International tourists’ perceptions and experiences of local food in Cape Town

Abstract

Food has an extremely important role in the economy relating to how it is prepared, knowledge of food and consumption. Therefore, it was considered important to investigate the connection between food and tourism. The aim of the study was to obtain knowledge of the association between local food and tourists’ experiences thereof. The study sought to investigate tourists’ perceptions of Cape Town’s local food and how to increase its consumption. To discover perceptions and experiences of international tourists pertaining to local food in Cape Town, the study focused on four key tourist attractions that are part of the Cape Town Big 7, namely Groot Constantia, Kirstenbosch Botanical Gardens, Table Mountain Cableway and the Nelson Mandela Gateway to Robben Island, from where the ferry departs. A quantitative research approach was used to gather data by using questionnaires. The targeted sample size was 384; however, only 300 surveys were administered across the four areas. Some were deemed unusable and the actual sample achieved was 292. The quantitative data were analysed using the Statistical Package for Social Sciences version 24 and the openended questions were analysed using the constant comparative method. The findings of the study revealed no significant relationship between participants’ perceptions and experiences of local food. Additionally, seafood was considered a local food in Cape Town and strongly refers to geographical proximity. The analysis revealed that tourists considered food as local when produced from local ingredients in the country of origin, using the raw ingredients of that country, which links to the three domains of proximity, which are geographical, relational and value. The findings confirm that tourists rated their local food experience in Cape Town as excellent. The three factors that motivated local food consumption were i) local food assisted in gaining knowledge about culture, ii) the physiological factor as familiarity was important and iii) the physical environment factors, such as a restaurant’s decor, music and architecture, are supportive of the culture and food served. An awareness of local food is necessary to attract tourists to a destination for its local food offerings and to increase its consumption. Local food can be used to contribute to sustainable tourism development by connecting local food producers, establishments or markets and marketing organisations in order to ehance the tourism industry. The study recommends more rigorous marketing of Cape Town as a food destination. Greater importance should be placed on the origin of raw ingredients used in local dishes and the use of local products should be implemented and emphasised. Policy on the planning of gastronomic tourism needs to highlight the importance of a synchronised approach to tourism and food. To close, it is vital for local food and tourism to be sustained for future benefits for South Africa.