Eunice Tan & Barkathunnisha Abu BakarSchool of the Arts, Murdoch University

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mTasting culture: A taste of Singapore through a mobile-driven street food trail

Presentation for: CAUTHE 2016 (8 – 11 February, Sydney)

Presentation Outline

1. Introduction2. Research Objectives3. Tasting cultures: Food trails as

tourism attractions 4. mTasting culture: Mobile

applications for culinary tourism5. The Jalan Besar food trail

mobile app 6. Conclusion & Future Research

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Introduction• Food & gastronomy key ingredients in Singapore’s

social & cultural landscape• Features prominently in its tourism promotions • Singapore’s culinary culture Singapore’s culinary culture a unique blend

of cuisines derived from its multi-ethnic Asian heritage melding “a world of flavors” (STB, 2013).

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Introduction

• Local foods as a form of place identity & destination marketing (Cohen & Avieli, 2004; Rand & Heath,

2006). • Culinary tourism & food food

trailstrails offer tourists the opportunity to get a taste of local heritage, cultural traditions & way of life in local neighborhoods through eating & touring

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Research Gap & Objectives

• No significant research currently in which a mobile-driven street food trail is developed & evaluated as a means of cultural representation & tourism attraction in Asia.

• Research Objectives:Research Objectives:1. Investigate visitors’ receptivity towards, &

evaluation of a mobile-driven street food trail; 2. Explore the role of street food trails in

reinforcing perceptions about a destination’s cultural identity & heritage.

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Tasting cultures: Food trails as tourism attractions

• Local culture & cuisines can play a significant role in attracting tourists, & establishing social & place identities (Hjalager & Richards, 2011; Mason & O'Mahony, 2007)

• In Asia, cultural, religious & social influences guide food consumption behaviors, “flavor principles” & “human foodways” (Mak, Lumbers, Eves & Chang, 2012, p.929).

• Sensory & hedonistic characteristics Sensory & hedonistic characteristics of travel dining: of travel dining:

— provide a cognitive cuecognitive cue for destination-related associations— allows visitors to experience authentic, meaningful &

satisfying interactionssatisfying interactions with local culture & traditions (Lin et al., 2009; Long, 2004; Okumus, Okumus, & McKercher, 2007).

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Tasting cultures: Food trails as tourism attractions

• Food trails Food trails itinerary products of tourism, where self-directed tourists explore cultures, cuisine & people in a well-defined area (Mason & O'Mahony, 2007)

• 3 key elements in a successful food trail: 3 key elements in a successful food trail: 1. Developed food production & networks2. Narratives & interpretation – i.e. compelling stories

creating place memories3. Walkability – i.e. well connected, safe and comfortable

walking conditions (Freidberg, 2003; Hayes & MacLeod, 2007; Mason & O'Mahony, 2007).

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mTasting culture: Mobile applications for culinary tourism

• Mobile-driven applications (Apps) provide rich multimedia content & interactive social communication platforms that are revolutionizing tourism consumption (Dickinson et al., 2014; Wang & Xiang, 2012).

• Within the context of street food trails Apps created & implemented should value-addvalue-add to the overall culinary & cultural experience

• Informational & interpretative content should be planned & developed within a multi-channel, inclusive service package (Koivumaki, 2002)

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mTasting culture: Mobile applications for culinary tourism

• Totality of the food trail experience should be conscientiously mapped out (Wang et al., 2012)

• Mobile-driven platforms boost visitors’ overall satisfaction & interpretive outcomes in culinary tourism by enabling:

1. Quality & variety of information

2. Information access anywhere at anytime

3. A myriad of visitor experiences & activities

4. Maximum time spent at the location5. Evaluation / feedback for destination planners

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Jalan Besar Food Trail Mobile App

• A location-based app developed in conjunction with LDR Technology (2015) for the project

• Pocket-TripsPocket-Trips interactive trails utilizes / offers:— QR (Quick-response) Codes— GPS (Global positioning systems)— Image recognition (IR) - a marker-less QR— Beacons — Gamification options— Cloud-based analytics options— Visitor tracking options

• Offers an engaging, multi-sensory visitor experience10

Jalan Besar Food Trail Mobile App:Food Trail Map

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Jalan Besar Food Trail Mobile App:Pocket Trips

(Source: PocketTrips, 2015)

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15(Source: PocketTrips, 2015)

Conclusion & Future Research

• Destinations can harness & develop distinct culinary delights to create niche gastronomic & culinary tourism experiences as a key differentiator & competitive advantage

• Study objective Study objective To explore how a mobile-driven food trail can be used in tourism to showcase local cuisines, culture & heritage

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Conclusion & Future Research

• Future Research Direction:Future Research Direction:— With the mobile street food trail developed, the

next stage of the project to bring the live version of the app to the field

— To investigate visitors’ opinions & feedback of its usability, functionality & effectiveness in enhancing their culinary tourism experience

— Data collected will provide valuable information for the development of similar cultural, culinary & heritage trails in the future.

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Any Questions?

Thank You Very Much! 18