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Preferential analysis of street food amongst the foreign tourists: a case of Delhi region

Preferential analysis of street food amongst the foreign tourists: a case of Delhi region The purpose of this paper is to evaluate and analyse the street food preferences of foreign tourists in Delhi. It will also try to find out the reasons for the selection of these foods by the tourists.Design/methodology/approachThe data collection was done from 670 foreign tourists at the departure gates of Indira Gandhi International Airport, New Delhi. This study involved location intercept technique through face-to-face interviews and filling of structured questionnaire for taking the responses. The street food preference of the tourists is analysed using analytical hierarchy process model.FindingsThis study identified 17 street foods which were amongst the most preferred by the foreign tourist, with chicken tikka being the most favoured and paddu being least preferred. It was also found that tourists usually prefer street foods which are mild in taste and are hygienically prepared.Practical implicationsThis study suggests that Indian street food presents a huge market for the foreign tourists that needs to be nurtured. It will help the stakeholders in the street food businesses in Delhi to devise strategies to promote food tourism, modify and align tourism products, enhance farming techniques and ultimately improve the destination image and branding of the place.Originality/valueThis is the first attempt to try to explore tourists’ street food preference and will help in maximising the influx of foreign tourists, as the concept of culinary tourism is on rise in India. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Tourism Cities Emerald Publishing

Preferential analysis of street food amongst the foreign tourists: a case of Delhi region

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Publisher
Emerald Publishing
Copyright
© International Tourism Studies Association
ISSN
2056-5607
DOI
10.1108/ijtc-07-2018-0054
Publisher site
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Abstract

The purpose of this paper is to evaluate and analyse the street food preferences of foreign tourists in Delhi. It will also try to find out the reasons for the selection of these foods by the tourists.Design/methodology/approachThe data collection was done from 670 foreign tourists at the departure gates of Indira Gandhi International Airport, New Delhi. This study involved location intercept technique through face-to-face interviews and filling of structured questionnaire for taking the responses. The street food preference of the tourists is analysed using analytical hierarchy process model.FindingsThis study identified 17 street foods which were amongst the most preferred by the foreign tourist, with chicken tikka being the most favoured and paddu being least preferred. It was also found that tourists usually prefer street foods which are mild in taste and are hygienically prepared.Practical implicationsThis study suggests that Indian street food presents a huge market for the foreign tourists that needs to be nurtured. It will help the stakeholders in the street food businesses in Delhi to devise strategies to promote food tourism, modify and align tourism products, enhance farming techniques and ultimately improve the destination image and branding of the place.Originality/valueThis is the first attempt to try to explore tourists’ street food preference and will help in maximising the influx of foreign tourists, as the concept of culinary tourism is on rise in India.

Journal

International Journal of Tourism Cities – Emerald Publishing

Published: May 22, 2019

Keywords: Consumer preference; Destination image; Street food; Delhi; Food perceptions; Foreign tourists

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