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This festival was meant to be the beginning of an annual festival where food would play a key role in addition to cultural arts and crafts. Figure 5. 26 Buffet dinner Source: www.ranveli-maldives.com To evaluate the operators’ opinion on the importance of using local food in the promotion of their businesses, a seven-point likert scale was used (1 is unimportant, 7 very important). Their responses (Table 5.5) indicate that the respondents were divided in their responses. This is an indication of the perception among operators that current promotions are doing well even without including local food in marketing activities. The expert survey also supports this argument. One commentator had stated that even without the component of local food being included in promoting tourism, Maldives tourism has been very successful. Therefore, it would be a challenge to develop interest among those who engage in tourism promotions to link local food to tourism marketing. This finding reflects the observations by (Okumus. et al., 2007) that although “food is growing in importance, not all destinations capitalize on the potential opportunities it provides”. 118
Table 5. 5 Importance of using local food in marketing N Mean Frequency scale Un-important Very important 1 2 3 4 5 6 7 12 4.08 - 3 3 1 1 3 1 Tourism operators believed that since Maldives is not known for its cuisine, it is not important to promote Maldives by using local food. Half of the experts also pointed out that all tourism marketing so far has been focused on the natural beauty of the Maldives. Recently Maldives has been marketed as a spa destination. The current branding of Maldives as a romantic, relaxation and beach destination has been developed and marketed for a considerable duration without the inclusion of any food aspects. Probably this area has been neglected because we have been having double digit growth in the tourism sector for a long time and the players in the industry did not feel the need for other tools to market the product. Operators were asked to indicate the importance given to different types of cuisines in the marketing and promotion of their businesses from a scale of 1 to 7 (1 is not important at all, 7 extremely important). The responses are illustrated in Table 5.6. Table 5. 6 Importance of different cuisines in tourism marketing Types of cuisine N Mean Frequency scale Not important Extremely at all important 1 2 3 4 5 6 7 Italian 11 5.09 - 1 - 3 2 3 2 Mediterranean 12 5.08 - 1 - 2 5 2 2 Asian 12 5.33 - - 1 2 3 4 2 Maldivian 12 4.58 - - 4 2 2 3 1 Continental 12 5.42 - 1 1 1 2 3 4 Other 4 6.5 - - - - 1 - 3 119
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The Role of Local Food in Maldives
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CHAPTER FIVE: THE CURRENT ROLE OF F
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Figure 5.26 Buffet dinner .........
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Attestation of authorship “I here
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Abstract In the fiercely competitiv
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1.1 Background to the study CHAPTER
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attractiveness and promoting sustai
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Figure 1. 1 Map of the Republic of
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CHAPTER TWO: LITERATURE REVIEW The
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and nationalities are broadened (Sh
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focus on creating “meaningful tou
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quality of their services and produ
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waiting list for future Guggenheim
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Natural and cultural attractions ar
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local culture, built heritage, and
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Although the above inherent charact
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ituals and leisure (Tannahill, 2002
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and participation in the experience
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Cultural exploration is an integral
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2002). As Jones and Jenkins (2002)
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Figure 2. 2 Isle of Arran food trai
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globalisation strong local food ide
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vegetarian pizza outlets are run by
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tradition are made sustainable in t
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tourism” (p. 115). As their examp
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Slow Food Award in 2000 which recog
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eing researched. Although the small
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On the other hand, the focus of the
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A disadvantage of case sstudies is
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1. data triangulation: uses a range
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A number of international organisat
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Content analysis has been a valuabl
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3.6.2 Surveys “A survey is a good
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Table 3. 2 Advantages vantages and
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3.7 Data validity and reliability I
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3.8 Survey characteristics Out of t
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were doing doctoral research that w
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was a British protectorate from 188
Page 77 and 78: Figure 4. 2 Population growth rate
Page 79 and 80: 4.3 Economy The Republic of Maldive
Page 81 and 82: 4.4 Agriculture Agriculture plays o
Page 83 and 84: population was badly affected by th
Page 85 and 86: enefits of tourism among all the at
Page 87 and 88: As tourism became established in th
Page 89 and 90: prospect repeatedly proclaimed by e
Page 91 and 92: Table 4. 1 Maldives tourist arrival
Page 93 and 94: Figure 4. 8 Market share of top ten
Page 95 and 96: provided a slow burning barbecue to
Page 97 and 98: Figure 4. 13 Rukuraa and raabadhi S
Page 99 and 100: CHAPTER FIVE: THE CURRENT ROLE OF F
Page 101 and 102: possible” (Sarantakos, 1998, p. 2
Page 103 and 104: Table 5. 3 Frequency of images in p
Page 105 and 106: (Figure 5.3). As Figure 5.4 illustr
Page 107 and 108: Figure 5. 6 Dining experience Sourc
Page 109 and 110: Figure 5. 9 Website with no informa
Page 111 and 112: The description indicates that food
Page 113 and 114: Figure 5. 11 Screw pine Source: Mal
Page 115 and 116: Figure 5. 14 Local ‘tea’ ceremo
Page 117 and 118: Hence, the kind of analysis needed
Page 119 and 120: Figure 5. 18 Barbecue menus Source:
Page 121 and 122: Figure 5. 19 Seafood display Source
Page 123 and 124: Figure 5. 22 Unloading fish to the
Page 125 and 126: chefs in our booming tourist indust
Page 127: Figure 5. 25 Activities featured as
Page 131 and 132: CHAPTER SIX: DEVELOPING LINKS BETWE
Page 133 and 134: Table 6. 3 Number of respondents th
Page 135 and 136: ight quality of products from these
Page 137 and 138: experts, “It is of great potentia
Page 139 and 140: have failed to utilise”. One of t
Page 141 and 142: Figure 6. 1 Number of local and for
Page 143 and 144: local cuisine. This warning echoes
Page 145 and 146: • Since tourism operators and exp
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Page 149 and 150: products. This would pave the way f
Page 151 and 152: • Promote Maldives as an environm
Page 153 and 154: Figure 6. 4 Garudhiya bai meal Sour
Page 155 and 156: Figure 6. 7 Canned curries, garudhi
Page 157 and 158: Figure 6. 11 Screw pine fruit and n
Page 159 and 160: Figure 6. 14 Short eats Source: Mal
Page 161 and 162: Figure 6. 16 Smooth loofah, Thoraa
Page 163 and 164: Figure 6. 19 Malaafaiy Source: Leis
Page 165 and 166: Figure 6. 21 Drinks made with local
Page 167 and 168: CHAPTER SEVEN: CONCLUSIONS In an in
Page 169 and 170: list ‘local’ food items were of
Page 171 and 172: apparent from tourism marketing mat
Page 173 and 174: operator” (Omidi, 2009b). Those r
Page 175 and 176: Bibliography ADB. (2005). Country s
Page 177 and 178: Buhalis, D. (2001). The tourism phe
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Everett, S., & Aitchison, C. (2008)
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Heath, E., & Wall, G. (1992). Marke
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Lutfy, M. I. (1995). Dhivehiraajjeg
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MTCA. (2007b). Tourism Yearbook. Ma
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Ravenscroft, N., & Westering, J. V.
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Sheehan, K. (2001). E-mail survey r
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Veal, A. J. (1997). Research method
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Appendix 1 - Operators’ Questionn
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Appendix 3 - Participant Informatio
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Appendix 4 - Ethics Approval 197
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Committee. Until full approval has
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