Slow Food Versus Fast Food Essay Example for Free

S deplorable intellectual nourishment Versus degraded Food EssayIntroduction Most hotels at capital of Seychelles falls bugger off for decades prided themselves on a culture of serving leisurely, gourmet meals (especially dinners) prepared victimization topical anaesthetic ingredients including a variety of game meat (e. g. buffalo, kudu, impala, strugglethog, crocodile, guinea fowl), local mushrooms and vegetable varieties, and ? sh from the nearby Zambezi River. Arguably, a signi? after partt professional personportion of this for age quali? es to be called considerable-winded aliment, because it meets the four criteria for reluctantlness (Rothermel, 2009). First, lento nutrient must be freshly prepared from fresh ingredients, mostly vegetables, fruit and whole grains, and meat in small portions. Second, the solid regimen must be eaten leisurely in company. Third, it must be simple solely varied in taste. Finally, it must be produced in an ethical and environment ally friendly manner. However, in young years, unbendable fare take in houses, led by Innscor brands such(prenominal)(prenominal) as Chicken Inn, Creamy Inn, and so on, harbor begun penetrating the forage market. Indeed the expansion of stiff solid victuals chains in the last decade can be observed in several African countries. In S starth Africa, worldwide chains such as KFC and McDonalds are becoming virtually ubiquitous.Rapid growth of immobile nutriment for thought eatery chains has get going a global phenomenon (Berta, 2003 Doherty and saucily wave Warner, 1995 Emerson, 1980 King, 2004 Lan and Khan, 1995 Parsa and Khan, 1989 Soeder, 1994 Walkup, 2008 Willging, 2008). In the resort town of Victoria move, most tourists bear traditionally opted to eat at the hotels w here(predicate) they lodge. However, with recent entrance of warm pabulum chains, hoteliers, veneering the threat of losing market share, deem been responding to the changing private-enterpri se(a) forces. Victoria Falls has become a slow food versus immobile food battleground.The main aim of this paper is to explore how the present-day(a) slow food libertine food contention is enacted in an African tourist destination impersonateting. An important point to benefit is that it is non conjure uped here that Victoria Falls hotels serve slow food exclusively. Indeed, most hotels in the resort, in addition to what would qualify as slow food, also serve items which could be labelled as immobile food, such as Corresponding author Muchazondida Mkono, School of touristry and Hospitality Management, Southern Cross University, P. O. quoin 157, Lis much, New South Wales 2480, Australia Email emailprotected edu. au, emailprotected Downloaded from thr. sagepub. com at The Hong Kong polytechnic University on borderland 14, 2013 148 burgers, fries, and so on, typically as part of their dormant room menus for lunches and snacks. At the same time hotels at Victoria Falls brin g forth always accepted that the majority of their guests spend the twenty-four hour period undertaking a range of tourist activities outside from the hotel (for example elephant riding, over-the falls helicopter ? ights, bungee jumping, game safaris, white water rafting) and entrust often ? nd a immediate snack elsewhere, or be provided with refreshments by tour operators offering these activities.Break immobile is more often than not consumed at the hotel, as most hotel rates are charged on bed and break luxuriant basis. thence the real contention as to the tourists choice of either unbendable food or slow food is centred around dinner. Tourism and Hospitality Research 12(3) Warner, 1995 Emerson, 1980 Lan and Khan, 1995 Parsa and Khan, 1989 Soeder, 1994 Willging, 2008). Research has mainly cogitate on the wellness impacts of this trend (Allen et al. , 2007 Bartlett and Bartlett, 1995 Blanck et al. , 2009 Bowens, 1994Chandon and Wansink, 2007 Chaudhry, 1992 Crowley, 2002 Dund es and Swann, 2008 Fitch et al., 2009 Grazin and Olsen, 1997 Gregory et al. , 2006 Hawkes, 2003 Hodges, 2003 Parker et al. , 2006 Rubin, 1996 Schreiner, 2007 Thornton et al. , 2009 Xu et al. , 2011), with the majority of authors corroborating the view that fast food poses signi? cant health risks. As such Slow Food Movement enthusiasts advocate a return to slow food habits. At the same time, there is a growing health conscious, market (Bartlett and Bartlett, 1995 Gray, 2004 Grazin and Olsen, 1997 Jonsdottir, 1998 Hwang and Cranage, 2010). In receipt to this trend, many hoteliers position their menus as healthier and whole roughly.A closely related debate to fast foodslow food discourse pertains to the authenticity of menus. legitimacy is a central topic in tourism sociological debates, and re? ects a search for the Authentic Other in tourists (Beer, 2008 Chhabra, 2010 Cohen, 2007 Connell, 2007 Connell and Gibson, 2004 Daniel, 1996 Johnson, 2002 Wang, 1999 Warner, 2009 Wherry, 200 6 White, 2007 Xie, 2003 Yang and Wall, 2009 Yu and Littrell, 2003 Zheng, 2011).Slow food, with its use of local ingredients and traditional cooking methods, has a stronger claim to authenticity, while fast food can easily be criticised as deauthenti?cation and MacDonaldisation of cuisine cultures as Americanisation of traditional food cultures. A noticeable gap in the books with respect to fast food chain expansion relates to the impacts on hotel food and crapulence sales and pro? ts, as well as how (slow food) hotels have reacted to the trend to protect their market share.For African tourist destinations, hotels have long been an important part of the destinations authentic take care, and the MacDonaldisation of the food culture in these areas force destabilise the desired image. The impacts therefore are far-reaching.Literature review While the concept of slow food has been received with a lot of interest among academics (Emerson, 1980 Gardner, 2007 Hodges, 2003 Jennings, 2006 Paxson, 2005 Peace, 2008 Piggott, 2001 Sassatelli and Davolio Schwaner-Albright, 2007 Scoffer, 2008 Vaughan, 2008 Walkup, 2008 Waterhouse, 2008 Waters, 2006 Wong, 2009 Wright, 2007 Yee, 1999 Zuber, 2002), existing research has so far not looked at how resort hotels offering what could be described as slow ? ne dining have been squeeze by the expansion of fast food chains in Africa.Further, most research on fast food and slow food has been conducted in Western and Asian countries. African case studies are perceptibly lacking (Emerson, 1980 King, 2004 Lan and Khan, 1995 Parsa and Khan, 1989 Soeder, 1994 Walkup, 2008 Willging, 2008). The concept of slow food was borne out of the Slow Food Movement, undercoated in Bra, Italy, in 1986 by Carlo Petrini (Jones et al. , 2003 Petrini, 2001). The movement aims at safeguarding food and agricultural heritage around the world, and educating consumers around traditional foods (Nosi and Zanni, 2004). organise to counteract the rapid globalisa tion of a fast food culture, the movement has evolved from being a dissent against the erection of a McDonalds restaurant in an Italian town to a formidable international organisation that has enthusiasts all over the world (Jones et al. , 2003). Interest in slow food has grown line of latitude to increasing criticism of fast food, although some authors question the movements ef? cacy in challenging the plain all powerful fast food industry (Jones et al. , 2003).Fast food, according to Rothermel (2009), typically bland, chewy, cheesy, crunchy, salty, meaty, nutty, fatty, and sometimes spicy, captivates the pallet quickly, repetitiously, and obsessively. As such, fast food is consumed by a growing population, peculiarly in developed countries (Doherty and van Methodology The goal of this study is to provide an exploratory, inductive analysis of the slow foodfast food contention as it has unfolded in recent times at the tourist destination of Victoria Falls.As a starting point for afterlife research, the study heightslights the perspectives of hoteliers, speci?cally food and swallow managers. The philosophical approach choose for this study was hermeneutic (interpretive) phenomenology, which is also a research method (LeVasseur, 2003 Lopez and Downloaded from thr. sagepub. com at The Hong Kong Polytechnic University on March 14, 2013 Mkono Willis, 2004 Wojnar and Swanson, 2007).The approach was adopted to make sense out of a local situation by providing a thick description (Denzin and Lincoln, 1994). The localised focus resulted in small-scale theories that are situated in speci? c personal experiences and perceptions (Riley and Love, 2000). The paper employs a highly re?exive and multivocal methodology where no single voice is priviledged (Riley and Love, 2000). hermeneutic phenomenology is a particularly appropriate method for capturing subjective perspectives and lived experiences (Hegel, 1977 Ingram, 2002 Ironside et al. , 2003 Jonsdottir, 1998 Knibb e and Versteeg, 2008 LeVasseur, 2003 Lopez and Willis, 2004 Murphy et al. , 2009 Pernecky and Jamal, 2010 Racher and Robinson, 2003 Ross et al. , 2007 Sherrod, 2006 Simpson, 2007 Sinico, 2008 Szarycz, 2009 Wilde, 2003 Wojnar and Swanson, 2007). However, only a few cordial reception investigators have adopted this methodology (Ingram, 2002).Hermeneutic phenomenology accepts that both the researcher and participants cocreate an understanding of the phenomena under study, while pitch into the research their own frames of references drawing from their different backgrounds (Wojnar and Swanson, 2007). Researchers under this orientation will therefore often fire to acknowledge whatever yieldes they brought into the study, through a process of bracketing (LeVasseur, 2003), explaining where they are coming from. As such, the researcher here acknowledges her own previous work experience in the hotel industry in Victoria Falls as signi?cantly shaping her frame of reference throughout the study.As Lopez and Willis (2004) argue, in the interpretive phenomenological approach, the researchers presuppositions or previous knowledge are valuable guides to the analysis, and can make the inquiry more meaningful. Wojnar and Swanson (2007) explain that hermeneutic phenomenology is most useful where the goal is to explicate contextual features of a lived experience as derived from the researchers and participants backgrounds, as well as their subjective experiences and perspectives.However, the researcher is not absolved of the responsibility to minimise, or if workable at all, eliminating personal biases from the ? ndings of the study. It is often really dif? cult for researchers to demarcate between bias and fact, as bias can be very subtle. Data were collected from 11 hotel food and beverage managers. Food and beverage managers are the hands-on food and beverage operations end makers who are directly responsible for the day to day and longer term strategy of a hotels foo d and beverage operations.Of course, other managers in the hotel, such as restaurant managers, executive chefs,149 guest relations managers and functions managers may also input into the food and beverage operations. The researcher however tangle their input was minimal and in most cases, involved more strategy implementation rather than strategy formulation. Thus food and beverage managers, as primary strategists in the food and beverage department, were identi? ed as the key informants in the hotels. Out of a judgement judge of 18 hotel managers in 18 hotels (2 to 5 star) who were contacted by phone and asked if they were available for an interview, 16 agreed and appointments were set up.However, only 11 were subsequently interviewed. The other 5 could not avail themselves giving various reasons including emergency meetings or busy schedules. The researcher used an interview guide to maintain focus in the interviews. Questions were very open ended allowing interviewees to air t heir views freely. The research revolved around the two major research questions the boundary of threat posed by the emerging fast food aspiration (if any), and hotel management reactions. All interviews were tape measure recorded and transcribed manually, verbatim.Data analysis was performed manually, through several stages, drawing from Benners (1994) hermeneutical analysis prototype delineated in Wojnar and Swanson (2007). The process began with reading and rereading transcripts reread to gain an intuitive feel for the data. Next, repetitious themes were identi? ed. The researcher then identi? ed exemplary quotes to illustrate themes. Findings and discussion The extent of threat The majority of managers felt that fast food companies were becoming serious competition for hotel restaurants Its become a bit of a war really.We have our appeal, entirely fast food restaurants have street appeal. We offer ? ne dining. Both concepts have their appeal, I guess. The war referred to a bove is not unique to Zimbabwe. Restaurant wars have occurred in other spatial relations where fast food restaurants have entered the markets rapidly (e. g. Watson and Caldwell, 2004). Some managers reported that some of their guests were using their razzing buses to sneak out for a burger dinner at a fast food restaurant in town. In addition, and more worrying for the hotel industry in Victoria Falls, hotel food and beverage sales were reported to have been reduced signi?cantly due to fast food entrance.This was a great concern as managers Downloaded from thr. sagepub. com at The Hong Kong Polytechnic University on March 14, 2013 150 reported the negative bottom line impact of fast food restaurant expansion. However, others were con? dent of the competitive strengths of their hotel restaurants, perceiving no real threat from fast food. I deal tourists in our hotel prefer to taste our full service men. Its gourmet. Fast to me is bland and ordinary. Plus un full-blooded. Our food is prepared by world class chefs.Tourism and Hospitality Research 12(3) white water rafting on the Zambezi River, elephant back safaris, and so on) power not be consistent with a slow destination image, or a slow tourist segment. Another elicit comment make concerned the in? uence of age in preference for fast food It appears to me that it is our younger guests who might be particularly interested in fast food. The older folks are put off by the noise in the fast food places. The health implications in relation to fast food and slow food have been astray discussed (Hodges, 2003 die hard, 2004 Mair et al., 2008 Wong, 2009).Indeed this could be the biggest selling point for hotel food over food in this context, especially if the market is predominantly health conscious. This requires further inquiry. unity of the managers felt that hotels competitive strength with respect to food and beverage was in the uniqueness and authenticity of their menus We sell cuisines that they cant get anywhere else, our kudu and impala steak, for example. Our cuisine is authentic Zimbabweanness. We bring out the best of Zimbabwean and African food. Future research could look into further the validity of this observation in more causal, quantitative research. However, some existing research would suggest that more younger people tend to prefer fast food compared to older people (Dave et al. , 2009). iodin manager drew attention to the attention paid to ambience in hotel restaurants, arguing that this is an important witnesser of differentiation from fast food restaurants Our hotel restaurants have a special ambience which fast food restaurants just cannot provide.Authenticity is a core concept in tourism research, and it is signi? cant that hotel managers are act with this discourse in their re? ection of work lived experiences. But to ascribe Zimbabweanness lends to us to the complex questions of who authenticates food as Zimbabwean or otherwise, what measure must be used, and consequently to the questions of identity and, for a multiethnic ordination that Zimbabwe is, ethnicity as well. Indeed, ethnicity has been a source of socio-cultural tension with regard to representing Zimbabwean identity.However, this point constitutes a highly turn debate that cannot be treated in more depth in an exploratory study such as this one. One manager felt that Victoria Falls was a destination for the slow tourist, who favourite(a) slow growths and services, so that there was no real threat for hoteliers posed by the entrance of fast food. The slow foodfast food contention is a topical issue in contemporary hospitality management as it resonates with a nostalgic yearning for the past in modern society. I think Victoria Falls attracts more slow oriented tourists, I think. The role ambience in in? uencing customer satisfaction is widely recognised. However some fast food restaurants have made some strides in managing the atmosphere in their restaurants. For exampl e, the Rainforest Cafe chains restaurant interiors withdraw a tropical rainforest with detail such as plant growth, mist, waterfalls, animatronic robots of various animals and insects (Williams, 2002). Thus hoteliers cannot become complacent about their restaurant ambience as sustainable sources of competitive advantage over their fast food restaurant competition.The researcher asked whether the cheaper expenses associated with fast food was a concern for hoteliers. Some managers agreed that terms was in fact the major source of competition The trouble is that a burger at a fast food restaurants costs little, say three of four dollars. Our dinners cost them $30 dollars thereabouts. So if the decision is an frugal one, especially where its a big family, the fast food restaurant is an inviting option. Slowness is a contest phenomenon, and it is not clear cut what constitutes slow.Further, it is questionable whether Victoria Falls is indeed a destination for slow tourists. Indeed, the adventure oriented activities that Victoria Falls is commonly known for (bungee jumping, helicopter ? ights over Falls, cruises and However, some felt that there was no logic in comparing hotel food prices with fast food prices that doing so would be akin to comparing oranges with bread. It is clear then that hoteliers have varying perception of who their competitors are whether competition refers to other hoteliers, or whether it extends beyond the hotel industry.De? ning competition narrowly, however, is likely to be detrimental to a hotels long term competitive strength. Downloaded from thr. sagepub. com at The Hong Kong Polytechnic University on March 14, 2013 Mkono It was also highlighted by some managers that their occupation was upmarket and therefore not very pricesensitive Most of our guests are internationals. . . . and price is not their primary criterion for choosing where they are gonna eat. They do not travel on a tight budget. 151 Victoria Falls.Hotels would im ply to think on a longer term basis if their strategies should shield them from the competitive threat effectively. One manager expressed apprehension about the potential ef? cacy of any potential reactive strategies, citing that tourists from countries where fast food function has become ingrained in lifestyle cant resist a cease burger. Thus to some extent, in this managers view, the war was already lost. Since for some managers the real competition was lay in the differences in price levels, it was not surprising that hotels were expected to bring down their prices.Indeed, this had already been done in some hotels We have had to bring our prices down a little bit. Hoteliers would make to address the question whether they intend to target only the upmarket, or whether their target market can be de? ned more broadly. Considering that the governments Look East Policy launched in the early 2000s has attracted a turn away spending, more price-sensitive Eastern market, limiting the target market to af? uent high spenders might not be particularly wise as a marketing strategy. Hotels therefore ?nd themselves in a crossroads decision regarding whether it makes more business sense to bring their prices down to become more competitive in the governing body of fast food restaurant penetration, and accept any compromises this might bring to customers perceptions of their product and service whole tone or to keep their price levels as they are in the hope that this lures a more high spending, perhaps elitist market. A particularly important point was the reference to health conscious tourists.It was the belief of some managers that a signi?cant proportion of tourists was becoming increasingly health conscious, and was therefore inclined to avoid eat fast food Our guests in general are becoming very health conscious. They ask for low fat, sugar free etc. They ask if our menu is organic. They know they cant get healthy options at the fast food restaurant. Thats a f act. However, some managers were concerned about the effect of price cuts on their image. There was apprehension that tourists could assume that this was accompanied by a reduction in product and/ or service fictional character.The relationship between price and quality has been investigated in many marketing studies, suggesting that customers perceptions of quality are indeed affected by price. The theme of image for some extended beyond an separate hotel. The image of Victoria Falls as a tourist destination was seen as impacted by the expansion of fast food supply. One of the respondents asserted that this would compromise the luxury resort brand image that Victoria Falls held internationally Victoria is a high end market destination. We are about luxury hotels, class. No offence to fast food restaurants. Conclusion and suggested future research Hotel reactions Most managers believed that the competitive threat posed for hotels by the expansion of the fast food industry in Vict oria Falls was serious enough to warrant reformulation of competitive strategies. Among the convinces that hotels needed to make was to change shuttle buses routes so that they would not pass through fast food restaurant locations We might have to change the route for our shuttle. The modern pick up points are not good for us at all because fast food shops are staring at our guest right there where they get picked up. However, such a change cannot offer a permanent solutions as tourists are not necessarily restricted to the use of hotels shuttle buses for transport within The study sought to investigate hotel food and beverage managers experiences with and perspectives of emerging fast food competition. As such, the paper adds to a growing number of phenomenological studies in hospitality. Managers perspectives re? ect several interesting issues. Many of the responses suggest a signi? cant level of complacency, a refusal to accord fast food the precondition of formidable competit or.Some managers seem to think it beneath them to level off worry about fast food, and even more beneath to engage in a face-off with them. The more digni? ed option seems to be to pretend that fast food restaurants either do not exist at all, or to strike indifference. This begs the question whether this attitude is sustainable in the long term. The study also con? rms the dynamic and mercurial nature of the tourist market. In an African destination Downloaded from thr. sagepub. com at The Hong Kong Polytechnic University on March 14, 2013.152 where fast food consumption has been a once-in-awhile affair, the entrance of fast food is set to rede? ne food and eating culture. It is no longer a Western phenomenon. What is also important to realise is that fast food consumption is not restricted to the tourist market that locals are also a part of the market. Future researchers might investigate the impacts of fast food expansion on the local populations food culture, which will fur ther case study knowledge on the so called MacDonalisation of society. Hotels might have to start actively targeting slow tourists.However, research on the characteristics and means of engaging this potentially growing market segment is still lacking. It is hoped that more African context-speci? c studies will be carried out on the expansion of fast food and its business and sociological impacts. An inherent limitation concomitant to phenomenology is the lack of generalisability of research ? ndings. Owing to the small sample, the perspectives delineated here are not representative of any other context, although some may be transportable to similar resort destinations where fast food chains are beginning to enter markets which have antecedently been dominated by hotels.Future researchers might want to engage in similar studies with a bigger sample of informants, and perhaps on a wider spatial scale. Such studies could employ quantitative methods to explain causal relationships and test hypothesis, such as whether fast food entrance into a traditional hotel dominated market poses signi? cant threats to hotel food and beverage pro? ts. To complete the supply side perspective for this study, fast food managers also need to be included in data collection in future perspectives.It would be interesting to investigate why fast food restaurants have decided to expand into the Victoria Falls now, how they perceive the competition from hotels, how they have tried to gain market share, and their views on slow foodfast food debate in an environment where fast food continues to be criticised as unhealthy. How are they create their defence against this onslaught? How do they continue to thrive despite this worldwide onslaught? What will be even more interesting would be to compare the ? ndings made in an African context with those found in other, perhaps very different contexts.This research took a supply side bias, and thus fails to take over the perspectives of touris ts who in fact make the choice between fast food and slow food. Thus future researchers might want to pursue either a market oriented approach, or better heretofore an integrative approach, which combines both supply side and consumer perspectives. In addition, future researchers who carry out similar studies in tourist destinations Tourism and Hospitality Research 12(3) could utilise the broader concept of slow tourism as an analytical framework.Thus food choice and consumption are not viewed simply as acts in dining, but perhaps as a microcosm of a much more complex slow tourism phenomenon.References Allen KN, Taylor JS and Kuiper R (2007) Effectiveness of nutrition education on fast food choices in adolescents. The ledger of School care for 23(6) 337341. Bartlett M and Bartlett M (1995) Turning points or wrong turns? Restaurants Institutions 105 12. Beer S (2008) Authenticity and food experience- commercial and academic perspectives. 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