This page is older archived content from an older version of the Emerald Publishing website.

As such, it may not display exactly as originally intended.

Ethnic Food and Its Implications for Destination Tourism in Asia

Special issue call for papers from British Food Journal

Journal Impact Factor: 1.206; Scopus CiteScore 1.47

Guest Editors:

Dr. Hiram Ting
Chairman and Consultant
Sarawak Research Society
Sarawak, Malaysia
Email: [email protected]

Dr. Jacky Jun-Hwa Cheah

Senior Lecturer
Azman Hashim International Business School
Universiti Teknologi Malaysia
Kuala Lumpur, Malaysia
Email: [email protected]

Prof. Dr. Marko Sarstedt
Professor of Marketing
Otto.von-Guericke-University Magdeburg
Magdeburg, Germany
Email: [email protected]

Dr. Phang Ing @ Grace

Senior Lecturer
Universiti Malaysia Sabah
Sabah, Malaysia
Email: [email protected]


Despite being comfortable with their customary food choices, consumers today are willing to explore different flavoured and culturally diverse food to satisfy changing preferences and experiences (Ting, et al., 2016). Hence, ethnic foods, foods with a cultural narrative and history behind them, are found to be an evolving trend and continue to blend into mainstream menus in many restaurants (National Restaurant Association, 2016). The awareness and trying of ethnic cuisine in Asia have increased in the past decades due to the developing universal exchange of trade, movement of ethnicities across the globe, and tourist travelling opportunities (Burgess, 2014; Verbeke & Poquiviqui, 2005).

While Asian countries have become the heart of much cross-border and cross-cultural marketing research (Fam, et al., 2009) and despite the wealth of Asian culture and heritage (Eckhardt & Dholakia, 2013; Hong & Kim, 2013; Seo, 2013), there is a lack of research on how ethnic food and tourism in Asiatic countries correlate. Since food tastes can be acquired and transmitted more easily than other cultural products, ethnic food in this continent is the perfect medium for reinforcing destination image with ethnic identity and cultural heritage (Bessiere, 1998; Van Esterik, 1982). Tourists are becoming more discerning in their destination choices and are willing to complement their curiosity and knowledge of the people, environment and culture through the exploration of theregion’s ethnic food. The consumption of ethnic food provides them with an impression that illuminates the essential elements of touring experience which is often preconceived with the destination images (Wang, et al., 2016).


This call for papers invites original studies from scholars from Asia and beyond to make contribution to research topics that include:

1.    Food tourism, culinary tourism, and gastronomy tourism with the focus on ethnic foods consumption in Asia. Studies on non-Asian ethnic food are accepted if they have direct implications on Asian markets and tourists.
2.    Traditional foods, exquisite foods, local foods and beverages which are associated with ethnic groups and the choice of destination tourism.
3.    Tourists’ experience when exploring and consuming ethnic foods in particular destinations.
4.    Tourists’ awareness, belief, attitude, interest, desire, and behaviour towards consuming ethnic foods when visiting a destination; their decision making process and post-behaviour, such as recommendation, purchase of ethnic food as gifts and repeated consumption.
5.    The effect of internal and external factors as well as personal and social factors, such as unfamiliarity, scepticism, food neophobia, sensory appeals, taste, occasions and surroundings, on trying ethnic foods during travelling.
6.    The implications of ethnic foods consumption on the understanding, appreciation and experience of the culture, heritage, traditions and beliefs of the ethnic groups in the touring destinations.
7.    The preservation, promotion and supply of ethnic foods to portray the uniqueness and richness of the touring destination and how it reinforces the destination image and brand in tourism.
8.    Cross-border studies which compare and contrast tourists’ behaviour towards ethnic food consumption.
9.    Theoretical and conceptual discourse about ethnic food consumption.
10.    Methodological advancement in addressing measurement issues and estimating path relationships/modelling in ethnic food tourism.

Types of Papers:

Conceptual papers using meta-analysis, systematic literature review or narrative review.
Empirical papers using quantitative, qualitative or mixed-methods approach which make contribution to knowledge and practice. Cross-sectional studies are welcome although papers using experimental or longitudinal design are preferred.
Methodological papers which address measurement issues and provide guidelines for methods and procedures.

All the papers will be subject to the journal’s standard double-blind review procedure after a preliminary screening by the guest editors. Fifteen (15) papers will be published in this special issue. Papers not accepted for the special issue may be considered for publication in a regular issue.

Supporting Conference:

The special issue supports 2018 MAG Scholar Conference on Business, Marketing and Tourism in Kuching, Sarawak of Malaysia which will be held on 22-25 June 2018. A presentation session chaired by the guest editor(s) will be arranged for these papers. For more information about the conference, please visit or

Moreover, it can also support any relevant conferences from December 2017 to August 2018. For more information, please contact Dr. Hiram Ting at [email protected].

Submission Procedure: 

Submissions to this journal are through the ScholarOne submission system here:

Please visit the author guidelines for the journal at:…
Please ensure you select this special issue from the relevant drop down menu on page four of the submission process.

Submission Deadline: 30th September 2018

Expected Date of Publication: May 2019


Bessière, J. (1998), “Local development and heritage: traditional food and cuisine as tourist attractions in rural areas”. Sociologia Ruralis, Vol. 38 No. 1, pp. 21-34.
Burgess, P. J. (2014), “Modification of a traditional Korean food product (Gochujang) to enhance its consumer acceptability as an ethnic food”, Journal of Ethnic Foods, Vol. 1 No.1, pp. 13-18.
Eckhardt, G.M. and Dholakia, N. (2013), “Addressing the mega imbalance: interpretive exploration of Asia”, Qualitative Market Research: An International Journal, Vol. 16 No.1, pp. 4-11.
Fam, K. S., Yang, Z. and Hyman, M. (2009), “Confucian/chopsticks marketing”, Journal of Business Ethics, Vol. 88 No. 3, pp. 393-397.
Hong, S. and Kim, C. H. (2013), “Surfing the Korean wave: A postcolonial critique of the mythologized middle brow consumer culture in Asia”, Qualitative Market Research: An International Journal, Vol. 16 No. 1, pp. 53-75.
National Restaurant Association (2016), “What’s Hot: Top ten food trends for 2017”, available at:… (accessed 02 November 2017).
Seo, T., Cruz, A. G. B. and Fam, K. S. (2015), “Food Consumption and Marketing: Turning towards Asia”, Journal of Consumer Marketing, Vol. 32 No. 7, pp. 501-504.
Ting, H., de Run, E. C., Cheah, J. H., and Chuah, F. (2016), “Food neophobia and ethnic food consumption intention: An extension of the theory of planned behaviour”, British Food Journal, Vol. 118 No. 11, pp. 2781-2797.
Van Esterik, P. (1982), “Celebrating ethnicity: ethnic flavouring an urban festival”, Ethnic Groups, Vol. 4 No. 4, pp. 207-228.
Verbeke, W., and López, G. P. (2005), “Ethnic food attitudes and behaviour among Belgians and Hispanics living in Belgium”, British Food Journal, Vol. 107 No. 11, pp. 823-840.
Wang, C., Qu, H., Hsu, M. K. (2016), “Toward an integrated model of tourist expectation formation and gender difference”, Tourism Management, Vol. 54, pp. 58-71.