Food preferences and culture: The influence of nationality and religion among tourists visiting Goa

Abstract

The food preferences of tourists while traveling differ from their normal food preferences. These preferences are found to vary according to culture. Culture is often identified with nationality to the extent that many a time we speak of Indian culture, American culture, British culture, etc. Culture is also many a time identified with religion. In this study an attempt is made to understand the food preference of tourists visiting Goa while being in Goa as well as while traveling in general. Food preference has been measured in terms of preference for Goan food, destination food, nonvegetarian food in Goa, and nonvegetarian food while traveling. The independent variable, culture, has been operationalized in terms of nationality (Indian vs. international) and religion. Data have been gathered from 234 tourists visiting Goa by using a structured questionnaire. Results of analysis of data revealed that the preference for Goan food for tourists visiting Goa is not as high as their general preference for destination food while traveling. There was no significant difference in preference for nonvegetarian food while being in Goa compared to the general preference for nonvegetarian food while traveling. The preference for nonvegetarian food in Goa and the general preference for food of destination when traveling were found to depend on whether the tourist is Indian or international. The preference for Goan food and the general preference for nonvegetarian food while traveling were also differing based on Indian or international origin of tourist. Religion wise analysis revealed that although Christians had the highest Hindus had the lowest preference for Goan food. Hindus were also found to have significantly lower preference for destination food and nonvegetarian food. Muslims had the highest preference for nonvegetarian food in Goa. The article contributes practically in terms of developing menu and targeting tourists with respect to nature of tourists; Indian or international and religious affiliation. The article theoretically contributes to existing literature on food preference based on religion and culture.