Food authenticity, culture, and tourism: analysing the dimensions of local gastronomic image among foreign tourists in Fiji
Vikas Gupta, Karishma Sharma
Abstract
Purpose This research aims to assess the dimensions of local gastronomic image by identifying the vital gastronomic image traits utilised by foreign tourists for their evaluation of local foods while investigating any perceived disparities in the gastronomic image among Eastern and Western tourists. Design/methodology/approach It combined mixed-methods research involving 17 in-depth interviews with restaurant stakeholders in Fiji and analysis of responses from 221 foreign tourists using multivariate and descriptive statistical methodologies. A total of 25 local gastronomic image traits were assessed to understand tourists’ perceptions, which were further refined into foundational constructs through exploratory factor analysis. Findings Results highlighted that dishes like Kokoda, Palusami and Lovo are top favourites among both Eastern and Western tourists due to their less spicy nature. Findings also revealed that tourists positively evaluated four cognitive/perceptual dimensions of local gastronomic image: taste and freshness, culture and food authenticity, emotional food image, and quality and price value. Among all constructs, “freshness and taste” most significantly impacted foreign tourists’ satisfaction with their gourmet/culinary experiences, while “digestibility and nutritional value” showed the least value. Originality/value This research contributes to understanding how a destination’s gastronomic image influences tourists’ perceptions and how it can be effectively utilised to showcase the cultural uniqueness of destinations like Fiji.