In a bid to develop food tourism, it is imperative to facilitate its development through creation of food settings that can be deemed as memorable food experiences. Establishing pointers or indicators of aspects that make a food experience memorable for a tourist is important and can lead to development and growth of food tourism.

Background

Food tourism relates to tourism motivated by tourists’ interests in tasting different food products, use of food commodities, acquiring knowledge on distinctive cooking methods and styles, buying unique food stuffs, participating in cooking courses or attending food and beverage festivals, viewing live culinary shows and experiencing culinary techniques. Tourism practitioners can provide inputs for experiences [1] or the set of circumstances or environment in which tourists can actually have experiences [2]. The consumption of local food is considered an intergral part of the tourists’ experience [3] which activates all five senses (Sutton, 2010). According to Sthapit, Coudounaris & Björk [4] there is limited literature on the determinants of memorable food experiences and it is against this background that this study seeks to determine the memorable food experiences dimensions that are significant for the development of food tourism in Zimbabwe.

Statement of the Problem

Destinations offering food and beverages often undermine structural issues that lead to memorable food experiences. According to Carvalho, Kastenholz, Carneiro, & Souza, [5], there is limited research on aspects of a destination that are intended and staged for the co creation of crucial tourists’ food experiences. For food related experiences to become memorable, there are key dimensions that must be co-created by food and beverage service providers and customers. If food and beverage service providers do not embrace these structural considerations this will limit the co creation of memorable food experiences, thereby affecting development of food tourism. Adopting the qualitative methodology, this study sought to determine the memorable food experiences dimensions that are significant for the development of food tourism in Zimbabwe. This research is a review of scholarly articles that focus on memorable food experiences and food Tourism development. Findings may help in developing appropriate memorable food and beverage settings that can attract tourists and that can lead to development of food tourism in Zimbabwe.

This study sought to determine the memorable food experiences dimensions that are significant for the development of food tourism in Zimbabwe.

This paper reviewed scholarly articles and other secondary sources of data that focus on memorable food experiences and food tourism. Key words were used within the preview of selected data bases namely Research Gate, Google Scholar, EBSCOHOST, Science Direct, Open Access and Scopus. Key words for the search included memorable food experiences and food tourism, indigenous food and memorable food experiences and attributes of memorable food experiences in order to determine the structural considerations for memorable food experiences. This research is guided by the interpretivism research philosophy. The study followed the qualitative methodology using narrative literature review method. The study targeted 25 articles but 19 research documents had relevant information. The inclusion criteria were articles on memorable food, gastronomy, culinary and dining experiences that were published from 2001 to 2022. Data was analysed using content analysis. Data was presented using themes that emerged from the literature search.

Four major themes that emerged as key dimensions for achieving memorable food experiences are preparation of local food, cooking methods used in the preparation of food, unique serving and presentation of food and dining customs.

Theme 1 Preparation of Local Food

The preparation of food is an important consideration in achieving memorable food experiences. According to Widjaja, Jokom, Kristanti and Wijaya [6], food originates from the culture and traditions of a specific region or destination. Different cultural groups and geographic areas have different traditional foods. Food represents a culture, which differs according to local history, food ranges, environmental and socio-economic conditions and dietary preferences [4]. Given this, food preparation in itself can be an experience that tourists can participate in and these food preparation activities can contribute to memorability. When local foods are prepared they create a reputation for the destination for example cuisines of Spain, Italy, Morocco and Greece which are included in UNESCO’s list of Intangible Cultural Heritage of Humanity [7]. These countries are often visited due to their culinary values. Chambers, Koppel and Harrar [8] found that in order to create memorable food experiences, chefs can use high quality, fresh ingredients and season food appropriately when preparing food as this enriches the sensory properties of food and can result in increased liking of food by consumers. When destinations offer authentic foods this assists tourists to know more about the destinations culture and resources [9], invigorate them [10] and enhance the relevance of the experiences [7]. Delicacies of a destination satisfy the novelty attribute of memorable food experiences [11]. Some tourists enjoy tasting authentic indigenous foods whilst others enjoy experimenting new ingredients, cooking methods and tasting unfamiliar dishes [12]. However some tourists are neophoebic and refuse to taste culinary products which they are unfamiliar with, they view them as disgusting, unpalatable or even scary [13]. Service providers need to prepare a combination of local foods based on the application of knowledge and accumulated experience that has historically been a vital oral skill which was specific to women that will attract various customers. Traditionally the African diet is mainly plant based consisting of small grains like sorghum and millet, green leafy vegetables, starchy stems, rooty tubers, wild fruits [14] and has a few animal source foods such as fish and game meat [15]. Destinations have different common practices of harvesting, storing and preparing indigenous foods whilst these can be activities that tourists can engage in. Since destinations have different cultures and traditions, the way local food is prepared differs and can be based on the culture of the locals. On the other hand, the way food is prepared influences foods’ sensory properties such as its flavor, aroma, food texture, and appearance which are critical for creating enjoyable and memorable food experiences. According to Brazier [16] activities during food preparation in Zimbabwe can include, pounding using a mortar, winnowing, grinding foods like peanuts with a stone, traditional pot making, harvesting and storage in a granary, picking wild fruits, hunting for game meat, harvesting or picking edible insects processing and preservation of various local foods. Some destinations are popular because of the way they prepare local food varieties which are unique hence Zimbabwe can also capitalize on its food preparation techniques to attract tourists for food tourism.

Theme 2 Cooking Methods

Methods of cooking influence the aroma, texture and taste of food and this affects consumers’ food experiences and memorability. Foods cooked in various destinations are different and the methods of cooking may also be different as per cultures in the destination. Cooking methods used affect the taste of the food. Through cooking, the taste, texture and sequencing of serving food reflects the geography, history and ideas of a cultural group. Kim, Lee, and Yoon [17] supports this as they posit that the texture of prepared food influences perceptions of flavour and overall liking of the food. Chefs must adhere to appropriate cooking times, temperature control and cooking techniques when preparing local food regardless of their culture or location in order to achieve pleasurable food experiences. Food that has a desirable texture such as crispiness or tenderness or balanced textures can result in memorable food experiences. Similarly, Zellner, Garriga-Trillo, Rohm, Centeno and Parker (2007) assert that food aroma influences customers’ perceptions of the flavor and their appeal of the food prepared. Martens, Tijskens, Boekel and Lakemond [18] gave an example when the selected cooking method for beef has a bearing on the taste of meat, they observed that grilled and roasted beef is preferred over stewed or boiled beef. On the other hand Kim, Durance and Lee [19] found that the aroma of foods such as rice is also dependant on the cooking method and cooking equipment used (rice cooker, clay pot or cast iron pot). The texture of food is also affected by the cooking method of the dish. Delgado-Pando, Ca`mara, Torija [20] revealed that when cooking potatoes, cooking methods influence their texture and perceived quality and roasted and fried potatoes are preferred as compared with boiled potatoes. However in some cultures such as in Zimbabwe boiling can be the main cooking method whilst the food will still taste good. Making use of locally grown ingredients, traditional cooking methods and serving styles make food at a destination more distinctive, hence it is considered as an essential element in tourists’ Food experiences [21-24]. At some destinations in Zimbabwe food is cooked on an open fire, there is use of cultural equipment and traditional methods of cooking food are used and this is what tourists want to experience. Therefore, cooking methods can be a means of assisting tourists to appreciate the culture of a destination (Long, 2004). How the food is cooked can be an experience which is memorable.

Theme 3 Unique Serving and Presentation of Food

According to Björk and Kauppinen-Räisänen [4], food is served in different sceneries and locations, at various times of the day and for various reasons. Food is available at different places which are potential experience opportunities. The setting in which food is consumed has the potential to provide positive and memorable food experiences that affect tourists’ present and future behaviour. The memorability of tourists’ local food experiences is influenced by what food is served, how the food is served, with whom the food is served, and where the food is consumed [25]. According to Spence and Piqueras-Fiszman [26] assert that the way the food is presented (visual appearance) influences the perception of tastiness of the dishes. Findings from their study revealed that research participants gave high ratings to food which was well presented as compared to food which was unattractively plated. Lee et al [24] observed that unique serving and presentation of food influences the perceived quality and desirability of food. Hence food and beverage service providers must optimize on offering memorable plating techniques and garnishing. Kala [27] found that distinctive food presentation, various service styles and food service establishment ambience reflects the local culture and enhance memorable culinary experiences. The way food is served and presented can be influenced by the culture of a people. Serving includes service styles and techniques, and also the equipment or serving ware used. Presentation can be in terms of where the food is presented, how it is plated and how it is presented to the guests. According to Velasco, Michel, Woods, Spence and Cheok [28], the presentation of food on a plate influences consumers emotional responses to food for instance they can view it as sophisticated or a waste of money. The shape and colour of a plate affects enjoyment of food and its perceived taste [29]. Similarly Rozin and Fallon [30] revealed that the novelty of foods visual appearance can contribute to the memorability of a food experience. Tourists can be satisfied from tasting food and beverage that are uniquely prepared and presented and such experiences can be regarded pleasurable [46]. [44] Revealed that in terms of service personnel’s appearance, indigenous attires worn by staff in restaurants increase guest satisfaction. Kala [27] observed that the location attractive decorations, and service employee attributes such as appearance, communication, attitude, helpfulness and welcome gestures would form the basis for memorable food experiences.

Theme 4 Dining Customs

Various local people have different dining customs. When food is consumed around people with positive emotions such as happiness and excitement, food may be enjoyable and it is assorciated with a greater memory of the food. The context in which food is consumed such as cultural or social significance of a food can enhance memorability [31]. Standards and norms such as foods consumed and how they are consumed at funeral ceremonies, parties, weddings, rituals, culinary habits, and artifacts used are all influenced by culture. For example, a study by Rozin et al. [31] found that the cultural significance of a food, such as its association with a holiday or tradition, could enhance people's enjoyment and memory of the food. This includes aspects to do with food norms and food taboos of the people at a destination. There are taboos as to what can and cannot be done during consumption of food such as no talking when eating, and foods that should not be eaten by males, females and children. According to Oktay and Sad?koglu, [32] traditionally in Zimbabwe people eat dinner at the same time and the food is eaten by hand. These dining customs may be new or unique and tourists may want to experience them. Rui and Stefanone [33] posits that dining customs related with food consumption for instance use of specific utensils or serving dishes in a specified order during rituals can enhance positive memorable food experiences. The food culture and culinary products at a destination are viewed as focal strategic resources which cannot be imitated by other food and beverage service providers, and as a defining social marker therefore food often characterizes the region and its local residents [34]. The experience-scape model posits that the setting in which food is consumed influences consumer experiences. The model is based on dimensions of ambient conditions, signs, social relations, symbols and artefacts [35,36] The signs, symbols and artefacts used in dining areas are often a reflection of the local culture. Kala [27] observed that the quality of the dining setting is the main indicator of a tourist’s satisfaction of a food experience. Where tourists will sit and how they will sit and be served is an important consideration for achieving memorable food experiences. Social interactions whilst eating enhance customer’s enjoyment of food [37] The social and cultural context in which food is consumed can also be a major component of people's food experience and memories [38,39]. [38,39].

Figure 1: Dimensions for Memorable Food Experiences: A Conceptual Framework.

The sensory cues and emotional responses that people get whilst in a food setting are pertinent factors to consider for achieving memorable food experiences. Making use of locally grown ingredients, traditional cooking methods and serving styles make food at a destination more distinctive, hence it is considered as an essential element in tourists’ food experiences [40-45]. Food preparation, cooking methods, serving and presentation and dining customs are all key structural considerations for co-creating memorable food experiences. An omission of any of these elements may create a discord and affect memorability. What constitute a food experience at a destination is what food is served, how the food is prepared, where food is served, and the process of serving the food. Effective implementation of all the dimensions by food and beverage service providers will work towards developing food tourism. These structural considerations can be included in developing a framework for memorable food experiences for food tourism. Another study can be done to examine the impact of memorable food experience dimensions on food tourism.

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