GASTRONOMY TOURISMPromoting efforts in making Malaysia the food hub of South-East Asia

INTRODUCTION

Group Members: Liaw Wai Kit – 0801JH86192 Colin Lim Wei-Shan Georges - 0801JH86022 Heng May Lyn – 0801JH86115 Poh Jun Jie – 0801JH86 Kan Gee Kin – 0801JH86029 Melvin Cheow Yew Yi – 0801JH86037

Also known as “food tourism”, “tasting tourism” or “culinary tourism”.

Gillespie (2000) stated that “the study of gastronomy is the understanding of the scope of production and preparation of food and drink as well as how, where, when and why they are consumed.”

WHAT IS GASTRONOMY TOURISM?

According to the World Tourism Organization (1998), tourism comprises the activities of people travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited.

Hence, gastronomic tourism is the pursuit of travel in the quest for the enjoyment of prepared food, drinks and other related food activities (Wolf, 2002)

Food and beverage, besides accommodation and other tourism activities, are considered as one of the most important elements in the tourism and hospitality industry today.

This is because food and beverages structure the tourists’ day and a large proportion of tourists experiences are spent either consuming food and drink or deciding what and where to eat.

Hokkien Mee

It is vital for physical sustenance and all tourists have to eat when travelling, but food can be a major draw and primary motivator for some, which satisfies a multiplicity of physiological and other needs and wants (Tikkanen, 2007).

MALAYSIA AS SOUTH EAST ASIA’S FOOD HUB

The development of gastronomic experiences is strongly evident in the appearance of restaurants that offer a total package comprising of food, entertainment and atmosphere.

In some European countries, notably France and Italy, gastronomy is also considered as a principal resource.

Hence, its time that Malaysia emulate these countries in making gastronomy as one of our principle economy resources.

WHY?

Malaysia’s hawker food are very appealing to foreigners, especially Westerners

The wide array of food available, makes Malaysia the melting-pot of South-East Asia.

NASI LEMAK

Local food should be the main drawing point.

Emphasis on local uniqueness

Portray Malaysia : MULTICULTURALISM

CURRY LAKSA

Fine dining restaurants are getting popular with locals who are yearning for something new.

Restaurants such as Lafite (Shangri-la) are making waves in the F&B industry.

WHAT ARE THE CHALLENGES FACED?

Promoting Malaysia as a regional food hub, yet preserving local distinctiveness.

Embrace globalization yet maintain our eastern values and philosophies practiced by out forefathers.

Food hygiene Hawkers are often

unregulated and belong to the informal tourism economy.

There should be stricter laws on:

Inspection Regulation Control If such laws exist, they

should be reinforced in such a way that…

Authenticity: Keeping Malaysian food,

culture and practices, Malaysian.

There should be investment from the public and private sector in terms of:

technologies education training

HOW DO WE PROMOTE IT?

Introduce specialty souvenir products

Farms and food plants/factories open doors to public

Food festivals (eg Malaysia International Gourmet Festival)

Culinary schools (eg TCHT) Endorsement of

international and local celebrity chefs such as Chef Wan (or as a food ambassador)

Use food as destination image -> emphasis on local uniqueness

Portray Malaysia : MULTICULTURALISM

Publish guide book with cuisine descriptions and directions to restaurants, eg. Malaysian Tatler’s Best Restaurants Guide etc

REFERENCES Hall, C.M., Sharples, L., Mitchell, R. (2003) Food tourism

around the world: development, management and markets. Butterworth Heinemann.

Henderson, J.C. (2009) Food tourism reviewed. British Food Journal.

Santich, B. (1996) Looking for flavour. Wakefield Press. Winter, T., Teo, P., Chang, T.C. (2008) Asia on Tour: Exploring

the Rise of Asian Tourism. Taylor & Francis. Rubin, L.C. (2008) Food for thought: essays on eating and

culture. McFarland. Ryan, C. (2003) Recreational tourism: demands and impacts.

Channel View Publications. Boniface, P., (2003) Tasting tourism: travelling for food and

drink. Ashgate Publishing. Hall, C.M. (2004) Wine, food and tourism marketing.

Routledge. Hjalager, Anne-Mette, Richards, G., Minho. (2002) Tourism

and gastronomy. Routledge.

THANK YOU (: