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Understanding customer experience of culinary tourism through food tours of Delhi
International Journal of Tourism Cities Pub Date : 2020-09-17 , DOI: 10.1108/ijtc-08-2019-0135
Vaishali Kaushal , Rajan Yadav

Purpose

This paper attempts to identify emerging themes that focus on customer experience of culinary tourism of international tourists who opted for food tours in Delhi.

Design/methodology/approach

The paper uses a multi-method approach for data collection. A thorough review of literature was conducted followed by gaining insights from the industry experts for the themes and a tentative thematic table was established. Thereafter, secondary data comprising 1,744 customer reviews from world’s leading travel website – Tripadvisor.com was analysed using thematic analysis. Customer’s real-time feedback and industry insights were paired together to gather meaningful and practical insights on customer experiences of food tours in Delhi.

Findings

Culinary tourism of Delhi is facing challenge in the areas of infrastructure, hygiene and certain preconceived notions related to brand perception of Indian cuisines. The findings of the study allude that the food tour agencies must be professional with all certifications and attention must be paid to location of food tastings, as it become the representation of Indian food worldwide. The findings also indicate customization is the key to positive customer experience, thereby requiring culinary professionals to understand the customer choices and personalize the food tours accordingly. Online reputation management is another key area requiring attention as electronic word of mouth plays a major role in the hospitality industry.

Research limitations/implications

Although this study corroborates valuable academic findings and practical insights, it has few limitations that can be further investigated in the future. A quantitative study can be conducted to provide deeper insights into the factors of a culinary tour resulting in positive customer experience. Secondly, this study focuses on customer experience of food tours which is one of the forms of Culinary tourism, another elaborate study can be conducted incorporating other methods of culinary tourism such as cooking classes, food festivals, events etc. and delving into insights of customer experience and challenges in those practices.

Practical implications

Themes ascertained in this research paper provide deeper and worthy insights to all the stakeholders which would help them use their tourism resources in best optimal manner. Findings of the study would be valuable to culinary organizations, tourism department and other researchers working in the area of culinary tourism. Also, this study can be quite valuable for the academic researchers. Suggestions of the study will help the government, culinary organizations and other stakeholders to enhance culinary tourist experiences of Delhi.

Originality/value

The study is original and highly appropriate to all the stakeholders to formulate suitable strategic framework to improve customer experience in the field of culinary tourism. Using real customer experiences as data and choosing thematic analysis as a method of analysis further enhance the worth of study by opening the area for further exploration.



中文翻译:

通过德里的美食之旅了解烹饪旅游的客户体验

目的

本文试图确定关注选择德里美食之旅的国际游客的烹饪旅游客户体验的新兴主题。

设计/方法/方法

本文采用多方法收集数据。对文献进行了彻底的审查,然后从行业专家那里获得了对主题的见解,并建立了一个暂定的主题表。此后,使用主题分析法分析了来自世界领先旅游网站 Tripadvisor.com 的 1,744 条客户评论的二手数据。客户的实时反馈和行业洞察相结合,以收集有关德里美食之旅客户体验的有意义和实用的见解。

发现

德里的美食旅游在基础设施、卫生和某些与印度美食品牌认知相关的先入为主的观念方面面临挑战。研究结果暗示,美食旅行社必须具备所有认证的专业人士,并且必须注意品尝美食的地点,因为它已成为全球印度美食的代表。调查结果还表明,定制是获得积极客户体验的关键,因此要求烹饪专业人士了解客户的选择并相应地个性化美食之旅。在线声誉管理是另一个需要注意的关键领域,因为电子口耳相传在酒店业中发挥着重要作用。

研究限制/影响

虽然这项研究证实了有价值的学术发现和实际见解,但它几乎没有限制,可以在未来进一步研究。可以进行定量研究,以更深入地了解烹饪之旅的因素,从而产生积极的客户体验。其次,本研究侧重于作为烹饪旅游形式之一的美食旅游的客户体验,可以进行另一项精心研究,结合其他烹饪旅游方法,如烹饪班、美食节、活动等,深入研究客户的洞察力。这些做法中的经验和挑战。

实际影响

本研究论文中确定的主题为所有利益相关者提供了更深入和有价值的见解,这将帮助他们以最佳方式利用其旅游资源。这项研究的结果对烹饪组织、旅游部门和在烹饪旅游领域工作的其他研究人员很有价值。此外,这项研究对学术研究人员来说非常有价值。该研究的建议将有助于政府、烹饪组织和其他利益相关者提升德里的烹饪旅游体验。

原创性/价值

该研究具有原创性,非常适合所有利益相关者制定合适的战略框架,以改善烹饪旅游领域的客户体验。使用真实的客户体验作为数据并选择主题分析作为分析方法,通过打开该区域进行进一步探索,进一步提高了研究价值。

更新日期:2020-09-17
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