Gastronomy Tourism

Promoting efforts in making Malaysia the

food hub of South-East Asia
Introduction
Group Members:


 Liaw Wai Kit – 0801JH86192

 Colin Lim Wei-Shan Georges - 0801JH86022

 Heng May Lyn – 0801JH86115

 Poh Jun Jie – 0801JH86

 Kan Gee Kin – 0801JH86029

 Melvin Cheow Yew Yi – 0801JH86037

What Is Gastronomy Tourism?
 Also known as “food
tourism”, “tasting
tourism” or “culinary
tourism”.
 Gillespie (2000) stated that
“the study of gastronomy
is the understanding of
the scope of production
and preparation of food
and drink as well as how,
where, when and why
they are consumed.”
 According to the World
Tourism Organization
(1998), tourism comprises
the activities of people
travelling to and staying in
places outside their usual
environment for not more
than one consecutive year
for leisure, business and
other purposes not related
to the exercise of an
activity remunerated from
within the place visited.

 Hence, gastronomic
tourism is the pursuit
of travel in the quest
for the enjoyment of
prepared food, drinks
and other related food
activities (Wolf, 2002)
  Food and beverage,
besides accommodation
and other tourism
activities, are considered
as one of the most
important elements in
the tourism and
hospitality industry
today.
 This is because food and
beverages structure the
tourists’ day and a large
proportion of tourists
experiences are spent
either consuming food
Hokkien Mee and drink or deciding
what and where to eat.
 It is vital for physical sustenance and all tourists
have to eat when travelling, but food can be a
major draw and primary motivator for some, which
satisfies a multiplicity of physiological and other
needs and wants (Tikkanen, 2007).

Malaysia as South East Asia’s Food Hub
 The development of gastronomic experiences
is strongly evident in the appearance of
restaurants that offer a total package
comprising of food, entertainment and
atmosphere.
 In some European countries, notably France
and Italy, gastronomy is also considered as a
principal resource.
 Hence, its time that Malaysia emulate these
countries in making gastronomy as one of
our principle economy resources.
 Why?

 Malaysia’s hawker food are

very appealing to
foreigners, especially
Westerners
 The wide array of food
available, makes Malaysia
the melting-pot of South-
East Asia.
Nasi Lemak
 Localfood should be the
main drawing point.


 Emphasis on local
uniqueness


 PortrayMalaysia :
MULTICULTURALISM


Curry Laksa
 Finedining
restaurants are
getting popular with
locals who are
yearning for
something new.
 Restaurants such as
Lafite (Shangri-la)
are making waves in
the F&B industry.
What Are The Challenges Faced?

 Promoting Malaysia as a regional food

hub, yet preserving local
distinctiveness.


 Embrace globalization yet maintain our

eastern values and philosophies
practiced by out forefathers.




 Food hygiene
 Hawkers are often unregulated
and belong to the informal
tourism economy.
 There should be stricter laws
on:
§ Inspection
§ Regulation
§ Control
 If such laws exist, they should
be reinforced in such a way
that…

Authenticity:


 Keeping Malaysian food,

culture and practices,
Malaysian.
 There should be investment
from the public and private
sector in terms of:
§ technologies
§ education
§ training

How Do We Promote It?

 Introduce specialty
souvenir products
 Farms and food
plants/factories open
doors to public
 Food festivals (eg
Malaysia International
Gourmet Festival)


 Culinary schools (eg TCHT)
 Endorsement of
international and local
celebrity chefs such as
Chef Wan (or as a food
ambassador)
 Use food as destination
image -> emphasis on
local uniqueness
 Portray Malaysia :
MULTICULTURALISM
 Publish guide book with
cuisine descriptions and
directions to restaurants,
eg. Malaysian Tatler’s
Best Restaurants Guide
etc

References
 Hall, C.M., Sharples, L., Mitchell, R. (2003) Food tourism
around the world: development, management and
markets. Butterworth Heinemann.
 Henderson, J.C. (2009) Food tourism reviewed. British Food
Journal.
 Santich, B. (1996) Looking for flavour. Wakefield Press.
 Winter, T., Teo, P., Chang, T.C. (2008) Asia on Tour:
Exploring the Rise of Asian Tourism. Taylor & Francis.
 Rubin, L.C. (2008) Food for thought: essays on eating and
culture. McFarland.
 Ryan, C. (2003) Recreational tourism: demands and
impacts. Channel View Publications.
 Boniface, P., (2003) Tasting tourism: travelling for food and
drink. Ashgate Publishing.
 Hall, C.M. (2004) Wine, food and tourism marketing.
Routledge.
 Hjalager, Anne-Mette, Richards, G., Minho. (2002) Tourism
and gastronomy. Routledge.

Thank You (: