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sprinkled with powders, edible seeds, and other
topping.
Food plating, also known as the overall style and
arrangement of food in plate to be served to the
customers, captures the tourists' attention (Styler,
2006). Some popular styles of plating include a
classic arrangement, and stacked arrangement.
The main item is put in front of the plate, whereas
the vegetables or starches are placed in the back
side of the plate in a classic arrangement of plat-
ting. In conjunction with the presentation style,
catering is another factor that attracts the atten-
tions of the tourists, visitors, and customers.
With reference to the food, attractions and pres-
entation, different stakeholders such as the tourism
industry, public and private sector organizations,
and tour operators are considered very important
for the selection of foods, destinations and accom-
modations of tourists (Telfer & Wall, 1996). Food
stall keepers decorate their stalls in an attractive way
to capture the attention of the tourists. The food
hawkers found in the streets and at beaches sell dif-
ferent types of edible items. They also contribute in
developing food tourism and the economy of the
country (Boyne, Hall & Williams, 2003).
According to Richards (2012), social media such
as Facebook, twitter, and blogs are effective instru-
ments to promote food. A considerable number
of social media users create upload and exchange
their personal experiences and tour related activi-
ties with their friends, colleagues, and acquaint-
ances. In this way, the people get information
regarding foods, drinks, and beverages and tourist
destinations as well. You Tube is also significant to
get information regarding foods and drinks. Use-
ful audios and videos can be uploaded for tourist
purposes.
Print media such as newspapers, magazines,
periodicals, booklets, multi-colored brochures, fly-
ers, pamphlets, handouts are also effective sources
of food publicity amongst locals and tourists
(Jones & Jenkins, 2002). Electronic media such
as television and radio play very effective role to
develop foods, drinks, and beverages amongst
tourists (Dore & Crouch, 2003). In a nutshell, an
integrated and result oriented approach should
be used to promote and publicize the food items
amongst the locals and foreign tourists. Market
philosophy approach, in this respect, is a suit-
able strategy to promote food items and regional
food related sectors. However, consumer behavior
should also be studies deeply keeping in mind what
the consumers seek (Hunter, 2002). Subsequently,
the high sale of food, drinks, and beverages would
stimulate tourism induced economic activity in the
processing sector and local production to contrib-
ute to the economy of the country (Boyne, et al.,
2003).
Malaysia, being a multi-racial country, rep-
resents many races. Malaysian people prepare
and present several traditional foods at different
festivals such as Hari Raya, Chinese New Year,
Deepavali, Hari Gawai celebrated by Muslims,
Chinese, Indians, and Kadazan and Iban people,
respectively. Dances and songs associate with food
are also performed on these occasions. In conjunc-
tion with the festivals and celebrations, different
festivals such as KL Coffee and Tea Festival 2007,
Malaysia International Gourmet Festival (MIGF)
2009, Epicure Malaysia 2008, Malaysia Interna-
tional Halal Food Showcase (MIHAS) 2010 and
so on played a vital role in promoting Malaysian
food and tourism business in Malaysia (Ministry
of Tourism and Culture Malaysia, 2013a).
In connection with the Malaysian food tourism,
Ministry of Tourism, Malaysia organizes festivals
such as Fabulous Food 1Malaysia (FF1M), Asian
Food Heritage, Street Food Festival and Restau-
rant Food Festival every year throughout Malaysia
to promote Malaysian versatile food. Malaysian
culture week programs are not only held in Malay-
sia but also in other country like the UK, where,
the first culture week was held in 2006 and similar
5
PROMOTION OF FOOD IN TOURISM
Malaysia is a heaven for tourists for delicious and
fabulous food. Food can play a key role in attract-
ing the locals as well as international tourists. Food
is a basic element like transportations, accommo-
dations, destination attractions that fascinate the
tourists. Therefore, hygienic foods, drinks, and bev-
erages should be promoted in conjunction with the
promotion of other facilities for tourists (Boyne,
et al., 2003). A systematic, organized, and solid
framework and guidelines are required to be regu-
lated and implemented in order to provide food
facilities to the tourists. Proper marketing strate-
gies can play a vital role to organize the system.
Restaurants are known as the places to facilitate
and provide food items to the customers, visitors,
and tourists. Therefore, standardized and qual-
ity oriented restaurants situated on or near the
tourist destinations that fulfill the tourists' food
requirements should be encouraged. Different
promotional strategies are useful to promote food
and business tourism. The internet has become an
effective advertising and promotion as it has devel-
oped rapidly through the world. Various websites
can be developed to upload different pieces of
information along with the colored photos of food
dishes and informative audios and videos of food
related materials. The tourists can utilize this facil-
ity in purchasing foods, drinks, goods and services
online (Boyne & Hall, 2004).
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