitors visiting India is projected to increase if the restrictions are lifted, as domestic tourism may be expanded to help the economy recover (Mitra, 2020). There were 26.3 million international departures from India in 2018, compared to 1.85 billion domestic visitors (Ministry of Tourism, 2019). As the tourism and travel industry prepares for a comeback once travel restrictions are relaxed, it's critical to learn the travel plans of potential Indian domestic and foreign visitors during COVID-19.

According to the literature, international and domestic travelers perceive travel risk differently and have different travel intentions and behaviors (Lepp & Gibson, 2003; Reisinger & Mavondo, 2005). Most countries around the world, including India,

346 COVID-19: Psychological Stress on Indian Citizen’s Lifestyle and Travel

have imposed quarantine and social isolation to control the spread of this highly contagious disease. Quarantine and social isolation can be substantial pressures, resulting in broad lifestyle modifications (Hossain, Sultana, &Purohit, 2020). During the coronavirus lockdown, increased worry, frustration, panic attacks, loss or abrupt rise in appetite, insomnia, and melancholy have been recorded.

Psychological Impact of COVID-19

The corona virus epidemic has disturbed the entire routine of millions of people around the world. Due to COVID-19 people have imprisoned in their homes. Their time is being spent thinking of avoiding this virus. After seeing and hearing the news related to COVID-19 mental health issues like creating anxiety and panic are arising in them with the advent of this dreaded virus isolation economic boom, police brutality and its effects have created tension and anxiety among the people. If then increasing anxiety, trouble, isolation are seen together, then it will be no surprise that the corona virus has not only physically, financially socially affected people but also mentally.

The impacts of corona virus are equally visible on all sections of the society like elderly, youth and also children. There is something new for everyone. For the first line there was a lockdown from the first time people were imprisoned in the house. Mental problems also arose regarding isolation corona is a big challenge for mental health. The lockdown was imposed to avoid corona epidemic Due to these problems the economic situation arose in front of the people. The economic condition of people who engaged in governments jobs was still fine, but people that has private jobs and businessmen also face financial problems. The effects of the COVID-19 pandemic are having a massive impact on the economy around the world. Due to the crisis of loss of employment has arisen in front of people direct effect is coming out in the form of tension and mental problem.

Impact on children

The coronavirus pandemic has affected the country and the whole world. In such a situation, people everywhere are worried about it. It is also affects the mental condition of the children. Negative thoughts are at home in them. In such a situation,

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it needs to be taken seriously because gradually this stress can take the form of deep depression.

If there is a change in the emotions and mood of children during the period of quarantine then it may be a sign that they are not mentally well. That is due to the nationwide lockdown children are forced to stay in homes for a long time. They are expressing anger over the matter and their aggression is increase. By the way most of the schools are still closed and online classes of children have been started by many schools. But some children lack of interest is studies can be a sign that they are mentally disturbed somewhere, the wake of coronavirus infection, situations like anxiety fear can also arise in children, which can have a bad effect on this mental health. So they need more care. Elder members of the family go out of the house for some work or the other, but most of the children are still imprisoned in their homes. They have stopped going to school they have stopped playing is the field. There is fear of corona everywhere, whether at home or outside. TV, phone or newspaper are flooded with corona news. Children are also untouched by the news. In such a situation, many negative thoughts can well in the mind of these children. This can have a profound effect on children and put their mental health at risk.

Psychological Impact on elderly

The definition of elderly or old person varies around the world. "While in most developed countries an adult of age 65 years and above is considered an elderly". With increasing life expectancy, the population of elderly is rapidly growing globally. This presents many challenges, one of which was faced during the corona virus Disease 2019 (COVID-19) pandemic.

The COVID-19 pandemic is impacting the global population is drastic way. In India, older people are facing the most threats and challenges at this time. Although people of all ages are at risk of contracting COVID-19 older people face a significant risk of developing severe illness if the contract of disease due to physiological changes that come with ageing and potential underlying health condition.

These are about 50 million elderly people in India who are above 60 years of age are at risk due to this current outbreak of this coronavirus. Mental health is affected by

348 COVID-19: Psychological Stress on Indian Citizen’s Lifestyle and Travel

the elderly is such a crisis situation. Due to the ongoing lockdown and quarantine, increasing anxiety, stress and panic can be seen in them, which can lead to feelings of isolation and loneliness, especially when living alone. Mental problems health problems experienced by the bourgeoisie can include these problems.

They seem more anxious excited, irritable and angry and upset yet feeling helpless and hopeless about the future being. They are becoming more concerned about pre-existing medical or physical problems and have a fear of their own death and less loved ones. The mental health of the elderly was adversely affected due to the pandemic. They are most at risk from the virus and secondly they are also worried about the deteriorating economic condition of the house. As a result, one out of every ten elderly people has a mental health problem.

(Rajesh sagar, professor of the Department of Psychiatry, AIIMS, Delhi), Says that due to the epidemic, these has been a big loss to the health services as well as economic system. This has a direct impact on every household in the country. If someone has lost a job in a house, then there are many families who are bearing the expenses of the house on half the salary, children education, EMI and medicine expenses of the elders of the house this is an important reason for stress is.

The elderly are worried about the house and the situation, but they cannot do anything even if they want. In such a situation, they may have problems like nervous, sadness, panic attacks and nightmares at night, etc. Worry about the family can worsen their mental health. Researchers from Indian universities in the US have found in their study that the elderly has been most affected due to the fear of Corona epidemic and they are suffering from depression and loneliness and loneliness due to this.

To maintain the mental health of the elderly, they should always be taken care of. (Dr. Shiva Shankar Reddy of the development of psychiatry National Institute of mental health Bangalore) says that there is no need to put the elderly in any situation or panic. The more you allow stress and viral to dominate you, the more health-related problem you can spend time with your loved ones.

COVID-19 Psychological impact on youth

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Every area of our existence has been disrupted by the COVID-19 pandemic. Even before the onset of the crisis. Young people's social and economic integration has been a constant struggle. Now unless urgent action is taken, young people are likely to suffer severe and long-lasting impacts from the pandemic. During the first wave of corona virus crisis many researchers have been claiming that young people are not at high risk of corona. However, a recent study revealed that although youth may not be physically at risk of corona infection but their mental health corona has proved to be very serious. Research has said that more than 80 percent of young people with a history of mental illness admit that their condition has worsened since the start of the coronavirus crisis.

The outbreak of the COVID-19 pandemic has affected half the world’s youth. Half of the youth population is suffering from depression, anxiety, while more than one-third of the youth are unsure about their career in future. The COVID-19 pandemic and subsequent countrywide lockdown measures have affected all aspects of our social and economics lives. Constituting almost one-fifth of the country’s population, adolescents face education uncertainties, restrictions on their mobility, freedom and socialization, an increase in domestic chores and household conflict and anxieties around their employment prospects.

The impact of the pandemic has been claimed in a survey by the international labor organization (ILO)

The survey report titled Youth and COVID-19 Impact on jobs, education rights and mental wellbeing was released by ILO. It was revealed in the report that if immediate steps are not taken, the youth will be at risk of serious and long them adverse effects of the epidemic.

Economic impact of corona epidemic on tourism

The whole world was locked due to corona virus epidemic which all tourism activities come to a standstill and the tourism industry and its allied business, including hotels, transport, tour agencies, tour agents and guides have been badly affected all over the world. India has also been no exception to this.

350 COVID-19: Psychological Stress on Indian Citizen’s Lifestyle and Travel

Due to the closure of almost all economic activities, and the income of people worldwide is closed. It also affected the government in the country, as well as people put their savings in adequate improvement in the medical to meet the daily needs of the people and save them from medical and epidemic and their daily needs in health expenses. Now they have full focus on meeting cash and shortfall. The Idea of moving the man made use of cash. Therefore, it comes to governments only when people have enough money. There is no source of income other than bank credit.

Political influence

It is a well-known fact that tourists are not locals. They are either foreign from other states. Due to this epidemic, the local administration has banned the arrival of outsiders. So that no infected person from outside does not come and cause disease. Along with this, due to external patients there is not much pressure on the local medical sources and supply of daily necessities, this is not only the condition of our country but also of all the countries of the whole world . Perhaps for this reason that were also reported that seemed to show hesitation in helping the migrants by local people, local are hesitant on the entry of outsiders, coming into defensive mode due to the fear of the pandemic.

Social Impact

At the time of the epidemic, where there is a kind of fear in society due to which people avoid going near each other on the other hand the governments have also appealed to maintain social distancing. Along with this, the movement of people has been banned. But the people of the society see any outsider as a virus carrier. At the same time the people are keeping a distance from them when the local people had gone to other places, also listen. It is coming to me that if someone has come home after recovering from a corona infected hospital, then the people of that colony/ society are abstaining from even passing through this house, social interaction has become a thing the past.

Impact on transport and hotel business

Due to corona, there was a lockdown all over the world, due to which all types of transport rail, bus and air routes were closed, the booking of hotels also remained.

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Due to corona epidemic, tourism industry came into financial crisis and most of the people associated with it become unemployed. Due to the closure of transport, people got stuck where they were; Businessmen are worried due to the financial crisis. There are also many problems in restarting the same transport and hotel industry. People afraid that transport and hotel industry open, they may not become carried of corona, so people are afraid to use them from now on. The use of some hotels by the state government as quarantine center also created fear among the people, (Atulya Bharat (Jan-March 2020) magazine by tourism ministry).

Conclusion

As a result of the COVID-19 outbreak, many industries, including tourism, have suffered significant losses. COVID-19 is predicted to have a significant impact on visitor consumption patterns. These effects vary depending on an individual's cultural background. This article examines the impact of COVID-19 on their lifestyles and travel behavior: This perspective article takes the indigenous population as a case in point. The article also tries to analyze the Psychological impact on different age groups and the economic impact of coronavirus on tourism.

There is currently no authoritative institution in India that is planning and coordinating psychological help during this pandemic. Having psychiatrists and mental health professionals on the COVID-19 Task Force to advise the government on mental health policies and psychological intervention would be beneficial. International travelers’ preferences are changing, and regions may be able to profit from this. Furthermore, tourism destinations around the world may change their perspectives after COVID-19 by taking into account previously overlooked factors, such as potential tourists' newfound interest in the hygiene and cleanliness of destinations, medical facilities, and population density (including locals and visitors) when making travel-related decisions. COVID-19 also provides overcrowded places and those suffering from over-tourism with an opportunity to rethink their tourism strategy and development to secure long-term viability. Following the outbreak, tourists prefer peaceful areas, and the global tourism business could gain from heeding these wishes.

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23. Epidemic stress threatens the physical and emotional health of elderly from Amar ujala.com (20 oct.2020 7.35 AM)

24. Corona virus impact on young people with mental health needs 25. Understanding the impact of COVID 19 on young people Http://population

foundation.in. 26. Pratika magazine 31 march 2021 by Yuv raj singh. 27. Corona effects Half of the world youth are suffering from depression and anxiety

– abp news 12 Aug. 2020 1:20 PM.

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An Empirical Investigation of Customers' Preferences 354 toward Inherited Food Outlets of Delhi

An Empirical Investigation of Customers' Preferences toward Inherited Food Outlets of Delhi

Sidharth Srivastava1, Dr. Savita Sharma2 1Banarsidas Chandiwala Institute of Hotel Management & Catering Technology, Delhi, India.

2Professor and Head of School, Le Cordon Bleu School of Hospitality & Tourism, GD Goenka University, Gurugram, India.

E-mail Id: sidharthsrivastava2011@yahoo.in, drsharmasavi@gmail.com

Abstract

Meeting customer preferences is also challenging for any inherited food outlet other than maintaining the standard, taste, and culture. The perception of the tourists escalates with the same experience at the food outlets every time they dine. Numerous studies suggest that it is challenging to retain the existing customers and attract new ones with a wide variety of available choices. Understanding the customer's needs and delivering the food and services that exceed or meet the requirements is challenging nowadays. Inherited food outlet owners and customers agree that the market is progressively demanding; debate exists to pin down the factors that exceed expectations and require immediate attention. The study manifolds the responses of 219 customers to examine their perception towards inherited food outlets in Delhi. The Likert scale is used to collect the reactions of the customer. With factor analysis, 24 attributes are analyzed to identify the six key factors that contribute to customer satisfaction in context to the inherited food outlet.

Keywords: Customer, Customer satisfaction, inherited food outlets.

Introduction

Delhi, the capital of India is worth visiting to see the heritage and explore mouthwatering food. Delhi has rich food culture from its age-old eateries to the

Local Food and Community Empowerment through Tourism {Volume I} 355

specialty five-star restaurants. It is a metropolitan city with a combination of people having different backgrounds. People staying in Delhi have a very fast personal and professional lives. The trend of going out to dine has become a regular part of life for most of the people. The succeeding generation relish food and visit different food outlets to explore variety of cuisines. Selecting a certain food outlet over another by an individual customer is very common and also very important for businesses and marketers to understand the reasons. Choice of food depends upon individual’s perception and there are many people who especially search the authentic old food of the city. Food outlets which exists from decades and are operated by people from generations, provide satisfaction to the palate of people. These inherited food outlets should be prepared to meet the changing preferences of the customers with respect to the changes in the demography, technology, convenience facilities, legal and ethical appearances. Popular traditional food outlets are generally appreciated by the people for consistent taste of food and are considered as live heritage resource. There are certain places like Pandara road, Chandnichowk, North Campus, Hudson lane, South campus, Jama Masjid, Niamuddin, Connaught place, CR Park, DilliHaat, Khan market and many more which are very popular to dine and take away. These outlets are losing its charm because of the old infrastructure and space congestions but it must be protected to make them live and uplift the domestic economy. On the other hand, modernization has transformed the lifestyle of the customers with the use of technology, safety and security and other facilities. In today’s competitive world, it becomes utmost important for any establishment whether old or new to understand the customer’s preferences. Probably, it’s the time to understand customers’ preferences in this context and it becomes important to highlight the reasons which influence the customers’ changing preferences. The present chapter will focus on the customers’ preferences towards the inherited food outlets located in Delhi.

Literature Review

Customer preference is one of the most important aspects to be studied while deciding to establish a startup. The word “Preference” can be interpreted in many ways but will always remain close to the people’s liking and disliking regarding any object or service (Scherer, 2005). Customers’ decisions towards any product or service is the choices among valued alternatives with acceptance to indicate the

An Empirical Investigation of Customers' Preferences 356 toward Inherited Food Outlets of Delhi

willingness to endure the status quo (Schaw et al., 2007). Many authors have studied customer preference in different context to help the marketers to survive in the world of business. Azim et al., (2014) stated that customers get influenced majorly by two factors namely physical environment and food quality. Belwal et al., (2014) has found that customers prefer to go shopping outlets where there is a convenience to make the payment, place is clean, no compromise on the quality and there is a lot of parking space. Results for Prabhavati et al., (2014) signifies that customers prefer quality services, ambience of the food outlet, taste and location of the food outlet. Nasir et al., (2014) adds on pricing and security aspects into the customers’ preferences. Kawa et al., (2013) have compared the preferences of old customers and new customers for fast food outlets and finds that old customers appreciates a certain place because of the cleanliness, nutritional value of the food, friendly nature of the serving staff, novelties, whereas new customers prefers the location of the food outlet, variety in menu and its pricing. Alonso et al., (2013) mentioned that quality of food, variety of dishes and its taste were the main elements which were taken into consideration by the customers to choose a restaurant. Kbelah et al., (2019) have mentioned that customers prefers to consumer food which is tastier and has less pricing. Shukla et al., (2013) studied the customers’ perception regarding unorganized food outlets and revealed that customers has concern about the cleanliness of the food outlet, availability of parking space, quality of food and it’s pricing. Jamiu & Tunrayo (2021) have stated that food quality has a lot of influence on the patronage of customers of food service outlets. It is basically the individual’s observation and attitude to decide the purchase of food. It has been observed by many authors that customer satisfaction and loyalty has a positive correlation. Customer loyalty is focused by many eating outlets, keeping in mind the dynamic market place.

Methodology

The present study unfolds the perception of the tourist towards inherited food outlets in Delhi. With the wide variety of food options available in the market, the situation is novel for the food outlet owners. For the research study, where understanding customers' preference is crucial: quantitative methods can provide critical insights. It is decided to adopt a quantitative technique, and for the data, the collection

Local Food and Community Empowerment through Tourism {Volume I} 357

questionnaire method is considered. Collecting data through the questionnaire method is the most common technique of quantitative analysis and using the online resources for generating the respondent's response is the need of an hour. Recording respondents' responses using the online questionnaire is cost-effective compared to other data collection techniques, i.e., telephonic interviews, personal interviews, etc. but can still generate in-depth information. The questionnaire was developed and further divided into three sections; where the first section comprises the respondents' demographic information like gender, age, qualification, income, and type of traveler. The second section included 24 essential attributes related to the inherited food outlets in Delhi, and the respondents were asked to mark their satisfaction level against each feature. The third subdivision offers an open-ended approach to the respondent to mention any other vital component that they feel is crucial. As the Likert scale is considered an appropriate tool to record the respondents' perception and is evident in the literature, it is also used for the undergoing study. A five-point scale is offered to the respondents where they were asked to rate between 1- Dissatisfactory to 5 is Satisfactory. The motive and components of the research are well explained to the respondents, and the data was recorded after their meal at the inherited food outlets. A total of 250 respondents were approached to be a part of this survey, and 219 responses were recorded for the final study. To evaluate respondents' perception of the given 24 attributes in the second section, factor analysis with varimax rotation is used. Finally, for the third section of the questionnaire, the content analysis technique is taken into consideration.

Data Analysis

The demographic profile of the respondents is recorded through the first section of the questionnaire. The respondents were asked to reveal their gender, age, qualification, income, and type of traveler. An analysis was carried out based on the recorded responses.

Gender: Table 01 depicts the ratio of respondents in terms of males and females. Out of 219 respondents, 148 males and 72 females participated in the survey conducted in Delhi. There were 67.5 percent males and 32.5 percent females which reflects that result was more influenced with the males’ opinion.

An Empirical Investigation of Customers' Preferences 358 toward Inherited Food Outlets of Delhi

Table 01 Male Female Others Total Gender 148 71 0 219 Percentage 67.5 32.5 0 100 Age: The respondents were divided into four categories according to age. The first category 0-20 age group holds 14.6 percent, 20-40 age group have 18.7 percent, 40-60 age group carries 44.7 percent and 60 above have 21.9 percent which clearly states that people in the age group 40-60 are more attracted towards inherited food outlets.

Table 2 0-20 20-40 40-60 60 Above Total Age 32 41 98 48 219 Percentage 14.6 18.7 44.7 21.9 100 Qualification: The final recorded findings reveal that the highest number of respondents belongs to graduates with 48.4 percent, primary schooling has 35.6 percent, illiterate, postgraduate, and others have 0.50, 0.73, and 0.36 respectively.

Table 3 Illiterate Primary

Schooling Graduate Post

Graduate Others Total

Qualification 11 78 106 16 8 219 Percentage .50 35.6 48.4 .73 .36 100 Income: The responses reveal that the significant respondents belong to the income group of INR 40000 and above with a score of 87.1 percent. Income group less than INR 10000 got only 0.09 percent and income group between INR 20000 to 40000 got 11.8 percent only which showcase that generally financially strong customer’s visit inherited food outlets in Delhi.

Local Food and Community Empowerment through Tourism {Volume I} 359

Table 4 >10000

INR 20000- 40000 INR

40000– 60000 INR

60000– 80000 INR

<100000 INR

Total

Income 2 26 106 51 34 219 Percentage 0.09 11.8 48.4 23.2 15.5 100 Type of Traveler: As per the findings of the kind of traveler, it is visible that the group friends and family got the maximum score of almost 70 percent, which shows that individuals along with their families prefer to visit inherited food outlets in comparison to any other category.

Table 5 Solo Business Student Friends &

Family Service Professional

Total

Type 11 7 14 153 34 219 Percentage 0.51 0.31 0.64 69.84 15.5 100 For the second section, factor analysis is techniques of data reductions that is taken into consideration for identifying the relationship between factors and convert them into minimum factors (Malhotra & Dash, 2010). Five-point Likert scale is used as a standardized scale for the present study. The twenty-four factors related to the inherited food outlets in Delhi are identified with the help of available literature. The factors of inherited food outlets are considered for factor analysis with varimax rotation. Table 6 reflects the results of Kaiser Meyer Olkin, which is not considered for analysis if the rating is below 0.50, fair if the reading is above 0.60, good if the value is above 0.70, excellent in case of value above 0.80, and excellent if the value is 0.90. The KMO value found for the analysis of the factors of inherited food outlets is 0.679, which is considered as fair. Since the accuracy level of the KMO test is found suitable, an anti-image correlation matrix is conducted, and six factors out of twenty-four showcased --- % of factor loading. A relatively sound structure with high factor loading was generated post varimax rotation of principal component analyses regardless of six factors with less than 0.50-factor loading are dropped from the analysis.

An Empirical Investigation of Customers' Preferences 360 toward Inherited Food Outlets of Delhi

Table 6 KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .679 Bartlett's Test of Sphericity Df 2078.553 Approx. Chi-Square 371 Sig. .000

Table 7 Inherited food outlets attributes

Variance (%)

Eigen values

Factor Loading

Communalities

Factor 1: Authentic Recipes 28.084 7.112 Flavors .533 .612 Authentic Taste .918 .841 Cooking Technique .732 .709 Equipment’s Used .543 .617 Nutritional Value .531 .657 Factor 2: Service Standards 10.662 3.632 Variety in Menu .806 .765 Ambience .851 .784 Value for Money .641 .635 Menu Description .734 .682 Factor 3: Employees Attribute

8.131 2.346

Grooming of Staff .841 .864 Staff Communication & Attitude

.771 .833

Menu Knowledge .643 .712 Factor 4: Value for Money 6.542 1.833 Menu Pricing .675 .538 Taxes and Service Charge .713 .778 Factor 5: Logistic Support 5.793 1.711 Parking Facilities .797 .829 Outlet Structure .756 .820

Local Food and Community Empowerment through Tourism {Volume I} 361

Factor 6: IT Support 5.119 1.621 Wi-Fi Enabled Premises .533 .714 Easy Login and Browsing Speed

.813 .723

For the third section of the questionnaire, an open-ended question was asked from the respondents to identify any other vital component they feel is crucial from their viewpoints. The analysis reveals that the higher satisfaction level encourages the customers to visit the inherited food outlets in Delhi again and again. This is a vital component and enables customers to recommend the outlet services to others. Overall the respondents were satisfied with the services and food provided at the inherited food outlets in Delhi.

Conclusion

From the factor analysis, it is determined that the suggested six factors determine the customers' preferences toward inherited food outlets of Delhi: authentic recipes, service standards, employees attribute, value for money, logistic support and IT support. The findings of the paper can be utilized by the inherited food outlet owners for the implementation of effective guidelines in order to further enhance the customers’ experiences. The study has identified the six valuable customers’ insight preferences toward the inherited food outlets and given a vital understanding of the factors that may plays an important role in understanding the experience of the customers after their meal at the inherited outlets. The present analyses should be employed by the owners associated with the inherited food outlets in the Delhi region to enhance the customer satisfaction level and identify its perception. Overall, the research displays a deep understanding of the factors that play a crucial role in developing the image of inherited food outlets in front of the customers. There were several significant challenges also related to the study which need to be addressed.

Limitations and Future Research

The theme of the present study is to analyze the customers' preferences toward inherited food outlets of Delhi; the study is confined to the food outlets which are present in Delhi from almost 30 years and more. The data was collected using an

An Empirical Investigation of Customers' Preferences 362 toward Inherited Food Outlets of Delhi

online links due to the pandemic situation and practical difficulties therefore, there are chances of biasness by the respondents and the outcome of the study as the preferences of the respondents in the metropolitan cities may be different from those of small cities. The study opens numerous approaches for further research like focus on analyzing the service quality factors of inherited food outlets at different geographical areas. The undergone research can be duplicated in other cities also (especially in small cities) to have a comprehensive statement about the customers' preferences across multiple locations and different cultures. The relative importance of the identified six factors in evaluation of customers' preferences toward inherited food outlets of Delhi region can also be ascertained.

References

1. Alonso, A. D., O'Neill, M., Liu, Y., & O'Shea, M. (2013). Factors Driving Consumer Restaurant Choice: An Exploratory Study from the Southeastern United States. Journal of Hospitality Marketing & Management, 22 (5), 547-567.

2. Azim, A., Shah, N. A., Mehmood, Z., Mehmood, S., & Bagram, M. M. (2014). Factors Effecting the Customers Selection of Restaurants in Pakistan. International Review of Management and Business Research, 3 (2), 1003-1013.

3. Belwal, R., & Belwal, S. (2014). Hypermarkets in Oman: a study of consumers’ shopping preferences. International Journal of Retail & Distribution Management, 42 (8), 717-732.

4. C. Fife Schaw, T. Kelay, I. Vloerbergh, J. Chenoweth, G. Morrison, and C. Lundéhn (2007). Measuring customer preferences for drinking water services.

5. Jamiu, A.O., & Tunrayo, A.T. (2021). The Influence of Food Quality Attributes on Customers’ choice of Food Service Outlets in Ilorin, Nigeria. International Journal of Hospitality & Tourism Systems, 14 (2), 124-135.

6. K. R. Scherer (2005) “What are emotions? And how can they be measured?” Social Science Information, 44, 695-729.

7. Kawa, L. W., Rahmadiani, S. F., & Kumar, S. (2013). Factors Affecting Consumer Decision-Making: A Survey of -Adults on Imported Cosmetics in Jabodetabek, Indonesia. The Standard International Journals, 1 (5), 175-180.

8. Malhotra, N. K., & Dash, S. (2010). Marketing Research: An Applied Approach. New Delhi, India: Dorling Kindersley Pvt. Ltd.

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9. Nasir, A., Ahmed, M. A., Nazir, I., Zafar, H., & Zahid, Z. (2014). Impact of Different Determinants on Customer's Satisfaction Level (A case of fast food restaurant). International Journal of Business and Management Invention, 3 (9), 32-40.

10. Prabhavathi, Y., Kishore, N. T., & Kumar, M. R. (2014). Consumer Preferences and Spending Pattern in Indian Fast Food industry. International Journal of Scientific and Research Publications, 5 (2), 1-5.

11. S. I. Kbelah, E. G. Amusawi, and A. H. Almagtome (2019). Using Resource Consumption Accounting for Improving the Competitive Advantage in Textile Industry. Journal of Engineering and Applied Sciences, 14(2), 575-382.

12. Shukla, R., Upadhyay, A., & Jain, S. (2013). Perceptual Mapping of Customers Preferences towards Unorganized Food Outlets. Journal of Management Awareness, 16 (1), 27-39.

About the Editors

Mr. Ashish Raina is an academician, an author and a distinguished chef. Chef is writing his PhD at GNA University and working in Kanya Maha Vidyalaya, Jalandhar. Passionate about cooking and as a part of his doctorate thesis, editor is working to promote “Local Food from Jammu and Kashmir UT as a Tourist Product” after earned extensive work experience in colleges affiliated to NCHM and leading Universities in North India. Chef has authored 3 publications in Scopus listed journals, 7 research papers in UGC CARE listed journals and 8 papers in conferences and peer reviewed journals. Chef

Ashish has also edited 3 books with national and International publication houses, organised conferences, food festivals and also marked 7 food records in LIMCA Book of records.

Prof. (Dr.) PR Sandilyan is an alumnus of IHM Kolkata, Ecole Hoteliere – Lausanne, University of South Florida, MKU and IGNOU.An accomplishedchef with over 25 years' experience serving in Taj group & P&O Cruises & worked as Training Manager with Jaypee Hotels and General Manager Synergy Kitchensand QSR chains.

Prof. (Dr.) Sandilyan published research in listed journals and has been a guest speaker at conferences as well as session chair for

trackpresentations at international conferences. His research interests are in his key areas as well as finance. Dr. Sandilyan is also part of various Chef Associations and Trainers forums.Currently he is serving as Professor cum Dean - Faculty of Hospitality, GNA University, Phagwara, Punjab, India.

Chef . Dhiraj Pathak graduated from IHM, Bhubaneswar, Orissain the year 2003, Chef Dhiraj Pathak started with ITC Sonar Bangla & Sheraton Towers, Kolkata. HE has worked with Princess Cruises, Ritz Carlton Grand Cayman Island, and some of excellent academic Institutions in India like Asia pacific Institute of Management, Ahmedabad, IHMCU, Udaipur, IIHM Delhi and GNA University and he is still working in GNA University.

Chef Pathak has experience of 7 years in Industry & 12years in Academics. He has organised various food festivals and conferences.

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