Globalisation and Fine Dining: A TLH 334 Service Quality Report

This report, prepared for the TLH 334 Service Quality course, examines the intricate relationship between globalisation, homogenisation, heterogenization, and the consumption of food and drink. It critically discusses how globalisation has reshaped the food industry, leading to both global integration and local adaptation in culinary practices. The report further analyzes the global nature and geographical distribution of fine dining, exploring its characteristics, service quality, and how it differentiates itself from other dining experiences. Examples are used to illustrate the concepts, and the report concludes by considering the business areas that restaurants providing fine dining services focus on. The report provides insights into the evolving landscape of the food and beverage industry and the impact of globalisation on consumer behavior and preferences. References include academic journals and books related to the topic.

TLH 334 Service Quality

TABLE OF CONTENTS
Ques 1. Critically discuss globalisation and key underpinning the concept of homogenisation
and heterogenization in relation to consumption of food and drink .....................................3
Ques 2.Using examples, discuss the global nature and geographies of fine dining...............4
REFERENCES................................................................................................................................5

Ques 1. Critically discuss globalisation and key underpinning the concept of homogenisation and
heterogenization in relation to consumption of food and drink
`Globalisation can be refereed to as interaction as well as integration among people or
organisation. It is the globalisation which has improved the living standards of people.
Globalisation has bought big as well as significant changes in the food system. With the
globalisation , the new trends of fast food have emerge which has adverse influence on the
health of people.
In context of globalisation , the food as well as beverage industry continues to grow and
diversify. With the globalisation , the consumers have now become more conscious about
healthy food products which fits both their lifestyle as well as budget. Homo as well as
heterogenisation is considered to be as the important aspects of globalisation which has great
cultural implications. Globalisation has great influence on food supply as well as cuisine.
Homogenisation can be referred to as procedure which is utilised to make mixture of
two mutually non – soluble liquids. The main purpose of homogenisation is to reduce the
substance.
The homogenisation force of globalisation is considered to be as biggest risk to
authenticity of food. Heterogenisation can be defined as a result of increased in interaction
between globalisation as well as localization. Heterogenisation is based on the concept of global
as well as localised consciousness . It is the concept which is based on assumptions that globla
food products can be accepted as well as could be adapted to meet the requirement of local
traditions.
There are some authors those who perceives that globalisation significantly affected the
culinary supply in destination, it has also been posited to exert considerable influence on food
consumption in tourism. The authors has also stated that the power of globalisation is recognised
to produce homogenisation in behaviour of customers. It is the factor which might give rise to
convergence in food consumption in tourism (Zamparini, 2018.). Whereas, there are few authors
those who believe that the force of localisation is considered to bring about heterogenisation in
consumer preferences. However, it has been argued by other researchers that there has been
significant change in food consumption pattern among people because of dialectical force that is
knowledge about the nutritions as well as other elements in the food. There are few other
authors , who stated that globalisation has lead to diversity and given rise to culinary supply

and availability of wide varieties of food which has highly influenced the consumption pattern
of customers.
Ques 2.Using examples, discuss the global nature and geographies of fine dining.
Fine dinning restaurants are full service restaurants with particular dedicated meal
courses. Decoration of such restaurant features are done by utilising the high quality materials.
There are certain code of conduct which visitors are required to follow. Fine Dining restaurants
are also recognised to be as white table cloth restaurants as they traditionally featured table
service by servers at the table covered with white table cloth. The table cloth came to symbolize
the experience. Fining dinning restaurant are located generally located in high street with the
motive of providing customers an ease in assessing to the products or services offered by
organisation. The fine dinning restaurants mainly emphasizes on weighing their positioning in
the market place in deciding which style of menu to be utilise. These are basically upscale
restaurants which offers elegant atmosphere and provide high quality services to customers.
The geography of food is a field of human geography. It mainly emphasizes on pattern
of food production as well as consumption on domestic to international scale. Fine dinning
restaurants differentiate itself from other restaurants on the3 basis of three grounds these are
customer service, ambience and food. Such type of restaurants offers unique menu to customers
in terms of ingredients , taste and creativity.
In present scenario, fine dining has emerged as a electric blend of cuisines as well as
dining concepts. Fine dinning is basically a style of eating which usually occurs in place with
highly expensive restaurants. Fine dinning restaurants are different but generally have same
characteristics. Such type of restaurants are unique and organisation are owned as well as
managed by same person. In fine dinning restaurant good quality of food is being served to
customers. Fine dinning restaurants have good environment and they offer wide range and
varieties of food or drinks to their clients. Such type of restaurant have well qualified , trained
and experienced staff for delivering professional services to customers. Presentation of food is
considered to be as crucial part of fine dining. The three main business areas where the
restaurants providing the fine dinning services have focus on includes menu, service and
environment. Some of the characteristics of fine dinning restaurants are :

Quality of food: The two most important things about the fine dinning restaurant is quality as
well as presentation of food. Food that is served will look less in quantity, but it is made and
garnished to perfection and the taste itself can beat any other food menu.
Ambiance: Good environment is very much crucial in order to establish fine dining restaurnt.
The décor, the background music played, the furniture and cutlery utilized combines to the feel
and experience it radiates to the clients.
Dress code: In context of fine dinning restaurant, all employees in an organisation wears
uniform. The strict code of conduct are being implemented by management in such type of
restaurants.
Value for money: In relation to fine dinning restaurant, the food served by such type of
restaurant is quite expensive. The main purpose of fine dinning restaurants is to cater to the
requirements of high end customers and to provide high quality services to their clients.

REFERENCES
Books and Journals:
Meesala, A. and Paul, J., 2018. Service quality, consumer satisfaction and loyalty in hospitals:
Thinking for the future. Journal of Retailing and Consumer Services, 40, pp.261-
269.Hwang, J., Kim, S., Choe, J.Y. and Chung, C.H., 2018. Exploration of the successful
glocalization of ethnic food: a case of Korean food. International Journal of
Contemporary Hospitality Management, 30(12), pp.3656-3676.
Zamparini, L., 2018. The Role of Gastronomy and Typical Foods in the Tourism Experience.
In Food Diversity Between Rights, Duties and Autonomies (pp. 191-202). Springer, Cham.
Okumus, B., Koseoglu, M.A. and Ma, F., 2018. Food and gastronomy research in tourism and
hospitality: A bibliometric analysis. International Journal of Hospitality Management, 73,
pp.64-74.

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