The Role of Local Food in Maldives Tourism - Scholarly Commons ...
The Role of Local Food in Maldives Tourism - Scholarly Commons ...
The Role of Local Food in Maldives Tourism - Scholarly Commons ...
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has explored the potential to create l<strong>in</strong>kages between local food and tourism us<strong>in</strong>g the<br />
case <strong>of</strong> the <strong>Maldives</strong>.<br />
<strong>The</strong> study identified the extent that local food was used <strong>in</strong> <strong>Maldives</strong> tourism market<strong>in</strong>g<br />
materials through a detailed analysis <strong>of</strong> both pr<strong>in</strong>ted and web-based market<strong>in</strong>g<br />
materials. <strong>The</strong> sample <strong>of</strong> pr<strong>in</strong>ted and web-based market<strong>in</strong>g materials <strong>in</strong>cluded tourist<br />
resorts and hotels, promotional agencies, tourist guide books, travel agents and cruise<br />
operators. <strong>The</strong> research was designed to draw parallels between the current role <strong>of</strong> local<br />
food <strong>in</strong> tourism promotions and development and the opportunities that exist to create<br />
l<strong>in</strong>kages between local food and tourism. Industry and local tourism expert perceptions<br />
on the importance <strong>of</strong> food and tourism l<strong>in</strong>k were then analysed us<strong>in</strong>g on-l<strong>in</strong>e surveys<br />
conducted with tourism operators and experts. In the surveys, 12 operators and six<br />
experts participated.<br />
Current tourism market<strong>in</strong>g does not feature local food as an important part <strong>of</strong> the<br />
<strong>Maldives</strong> tourism experience. <strong>Food</strong> <strong>in</strong> market<strong>in</strong>g was largely focused on overseas food<br />
items and presentation styles. At present food <strong>in</strong> tourism market<strong>in</strong>g represents foreign<br />
cultures more than local culture and traditions. Most <strong>of</strong> the images and descriptions <strong>of</strong><br />
food <strong>in</strong> market<strong>in</strong>g materials were focused on foreign foods. In the images where tourists<br />
were pictured with food, they were featured mostly with foreign food.<br />
<strong>The</strong> most common local food displayed <strong>in</strong> market<strong>in</strong>g materials was fruits which were<br />
usually mixed with imported fruits <strong>in</strong> a basket or bowl. While images <strong>of</strong> local food and<br />
beverage staff were featured frequently, there were hardly any pictures <strong>of</strong> local staff<br />
with local food. Information and images about local food and local food related<br />
activities are rare. In the few <strong>in</strong>stances where the availability <strong>of</strong> local food and food<br />
related activities were mentioned, it was comb<strong>in</strong>ed with <strong>in</strong>formation on other activities,<br />
d<strong>in</strong><strong>in</strong>g services and facilities with no additional <strong>in</strong>formation provided about local food.<br />
Fish<strong>in</strong>g was the most commonly featured local food related activity; fish was also the<br />
ma<strong>in</strong> <strong>in</strong>gredient <strong>of</strong> the menu items listed as ‘local’ food.<br />
In the discussion <strong>of</strong> ‘local’ events <strong>in</strong> market<strong>in</strong>g materials, the focus was rarely on the<br />
local food dimension. Words such as “beach barbeque” and “picnic lunches” that give<br />
the impression <strong>of</strong> local food related activities, when subjected to discourse analysis are<br />
shown to have limited relation to local food. Pictures related to food also show a<br />
similar theme where foreign foods were the focus <strong>of</strong> the images. Similarly, menus that<br />
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