ABSTRACT
The study investigated the Perception and Attitude of Foreign visitors towards Nigerian Cuisines. The research design used was a survey research design, and it involved the use of questionnaire to obtain information from the respondents. Sample for the study consisted of 370 respondents in Presidential Hotel and some selected eateries in PortHarcourt, Rivers State, 70 of the questionnaire were invalid which resulted to 300 respondents. Simple frequency, percentages were used to analyze the data generated for the research, It was found that 66.3% of the respondents admitted of taking Nigerian dishes sometimes while l9.7% take Nigerian cuisines always. The research also shows that majority of the respondent attested to the high nutritional level of Nigerian cuisines, also the portion size of Nigerian cuisines was good. It was recommended that higher institutions should be adequately funded to encourage more researches in the field of Hospitality and eateries through the promotion of our traditional festivals to attract foreigners and providing opportunities for colorfully displaying Nigerian cuisine.
TABLE OF CONTENT
TITLE OF PAGE
……………………………………………………….. I
CERTIFICATION …………………………………………………………II
APPROVAL PAGE ……………………………………………………….III
DEDICATION…………………………………………………………….IV
ACKNOWLEDGEMENTS ……………………………………………..V
TABLE OF CONTENT ………………………………………………….VI
ABSTRACT ……………………………………………………………….IX
LIST OF TABLES
……………………………………………………….X
CHAPTER ONE
1.0 INTRODUCTION ……………………………………………………1
1.1 BACKGROUND OF STLUDY …………………………………….1
1.2 STATEMENT OF PROBLEM ……………………………………..6
1.3 OBJECTIVES OF THE STUDY ………………………………….7
1.4 RESEARCH QUESTIONS ………………………………………...8
1.5 SIGNIFICANCE OF STUDY ………………………………………8
1.6 SCOPE OF STUDY …………………………………………………9
CHAPTER TWO
2.0 LITERATURE REVIEW …………………………………………..10
2.1 CONCEPTUAL FRAMEWORK ………………………………….10
2.1.1 SENSATIONS AS AN ATTRIBUTE OF PERCPTION ………11
2.1.3 CONCEPTUAL CONNOTATIONS OF TRADITIONAL FOOD.14
2.1.2 CONCEPTUAL FRAMEWORK OF ATTITUDE………………. 16
2.1.4 FOOD NEOPHORIA ………………………………………………18
2.1.5 SERVICE QUALITY ……………………………………………….18
2.1.6 FOOD CONSUMPTION AMONGST TOURISTS ………………21
2.2 THEORETICAL FRAMEWORK…………………………………………… 25
2.2.1 BALANCE THEORY……………………………………………….25
2.2.2 FACTORS INFLUENCING PATTERN OF FOREIGNERS’
FOOD CONSUMPTION …………………………………………..25
2.2.3 CULTURAL AND RELIGIOUS FACTORS………………….. 26
2.2.4 SOCIO-DEMOGRAPHIC FACTORS …………………………..31
2.2.5 FOOD-RELATED PERSONALITY TRAITS FACTORS ……..34
2.2.6 EXPOSURE EFFECT/PAST EXPERIENCE FACTORS ……38
1.2.7 MOTIVATIONAL FACTORS ……………………………………..40
2.3 EMPERIC- FRAMEWORK …………………………………………44
2.3.1 RESEARCH CONDUCTED BY ENTELECA REEASRCH
AND
CONSULTION LTD FOR THE MINISTRY OF
AGRICULTURE FISHERIES, AND FOOD AND THE
COUNTRYSIDE AGENCY UK 44
CHAPTER THREE
3.0 MATERIALS AND METHODS ……………………………………..49
3.1 RESEARCH DESIGN……………………………………………….. 49
3.2 AREA OF STUDY…………………………………………………….. 50
3.3 POPULATION OF THE STUDY
……......................................50
3.4 SAMPLE AND SAMPL1NG TECHNIQUE…………………………50
3.5 INSTRUMENT FOR DATA COLLECTION ……………………….51
3.6 RELIABILITY OF THE INSTRUMENT USED …………………..53
3.7 VALIDATION OF INSTRUMENT ………………………………….53
3.8 DATA COLLECTION TECHNIQUES……………………………. 53
3.9 DATA ANALYSLS TECHNIQUES ………………………………..53
CHAPTER FOUR
4.0 RESULTS AND ANALYSIS …………………………………….54
4.1 DEMOGRAPHIC DATA …………………………………………54
4.2 FREQUENCY TABLE…………………………………………….54
4.3 BAR-CHARTS …………………………………………………….69
CHAPTER FIVE
5.0 SUMMARY, CONCLUSION AND RECOMMENDATION …79
5.1.1 RESTATEMENT OF PROBLEM ……………………………79
5.1.2 DESCRIPTION OF PROCEDURES ……………………….80
5.1.3 MAJOR FINDINGS …………………………………………..81
5.2 SUMMARY AND CONCLUSION …………………………….82
5.2 RECOMMENDATION…………………………………………. 84
REFERENCE
…………………………………………………...86
APPENDIX
……………………………………………………….92
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE
STUDY
Cuisine can be define as the style or
method of cooking, especially as characteristics of a particular country,
region or establishment. Also can be seen as food cooked in a certain way.
Traditional food as defined by European
food information resources EUROFIR (2013) is a food of special properties which
is clearly distinguished from other similar food product from same category in
terms of the traditional ingredients used, traditional preparation and
processing methods applied in making the particular food (Tajkarimi, Ibrahim
and Fraser, 2013)... Nigeria cuisines consists of dishes or food items from
three (3) major ethnic groups, it uses spices and herbs in conjunction with
palm oil or groundnut oil to create deeply flavored sauces and soups.
Since every person must eat; what people
eat, become a most powerful symbol of who they are (Fox, 2003). However, the
fundamental reason for eating is to quench the inevitable pangs of hunger and
satisfy physiological needs, greatly influencing different roles in human life.
Needless to say, some persons eat just for the fun and emotional satisfaction
derived. Cervellon and Dube (2005), described food as a cultural trait human
learn first from childhood with the greatest reluctance to adjust or worse
still change at older age due to the psychological associations it has on the
individual.
Food familiar to someone is generally more
satisfying, reassuring and comfortable, in line with Alex Muwaura a Kenyan and
the chef of southern sun Ikoyi hotel shared that you will find Kenyans eating
meat all the time, and will always request for suya when they visit Nigeria
because meat is something they are familiar with. Later with time you find them
appreciating other meals like pepper soup, bitter leaf soup and so on. As a
matter of fact, several food trends affect the food consumption decisions of
many persons. These food trends essentially include food that are fresh and
taste good like fruits and vegetables; convenient foods otherwise known as fast
food which are quick and easy to purchase and/or prepare; traditional food with
unique and distinct features (Asp, 1999).
In recent times, there have been a surge of
research interest in food consumption in tourism especially in areas like food
service, local food consumption and tourist food preferences and choice. This
is reflected in the increasing number of stakeholders in the hospitality and
tourism industry promoting and differentiating themselves from other competitors
by greatly utilizing the abundant culinary resources at their disposal (Chang,
et al., 2010).
However, there are wide speculations that
expenditures in food consumption constitute averagely one-third of a tourist
total expenditure (Telfer and Wall, 2010). This therefore shows that the
economic benefits accrued by tourist food consumption significantly can
influence the economic viability and sustainability of hospitality
establishments in a locality - Nigeria. Deaux, (2006) described culture as the
shared pattern of behaviors and interactions, cognitive constructs and
effective understanding learned through a process of socialization. It is such
a behavior that people adopt as they live their lifes. This to a great extent
also influences and creates a model on which their perception about the
cultural attributes of other people are patterned. Thus, making them
impulsively adopt an attitude towards and about their culture including their
cuisines.
Nigeria, a country of about l70 million
people with over 150 dynamic culture and traditions, uniquely interwoven to
form the fabric of the largest black community in the world known as the giant
of Africa. Nigerian cuisines are thus patterned from this multi-ethnicity that
has harmoniously coexisted for centuries. The contribution and development of
the Nigerian cuisine has greatly depreciated over the decades as most of our
gastronomic intakes are mostly staple foods as a result or reckless
Westernization and Civilization.
The methods and techniques utilized to
prepare and process cuisines including the ways of serving and consuming them,
vary from culture to culture, country to country, and continent to continent.
This can significantly have a profound influence on the social relationships
perceptions and attitude of foreigners.
In most
culture of the world, people often do not feel satisfied if their principal
meal does not involve a product of their accustomed traditional staple food or
spice. This makes them develop certain culinary perceptions and attitudes
toward an ‘alien meal especially when it lacks this basic requirement. For
instance, an average
Nigerian
cannot imagine a meal of soup without ‘Eba
‘Fufu ‘Pounded Yam’or ‘Tuwo’ garnished with assorted meat and dry fish
eaten with bare hands and washed down with fresh palm wine. This definitely
will transport him to ‘cloud-nine’. For a Yoruba; the eba has to be very soft
and sticky while an Igbo man would rather prefer it very hard and firm. A
Yoruba man also would find it difficult eating his
‘ewa goin’-
beans without the assistance of soaked ‘tapioca’,
‘pap’or ‘Agege bread. A European
considers a breakfast of coffee and egg omelets refreshing but a typical
Nigerian man cannot imagine leaving for work with just that without a big loaf
of bread and lots of tea. On the other hand, a Chinese would find it difficult
staying for few days without having a lunch or dinner of noodles or macaroni
with sauce garnished with lettuce. Likewise an Indian without her beloved
‘broccoli’ and ‘curry’ with lots of pepper and spices would be incomplete.
These definitely will lead to the evolution of certain culinary perceptions and
attitudes towards a foreign cuisine. However, the polarity and degree of such
perception and attitude vary.
Migrating from one’s country to another has
a myriad of implications for migrants with the herculean task of adjusting to
the foreign environment while having to preserve their identity and sense of
belonging. Nevertheless, these perceptions and attitudes can be mutated by the
influence of a series of socio cultural and psychological factors especially
when it comes to the aspect of cuisines and culinary behaviors and adaptation.
‘Culturalism’ and ethnicity indeed form remarkable integral parts of
destination attractions in tourism and hospitality.
There are
definitely certain degrees of African and indeed Nigerian authenticity expected
by International travelers and visitors. This further emphasizes that the
relationship between dining (hospitality) and tourism experience cannot be
overemphasized.
This claim is further authenticated by the
research of Au and Law in 2002 which propounded that ethnic dishes and eating
habits form part of a society’s culture which can be a great and important
tourist attraction for foreign visitors. Foreign visitors are usually of the
notion that the African and indeed the Nigerian cuisine exhibit the unique and
preserved traditional characteristics associated with our history, culture and
people. As a result, the tourist believes that the ingredients used, their
combination, manner of preparation and service form an integral facet of our
colorful culture and identity. All these and other factors invariably influence
the foreigner’s perception and to a great extent her attitude to our cuisine in
general.
As diverse individuals, Schiffnan and
Kanuk, (1924) stated that a human tend to see the world in his own special
ways... usually based on what he thinks or what he perceives to be reality.
Hence, his attitudes are based on his perceptions. Truly, ‘...perception begets attitude’.
1.2 STATEMENT
OF THE PROBLEM
Close and distant observations of the happening s in Nigeria today
show that our culture and cuisines have not been accorded the necessary
encouragement they deserve.
Government attitude and policies do not favor them. Over the years,
there have been stunted culinary developments achieved in the country.
Most of the setbacks in Nigeria with
respect to our cuisine are due to the painful fact that most individuals look
down on our heritage. Ever since the advent of oil, virtually everything
associated with agriculture and culture have played ‘second fiddle’ on the altar of crude oil in the name of
urbanization and civilization thinking they are retrogressive to development.
As a result, most Nigerians are of the opinion that it’s the unfortunate and
poor who eat traditional foods while the affluent and opulent engage in foreign
cuisines and junks, thereby encouraging foreign customers to overlook Nigerian
cuisines.
Due to this social stratification, those who produce traditional
foods sell them with the aim of purchasing foreign food. We indeed are experts
in promoting culture and cuisines of other nations. Yet, grossly neglecting and
abandoning ours.
It is in structure however to mention that science have proved that
most of the exotic cuisines we consume constitute the major ill health we
encounter nowadays. Such sicknesses like diabetics, obesity, very high
cholesterol, hypertension and others, as a result of exotic meals. As a result,
many elites are now skeptical of their choice of meal. This skepticism has
affected many hotels in their discharge of meal services which has affected
their income.
Therefore, if we nurture and exhibit negative perception and
attitude toward our rich culture and cuisine, it would be totally hypocritical
to expect positive perception and attitude from foreigners because, ‘...charity
begins at home’.
These problems have necessitated the researcher to embark on this
research work to see how to bring back Nigerians cuisines into our menus and
finding means of encouraging foreigners on the nutritive values of these
cuisines with its un-adverse effects.
1.3 OBJECTIVE OF THE
STUDY
The main
objectives of this study are to determine the perception and attitude of
foreign visitors towards Nigerian cuisines.
The specific
objectives are:
1.
To determine what rebuts
foreigners in Nigerian cuisines.
2.
To determine the frequency and
amount at which foreigners consume Nigerian cuisines.
3.
To determine whether the
expectations of foreigners as regards the Nigerian experience are met in the
dining process.
4.
To determine the problem
associated with offering Nigerian cuisines.
5.
To determine the advantages in
offering Nigerian cuisines.
1.4 RESEARCH QUESTIONS
In the course of
this research work, certain questions helped pattern, serving as a guide to
fully achieving the aim and objectives.
1.
What kind of influence, belief
and needs pattern foreigners’ perception and attitude toward what they should
eat and what they should not eat?
2.
How do Foreigners respond to
unfamiliar Nigerian cuisine?
3.
Are Nigerian cuisine considered
authentic or fake?
4.
Are Nigerian cuisines known for
their colorful history?
5.
Are foreign visitors happy and
satisfied with the Nigerian cuisine experience?
1.5 SIGNIFICANCE OF STUDY
This
study will benefit the following;
HOTELS: This study which carefully determines and studies all the factors
influencing the perception and attitude of foreign customers are satisfied with
the delivery of Nigerian cuisines this will lead to an increased patronage
resulting to increased income.
FOREIGN
CUSTOMERS: Due to the undescriptive fact that
foreigners spend large sum of their total expenditure on dining experience,
dissatisfaction with the food service can and will negatively affect
foreigners’ experience. In other words, this research study will help to
contribute to the way in which Nigerian cuisines can be tailored towards
maximum enhancement of satisfaction.
HOST
COMMUNITY: When foreign customers are satisfied
with local cuisines, this will lead to an increase in demand thereby creating
source of revenue for the host community. As the host community becomes
actively involved in the provision of the materials for the preparation of
Nigerian cuisines, more employment opportunities are provided and farming will
be greatly encouraged.
1.6 SCOPE OF STUDY
The scope of this study is to view the
perception and attitude of foreign customers toward Nigerian cuisines in the
hospitality and catering industries, particularly the presidential hotel and
selected eateries in Port Harcourt, Rivers State Ref to Appx.1, with the view
that the findings will be relevant to the hospitality industry on how
foreigners feel about local cuisines and how best to meet their expectations.
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