Experiencing Culture Through Food
Introduction
The foods animals
consume are ultimately for their survival, but humans do make choices which fulfill
other needs when seeking and consuming specific food choices. Humans have
evolved beyond mere hunter gatherers into farmers who grow crops and livestock.
Stabilizing foods markets while shaping an area or a country identity as a result.
Furthermore, people, in comparison to other animals, are omnivores who consume
a wide variety of foods which is why the consummation of such foods are
referred to as eating. Eating is the one biological function that has been
celebrated and transformed by culture. Many people subscribe to the “you are
what you eat” idiom through dietary choice, regional selection, and the
‘consuming’ of culture.
Developing a
personal connection to the foods consumed is based on an individual’s identity
and perceptions; most of which are attained throughout one’s childhood years.
Developing food habits means we also view food symbolically due to perceptions,
relation, or conventions which inform and shape cultural identity. The chosen
foods become special due to religious, health, and personal preferences and can
be used for comfort, special occasions, to combat stress, holidays, or to
satisfy essential psychological need for what is known, safe, and holds a fond
familiarity. Said diets can be easy was to identify and establish group
connections and separations. Etiquette and status being the most important to
define a person’s rank within socio-cultural group, social equality, and
ability to dine together without segregation. For example, the exclusion of
black customers from public eating establishments before the civil right
movement and subsequent laws. Cultural identity and membership can also be a
product of ethnicity which includes shared behaviors like clothing, food
choices, shared language, religion, and family structures. Preparing, serving
and sharing foods can involve social and cultural conventions and may also
fulfill a psychological need. These processes and practices are used to
transmit knowledge and create or solidify social bonds and can include artistic
performances, festivals, social practices, oral heritage, craftsmanship, and
unique gastronomic traditions.
The foods and
their associated cultures are greatly affected by local weather and topography
which is why countries, no matter the size, may have many variances in accepted
food usage, preparation, traditions, flavor profile, cooking styles, and
delicacy. People build bonds with friends and family over dinners, they go to
restaurants on dates, and they prepare food for others and with others. People
use food to mark special occasions, such as birthdays, anniversaries, baby
showers, graduations, and weddings.
Foods have the
magic to transport one back in time through sense memory which can be to
childhood, a first date, a shared food, nostalgic experience, a trip, a treat,
or a homeland. Moreover, foods may evoke feelings, provide comfort, and instill
a sense of belonging. Over the last twenty years, since the turn of the
century, technology has bridged the knowledge gap between different cultures through
the sharing of online videos, informative websites, community group chatrooms,
television, and movies. This information being so freely and easily accessible
has made it much easier to see the world is full of possibilities when it comes
to engaging in the culinary delights and culture of other lands. And while
people have always sought out food’s endemic to certain areas the engagement of
food and its associated culture are more easily researched and accepted by
those who wish to engage in tourist activities. Marketing and promotion are
accomplished through a mixture of television, commercials, social media,
dedicated websites, blogs, and movies. However, gastronomic tourism is usually
something people happen upon well before any investigation or encounters with
the afore mentioned advertising means. Gastronomic tourism can be carried out
for most every reason previously mentioned; furthermore, it has become an
important economic resource given bucket list foods and experiences are top
priorities. While traveling, eating can easily be the greatest budgetary
expense and thus scholarly efforts have investigated the importance of food and
its influence on every aspect on society and culture through the lens of
tourism.
The best definition found for this literary review,
which encapsulates gastronomic tourism, is “a journey, in regions rich in
gastronomic resources, to generate recreational experiences or have
entertainment purposes, which include visits to primary or secondary producers
of gastronomic products, gastronomical festivals, fairs, events, cooking
demonstrations, food tastings or any activity related to food. (Lee et al.,
2015)” (Gheorghe et. al, 2014). Cultural tourism is the
result of many different motivations, but tourists agree food products are one
of the best and quickest ways to experience another culture (Gheorghe et. al,
2014). They seek to become more knowledgeable and have unique experiences while
visiting different cultures (Iwan & Iwan, 2014). Of course, there needs to
be some initial draw for visitation, but gastronomic delights are the next main
concern when choosing a travel destination. This kind of tourism may transmit
environmental concerns and attitudes, traditions, and, of course, culture
itself. The relationship between tourism and culture is clear. Tourism is a
transmission, element, encounter, experience, and function of culture;
moreover, tourism can, and frequently is, a catalyst for cultural change (Iwan
& Iwan, 2014). Motivations for tourists may vary, but the exploration of
the methods and heritage are important pieces that help fill in the wider
cultural heritage of a given locale (Gheorghe et. al, 2014). The factors
involve the seeking of authentic encounters, price versus value, what is recognizable
and acceptable to consume, novelty through unique food choice, seasonal or
year-round availability, health, wellbeing, and sensory, personal, social, and
cultural experiences (Türker and Süzer, 2022).
Whether for food or drink, locations around the globe
are filled with culinary options of varying, quality, specialties, and prices
which link tourist destinations thereby creating food routes (Iwan & Iwan,
2014). These routes may include fast food locations, regional favorites,
inimitable delicacies, food museums, breweries, wineries, and other spirit
makers (Gheorghe et. al, 2014) which can be utilized to attract tourist to ‘the
road less travelled’ attractions and inform and educate visitors about
inclusivity, social justice, equity, diversity and heritage (Stajcic, 2013).
Moreover, routes have become necessary to increase employment, reduce poverty,
and achieve long-term sustainable economic growth across a region. Although
fast food may be available, tourists typically wish to experience new foods and
flavors not found in widespread chain locations which is why those with smaller
footprints and devoted fanbases become well known regional must-eat options for
even the most discerning of customer. For example, most don’t consider going to
McDonald’s to have a “Royale with Cheese” to be a worthwhile endeavor while on
vacation. There is a rise in visiting less widespread establishments that cater
to more unique local and regional delights found nowhere else. Other popular
tourist draws may be due to competitions, festivals, agricultural fairs, and
other culinary events which help establish connections with culinary heritage
(Gheorghe et. al, 2014). The value of the culinary tourism market was six
hundred and ninety-six billion dollars in 2021 and is on track with
expectations to more than double by 2027. And visitors value the gastronomic
identities of destinations and are obviously willing to put their money where their
mouths are. Whether it be for the preparation, eating, and tastings or for
socio-cultural, biological, or psychological needs; food represents the ideal
way to convey history and make connections to the cultural diversity of an area
(Arana & Zúñiga, 2022). Food products serve as a vehicle for the making of
commercial products, can be appreciated for their aesthetic value, is often
used as a means of diplomacy, and can be a cultural phenomenon which are of
interest to people of all genders, educational backgrounds, ages, occupations,
and current relationship standing (Türker and Süzer, 2022). When foods become
part of the tourist destination experience it allows for visitors to use all
five senses while engaging in the cultures of others. They can breathe in new
aromas, experience new tastes from foods not found elsewhere, see new cooking
methods and vibrant colors, feel new textures through the touch of one’s hand
or tongue, and take in the sounds of preparation which include the ambiance of
the background like the sizzle of the food on a grill and the many noises from
others enjoying their meals, as well as the inclusion of local music or other
artistic expressions which add to cultural experience.
Tourists are eager to become educated about the origin
of their gastronomic selections, legends and stories about the culinary options
of a certain area, historical and current day context, making it an expression
of cultural tourism (Gheorghe et. al, 2014) which
is why it is of the utmost importance to provide authentic experiences that
speak to the culinary characteristics (behavior, habits, customs, ideals, etc.)
which convey knowledge about the culinary heritage of said area. This
conveyance of knowledge is needed if tourist destinations have long term plans
which may include recognizing the importance of locally sourced foods, the
sharing of any environmental protections and sustainable practices. This understanding innovation is key in an
ever growing and competitive market, and developing their workforce to provide
experiences that lead to visitors who are highly satisfied and wish to share,
and thereby promote, becomes key (Gheorghe et. al,
2014).
Food
Culture Transmission
Culture is a learned concept developed across a
lifetime, and it encompasses “the set of values, knowledge, language, rituals,
habits, lifestyles, attitudes, beliefs, folklore, rules and customs that
identify a particular group of people at a specific point in time” (Stajcic,
2013); moreover, culture can be defined as “the whole complex of traditional
behavior which has been developed by the human race and is successively learned
by each generation” (Shipman & Durmus, 2016). Culture, and more importantly,
the transmission of culinary knowledge that informs about cultural heritage,
can not only be conveyed by language it has become a part of language itself
through symbolism (Stajcic, 2013). Bread being the perfect subject example,
given it can be broken, the embodiment of Christ, or a lot of ‘dough’. The
latter example being how food influences literature and language choice using
food terminology into common phrases and idioms which add flavor to language,
salty or sweet. Some salty examples would include the creative use of food
language to slur or denigrate others including ‘crackers’ describing poor white
southerners and Mexicans being referred to as ‘beaners.’ Sweet examples of food
tropes include someone being as pretty as a peach, the apple of my eye, and
sweeter than honey. A company and its constituent products that embodies the
symbolic use of food can be found under one’s clothes. Fruit of the Loom, a
clothing company, uses red apple, leaves, green grapes, purple grapes, and
white currants (or yellow gooseberries) as their trademarked logo, live action
people who wear the fruit costumes, and utilizes fruit to convey their products
are the ‘fruit’, or result, of being made on a loom. Mixed media examples of how foods are incorporated and
become a symbolic part of a characters identity include: Garfield and his love
affair with lasagna, Curious George’s favorite food obviously being bananas,
Pooh Bear and his addiction to honey which frequently leads to trouble, James
and the Giant Peach symbolizing a nurturing environment for James, Cloudy with
a chance of Meatballs containing a story how groups great and small can make
the world a better place when they work together, Jack and the beanstalk and
the quest for the goose with the golden egg, and Green Eggs and Ham being a
metaphor for anything somebody does not like.
Symbolism can also
be found in holiday traditions (Stajcic, 2013) even though some examples, like
Thanksgiving, an American celebration, which are filled with ritual and
facilitate social connections, convey values, and present a shared heritage
(Shipman & Durmus, 2016) even if the authenticity is compromised due to the
white washing of historical context. All these examples would not be possible
without communication and transmission outlets. Communication being “the
activity of conveying information through the exchange of thoughts, messages,
or information, as by speech, visuals, signals, writing or behavior…which
address personal needs, desires, perceptions, knowledge, or effective states”
(Stajcic, 2013). The transmission sources of television, movies, music, and
literature have all been integral for people to be entertained, share stories,
describe experiences, parody, and provide historical context for foods of all
kinds.
The last few
decades, since the turn of the century, have seen unprecedented changes in the
creation and consumption of photos and videos utilizing social media services,
such as Instagram, Flickr, Tumblr, Youtube and Twitter where they share of
particularly attractive food experiences, tastes and pleasures (Ranteallo &
Andilolo, 2016). One recent example would be the rise of mukbang videos where a
host, or hosts, may make videos of preparation or the ordering of a large
amount of food, then live streams the consummation of the foods, and may
include stories about various topics, interviews with guests or audience
members, or be focused on autonomous sensory meridian response(ASMR) where
sounds make the viewer feel something. This shared experience engages the
senses and depending upon the involvement of the viewer, they may be engaging
all five. The advent and popularity of “published cookbooks and food magazines,
culinary festivals, TV shows, celebrity chefs, blogs have completely changed
the meaning of food” bringing about “an increased awareness of foods
significance within contemporary society and culture, and therefore there is a
need to explore it” (Stajcic, 2013). The widespread availability of these many
avenues of informational exchange means foods have become focal points for
entry level understanding of another’s cultural heritage and identity (Stajcic,
2013).
Culinary
Food Trends
Although Covid-19 has upended many sectors related to
cuisine through travel restrictions, location closures, shortages, supply chain
issues, and lack of in-person dining experiences has not stopped people’s
appetite for culinary delights. In fact, the pandemic only enhanced peoples
resolve to experience as much as they could while they could when traveling
most anywhere. Although we now can more freely travel across the globe, the
pandemic did force most people to seek out more local and regional culinary
options and this shift in thinking and travel choice is a trend that is here to
stay. Trends such as gastronomy tours by locals and experts, street food and
markets, cooking lessons, and home cooking and meal sharing are expected to
remain highly influential within culinary tourism.
New gastronomic trends such as fusion and molecular
cuisine have shown a rapid development in recent years. These foods and
beverages also offer tourists the opportunity to experience new tastes,
different foods, cultures, and traditions. Albeit in a new form that appeals
more toward the younger generations, older generations still prefer more
standard fare. The last twenty years
have seen a move away from culinary tourist traps toward more hands-on involved
food experiences that embrace local foods from local people cooked in
traditional ways. Participation of tourists in organized events, harvest
festivals, cooking classes, local and regional festivals, and other tourist
events (tourist fairs) where a culinary aspect plays an important role
contributing to the enrichment of tourist experience. Advancing their knowledge
and taste for the culinary culture and heritage of a particular region or destination.
Although tourism
traditionally has been the choosing of a place where you can see places of
importance, the emphasis and popularity of culinary tourism over the last
twenty years has shifted tourist mindsets toward wishing to eat their way across
their vacations while taking in some sights and sounds along the way.
Food Routes and Trails
Trails, according
to many studies, are the hottest new trends in gastro-tourism. Europe has
embraced trails as ways to connect tourists with local foods while linking to
many other tourist attractions. The U.S. may be behind their lead but linking
food and drinks trails to other recreational opportunities is a hot and
happening thing to do. Whether its trails linking places like mom-and-pop ice
cream shops, food challenge restaurants, or the last known locations of
nostalgic food brands, people are hungry for pre-made trails that focus on
engaging all of the senses along the way. The popularity of food routes and
trails has grown right along with the advancement of technologies to iterate
and share information about culinary opportunities and delights from around the
world. A great example of a food product which has a dedicated route that
people have sought out to explore an experience are culinary trails around the
craft distillery movement. Distillery tours and tastings, as well as ale rails,
have seen a meteoric rise over the last twenty years, and they are only
expected along the same growth trajectory post-pandemic. For example, The
Bourbon Trail in Kentucky has become a boon for the state through 9 billion in
economic output annually, and, while they took a hit during the lockdown, they
have already bounced back close to their historic levels reached in 2019. Over
the twenty years of growth of Kentucky’s Bourbon trade and trail, the craft
movement across the country, and world, has seen a boom in growth and sales.
Furthermore, the companies who benefit from this cooperative effort to share
their product and its impacts on culture also invest and reinvest in this form
of tourism. Two recent examples are the acquisition of Wilderness Trail
Distillery by the Campari Group in a deal worth six hundred million and the
proposed four hundred- and twenty-million-dollar reinvestment plan by Jim Beam.
Monies well spent increasing market share and attracting tourists who visit and
leave with knowledge and a taste for something more in the future.
Food,
Tourism, Media and The Covid-19 Pandemic
Food, especially in the world that has evolved over
the last twenty years, has become an integral ingredient of the tourism recipe.
Being the quickest and most convenient ways to indulge is culture through
culinary curiosities. When people travel, the first cultural experience bucket
list item to check off is food. The pandemic was a wakeup call for most about
what is important. The cultural forces which are behind the education and
exploration of most any topic are opportunities, time, modelling, language,
environment, interactions, routines, and expectations which were all integral to
how people used their time once the Covid-19 pandemic started, to plan for
their uncertain futures. People had much more time on their hands to engage in
opportunities to learn new information about many things that affect their
lives and society. For example, people became more interested in activities
that involved causes of all kinds including politics, as a result. More
importantly they generally consumed as much media as they could to fill their
time. Along the way these media sources fundamentally changed how they saw a
myriad of topics all of which were influenced by, or involved foods. Between
news stories of supply chain issues, the binge watching of food shows and
competitions, and using the internet to plan for future trips that fulfill new
or existing bucket list items food was, and still is, a huge topic. As this
media consumption occurred people changed their habits, attitudes, and ideals
about what they consume when it comes to educational information and foods.
Especially hard hit, the tourism and food industries were effectively shuddered
for years while people planned for the time when both would be functional
enough for their needs. Although the future may still be uncertain for a number
of reasons, the major take aways from the Covid-19 pandemics effect on people,
food, society, and culture are that the desire to live as much as you can for
as long as you can. Ideals such as too
much of a good thing is never enough, health concerns changing beliefs about
the you are what you eat and drink, and fundamental changes in the importance
of authentic, fact-based information is what will shape our world society in
ways that can be intuited.
Acculturation
and Cultural Branding
Acculturation is the process by which one assimilates
and integrates different cultures, but it can be a double-edged sword when it
comes to establishing and maintaining unique cultural identity. On one hand it
is helpful to transmit culture, but the processes may also have deleterious
effects upon maintaining branding, identity and cultural heritage. The United
States is a great example of a melting pot society that has many different
introductions of cultures from around the world that is has perpetually changed.
Sometimes for the best and sometimes for the worst, but fundamentally changed
beyond its origins. When it comes to offering goods and services which speak to
an identity it is important to not muddle or devalue the established cultural
branding. Furthermore, the days of tourist traps being the main draw is no
longer the case for a more informed and discerning guest who want a unique and
authentic experience that is meaningful in a personal way and informs about the
cultural heritage of an area. As mentioned, gastronomy, tourism and culture are
interlinked and there has never been a better time to invest in ways to gain
more visibility and attract more guests. Gastro Tourism professionals have had
little use for social media as a direct way to engage with consumers, probably
in part due to how it is well known that businesses have had many trials and
tribulations while trying to find ways to ‘friend’ their customers. The usage
of social media professionals utilized for this kind of marketing has been insignificant
and this is one area that could use time and effort in finding ways to better
connect on a personal level. It is well known and documented that media of all
kinds affects food, culture and tourism due to the proliferation of
technological advancements which share information that was previously hard to
access.
Globalization of food products, recipes, and cooking
techniques, due mostly to technological advancement, means that those who
manage must realize the importance of developing branding, service, and quality
that sets them apart from what is quickly becoming a crowded marketplace. For
example, Kentucky’s bourbon industry which includes tours, tastings, and a wide
variety of products has seen a meteoric rise in size and scope and at some point,
there will be no room left in the market for new and existing businesses that are
not constantly innovating and reinvesting in the provision unique, authentic
offerings. Culinary tourism "includes any tourism experience in which a
person learns about, appreciates, consumes or indulges in food and drink that
reflects the local cuisine, heritage, or culture of a place".
Conclusion
Recreation professionals and businesses that grow,
produce, offer, and are connected to food and drink might wish to consider peeking
behind the curtain for experiences which address the “If you give a man a fish,
you feed him for a day. If you teach a man to fish, you feed him for a
lifetime” proverb which is filled with wisdom and symbolism and is at the heart
of people’s want and need for more than surface interactions with products and
tourist experiences. Given the shift in tourists perceptions and expectations
it is incumbent upon professionals from every sector to look at the trends,
follow best practices, create new experiences, and collaboration between all
stakeholders in the culinary tourism and cultural heritage efforts. The tourism
and food industries have had many crises across the first two years of the
Covid-19 pandemic and while it may be advantageous in the short run to return
to business as usual, this inimitable force of change can be an opportunity to
reset tourism practices and usher in a new way of attracting new customers,
sustainable practices, and community-based thinking, which has made food routes
and trails so popular. Thus, will build and maintain long term growth.
Professionals from most any market will agree that the main motivations for
engagement can involve cultural experience, sensory appeal, excitement,
interpersonal relations, and consideration for health concerns and should be
the driving force behind the decision to create and offer experiences and
products which appeal to the ever-changing appetites of peoples from around the
world.
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Authors:
1. Anthony Chapman - Graduate Student, Eastern Kentucky University
2. Michael Bradley - Associate Professor, Arkansas Tech University
3. Susan West - Associate Professor, Arkansas Tech University
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