The Role of Local Food in Maldives Tourism - Scholarly Commons ...

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document (ibid). Content analysis is endorsed as a research technique in tourism for making “reliable and valid inferences” from pictures or texts to “the contexts of their use” (Krippendorf, 2004, p. 8). Content analysis involves identifying a group of materials to analyse and establishing a system to record particular features about the materials being analysed (Newman, 2003). This technique requires a sample that is representative yet small enough to enable a substantive analysis (Pritchard & Morgan, 2001). According to Krippendorff (2004), having a context in which to examine the selected texts is very important. In this research the context in which the unit of analysis sought was the indication of availability or the offer of local Maldivian food for tourists. A set of categories are then established from the sample and the number of cases that fall under the categories within the context are recorded (Sarantakos, 1998). The reliability and validity of content analysis depends on the accuracy of the categories and the precise counts of cases that fall under each category, so that different analysts will be able to produce the same results with a given set of materials (Silverman, 2006). Sarantakos (1998), with reference to Mayring (1983, 1985, and 1988), proposed that the process of analysis can proceed in one or more of three ways: 1. Summation: the data is reduced into categories that integrate and generalize the important themes from the texts 2. Explication: the aim of analysis is to explain the text based either on the content of the document or in relation with other sources, or 3. Structuration: the data is arranged into predetermined categories or an order determined from the texts. Summation and explication were the methods chosen for this research. The first stage of content analysis was selecting the sample of materials to be used in the research. Since the geographically dispersed nature of the islands of the Maldives made it difficult to obtain material from all of the resorts, the size of the sample was dictated by availability. Thus, the sample belongs to the category of “Haphazard (convenience or availability) samples”, which is one of a number of non-probability sampling methods described by Finn et al. (2000, p. 118). Sarantakos (1994) stated that units of analysis in content analysis could be “texts of books, transcripts of interviews, or other forms of verbal or visual communication” (p. 284). 52
Content analysis has been a valuable and frequently used research technique in tourism to analyse “difficult, contentious and usually subjective cultural objects in order to identify the projected image of destinations” (Pritchard & Morgan, 2001, p. 172). Employing content analysis, Hunter and Suh (2007) evaluated visual perceptions of the Dolhareubang, an important representation of Jeju Island in the Republic of Korea. Markwick (2001) used a sample of 500 postcards collected over a period of three years to extract symbolic meanings projected in terms of Malta as a tourism destination. In addition, Frochot (2003) was able to identify the range of food and wine images used by French tourism brochures using content analysis in order to draw a parallel between those images and the positioning strategies of the regions. Finn et al. (2000) warned that reliability is a key concern for content analysis because of the tendency for the analysis to be generalized. According to Silverman (2006) the reliability and validity of content analysis is based on the accuracy of the categories and the precise counts of cases within each category so that the same results may be obtained from a given sample by different analysts. Content analysis in this research was conducted by a single analyst. Using more than one analyst could have achieved greater reliability. At the same time, using different analysts runs the risk of causing problems of reproducibility. Analysis of this research is based on secondary data thus presenting the option of re-testing. However, websites and promotional materials are temporal in nature. Web-based information is regularly updated while new printed promotional materials are often published on an annual basis. According to Pritchard and Morgan (2001) supplementing content analysis with other methods of textual analysis such as discourse analysis renders a thorough and multifaceted interpretation of the depictions. To improve research validity, in conjunction with content analysis, discourse analysis was conducted in this research on the same brochures and websites. Use of discourse analysis also helped to understand the background and identify the embodied meanings from the materials as the materials depicted a context unique to the case under investigation. As Fairclough (2003) stated, discourse analysis represents language from the context of a given social and cultural practice. 53
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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
Page 11 and 12: 1.1 Background to the study CHAPTER
Page 13 and 14: attractiveness and promoting sustai
Page 15 and 16: Figure 1. 1 Map of the Republic of
Page 17 and 18: CHAPTER TWO: LITERATURE REVIEW The
Page 19 and 20: and nationalities are broadened (Sh
Page 21 and 22: focus on creating “meaningful tou
Page 23 and 24: quality of their services and produ
Page 25 and 26: waiting list for future Guggenheim
Page 27 and 28: Natural and cultural attractions ar
Page 29 and 30: local culture, built heritage, and
Page 31 and 32: Although the above inherent charact
Page 33 and 34: ituals and leisure (Tannahill, 2002
Page 35 and 36: and participation in the experience
Page 37 and 38: Cultural exploration is an integral
Page 39 and 40: 2002). As Jones and Jenkins (2002)
Page 41 and 42: Figure 2. 2 Isle of Arran food trai
Page 43 and 44: globalisation strong local food ide
Page 45 and 46: vegetarian pizza outlets are run by
Page 47 and 48: tradition are made sustainable in t
Page 49 and 50: tourism” (p. 115). As their examp
Page 51 and 52: Slow Food Award in 2000 which recog
Page 53 and 54: eing researched. Although the small
Page 55 and 56: On the other hand, the focus of the
Page 57 and 58: A disadvantage of case sstudies is
Page 59 and 60: 1. data triangulation: uses a range
Page 61: A number of international organisat
Page 65 and 66: 3.6.2 Surveys “A survey is a good
Page 67 and 68: Table 3. 2 Advantages vantages and
Page 69 and 70: 3.7 Data validity and reliability I
Page 71 and 72: 3.8 Survey characteristics Out of t
Page 73 and 74: were doing doctoral research that w
Page 75 and 76: 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
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Figure 5. 11 Screw pine Source: Mal
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Figure 5. 14 Local ‘tea’ ceremo
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Hence, the kind of analysis needed
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Figure 5. 18 Barbecue menus Source:
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Figure 5. 19 Seafood display Source
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Figure 5. 22 Unloading fish to the
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chefs in our booming tourist indust
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Figure 5. 25 Activities featured as
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Table 5. 5 Importance of using loca
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CHAPTER SIX: DEVELOPING LINKS BETWE
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Table 6. 3 Number of respondents th
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ight quality of products from these
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experts, “It is of great potentia
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have failed to utilise”. One of t
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Figure 6. 1 Number of local and for
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local cuisine. This warning echoes
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• Since tourism operators and exp
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to authentic local foods. In additi
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products. This would pave the way f
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• Promote Maldives as an environm
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Figure 6. 4 Garudhiya bai meal Sour
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Figure 6. 7 Canned curries, garudhi
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Figure 6. 11 Screw pine fruit and n
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Figure 6. 14 Short eats Source: Mal
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Figure 6. 16 Smooth loofah, Thoraa
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Figure 6. 19 Malaafaiy Source: Leis
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Figure 6. 21 Drinks made with local
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CHAPTER SEVEN: CONCLUSIONS In an in
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list ‘local’ food items were of
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apparent from tourism marketing mat
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operator” (Omidi, 2009b). Those r
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Bibliography ADB. (2005). Country s
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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
Page 187 and 188:
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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185
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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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