The cultural developmentof gastronomy Culinary art versus future trends Submitted to MODUL University Vienna Promoted by Eva Aileen Jungwirth-‐Edelmann, MA Written by Rita Dahbi 1211056 Vienna, May 2015
2 Declaration of Academic Honesty I, Rita Dahbi Born on the 21. March1990 in Vienna, Austria Herewith declare, 1.writing my bachelor thesis autonomously, without the use of sources and aids, which were not explicitly stated and unauthorized, 2.that I have, neither nationally nor internationally, submitted my bachelor thesis in any form of examination paper, 3.that all interview partners agreed to the publishing of the interview content. Vienna, May 2015Rita Dahbi
3 Abstract Topic:The cultural development of gastronomy culinary art versus future trends Name Author:Rita Dahbi Course/ Year:BBA in Tourism and Hospitality Management Pages:77 Content:The purpose of the thesis is to understand how gastronomy developed during years, taking into consideration several aspects such as culture and globalization, which both, had great impact on the industry. The paper will focus on the gastronomic scene in Vienna with comparisons to other cities worldwide. Moreover, this study analyses future trends as well as unique concepts in all forms and shades. Furthermore, the research is conducted in such way to gain a deep insight from the point of view of different experts of the Viennese culinary scene. The first part of the thesis lays in defining specific words in order to understand the whole concept of gastronomy. In the second part of the research, we are looking deeper in the history of culinary art as well as on future trends and innovation. Last but not least, the third part of this thesis aims to get answers from experts working in this field. Supervisor/ Promoter:Eva Aileen Jungwirth-‐Edelmann, MA
4 Dedication First and foremost, I want to thank my parents for giving me thepossibility to chase my dreams and for all the love and support I got. I want to express gratitude to my beloved brother, Idriss, who always believed in me and strengthen me with positivity throughout my life. My thanks and appreciation to my supervisor, Eva-‐Aileen Jungwirth-‐Edelmann, for supporting me as my advisor through out the timeit took me to complete the research and write this thesis. This thesis is only the beginning of my journey.
5 TABLE OF CONTENT DECLARATION OF ACADEMIC HONESTY2 ABSTRACT3 DEDICATION4 CHAPTER 17 INTRODUCTION7 MOTIVATION COGNITIVE INTERESTS7 OUTLINE OF THE RESEARCH QUESTIONS AND ITSLIMITATIONS9 CHAPTER 210 CULTURE10 2.1DEFINING CULTURE10 2.2DEFINING FOOD CULTURE12 2.3AUSTRIAN FOOD CULTURE13 2.3.1EXAMPLE OF THE COFFEEHOUSE LEGACY17 CHAPTER 319 GASTRONOMY19 3.1DEFINING GASTRONOMY19 3.2DEVELOPMENT OF GASTRONOMY20 3.3THE FIRST RESTAURANT22 3.4FOOD IN TOURISM24 3.4.1DEFINING FOOD TOURISM24 3.5DEFINING GLOBALIZATION26 3.6GLOBALIZATION IN GASTRONOMY27 3.7HARD FACTS27 CHAPTER 431 FUTURE TRENDS IN THEFOOD & BEVERAGE INDUSTRY31 4.1THE KEY FOR FUTURE COMPETITIVENESS34 4.2THE EVOLUTION OF POP UP MARKETS36
6 4.2.1EXAMPLES OF POP UP MARKETS37 4.3STREET FOOD –NOW AND THEN38 4.3.1WHATIS STREET FOOD?38 4.3.2 STREET FOOD INTERNATIONAL38 4.4VIENNA FOOD WEEK40 4.5PRESENTATION OF UNIQUE CONCEPTS41 TABLE 6: UNIQUE CONCEPTS AROUND THE WORLD SOURCE:42 CHAPTER 543 METHODOLOGY43 5.1AIM OF THE INTERVIEW43 5.2RESEARCH DESIGN44 5.3UNIT OF ANALYSES44 5.4PARTICIPANTS46 5.5SELECTION CRITERIA47 5.7CONSTRUCTION OF INTERVIEWS48 5.6 REFLECTIONS CONCERNING QUESTIONNAIRE48 CHAPTER 651 EVALUATION AND FINDINGS51 6.1INTERVIEW SUMMARY51 6.2 CONCLUSION OF THE OUTCOME60 REFLECTION62 BIBLIOGRAPHY64 APPENDICES70
7 Chapter 1 Introduction Motivation cognitive interests Local cultureis becomingmore important due to the increase of competition between tourism destinations. Gastronomy plays anintenselyimportant role in culture becausenot only food is significantto the tourist experience, but moreover the fact, that gastronomy has become an important source of identityevolution in postmodern cultures.(Greg Richards, “Gastronomy as a source of regional identity and tourismdevelopment”, 2001). Nowadays, we are confronted with food and culinary arts in every shape continuously,but when did the first restaurant open its doors? Why and how did gastronomy,as we now it today,evolve into a mass and capital oriented industry? I personallygrew up in a gastronomically environment, being raised up in betweenpots and pansI was always fascinated by this industry. An industry that will always exist, because eating and drinking are basic needs that have to be satisfied -‐in which degree one is willing or interested in satisfying it,is the other question. How and why areeating habits constantly changing, what are the factors that influence them?Our population is constantly growing, but our resources are limited –a challenge that has to be taken care of, awareness has to be created. Moreover, I want to find out where the trends are going, how and what people eat, or what they expect in the future. Restaurants in Vienna open their doors on a daily basis, but unfortunately also closefaster than expected. To try to overcome suchslip-‐ups, it is very important to be aware of the historical and
8 cultural background of gastronomy, as well as it ́s developments over time and itsfuture trends. With globalization and new media technologies,the gastronomic industry hasto adapt,in order tostay competitive. Everybody is different.Everyone has different needs. And everybody has different definitions of a good “restaurant”. By comparing these different aspectsand by talking to expertsin this field, I will try to understand the market in order to create awareness. The saying, ‘we are what we eat’is becoming increasingly important, not necessarily in the physical sense, it has more to do with the cuisine we purchase on holiday and with which we identify ourselves. Not only the modern tourist is becomingmore mobile, but also the food we purchase. Summarizing up what Richards said,the associationof a specific foodtyp with areasis being confrontedthruculinary styles as well as the growing mobility of foodand the increasing differentiation of foodsand cookeries. A long way from creating a homogenized gastronomic scene, the strain in the middle of globalization and confinement is delivering continually varieties.Not only are globalnourishments rising asfor example the world wide renowned brandCoca Cola or the US fast food franchise conceptMcDonald's, however regional foodis flourishing, and “fusion foods”arebeing invented to nourish the “global soul”(Greg Richards, “Gastronomy as a source of regional identity and tourismdevelopment”, 2001) Richards states that vacationers themselves are adding to gastronomic versatility, by making an interest for substancesthey have experienced abroad, or in their own nations.There are various scientific diagrams thatshow how gastronomyhas improved in taste and craftsmanshipthrough time.
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