Impact of Tourism and Gastronomy in London's Borough Market

This report investigates the impact of tourism and gastronomy, specifically examining the Borough Market in London. The introduction provides background, research aims, and objectives, focusing on the growing tourism in London and its influence on the culinary scene. The literature review explores the concepts of tourism and gastronomy, their impact on Borough Market, and the relationship between them. The research methodology outlines a deductive approach with qualitative methods, including fieldwork in Borough Market, and data collection through interviews and secondary sources. The report then presents the results and discussion, followed by a conclusion summarizing the findings and references.

TOURISM AND
GASTRONOMY

Table of Contents
TITLE: ............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
Background of the research....................................................................................................3
Research aim..........................................................................................................................3
Research objectives................................................................................................................3
LITERATURE REVIEW................................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................6
RESEULTS AND DISCUSSION...................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCE.................................................................................................................................13

TITLE:
“To identify the impact of tourism and gastronomy in London”. A study on Borough
market.
INTRODUCTION
Background of the research
The research has been conducted on the topic of “To identify the impact of tourism and
gastronomy in London”. A study on Borough market. This research will help the researcher in
knowing the interest of customers in tourism and gastronomy (Millán, Arjona and Amador,
2014). The number of tourism in London is increasing at a rapid rate which also puts emphasis
on the cooking area of the desired destination. When tourist visit to the any of the country then
they are not concerned only with the beauty of the destination but the food also plays a vital role
because it is important for fulfilling the hunger need.
Rationale of the research
The research is initiated on the topic of “To identify the impact of tourism and
gastronomy in London”. A study on Borough market. The main idea or purpose behind this is to
derive the importance of growing tourism in the city (Pérez Gálvez, 2017). Researcher will focus
on adopting different methods through which data can be gathered in order to arrive or reach at
appropriate results and findings.
Research aim
“To identify the impact of tourism and gastronomy in London”. A study on Borough
market.
Research objectives
 To study the concept of tourism and gastronomy.
 To determine the impact of tourism and gastronomy in Borough market of London.
 To study the relationship between tourism and gastronomy.
Research Questions
 What is the concept of tourism and gastronomy?
 What will be the impact of tourism and gastronomy in Borough market of London?
 Is there any relationship between tourism and gastronomy?

Research approach
Research approach is concerned with different types of approaches namely, inductive,
deductive and abductive. In this research, the research will use deductive approach because it
helps in supplying comprehension of various agreement of corporate social responsibility state
by the way of verifiable aggregation (Peris-Ortiz and et. al., 2015). Furthermore, this approach
will be very helpful in providing observations and frameworks which are required in forming the
perceptions for the outcomes in order to define the research objectives.
Research method
The research methods are the ways through which the research has to be conducted.
There are two types of methods namely, qualitative and quantitative research methods
(Richards, 2014). In this research, qualitative method will be used because it helps in providing
more detailed and theoretical description of the information which has been gathered. With this,
the human behaviour can be studied and more judgemental results can be obtained.
Fieldwork location
This research will be conducted in the city of London, particularly in Borough market
because this is a very old place where farmers visit to sell their productions. It is best known for
food where the best cooking classes takes place for the benefit of the tourist (Martins, 2016).
Structure of research report
The structure of the research report will contain the following aspects in the respective
order starting with introduction, literature review, research methodology, analyses of research
findings and discussions, lastly conclusion (Robinson and Getz, 2016).
LITERATURE REVIEW
To study the concept of tourism and gastronomy
According to Frederic Gonzalo, 2019, Tourism is regarded as the commercial
organisation and operation of vacation and visit to places of interest. This is one of the most
popular and common way of spending free time. This is highly developed in almost each and
every country. It has an influence on the religious and cultural aspect of different destinations.
There is a tremendous increase in travelling through advancement in technologies. This takes
into account the temporary migration of people between different destinations for various
purposes like leisure, education, business, vacation, etc. This has strongly focussed towards
developing the different spots which will attract the tourists. Apart from all this, the tourism has

greater amount of economic and social contribution in the overall development of the country.
Majority of the tourist prefers entertainment exploration, adventure, etc. along with which they
are also involved in enhancing the knowledge in various fields.
Gastronomy is the concept or term which prefers to study the food and culture by putting
the greater amount of emphasis on gourmet cuisine (Sormaz and et. al., 2016). It is the act which
depicts the food culture of a country. In this, the different types of food varieties with different
tastes and ingredients and is the act of fine eating with a proper focus on gourmet foods and
dining. In other words, it is the set of skill through which good and tasty food can be prepared. It
is the combination through which good and effective food can be prepared effectively and
efficiently.
Source: Gastronomy.2019
To determine the impact of tourism and gastronomy in Borough market of London
Tourism is the act which includes different types of actions in it like exploring, leisure,
accommodation, food, entertainment, etc. Gastronomy is particularly concerned with the
different activities relating to food that involves eating, preparing, presenting, etc. This will have
favourable impact in Borough market of London because that market entirely deals in food,
Illustration 1: Gastronomy.2019

preparation food, variety of food, etc. It depicts the food culture of the country as well. This
market will be one of the best tourist attraction as it provides various varieties of food at cheaper
prices (Timothy, 2015). Apart from this, the food which is to be sold in this market is the freshest
produce by the farmers. The tourist will be able to taste the different types of food which is being
served by the country.
To study the relationship between tourism and gastronomy
According to Lobke Elbers, 2019, the concept of gastronomy has undergone with several
changes. The new and contemporary social and economic conditions are focussing towards
promoting the emergence of tourism and gastronomy. Therefore, there is a crucial and growing
relation between the tourism and gastronomy. In present business world, gastronomy has gained
appropriate amount of attention in relation to the tourism. Food is always treated as an important
aspect for the tourist experience. They normally eat for the purpose of surviving in different
destinations. Therefore, gastronomy tourism is the word which clearly depicts the link between
tourism and gastronomy because it forms an integral part of the local life of people who are
being counterfeit with the history, culture, economy, society, etc. This takes into account the
natural potential in order to improve the experience of the visitors and direct connection has been
established with the people, culture and heritage. The sector of gastronomy is highly valued by
the tourist. When people travel for different purposes, then they are able to derive the local
cuisine and food of different destinations. Furthermore, the gastronomy and tourism together has
strongly contributed in the generation of wealth and employment, creating importance for the
whole of the value chain. In other words, it is type of tourism activity which is directly linked
with the experience of tourist with the food (Jiménez Beltrán and et. al., 2016). Thus, the act of
gastronomy tourism involves many more relatable activities like taking a tour of local producers,
taking part in food events and festivals, taking cooking classes. Though gastronomy has always
defined the part of tourism but the relation ship between the two has changed significantly. The
increment in food has led the relationship between the two to evolve into new models and
concepts.
RESEARCH METHODOLOGY
Research methodology is concerned with the procedure through which the relevant
information or data can be gathered. This helps in supplying theoretical analyses of the methods
which are suitable to a field of study (Gheorghe, Tudorache and Nistoreanu, 2014). This

includes particular techniques that can be adopted in research process and helps in collecting,
assembling and evaluating the data. The tools which are considered under this involves relevant
information in a particular research study. In other words, this is a systematic way through which
problems can be solved effectively and efficiently. For further, the elements of research onion
will be taken into consideration and they are discussed below:
 Research philosophy: The research philosophy is the vast topic and is concerned with
the source, nature and development of knowledge. It is manner in which data about a
respective information is to be collected, analysed and used in detail. It takes into
consideration certain assumptions which is to be formulated and aware about the
identification of research philosophy (Gálvez and et. al., 2017). There are four types of
research philosophies namely, pragmatism, positivism, interpretivisim and realism. In
this research, the researcher will make use of pragmatism because it has mixed and
numerous research designs and also can be fir best with both qualitative and quantitative
data collection methods. The main focus of this type of philosophy is on identifying that
there are numerous ways of interpreting the world and undertaking the research because
no single point can depict the complete or clear picture.
 Research approach: The research approaches are the relevant plans and procedures for
the research that helps in spanning the outcomes from broad assumptions to the detailed
methods of data collection, analyses and interpretation (Frost and et. al., 2016). The
research approaches are of two types namely, inductive and deductive. In this research,
the researcher will make use of deductive approach because as per this approach, when
the findings are fair and true then the results which will be obtain will also be true. In
other words, this kind of approach is based on developing a hypotheses which is based on
existing theory and then on the basis of this, designing the research strategy to test
hypothesis. Through this, proper explanation of relationship between concepts and
variable can be done.
 Research method: The research method are the methods through which research can be
conducted. They are of two types namely qualitative and quantitative. In this, the
qualitative research methods will be used for conducting the research. Qualitative method
is very helpful in deriving the in depth analyses of the results. The emphasis is given on
getting data through open ended and conversational communication. It is designed in a

manner that it helps in revealing the behaviour and perceptions of the individuals
regarding the respective questions (Frisvoll, Forbord and Blekesaune, 2016). The results
derived from this are more descriptive in nature and data can be obtained easily. In this
complex world, it is very difficult to analyse the assumptions and perceptions of different
individuals so with this method, proper descriptive results can be obtained through
communication. There are different types of qualitative research methods namely,
questionnaire, interview, survey, etc.
 Data collection method: Data sources are the ways through which information is
gathered. They are of two types namely primary and secondary. In primary data
collection method, the researcher will collect the information for the first time. It does not
make use of already collected information. It is collected for a specific purpose that is
useful in studying a particular problem. Apart from this, it provides more accurate and
reliable results (Ellis and et. al., 2018). The common primary data collection method
involves survey, observation, questionnaire, etc. On the other hand, secondary data
collection method involves getting information from the secondary sources namely,
newspaper, internet, journals, etc. This type of data collection method quick and easy to
use because the information considered for this is already been collected by someone
else.
Therefore, in this research, primary data collection method will be used for collecting
information from the respondents in which interview will be used. And secondary data collection
method will be used for conducting literature review where the use of internet sources will be
taken into consideration.
 Time horizon: The time horizon is the description of total time which will be required by
the researcher in order to complete the research. It is important to take into consideration
because every research is conducted for temporary purpose and have definite time frame
within which it must be completed (Carlsen and Boksberger, 2015). Furthermore, there
are tow approaches of time horizon namely, cross sectional and longitudinal. In this
research, cross sectional approach has been used where the focus is given on present
situation.
 Research sampling: The research sampling is the process which is used in deriving
statistical analyses through predetermined quantity of observations or respondents from

which results will be obtained. It is generally a smaller portion of the whole of the
population on which the research generally takes place. The research sampling are of two
type namely, random and non random. In this research, the random method of sampling
will be used and the sample size taken will be of 3.
 Research ethics: The term ethics helps in deriving the right and wrong, fair and unfair
means of conducting the research (ÇALIŞKAN and YILMAZ, 2016). Research ethics
means that the investigation must be conducted in a right and fair manner where there
will be proper confidentiality, privacy of collected data. Furthermore, the results which
will be obtained must be real, accurate and authentic in nature. The storage of
information must also be proper so that it cannot be misused or changed.
 Research limitations: This is related to defining the obstacles and problems which were
faced by the researcher which has restricted or limited the research. There are certain
limitations like problem of lack of funds because there was no proper management of
financial resources. Apart from this, the research has faced the shortage of time which has
made it very time consuming. Furthermore, the answers obtained from the respondents
was difficult to analyses that they are true or not (Brokaj, 2014). The poor
communication skills has sometimes restricted many respondents to show interest in the
research.
 Research reliability and validity: The term research reliability is based on the
implementation of the test instrument which is to be done with survey interviews. It
places focus on the fact that the questions must easily be understood by the potential
respondents to assure that the understanding of the questionnaire was consistent to
different respondents (Lee and Scott, 2015) . Apart from this, in order reduce the
problems or issues in relation to the validity test, the interview questions were designed
in a manner which makes use of open ended questions where it limits the certain
responses of the respondents.
 Research budget: The budget is set for every research because money is required to
conduct each and every activity of the research (Boniface, 2017). For this purpose, proper
budget is needed to be set so that the researcher will work by taking care of financial
resources and results obtained will be within the budget. So therefore, the estimated
budget for this research is £800.

RESEULTS AND DISCUSSION
The researcher has used interview form of questions for conducting the research. Theses
questions were asked to three different respondents and on the basis of this, the final result will
be concluded.
Interview Questions
Q1. What is the concept of tourism and gastronomy?
Q2. What is the impact of tourism and gastronomy in Borough market of London?
Q3. Is there any relationship between tourism and gastronomy?
Q4. Why gastronomy is important for destinations and tourists?
Q5. What is the experience of gastronomic tourists?
Q6. Is the industry of tourism has any wider scope in future?
Q7. What is the actual meaning of gastronomy?
Q8. What factors must be considered by tourist before taking trip to any country or place?
Q9. Any recommendations for enhancing the tourism and gastronomy in the city of London.
Interpretation and analyses
The above mentioned questions were being interviewed to 3 respondents and then after
considering their views and perceptions the proper conclusions has been derived.
Interview Questions
Q1. What is the concept of tourism and gastronomy?
After conducting an interview with three respondents, it has been concluded that tourism is one
of the most crucial act in present business world. In this, people used to move away from their
respective home town for the purpose of spending leisure time, vacations, businesses, etc. The
tourism is highly organised, intensive and oriented towards the businesses. It is generally
regarded as the collection of activities, services and industries which aims to deliver an
astonishing travel experience. For instance, travelling, accommodating, eating and drinking, etc.
are some of the services which comes under tourism. Whereas, gastronomy is the concept
which conducts studies relating to the food and culture by considering the gourmet cuisine. It
generally involves discovering, tasting, experiencing, understanding and writing about the

preparation of the food and sensory quality of the human nutrition as a whole.
Q2. What is the impact of tourism and gastronomy in Borough market of London?
The tourism and gastronomy in Borough market of London will have favourable impact
because this is not an ordinary market. This is the market which has the freshest food produced
in the city of London. The tourism will have favourable impact because they will be able to
explore the most different market in city of London. It will also have favourable impact on
gastronomy because it entirely relates to the study of food culture and there tourist will be able
to get knowledge about the food culture of the city and different types of ingredients at lower
prices. When rate of tourism will increase then their will be more demand for food for the
customers and this will specifically
Q3. Is there any relationship between tourism and gastronomy?
From this analyses, it has been summarised that yes there is a strong relation between tourism
and gastronomy because when the tourist visit to any destination then they are focussed towards
knowing and learning each and every thing about the destination from their culture, language to
their living style and food specially. This is because every new place is famous for some sort of
food and that food actually defines the nature of the people living over their. Apart from this,
they cannot carry the variety of food for themselves from their home country to the new
destination, so Borough market is the place in London which not only offers wide variety of
fresh food but also the food of different culture in order to meet the needs and demand of
different tourist.
Q4. Why gastronomy is important for destinations and tourists?
From this, the views of respondents were quiet similar because as discussed above gastronomy
is the term which depicts the different food culture with gourmet dishes, the tourist are highly
concerned about the food. If people go on different locations and got ample of food variety at
lower prices then they are highly delighted because food is one of the factor, about which the
travellers or tourist are highly concerned. For instance, Chinese people prefer spicy while
Italian people prefer cheesy food. So, gastronomy is very important in order to know the tastes
and recipe of different tourists and destinations. It also gives unique and different taste to the
tourists.
Q5. What is the experience of gastronomic tourists?
The experience of gastronomic tourists is interpreted as highly satisfactory and good. There are

many individuals who used to travel only for the sake of researching and deriving the food
culture of different destinations. Such individuals are highly interested in gastronomy and they
learn about different varieties and food dishes. Also they are fond of different types of food
which makes them foodie and enhances them to try different dishes of different places. This not
only gives them the experience of different food but also the various different ingredients and
spices which may or may not be used in the home country of the individuals.
Q6. Is the industry of tourism has any wider scope in future?
As per this question, it has been evaluated that yes the tourism industry is very large and wider
scope in future. This is because London is a very beautiful city and people love to travel their
for different purpose like leisure, vacation, businesses. When the tourism industry is going then
it is focussing on different aspects of tourist and enhances the growth and development in such
aspects. For instance, the transportation is well developed in London, the accommodation and
availability of food easily with proper hygiene and lower rates is easily accessible. Thus, all this
contributes in the overall growth and development of the city.
Q7. What is the actual meaning of gastronomy?
As discussed above, it has been analysed that gastronomy is simply related to the term food.
Food is something, people are greatly concerned with especially tourist. So it helps in providing
not only the food varieties but also the culture of the country.
Q8. What factors must be considered by tourist before taking trip to any country or
place?
From this question, it has been analysed that majority of the customers prefers two most
important things before they travel, out of which first one is concerned with the beauty and
activities that can be done at that place and another one is food. This is because food is needed
through out the journey and it must be good in taste.
Q9. Any recommendations for enhancing the tourism and gastronomy in the city of
London.
Yes, it has been recommended by various people that there must be promotion of Borough
market of London to the Tourist and its speciality in gastronomy. For this different marketing
and promotional strategies must be used and it also depicts the culture of the country which
leaves favourable impact on the minds of the travellers.