The art of cooking is an important part of the world where it is also emphasized on the scientific innovation. Apart from science contribution to food safety, nutritional aspects and safety, invention and innovation of new dishes is still lacking. So the concept of gastronomy is different from cooking that is the physical and chemical transformation in the food preparation that is concerned with the nourishment of the man (Edge, 2015). It has made a lot of contributions to the hospitality industry that is related to food and culture. Molecular gastronomy in hospitality is associated with the study of improving the culinary techniques that studies the cause and effect of cooking that has an effect on the prepared food and in the invention of new dishes. The following essay deals with the concepts, theories and issues related to the hospitality and gastronomy. The essay also encompasses the alternate hospitality paradigms that have future implications on construct development and practical implications.
With the developments made in the tourism industry, the science of commercial and domestic cooking has shifted from the traditional level to the dominion of scientific venture. The food service industry is adopting the novelty and innovation through technology and given a new face to the hospitality industry and gastronomy. The principles and practices of gastronomy has captured the chefs and customers worldwide and gastronomy is welcomed in the assorted areas of hospitality industry. There are several concepts, theories and issues that is related to hospitality and gastronomy (Johnson, 2014).
Gastronomy and hospitality rotates around the concepts like dining area, baking, quantity, cooking, sanitation and tourism and travel (Costa, 2015). Gastronomic concepts and theories have practical applications in the hospitality industry. These concepts revolve around the mechanisms that are behind the transformation of food through ingredients and adding technical, social and aesthetic components to the gastronomic and culinary phenomena.
Dining area and gastronomy provides an exclusive effect to the hospitality industry. There are four essentials of dining that includes an elegant room, smart waiters, cellar and superior cooking (Richards, 2014). However, the hospitality industry has changed as a result of the evolving customer needs. In India, the people are looking for the healthy food with organic ingredients is getting prominence in the present time. Indian hospitality is changing and is demanding the various gastronomic styles and cuisines that lead to the boom in the hospitality and food industry. The evolving concept of dining in India has spurred for the casual dining trend. The rising willingness for experiments and disposable income is changing the face of the India’s concept of dining and food lifestyle. Dining out culture has drastically changed in India and this contribution has changed due to the exposure to international cultures, trends and willingness to experiment with food and places. In addition, the concept of dining out and enjoying a good time while eating gives them a forgettable and rewarding experience. The experience of authenticity while dining out demands for warm ambience, soothing décor, hospitality services and innovative menu with other elements that provide authentic experience in gastronomy and hospitality (Lynch, 2015).
Baking concept is another important segment in the food and hospitality industry. The major products like biscuits, cakes, bread and other bakery products has driven the industry growth towards western lifestyle and customers preferences and mindset. The Indian economy liberalization and world trade has started to offer latest high quality foods and state-of-the-art technology to meet the changing food habits of the people. Exposure to western lifestyle and increase in literacy has changed the face of food and hospitality industry (Caporaso & Formisano, 2016).
Quantity of food and gastronomy is another concept that is inter-related to the hospitality industry. In the field of molecular gastronomy and hospitality, tastiness and quantity are the two aspects that dominate the food habits and diets. The conspicuous consumption of the large food quantities is an upper-class privilege causes obesity and consumes relatively small quantities (Hsu, Lin & Chang, 2015).
The art of food preparation, cooking and its presentation is an important concept in the hospitality industry that explores the art of food science, diet and nutrition. Culinary art is the medium that stimulates the five senses while having food. Cooking art comprises of the menu planning, presentation, nutrition, food chemistry, methods of preparation, food safety and marketing that is the foundation of the hospitality industry and tourism (Piqueras-Fiszman, Varela & Fiszman, 2013).
Food safety and sanitation is the priority for the hospitality industry and molecular gastronomy where the storage, preparation and serving of food define the food safety and standards of food art. Food hygiene and related hazards in the food processing industry and hospitality is an important issue in the purchasing decisions made by the consumers (Akhtar, Sarker & Hossain, 2014).
Culture in food plays a pivotal role as people connect themselves through food while sharing same culture. Food acts as a medium that helps to retain the cultural identity when people have different food belonging to different cultural backgrounds (Anderson, 2014). Every food item has different meaning that has food pattern and preferences with the ethnic or cultural group. The food behavior and choices reflect the cultural identities and social values in the community. This inclination towards the food culture is greatly associated with expression of hospitality and sensitivity to food customs and rules that helps in building and maintains cross-cultural relationships.
Food and tourism industry is an emerging industry that has attracted a large group of travelers who are interested in the different cuisines and cultures of the places around the world. People plan and travel to different places that incorporate the culinary trips in various countries that organizes food festivals. Food industry and hospitality drives the travelers and tourists to explore the different food and dining experiences of different cultures. Preferences around food have an impact on the tourists’ interests to travel many destinations. This shows that food tourism helps in shaping the gastro destinations and tourism industry (Hall, 2013).
Theory Kitchen believes in the concept that food brings new perspectives to people who come from all over the world belonging to different cultural backgrounds where food acts the common medium for expression. This theory explains that the cross-modal and gastro-physics concept is the way where the five human senses work and affected through the taste and perception of food. Multi-sensory dinner tasting combined with kitchen theory is another concept in gastronomy the chefs and the food service providers uses sound, sight and smell to create such an atmosphere where it enhances the food that is being served. The food is matched with the perfect scent, sounds, music and light that provide the ideal context of the served dish. This concept is based on the desire and interest that helps to stimulate the taste that allow evoking of memories, ideas, emotions and associations experienced through food. This kind of gastronomic concept helps to trigger the five senses and emotions that creates a splendid experience (Caporaso & Formisano, 2016).
Apart from concepts and theories, there are emerging issues in the gastronomy and hospitality industry. The main gastronomic issues encompasses the food safety and quality and quantity issues Food safety issues gives rise to food borne illness and food contamination during preparation, storage and disposal. Another problem is the resistance of the microorganisms to the antibiotics where they are getting adapted to the environment that threatens their growth and survival. Due to the change in the consumer food lifestyle where there is demand for fresh taste and minimal use of processing, packaging and preservative use, most of the meals are made and eaten at home. There is also lack of food safety knowledge and principles that contribute to the food safety problems. The microbiological hazards, pesticide residues, use of food additives, chemical contaminants like biological toxins and food adulteration are some of the specific food hazards that pose threat to the food safety (Duncan, Scott & Baum, 2013).
These food safety issues hamper the hospitality industry as it affects the company’s reputation, finance and loyalty if the high quality food safety standards are not maintained. It also poses financial repayments and fails to meet the food standards in serving food to the customers. Food processing, handling and delivery to the consumers is important as it ensures food safety and provide the customers a safe ambience to eat and enjoy food. Good food hygiene is important as it prevents the contamination of food, cross-contamination and safeguards the brand loyalty, reputation and finances of the company in the hospitality industry (Kohli & Garg, 2015).
Quality issues are also important issues that affect the hospitality industry. Sanitation and proper hygiene that is important in food service and hospitality industry. Poor quality or inadequate facility flow affects the quality of food and hampers the reputation of the company. It affects the health of the consumers and is the key to the food and product offering. Quality food in restaurants and hotels is the main concern in the hospitality sector and it poses a major challenge to the food service operators who have to work hard to achieve the standards of the customers’ expectations and make profit in food sales. Good food quality helps to promote the customer satisfaction, cater customers that maximize the revenue of the restaurants and increase food sales. These gastronomic issues greatly hamper the reputation, brand and loyalty of the food serving sectors as the food quality and safety issues are important for the customers (Gaonkar & McPherson, 2016).
Apart from the traditional hospitality paradigm that the sector adopts, there are alternate ways that is changing the face of hospitality marketing. The traditional marketing mix comprises of the four p’s; price, placement, product and promotion. However, now the sector is adopting the new operational management tools where the online situation and brand management plays a significant role. The new paradigm involves the four e’s; emotions, engagement, exclusivity and experience. To attain this goal, they have adopted the technological platforms like C2C (consumer-to-consumer) and B2C (business-to-consumer) concept that is alternative to the traditional hospitality paradigm (Wearne & Morrison, 2013).
Media is also acting as a strategic tool that provides a common platform for the communication and sharing between the consumers. Yield management and ancillary revenue are also the new paradigms that provide a sense of exclusiveness to the customers and satisfaction. Online marketing strategy is also an important where it ensures the visibility of the websites of the hostels and restaurants on the search engines. It provide quick information about the hotels and restaurants through the provision of the contact numbers, location, hours of operation, description, photos and optionally costs and room availability. This helps the customers to get the information in a quick way by getting in touch with the particular hotel (Brotherton, 2016).
Apart from these paradigms, there are marketing concepts that works in the arena of human values, aspirations and spirit giving rise to the human spirit marketing in the hospitality sector. The concept of promotion to emotion is changing the face of gastronomics and hospitality sector. As consumers are becoming sensitive towards the environmental issues, so they are becoming concerned and emotional rather than relying on the brand promotion. In India, alternative hospitality paradigms is providing vibrant and multi-billion to the country in the hospitality sector (Li, Wang & Yu, 2015). Through these lucrative methods, the future of the hospitality industry can be changed that will provide new set of opportunities for the customers and satisfaction. The guest experience is enhanced that helps to leverage the sector in the food offering with concierge experiences for the customers. It also enhances the brand loyalty and promise with maintenance of strict service standards and safety. These hospitality paradigms and strategies will increase the potential of the hospitality market and enhance customer experiences to provide new dimension to the gastronomy and hospitality through the concepts of B2C, B2B and 4 e’s in hospitality industry.
Concept of gastronomy is different from cooking that is the physical and chemical transformation in the food preparation that is concerned with the nourishment of the man. Molecular gastronomy in hospitality is associated with the study of improving the culinary techniques that studies the cause and effect of cooking that has an effect on the prepared food and in the invention of new dishes. Gastronomy and hospitality rotates around the concepts like dining area, baking, quantity, cooking, sanitation and tourism and travel. The main gastronomic issues encompasses the food safety and quality and quantity issues. The traditional marketing mix comprises of the four p’s; price, placement, product and promotion. However, now the sector is adopting the new operational management tools where the online situation and brand management plays a significant role. The new paradigm involves the four e’s; emotions, engagement, exclusivity and experience enhances the brand loyalty and promise with maintenance of strict service standards and safety.
References
Akhtar, S., Sarker, M. R., & Hossain, A. (2014). Microbiological food safety: a dilemma of developing societies. Critical reviews in microbiology, 40(4), 348-359.
Anderson, E. N. (2014). Everyone eats: Understanding food and culture. NYU Press.
Brotherton, B. (2016). Hospitality–a synthetic approach. The Routledge Handbook of Hospitality Studies.
Caporaso, N., & Formisano, D. (2016). Developments, applications, and trends of molecular gastronomy among food scientists and innovative chefs. Food Reviews International, 32(4), 417-435.
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Duncan, T., Scott, D. G., & Baum, T. (2013). The mobilities of hospitality work: An exploration of issues and debates. Annals of Tourism Research, 41, 1-19.
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Lynch, P. (2015). Understanding hospitality. Hospitality & Society, 5(1), 3-5.
Piqueras-Fiszman, B., Varela, P., & Fiszman, S. (2013). How does the science of physical and sensory properties contribute to gastronomy and culinary art?. Journal of Culinary Science & Technology, 11(1), 96-109.
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