PROJECT PROPOSAL

“Indian Culinary Tourism Market Outlook – Size,

Analysis, Trends and Competition.”

MASTER OF TOURISM AND TRAVEL

MANAGEMENT (MTTM)
SUBMITTED BY:

NAME: ANIRUDH RAI NIGAM

ENROLLMENT NO: 2002677123
SUBMITTED TO:

SCHOOL OF TOURISM AND HOSPITALITY SERVICE

MANAGEMENT (SOTHSM)

INDIRA GANDHI NATIONAL OPEN

UNIVERSITY (IGNOU), NEW DELHI
 INTRODUCTION

Culinary tourism or food tourism or gastronomy tourism is the

exploration of food as the purpose of tourism. It is considered a
vital component of the tourism experience. Dining out is common
among tourists as well as food is believed to rank alongside
food climate, accommodation, shopping, and location in
importance to tourists.
Culinary or food tourism is the pursuit of unique and memorable
eating and drinking experiences, both near and far. Culinary
tourism differs from agricultural tourism in that culinary tourism is
considered a subset of cultural tourism and cuisine is a
manifestation of culture whereas agricultural tourism is considered
a subset of rural tourism but culinary tourism and agricultural
tourism are inextricably linked, as the seeds of cuisine can be
found in agriculture. Culinary/food tourism is not limited
to gourmet food.
Food tourism can be considered a subcategory of experiential
travel. Food is an integral part of the Indian culture and tourists
also want to experience Indian food tourism with a cocktail,
culture, and cuisine. Indian food is becoming increasingly popular
among international tourists who are opening for more spicy street
foods.

SCOPE AND SIGNIFICANCE OF THE STUDY

In the 21st Century travel motivations took various changes where

people started taking shorter holidays but more habitually. Time to
time more and more new destinations is developing smoothly to
satisfy tourists. Delicious Cuisines and drinks have always played
an important role in tourists' lives. Although hotels regularly
supply delicious cuisines and drinks, resorts, restaurants, bars and
cafes. Recently cuisines and beverages have changed. Cuisines and
drinks have become one of the important elements in tourists' lives
according to research and study even though it is developing day
by day. Cuisines and drinks are now parts of festivals and cultures.
It is a wonderful experience which tourists experience and enjoy in
various ways: cooking classes, gourmet dining, and many others.
Culinary tourism is an important element of regional agricultural
and economic growth and market. Even social media is highly
interested to cover the topic regarding foods and drinks in their
own individual channels. Various Television Channels and
magazines, Internet, radios, cooking shows highly interested to
focus on food and beverages. One can say food and beverages is a
global topic to discuss. Moreover millions of researchers are highly
interested to take a focus on this interesting topic. Young
generations have lots of knowledge regarding foods and beverages
and also food and beverages play a role in their daily life or
holidays. Different states, regions have their own various cuisines
and drinks. They have their own tastes and palettes. Culinary
Tourism is interconnected with destination marketing and
management. In Fact there are various tourists who love to travel
to various destinations to taste various cuisines.

Market size of India is mostly measured by national and

international tourists which largely cover all the measurements for
the tourists because foods and drinks, accommodations is one of
the important elements about which all the tourists focus in their
everyday life even if the person is not a culinary tourist. In India
during 2012, 6.58 million foreign tourists increased from 6.31
million in 2011. The Growth Rate 4.3% was during 2012 over
2011 for foreign tourists arrivals and 9.2% during 2009 over 2010.
The growth rate of 2012 was far better comparing the growth rate
of International Tourists Arrivals in 2012. The above mentioned
survey gives clear information regarding foreign tourists which
pass information regarding market strategies directly and indirectly
and in India 37% leisure tourism is related with culinary activities,
even the International Culinary Tourism Association predicted that
it will grow more stronger in future. Culinary Tourism in India is
nearly worth $2Billion on an annual basis. In India Culinary
Tourism is solely guided by drinks and cuisines in fairs and
festivals where different states or regions have different types of
foods to taste. That’s the reason why in India market size is
growing rapidly so fast every year and in that prospective India has
a great future in the Culinary Tourism Sector.

India is a land of diversity with different fragrant backgrounds,

cultures, religions, locations, the colors and different cuisines of
different places also one and only land of country where different
cuisines are available of all religions all over the places. India is a
land where Culinary Tourism Plays an important role even boasts
various cuisines and drinks of different regions. Even in Global
perspectives also Culinary Tourism is developing widely and also
tried to analyze the market strategy of Culinary Tourism. The study
analyses the rich of Culinary Tourism and even highlighted various
cuisines in different regions. Through this study, tourist point of
views for culinary Tourism has been analyzed.

STATEMENT OF THE PROBLEM

The statement of the problem is “PROPER REPRESENTATION

OF CULINARY TOURISM FROM INDIAN PERSPECTIVE”

OBJECTIVES OF THE STUDY

The following objectives are formulated for the present study: -

1. To study the culinary practices and habits of Indian

community.
2. To study about the agricultural practices as well as
agriculture from Indian farmer’s practices.
 3. To understand about the latest trends going in the food
industry.
4. To know about the career opportunities that are linked with
culinary tourism, and how it further helps in GDP growth.

HYPOTHESIS OF THE STUDY

The following hypothesis are formulated for the proposed study: -

o India and its cuisine are extremely underrated and not getting
its true adulation for its civilized contributions.
o Challenges that are faced by the chefs who want to cook
Indian cuisine and who are the competitive cuisines in the
market that are destroying the Indian Culture as food habits.

RESEARCH METHODOLOGY

Research methodology is a way to systematically investigate the

research problem. It gives various steps in conducting the research
in a systematic and a logical way. It is essential to define the
problem, state objectives and hypothesis clearly. The research
design provides the details regarding what, where, when, how
much and by what means enquiry is initiated.
Selection of Data

The population for the study shall consist of employees and

management people of classified hotels, cafes and restaurants. 300
chefs shall be collected for the proposed study. While selecting the
sample employees, care shall be taken to select employees working
in all the operating departments especially Food and Beverage.

Collection of Data

The present study is empirical in nature. Both primary and

secondary data will be used for the study. The primary data will be
based upon being Qualitative in nature survey and structured
interviews will be conducted to perceive the customers feedback
on fusion of cuisines as well as the natural culinary habits about
India in general

The secondary data will be consisting of the following things,

which will give a lead in the literature part of the research project
such as books, journals, articles, newspapers, case studies, websites
and magazines.

Tools for Analysis

The data collected will be suitably classified and analyzed keeping

in view the objectives of the study. For the purpose of
analysis, statistical tools such as averages, percentages, pie
charts, flowcharts, etc. By doing quantitative questionnaire
that will be consisting around 10 – 15 close-ended questions
and these will act like a survey to support the study of the
research project. Phenology will be carried out to an extend
from the researchers personal experiences and observations.
A Delphi technique to interview professionals in the industry
will be used. Chefs will be asked as to how they adapt new
policies such as tourism marketing and making it compulsory
for the people to promote it. Lower levels Chefs will be
interviewed on their willingness to work in a restaurant that
engages them to create their own views upon enhancing a
new perception, which is Indian Culinary tourism.
 LIMITATIONS OF THE STUDY

 The study will only be constrained to the Indian Cuisine only

in India.
 The study will be further encircled to the culinary tourism in
India.
 The accuracy of the study will be based on the information
given by the Indian chefs only.

EXPECTED CONTRIBUTION OF THE STUDY

1. The Project will throw light on the need for learning about
the culinary tourism in India.
2. This study will be focused towards the techniques that are
useful in promoting Indian Culture and its cuisine.
3. It can be helpful for the restaurants and hotels operating in
India, as well as for the Indian Cuisine chefs.
4. No doubt, the study will be carried out on a small scale but it
will definitely help in contributing towards the assessment of
culinary tourism management system in the entire India.
5. The restaurant or the hotels can take advantage to build a
bridge to fill up the gap in the Indian Culinary Market.
6. The study can also understand the shortcomings to be found
in the procedure of the entire culinary culture from the Indian
context.
7. The study can contribute in the overall culinary management
system.

DIRECTIONS FOR FUTURE RESEARCH

 Further studies can be carried on other cuisines to get a better

insight of the research problem.
 The study can be carried forward in the same direction using
a higher culinary sample size and in a different culinary
research setting.
  The results of the study can be compared with the results
obtained in other researches on other countries to develop a
correctional culinary study.
 The results of this study can act as a base for future
researches comprising the online platforms that can be useful
for the general public in the country.

CHAPTERIZATION

 Chapter 1: INTRODUCTION
 Chapter 2: LITERATURE REVIEW
1. INDIA AND ITS CULINARY CULTURE,
HERITAGE AND PRACTICES!
2. CULINARY TOURISM SYSTEM IN INDIA
AND ITS IMPACT AND CHALLENGES
3. INDIAN CULINARY MARKET – SIZE,
ANALYSIS, TRENDS AND COMPETITION
 Chapter 3: STATEMENT OF OBJECTIVES
 Chapter 4: RESEARCH METHODOLOGY
 Chapter 5: DATA ANALYSIS
 Chapter 6: EXECUTIVE SUMMARY
 Chapter 7: FINDINGS AND SUGGESTIONS
 Chapter 8: CONCLUSION
 Chapter 9: BIBLIOGRAPHY
 Chapter 10: ANNEXURE

BIBLIOGRAPHY

Dr. Baidyanath Mishra, A. K. (2018). Research Methodology (Methods,

Approaches and Techniques). Varanasi: Chaukhamba Orientalia.

Long, L. M. (2010). Culinary Tourism. Georgetown, Kentucky, United

States: The University Press of Kentucky