Investigate visitors’ receptivity towards, & evaluation of a mobile-driven street food trail; Explore the role of street food trails in reinforcing perceptions about a destination’s cultural identity & heritage.

1. Eunice Tan & Barkathunnisha Abu Bakar
School of the Arts, Murdoch University
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mTasting culture: A taste of Singapore
through a mobile-driven street food trail
Presentation for: CAUTHE 2016 (8 – 11 February, Sydney)

2. Presentation Outline
1. Introduction
2. Research Objectives
3. Tasting cultures: Food trails as
tourism attractions
4. mTasting culture: Mobile
applications for culinary tourism
5. The Jalan Besar food trail
mobile app
6. Conclusion & Future Research
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3. Introduction
• Food & gastronomy key ingredients in Singapore’s
social & cultural landscape
• Features prominently in its tourism promotions
• Singapore’s culinary cultureSingapore’s culinary culture  a unique blend
of cuisines derived from its multi-ethnic Asian
heritage melding “a world of flavors” (STB, 2013).
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4. Introduction
• Local foods as a form of
place identity & destination
marketing
(Cohen & Avieli, 2004; Rand & Heath,
2006).
• Culinary tourism & foodfood
trailstrails offer tourists the
opportunity to get a taste of
local heritage, cultural
traditions & way of life
in local neighborhoods
through eating & touring 4

5. Research Gap
& Objectives
• No significant research currently in which a
mobile-driven street food trail is developed &
evaluated as a means of cultural representation
& tourism attraction in Asia.
• Research Objectives:Research Objectives:
1. Investigate visitors’ receptivity towards, &
evaluation of a mobile-driven street food trail;
2. Explore the role of street food trails in
reinforcing perceptions about a destination’s
cultural identity & heritage.
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6. Tasting cultures:
Food trails as tourism attractions
• Local culture & cuisines can play a significant role
in attracting tourists, & establishing social & place
identities (Hjalager & Richards, 2011; Mason & O'Mahony, 2007)
• In Asia, cultural, religious & social influences guide
food consumption behaviors, “flavor principles” &
“human foodways” (Mak, Lumbers, Eves & Chang, 2012, p.929).
• Sensory & hedonistic characteristicsSensory & hedonistic characteristics
of travel dining:of travel dining:
— provide a cognitive cuecognitive cue for destination-related associations
— allows visitors to experience authentic, meaningful &
satisfying interactionssatisfying interactions with local culture & traditions
(Lin et al., 2009; Long, 2004; Okumus, Okumus, & McKercher, 2007).
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7. Tasting cultures:
Food trails as tourism attractions
• Food trailsFood trails  itinerary products of tourism, where
self-directed tourists explore cultures, cuisine &
people in a well-defined area (Mason & O'Mahony, 2007)
• 3 key elements in a successful food trail:3 key elements in a successful food trail:
1. Developed food production & networks
2. Narratives & interpretation – i.e. compelling stories
creating place memories
3. Walkability – i.e. well connected, safe and comfortable
walking conditions
(Freidberg, 2003; Hayes & MacLeod, 2007; Mason & O'Mahony, 2007).
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8. mTasting culture:
Mobile applications for culinary tourism
• Mobile-driven applications (Apps) provide
rich multimedia content & interactive social
communication platforms that are revolutionizing
tourism consumption (Dickinson et al., 2014; Wang & Xiang, 2012).
• Within the context of street food trails
 Apps created & implemented should
value-addvalue-add to the overall culinary & cultural
experience
• Informational & interpretative content should be
planned & developed within a multi-channel,
inclusive service package (Koivumaki, 2002)
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9. mTasting culture:
Mobile applications for culinary tourism
• Totality of the food trail experience should be
conscientiously mapped out (Wang et al., 2012)
• Mobile-driven platforms boost visitors’ overall
satisfaction & interpretive outcomes in culinary
tourism by enabling:
1. Quality & variety of information
2. Information access anywhere at anytime
3. A myriad of visitor experiences & activities
4. Maximum time spent at the location
5. Evaluation / feedback for destination planners
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10. Jalan Besar Food
Trail Mobile App
• A location-based app developed in conjunction
with LDR Technology (2015) for the project
• Pocket-TripsPocket-Trips interactive trails utilizes / offers:
— QR (Quick-response) Codes
— GPS (Global positioning systems)
— Image recognition (IR) - a marker-less QR
— Beacons
— Gamification options
— Cloud-based analytics options
— Visitor tracking options
• Offers an engaging, multi-sensory visitor experience
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11. Jalan Besar Food Trail Mobile
App:
Food Trail Map
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12. 12
Jalan Besar Food Trail Mobile
App:
Pocket Trips
(Source: PocketTrips, 2015)

13. 13

14. 14

15. 15(Source:
PocketTrips,

16. Conclusion &
Future Research
• Destinations can harness
& develop distinct culinary delights
to create niche gastronomic &
culinary tourism experiences as a
key differentiator & competitive
advantage
• Study objectiveStudy objective  To explore
how a mobile-driven food trail can
be used in tourism to showcase
local cuisines, culture & heritage
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17. Conclusion &
Future Research
• Future Research Direction:Future Research Direction:
— With the mobile street food trail developed, the
next stage of the project  to bring the live
version of the app to the field
— To investigate visitors’ opinions & feedback of
its usability, functionality & effectiveness in
enhancing their culinary tourism experience
— Data collected will provide valuable information
for the development of similar cultural, culinary
& heritage trails in the future.
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18. Any Questions?
Thank You Very Much! 18