Volume: 25, Issue: 1

Page: 139-150
International Journal of Science and Business
2023
Journal homepage: ijsab.com/ijsb

Prospects of Culinary Tourism in

Bangladesh
Sanjoy Kumar Acharjee
Abstract
This study demonstrates the potential for culinary tourism in Bangladesh by
emphasizing the country's rich culinary tradition, diversified food offers, and
growing interest in food tourism. It also emphasizes the significance of
authentic indigenous cuisine, which can distinguish Bangladeshi cuisine from
other cuisines and enhance the image and reputation of the country. The
study employs both primary and secondary data to collect insights from 250
respondents using a questionnaire survey with closed-ended questions
IJSB
about respondents' demographic information, perceptions, and attitudes Accepted 19 June 2023
regarding culinary tourism in Bangladesh. The acquired data were assessed Published 21 June 2023
DOI: 10.58970/IJSB.2191
using computer tools such as Microsoft Excel and IBM SPSS 25, descriptive
statistics, and multiple regression analysis. The findings of the study indicate
that investment in Bangladesh's culinary tourism sector can generate large
economic returns and aid in promoting the country's culture, history, and
heritage overseas. The significance of preserving the authenticity of the local
cuisine, attracting foreign tourists, and boosting the local economy was
highlighted by the study's findings. At the same time, it was acknowledged
that development of the superstructure, food quality, and experience was
significant. In order to restore these less influential parts and reconstruct the
most crucial ones for the aim of growing culinary tourism, it is necessary for
the policy makers to plan and act promptly. This study lays the groundwork
for future research into the potential of culinary tourism in Bangladesh and ISSN: 2520-4750 (Online) 2521-3040 (Print)
how it can be utilized to achieve sustainable industry growth.

Papers published by IJSAB International are

licensed under a Creative Commons Attribution-
NonCommercial 4.0 International License.

Keywords: Culinary, Food, Tourist, Cuisine, Prospects.

About Author (s)

Sanjoy Kumar Acharjee, Lecturer, Dept. of Tourism and Hospitality Management, Noakhali Science and
Technology University, Noakhali.

139
IJSB Volume: 25, Issue: 1 Year: 2023 Page: 139-150

1. Introduction
Culinary tourism involves people exploring foods and gastronomic items unfamiliar to them as
well as uses food to discover other cultures and ways of life (Kivela & Crotts, 2006). Erik Wolf
created the term "culinary" in 2001, and it progressively gained popularity. It is a flourishing
nook in tourism and tourism-related departments like marketing, education, regional
promotion, and hospitality (Guzmán & Cañizares, 2012). Food is the focus of culinary tourism
as an attraction for researchers and a goal for tourism (Björk, Räisänen, 2014). Although food
has always played a significant part in hospitality services for guests, the industry of tourism
did not make it a priority until the late 1990s. It is currently available in a variety of forms and
goods, including culinary tours, cooking classes, restaurants, farm stays, cookbooks, food
encyclopedias, original or adapted recipes, foods, and even supplies. (Kivela & Crotts, 2005).
One of the main elements of a region's tourist appeal is its cuisine. Gastronomic tourism plays
a crucial role in the industry's sustainable growth and can provide significant economic and
social benefits to those who engage in domestic travel (Sokolova et al., 2021). Foods are
essential elements of the tourism experience and are widely viewed as primary motivators of
travel in and of themselves (Richards, 2012). Tourism, where food plays a primary or
secondary role, is already popular and has promising future prospects (Hall & Sharples, 2004).
There are a growing number of cultural and food festivals around the globe, and massive new
occurrences and festivals are being enhanced as part of a planned national or regional strategy
of tourism (Hall & Sharples, 2008). Culinary tourism is a growing aspect of the tourism
industry, particularly in Asia. It promotes travel to specific areas based on ethnic culinary
experiences, offering potential for growth and promotion. Each state can take pride in its
unique cuisine, spices, garnishes, and tastes, highlighting the potential benefits of culinary
culture (Basumatary, 2021). Now it is widely acknowledged that food and cultural can
significantly contribute to rural and urban growth and revitalization, with far-reaching social,
political, economic, and environmental consequences (Sharpley & Telfer, 2014). Bangladesh is
a significant source of many fascinating cultural diversions that contains different food habits
which distinguish from each other’s. In general, overall community food consumed out from
home accounts for roughly 5% of total food spending; the differences between rural and urban
areas are not very noticeable or substantial (Hassan et al., 2019). Ready-made (from restaurant
)and row food consumption rates are simultaneously 7.1% & 11.5% (sun, n.d.) Bangladesh has
got a very rich traditional food culture consist of an amazing blend of spices, rice, fish, and
sweets. People have become reliant on the market for the majority of their food. In the tourism
industry customers have a favorable opinion of the attributes, quality of food, and eating
convenience from restaurants, but a strong perception of attributes. (Farhana & Islam, 2011).
Food and culinary tourism play a vital role in the social, cultural, and economic elements of
tourist development (Hall et al., 2006). Gastronomy was used as a significant economic sector
for regional and local progress a potent marketing tool for boosting destination
competitiveness and a crucial indicator of cultural identity (Kim et al., 2020). In Asia, the
"tourist gaze" encompasses gastronomy, gastronomic tourism, and other food-related
activities (Urry & Larsen 1990). The qualities of food and drink are very significant to the
culture and history of Bangladesh. Food has been associated with culture since the birth of
human civilizations, and it commonly acts as an intangible identifier for individuals, locations,
religion and cultural identity (Kittler et al., 2016). By disclosing information about farming
techniques, historical culinary traditions, customs, and etiquette, gastronomy opens a door into
a nation's past and present. Nonetheless, Bangladeshi cuisine is well-known around the globe
for its extensive culinary history, diversity of cuisines, and unique spice blend (Pottier, 2014).
The traditional cuisine of Bangladesh has already gained international recognition (Naumov &
Hassan, 2021). Due to their traits and skills, Bangladeshi chefs have also joined the ranks of
many renowned chefs throughout the globe. In the study of hospitality and travel, culinary

140
IJSB Volume: 25, Issue: 1 Year: 2023 Page: 139-150

tourism is a relatively recent trend. People travel for this form of tourist experience, in which
they sample the cuisines of diverse locales (Talukder, 2020). This paper is an evaluation of food
tourism's significance as a product. It mainly examines and assesses that Bangladesh is a nation
with huge food consumption, which illustrates the huge potentiality of culinary tourism. This
expanding field of tourism research to find out the key ideas related with food tourism as well
as the primary research subjects, viewpoints, and disciplinary methods. The authors approach
food tourism research via the lens of anthropology of cultures, given that most of the literature
on food tourism identifies cuisine as a location and uses it in a variety of interactions and forms
with visitors.

1.1Background and Objective:

Culinary tourism is a promising industry that can significantly contribute to the economic
growth of Bangladesh by attracting foreign visitors. By attracting foreign visitors, culinary
tourism is a promising industry that may greatly contribute to the growth of Bangladesh's
economy (Smith & Xiao, 2008). This study paper attempts to fulfill three key objectives in order
to explore the possibilities of culinary tourism. The report will first examine the prospects of
culinary tourism in Bangladesh by analyzing the supply and demand of culinary tourism goods
and services. Secondly, the study will assess the growth potential of culinary tourism in terms
of its ability to attract foreign tourists and contribution to the nation's economy. Finally, the
research will examine several food-related components of culinary tourism, including the
country's distinct cuisine, food culture, and dining experiences(Harrington & Ottenbacher,
2010). By attaining these aims, this study will give policymakers and stakeholders with
insightful information that will aid them in increasing the culinary tourism growth and
development in Bangladesh.

2. Overview of local food in Bangladesh:

In Bangladesh the industry of culinary tourism has grown significantly in recent years, with
more and more tourists showing interest in experiencing the local cuisine. Some of the popular
Bangladeshi dishes that attract culinary tourists include biryani, fish curry, beef curry, dal,
samosas, and various types of sweets (Alam, 2015). One of the significant attractions for
culinary tourism in Bangladesh is the availability of fresh and locally sourced ingredients. Some
local foods which attract tourist:
Hazari Gour: Hazari Jaggery is a traditional product of Manikganj, Bangladesh and is made by
a few Gachi families in the Jhitka area of Harirampur upazila. The jaggery has a rich history and
was once famous across Asia and Europe. It is produced by boiling 10 to 12 kg of date palm
juice to make 1 kg of molasses. (Seraj, 2017).
Bogra sweet curd: Bogra, a city in Bangladesh, is renowned for its sweet curd, one of the
country's most popular delicacies. Bogra produces the most popular sweet curd in Bangladesh.
(Talukder,2020). This sweet and creamy curd is made by fermenting milk with sugar and
yogurt culture, and then cooking it over a low flame for several hours until it thickens. The
Bogra sweet curd is known for its unique taste and texture, which is achieved through the use
of high-quality milk and a traditional cooking process.
Chandpur, city of Hilsha: The city of Chandpur in Bangladesh, which is famous for being the
home of the national fish, Hilsha. The distinctive taste and flavor of Hilsha are due to the unique
food particles found in the river water of Chandpur, where it is more delicious than other hilsa
found in the sea. The fat or oil accumulated in the fish's body as it moves upstream against the
current gives it a more desirable taste(Omar et al., 2013). Hilsha is an essential resource for the
economy of Bangladesh, generating significant cash by being sold and exported abroad. Various
delicious foods, such as Sarshe hilsa, hilsa polao, and hilsa bharta, are popular in Bangladesh.

141
IJSB Volume: 25, Issue: 1 Year: 2023 Page: 139-150

Chandpur fish landing center is one of the largest hilsa landing facilities in the country,
accounting for 30% of the nation's hilsa extraction (Alam, 2015)
Roshmalai, Cumilla: Cumilla is in eastern Bangladesh, and oshmalai is a favorite delicacy.
Cumilla's Roshmalai is famous. Flattened cheese balls are immersed in a sweet, creamy milk
syrup with cardamom and almonds or saffron.
Curdling milk with lemon juice or vinegar creates flattened cheese balls, or "chhana," for
Roshmalai(Saiful, 2019). Drained, squeezed, and combined with flour, the chhana forms little
balls. These balls are boiled in sugar syrup, cardamom-flavored, then steeped in rich, creamy
milk.
Cumilla's Roshmalai is recognized for using fresh ingredients including local milk and the best
cardamom. Roshmalai restaurants and sweet shops in the city draw people from throughout
the nation. In conclusion, Roshmalai from Cumilla is a sweet and delectable delicacy that draws
tourists to the city.
Noakhali: Famous for pithas: Apart from the traditional pitha of Noakhali district, some areas
of neighboring Comilla, Chittagong district are very common and popular. These are
traditionally made in clay pits. This pitha is served with fish, meat, bharta, date juice or dal.
Pedestrians will find this pitha on the sidewalks of almost all markets. Also, in this district is
Bikhat for Nyadun and Madra Pitha.
Narkel Naru (Coconut Sweet Balls) is a popular dessert prepared with jaggery and shredded
coconut. The mixture is shaped into little balls, which are then deep-fried till golden
brown(Sarkar et al., 2023). narkel naru is a typical dessert served at key ceremonies and
celebrations in Noakhali.
Pitha (Rice Cakes): The area of Noakhali is renowned for its Pitha rice cakes. It is flavored with
cardamom and nutmeg and made from rice flour, coconut milk, and jaggery.There are several
varieties of pitha, such as puli pitha, vapa pitha, and lai pitha (sweet fried rice cakes) (tamarind-
flavored rice cakes)
Jogar Mishti and Ghuthiar Shondesh: Jogar Mishti and Ghuthiar Shondesh are two ancient
Bengali sweets widely esteemed for their flavor and cultural importance. Patuakhali and
Ghuthiar shondesh of Barishal are also two valuable Bengali traditions. (Arif, 2011). Jogar
mishti is made by boiling milk, sugar, and rice flour until it thickens and forms a soft, chewy
consistency. The mixture is then shaped into small balls and coated with sesame seeds, giving
the dessert a crunchy outer layer.

3. Literature review
Culinary tourism involves discovering and engaging with local cuisine and traditions through
dining, shopping, cooking classes, and involvement in the local scene (Wondirad, 2021). In the
current environment, food tourism is one of the fastest-developing travel services worldwide.
Destinations with a wide range of touristic features and attractions, as well as "cuisine" or
"culinary" attractions or "food," are on the rise and drawing a sizable number of travellers from
all over the world (Mohanty, 2019).Culinary tourism may be a developing element of a
country's tourism business. The primary objective of gastronomic tourism is to lease the space
between producer and customer (Smith & Xiao, 2008). Culinary tourism can accelerate a
country's tourism industry's branding. Culinary tourism exposes visitors to local food and
drink and allows them to have a variety of experiences. (Testa & Schifani, 2019). Culinary
tourism is generally seen as an element of cultural and destination tourism since food is an
illustration of local culture and history (Green & Dougherty, 2008). Culinary tourism
significantly impacts the tourism economy, with Asia's culinary industry facing opportunities
in economic behavior, culture, management training, capital, labor, innovation, creativity,
infrastructure, competitors, and technology (Soetjipto et al., 2021) Many studies have found
that food has a significant role on visitors' choices of holiday destinations. Data indicates that

142
IJSB Volume: 25, Issue: 1 Year: 2023 Page: 139-150

travelers spend about 40% of their trip money on dining (Boyne, Williams, & Hall, 2002).
According to the Restaurant & Foodservice Industry Research Handbook, travelers account for
50% of restaurant income (Graziani, 2003). On the other side, the consumer's attitude towards
a certain meal affects his or her food selection and acceptance. The essential and recommended
food products at a location depend greatly on the cultural and geographic background of the
visitors, in addition to their attitudes (MacDonald et al., 1999). As a result of the expansion of
the world economy, culinary tourism has the potential to increase as a vital component of the
tourism industry, and exposure to a diversity of culinary cultures has been effective in meeting
tourist expectations (Huda et al., 2020). It may contribute more substantially to the
improvement of any local, regional, or world economy (Richards, 2004). It may be seen as a
strategic opportunity for national tourist development initiatives. Food tourism is currently a
priority industry a burgeoning market sector and a hotspot for social innovation,
entrepreneurial zeal, and creativity in several tourist sites across the globe (Ellis et al., 2018).
Several nations have acknowledged the power of using food as a marketing and positioning
strategy for a place (Huda, 2002). Several nations, like Taiwan, Hong Kong, and Singapore, are
emphasizing food as their primary tourism offering due to the rising interest in regional
cuisine. There are numerous locations on earth that are well-known not just for their
attractions but also for their thriving cuisine cultures. France, Italy, and Thailand, for instance,
have renowned cuisines. One of the most difficult sectors in the world is the food sector.
Furthermore, it is difficult to pinpoint attitudes and beliefs related to food, and there are several
underlying causes for this. According to studies, individuals are increasingly eating out and
spending more money on food every day in a variety of nations (Boyne et al., 2002). Bangladesh
is not an exception to this. Nowadays, eating multiple cuisines has become more of a passion
for individuals in Bangladesh than a necessity for survival due to urbanization and a
contemporary attitude. Hence, as food undoubtedly plays a significant part in tourism services,
it is essential to adequately cater to the tourism industry. Due to the geographic, ecological, and
cultural differences, every nation has a concentrated desire to investigate culinary tourism. The
diversity and uniqueness of people's eating preferences make this industry a predictable area
for sustainable development. Products connected to food and drink make up one-third of all
tourism-related consumption worldwide. One of the most delicate areas of the hospitality
sector is gastronomy (Dittmer & Griffin 1993). While diversity is inherent in human food
culture, culinary tourism has turned out to be an indispensable component of every types of
tourism and should be preserved and propagated with care (Richards, 2002). Culinary tourism
may be viewed as an artistic facet of national tourist growth (Pilcher, 2017). It enables travelers
explore the fascinating cuisine and culture of Bangladesh's tourism places. Culinary tourism
might be an excellent opportunity for Bangladesh as it can generate economic opportunities,
enhancing local community acquisition, and initiating a responsible food sector (Huda et al.,
2020). Culinary tourism has established itself as a vital component of people's knowledge of a
nation's native cuisines, decision-making, food choices, and leisure places. While culinary
traditions such as cooking, eating, and drinking are intertwined with customs, civilizations,
cultures, and history, they play an important role in attracting international tourists. (Dutta &
Naumov, 2020). Culinary tourism's primary function is to promote experience-based tourism
that facilitates the exploration of local cuisine at a particular place and offers opportunities to
learn about food history, culture, cooking, and tasting in a cost-effective package (Shenoy,
2005). Bangladesh's rich cultural past allows the development potentiality of culinary tourism,
yet the growth of culinary tourism is strongly dependent on government and other industry
stakeholder initiatives (Majumder, 2015). Bangladesh's distinctive cuisine and cultural variety
are key factors in the country's distinctive tourist industry (Wijayanti & Zahra, 2022). The food
of Bangladesh is one of the most crucial factors for the country to attract foreign tourists (Das
& Chakraborty, 2012). Bangladesh is recognized for its diverse local cuisines, culinary talents,

143
IJSB Volume: 25, Issue: 1 Year: 2023 Page: 139-150

and cultures. If carefully maintained and marketed, Bangladesh's culinary treasures might
provide tremendous potential for the global tourist industry (Huda et al., 2020).

3.1 Literature gap

Based on the examination of the existing literature, the gap in the research on the potential of
culinary tourism in Bangladesh may be the lack of a comprehensive study focusing explicitly
on the prospects and challenges of establishing culinary tourism in Bangladesh. The literature
review provides a general understanding of the significance of culinary tourism and its
potential economic benefits; however, it does not provide a comprehensive analysis of
Bangladesh's current culinary tourism industry, its growth potential, and the obstacles that
must be overcome to promote its development. Hence, a research study analyzing the current
state of the culinary tourism industry in Bangladesh and proposing development strategies
could help to fill this hole.

4. Methodology
The research includes both descriptive and exploratory approaches. It mainly aims to discover
the culinary tourism prospects in Bangladesh. Exploratory approaches were carried out to find
out the critical factors of culinary tourism prospects in Bangladesh. Then, the critical factors of
the prospects of culinary tourism in Bangladesh were measured through descriptive research
approach. The study used both primary and secondary data. To collect the primary data, field
visits and interviews of the respondents of various professions were conducted. A systematic
questionnaire survey was distributed among the respondents as the study used the
convenience method of sampling to gather information for statistical analysis. The sample size
of the study was 250 respondents. The questionnaire contained closed-ended questions that
were designed to elicit information on the respondents' demographic information, perception,
and attitudes toward culinary tourism in Bangladesh. To measure respondents’ attributes, we
used the five-point Likert scale. All the data from the primary and secondary sources were
organized and analyzed using computer applications like Microsoft Excel and IBM SPSS 25. To
achieve the objectives, the acquired data were examined using descriptive statistics such as
mean, standard deviation, variance, and multiple regression analysis. The reliability of the
study was tested using Cronbach's alpha, and the scoring system for the questionnaire was
based on Pikkemaat's (2004) criteria. The study was conducted with the utmost ethical
considerations, and Prior to the initiation of the research, informed permission was acquired
from all participants. The confidentiality of the participants was maintained throughout the
study.

5. Data Analysis and Findings

5.1 Socio-Demographic Information
The demographic characteristic of the 250 respondents is illustrated below in table 1. Out of
the 250 respondents, 46% were male which 116 are and female were 54% which is 134. Most
of the respondents were young aged 21-30 years and the percentage was 60.8% and only 2.4%
were aged above 50 which depict the travel aversion of older people. The most common
profession of the respondents was student which was 85.2% (213) 9.6% (24) were private job
holders and 2% (5), 3.2% (8) were teachers and government employees respectively. The
information also depicted that 74.4% of the total respondents were Undergraduate students
and 13.2% were HSC students. Most of the respondent’s income range is below 10,000 taka
and was 74.4% while 13.2% ranged between 11,000-25,000, 6.4% ranged between 26,000-
40,000 and only 2.4% ranged above 50,000 taka.

144
IJSB Volume: 25, Issue: 1 Year: 2023 Page: 139-150

Table 1.Demographic characteristics of the Respondents

Gender Frequency Percentage
Male 116 46%
Female 134 54%
Total 250 100.0%
Age structure Profession
0-20 71 28.4% Student 213 85.2%
21-30 152 60.8% Teacher 5 2.0%
31-40 17 6.8% Private Service 24 9.6%
41-50 4 1.6% Government Employee 8 3.2%
50+ 6 2.4% Total 250 100.0%
Total 250 100.0%
Educational level Average monthly income (BDT)
HSC 33 13.2% Less than 10,000 186 74.4%
Under-graduate 186 74.4% 11,000-25,000 33 13.2%
Graduate 22 8.8% 26,000-40,000 16 6.4%
Post-graduate 9 3.6% 41,000-49,000 9 3.6%
Total 250 100.0% 50,000+ 6 2.4%
Total 250 100.0%
Source: Survey data

5.2 Reliability of the study

Table 2 shows the test of reliability with the Cronbach's alpha which is a statistical measure
was used to evaluate the internal consistency of the survey questions of the study “The
prospects of Culinary Tourism in Bangladesh”. The alpha coefficient measure ranges from 0 to
1. Values closer to 1 indicates higher levels of internal consistency, a value of 0.7 or above is
generally considered acceptable for social science research, although a higher value is
preferred like 0.8 or above which is designated as a very good level. (Griethuijsen et al., 2014)
and (Ursachi et al., 2015). In table 2, it is seen that the value is .856 which is at a very good level
and suitable for the study.
Table 2. Test of reliability.
Reliability Statistics
Cronbach's Alpha N of Items
.856 14
Source: Survey data

5.3 Descriptive Statistics

The scores which are given by the survey respondents to all the variables to find out the
prospects of culinary tourism in Bangladesh are illustrated in table 3 below. The study revealed
that from the total 14 identified variables, a total of nine (9) variable’s mean score is more than
4 (M > 4.00), and the number of variables scored between 3 to 4 (3.00 < M < 4.00) are only two
(2) and finally the number of variables scored below 3 (M<3) are only three (3). The scoring
system for the questionnaire is such that a mean score of less than 2.75 is categorized as poor,
while a mean score between 2.75 and 3.25 is considered average. A mean score between 3.25
and 4.00 is considered good, and a mean score above 4.00 is considered excellent (Pikkemaat,
2004). So, from the criteria mentioned here, nine (9) i.e. (V4, V6, V7, V8, V9, V10, V12, V13, and
V14) variables of the total fourteen variables scored excellently. Two (2) i.e. (V5, V11) variables
scored well. Finally, only three (3) i.e. (V1, V2, V3) of the total variables scored poor (M≤2.75).
Most of the respondents have optimistic thoughts about culinary tourism in the enhancement
of the country’s image and reputation (M=4.3480), boosting the local economy (M=4.3480),
and adding a new dimension to the tourism sector (M=4.3280).

145
IJSB Volume: 25, Issue: 1 Year: 2023 Page: 139-150

Table 3. The Perception Score Given to the Factors by the Respondents

Descriptive Statistics
No. N Mean Std. Variance
Deviation
V1 Familiar with Culinary Tourism 250 1.9280 .25901 .067
V2 Visited Culinary tourism spot 250 2.2280 1.12654 1.269
V3 Culinary Tourism attracts to visit destination 250 2.3960 1.36772 1.871
V4 Food experience 250 4.1640 .97411 .949
V5 Food quality 250 3.7120 1.08894 1.186
V6 Highly influenced by social media 250 4.3200 .83690 .700
V7 culinary tourism attracts foreign tourists 250 4.0640 .95054 .904
V8 Prospects of culinary tourism in Bangladesh 250 4.2440 .79687 .635
V9 Attract more foreign tourists 250 4.2560 .96862 .938
V10 Development of superstructure can promote culinary 250 4.2640 .84686 .717
tourism
V11 Authenticity of local cuisine in Bangladesh 250 3.6360 1.26090 1.590
V12 New dimension to the tourism sector 250 4.3280 .75278 .567
V13 Contribution of culinary tourism in boosting the local 250 4.3480 .95842 .919
economy
V14 Enhancement of the country’s image and reputation 250 4.3480 .95842 .919
Valid N (list-wise) 250
Source: Survey data

5.4 Regression Analysis

The main objective of the study was to investigate the causal relationship among variables that
impact the prospects of culinary tourism in Bangladesh. To achieve this, a multi-linear
regression analysis was conducted as it provides the variables' most correct interpretation.
Thirteen variables were included in the analysis, which was indicated using standardized
factor scores (beta coefficients). The outcome of the regression analysis identified important
determinants that had a significant impact on the prospects of culinary tourism in Bangladesh.
These determinants were ranked in order of significance based on their coefficients of beta.
The dependent variable, which was examined using a Likert-type 5-point scale, was the
prospects of culinary tourism in Bangladesh. Table 4 displays the outcomes of a regression
analysis, which found a correlation coefficient (R) of 0.666. Which is close to 1, that indicates a
significant positive relationship between the dependent variable (attitudes towards the
prospects of culinary tourism) and independent variables. The correlation between the
variables was positive and moderate, suggesting that respondents had favorable attitudes
toward culinary tourism in Bangladesh. The coefficient of determination (R2) was 0.444,
indicating that 44% of the variance in attitudes toward culinary tourism was explained by the
independent variables. The F ratio was 15.762, and the value of p was 0.000, indicating that the
outcomes were highly significant. The F ratio was calculated to be 15.762, which indicates
whether the outcomes of the regression model could have been the result of chance. The p-
value for this test was exceptionally small, at 0.000. The R, R2, and F ratio values mentioned
earlier indicate that the regression model was able to achieve a goodness-of-fit level of
approximately 44.4% in predicting the variance of culinary tourism prospects in relation to the
thirteen variables.

Table 4. Summary of the Model

Model R R Square Adjusted R Square Std. Error of the Estimate
1 .666a .444 .416 .60913

Analysis of Variances
Model Sum of Squares df Mean Square F Sig.
Regression 70.181 12 5.848 15.762 .000b
Residual 87.935 237 .371
Total 158.116 249
Source: Survey data

146
IJSB Volume: 25, Issue: 1 Year: 2023 Page: 139-150

In table 5, the beta coefficients in the regression analysis indicate the relative significance of
the thirteen independent variables in explaining the variance in culinary tourism prospects,
the dependent variable. Among the thirteen variables, Authenticity of local cuisine
(beta=0.189, p=0.006), Attract more foreign tourists (beta=0.170, p=0.010), culinary tourism
attracts foreign tourists (beta=0.103, p=0.059), and highly influenced by social media
(beta=0.104, p=0.113) were found to have the greatest contribution and carry the most weight
in determining the prospects of culinary tourism in Bangladesh. These four variables were
found to have strong relationships with each other.

Table 5. Coefficients
Model Un-standardized Standardized T Sig.
Coefficients Coefficients
B Std. Error Beta
(Constant) .565 .397 1.423 .156
Familiar with Culinary Tourism .174 .152 .057 1.143 .254
Visited Culinary tourism spot .038 .041 .054 .927 .355
Culinary Tourism attracts to visit destination -.008 .034 -.013 -.228 .820
Food experience .050 .052 .061 .952 .342
Food quality .001 .042 .002 .028 .978
Highly influenced by social media .104 .065 .109 1.589 .113
culinary tourism attracts foreign tourists .103 .054 .122 1.896 .059
Prospects of culinary tourism in Bangladesh .110 .063 .134 1.761 .080
Attract more foreign tourists .170 .065 .181 2.609 .010
Development of superstructure can promote culinary -.033 .033 -.051 -.975 .330
tourism
Authenticity of local cuisine in Bangladesh .189 .068 .178 2.758 .006
New dimension to the tourism sector .070 .072 .085 .984 .326
Dependent Variable: Culinary tourism has a great prospect in Bangladesh
Source: Survey data
The findings revealed that if all other variables remained constant, a one-unit increase in the
Authenticity of local cuisine factor would result in a 0.189-unit increase in culinary tourism
prospects. Conversely, the least significant variable was the facilities in Food quality (beta=
.001, p=.978). In summary, all dimensions were not equally important but had a significant
impact on the prospects of culinary tourism in Bangladesh.

6. Conclusion
The analysis shows that, Bangladesh has the potentiality to capitalize on culinary tourism due
to its rich heritage and diversity of food offerings. Bangladesh provides a variety of distinct
gastronomic experiences that are appealing to both domestic and foreign tourists. Possibly the
majority of respondents to this research believed that the country's culinary diversity, growing
interest in food tourism, and infrastructure development create a solid basis for the sector's
expansion. The paper also emphasizes the significance of authentic local foods and cuisine. This
can help distinguish Bangladeshi food from other cuisines and increase its attractiveness to
tourists. Bangladeshi cuisine may enhance the country's image and reputation to a certain
degree and within particular parameters by incorporating the country's history and present
culinary standards, customs, and etiquette. The majority of variables were rated as excellent or
good, demonstrating that the majority of respondents had a favorable view on culinary
tourism. It is believed that culinary tourism can enhance a country's reputation, stimulate the
local economy, and add a new dimension to the tourism industry. It was discovered that the
Authenticity of local food, Attract more international visitors and culinary tourism is heavily
impacted by social media factors had the biggest impact on predicting the future of culinary
tourism in Bangladesh. Investment in Bangladesh's culinary tourism business can have
substantial economic rewards. Bangladesh has a wonderful possibility of positioning itself as a
destination for culinary tourism. By improving the quality and presentation of food,

147
IJSB Volume: 25, Issue: 1 Year: 2023 Page: 139-150

maintaining hygiene standards, enhancing hospitality, promoting the local food culture on
social media, and reviving traditional dishes, Bangladesh can attract more tourists, represent
its culture, tradition, and heritage abroad, and generate sustainable growth in the tourism
sector. This study provides fresh perspectives, identifies trends, and deepens our awareness of
the potential for culinary tourism in the nation. It is evident that culinary tourism has room for
expansion and development after looking at the situation as it is now, conducting market
research, and learning about traveller preferences. This can aid in the strategic planning and
decision-making of organizations, tourism organizations, and policymakers. It offers valuable
and fact-based insights that can advance the subject of culinary tourism and positively impact
Bangladesh's tourism industry. The positive effects of culinary tourism, which has significant
potential as a tourism product and should be further developed, could be enhanced by
addressing these issues. This research broadens our understanding of the possibilities for
culinary tourism in the country, detects trends, and offers new viewpoints. Future studies can
explore the enormous potentials of food tourism in the nation and how it might be fostered as
a beneficial facilitator of the tourism industry of Bangladesh.

6. Policy Recommendation
The policy maker can take action to promote and protect the regional cuisine's authenticity,
draw in tourists from abroad, strengthen the local economy, provide the required
infrastructure, and enhance the culinary tourism industry's offerings in terms of both food
quality and experience. Supporting small and medium-sized businesses, investing in
transportation, lodging, and food service facilities, providing access to financing and resources,
promoting hygiene and food safety practices, and creating a welcoming environment are all
examples of how to do this. It also includes assisting neighborhood restaurants and food
vendors. It also includes training and resources for chefs. It also includes promoting traditional
food festivals.

7. Limitation and Future Research of

The study obtained data from only 250 participants using a convenience sampling strategy and
a small sample size. The tiny sample size may not be representative of the total population,
restricting the generalizability of the results. The study focuses solely on the prospects of
culinary tourism in Bangladesh and does not examine its development's obstacles or
challenges. The present study was done to examine the prospects of culinary tourism in
Bangladesh. Further research on the prospects of culinary tourism in Bangladesh could solve
some of this study's weaknesses. However, future research on the possible impact of external
factors such as political instability and natural catastrophes might be performed to provide a
more thorough knowledge of the prospects for culinary tourism in Bangladesh. Lastly, a
comparative analysis with other nations in the region might be done to identify best practices
and improvement opportunities.

References:
Alam, U. (2015). The Foodscape: Tejgaon, Dhaka [Thesis, BRAC University].
http://dspace.bracu.ac.bd/xmlui/handle/10361/4529
Arif, I. (2011). Branding in Bangladesh: A Historical Perspective. Eastern University.
http://localhost:8080/xmlui/handle/123456789/164
Basumatary, S. (2021). The Advent of Culinary Tourism, Its Scope & Challenges. International Journal of Creative
Research Thoughts (IJCRT), 9(5), a120-a128.
Björk, P., & Kauppinen-Räisänen, H. (2014). Culinary-gastronomic tourism–a search for local food experiences.
Nutrition & Food Science, 44(4), 294-309.
Boyne, S., Williams, F., Hall, D. R., Andrews, N., Flanagan, S., & Ruddy, J. (2002). Innovation in rural tourism and
regional development: tourism and food production on the Isle of Arran. In Innovation in tourism planning
(pp. 54-69). Dublin Institute of Technology.

148
IJSB Volume: 25, Issue: 1 Year: 2023 Page: 139-150

Correia, A., Kim, S., & Kozak, M. (2020). Gastronomy experiential traits and their effects on intentions for
recommendation: A fuzzy set approach. International Journal of Tourism Research, 22(3), 351-363.
Das, R. K., & Chakraborty, J. (2012). An evaluative study on tourism in Bangladesh. Developing Country Studies,
2(1), 17-27.
Dittmer, P. R., & Griffin, G. G. (1993). Dimensions of the hospitality industry: an introduction. Van Nostrand
Reinhold.
Dutta, P., & NAUMOV, N. (2020). Food culture: Gastronomic experiences in Singapore. Journal of Gastronomy
Hospitality and Travel, 3(1), 20-29.
Ellis, A., Park, E., Kim, S., & Yeoman, I. (2018). What is food tourism?. Tourism management, 68, 250-263.
Farhana, N., & Islam, S. (2011). Exploring Consumer Behavior in the Context of Fast Food Industry in Dhaka City.
World Journal of Social Science, 1, 107–124.
Graziani, A. (2003). The monetary theory of production. Cambridge University Press.
Green, G. P., & Dougherty, M. L. (2008). Localizing linkages for food and tourism: Culinary tourism as a community
development strategy. Community Development, 39(3), 148-158.
Hall, C. M. (2006). Introduction: Culinary tourism and regional development: From slow food to slow tourism?.
Tourism Review International, 9(4), 303.
Hall, C. M., & Sharples, L. (2004). The consumption of experiences or the experience of consumption? An
introduction to the tourism of taste. In Food tourism around the world (pp. 1-24). Routledge.
Hall, C. M., & Sharples, L. (2008). Food and wine festivals and events around the world: Development, management
and markets. Routledge.
Harrington, R. J., & Ottenbacher, M. C. (2010). Culinary Tourism—A Case Study of the Gastronomic Capital. Journal
of Culinary Science & Technology, 8(1), 14–32. https://doi.org/10.1080/15428052.2010.490765
Hassan, N., Irfan, N., Roy, S., & Shaheen, N. (2019). Cross‐country study on food consumption patterns and rice
away from home: The case of Bangladesh. World Food Policy, 5, 6–15.
https://doi.org/10.1002/wfp2.12000
Huda, K. N., Uddin, M. J., & Haque, A. E. (2020). Panorama of Bangladeshi culinary tourism: Prospect and challenges.
Hospitality & Tourism Review, 1(1), 23-34.
Kittler, P. G., Sucher, K. P., & Nelms, M. (2016). Food and culture. Cengage Learning.
Kivela, J., & Crotts, J. C. (2005). Gastronomy tourism: A meaningful travel market segment. Journal of Culinary
Science & Technology, 4(2-3), 39-55.
Kivela, J., & Crotts, J. C. (2006). Tourism and gastronomy: Gastronomy's influence on how tourists experience a
destination. Journal of hospitality & tourism research, 30(3), 354-377.
López‐Guzmán, T., & Sánchez‐Cañizares, S. (2012). Culinary tourism in Córdoba (Spain). British Food Journal,
114(2), 168-179.
Majumder, D. (2015). Contributions and loopholes of tourism sector in Bangladesh. Jagannath Univ. J. Soc. Sci, 3,
1-19.
Mc Donald, I., Allen, J., & O'Toole, W. (1999). Festival and special events management.
Mohanty, P. P., & SADUAL, S. K. (2019). A study on cuisine tourism of Odisha, India: prospects, potential and
prognosis. Revista de turism-studii si cercetari in turism, (28).
Naumov, N., & Hassan, A. (2021). Gastronomic Tourism in Bangladesh: Opportunities and Challenges. Tourism in
Bangladesh: Investment and Development Perspectives, 165-176.
Omar, M., Haque, S. A., Sharker, R., Islam, M., & Alam, M. (2013). MARKETING SYSTEM, SEASONAL PRICE
VARIATION AND MARKET INTEGRATION OF HILSHA (TENUALOSA ILISHA) FISH IN SOME SELECTED
AREAS OF BANGLADESH. British Journal of Marketing Studies, 2, 101–116.
Pilcher, J. M. (2017). Food in world history. Taylor & Francis.
Pottier, J. (2014). Savoring “The Authentic” The Emergence of a Bangladeshi Cuisine in East London. Food, Culture
& Society, 17(1), 7-26.
Richards, G. (2002). Gastronomy: An essential ingredient in tourism production and consumption. Tourism and
gastronomy, 11, 2-20.
Richards, G. (2012, February). An overview of food and tourism trends and policies. In Food and the tourism
experience: The OECD-Korea workshop (pp. 13-46). Paris: The OECD Tourism Studies.
Richards, H. (2004). Understanding the global economy. Peace Education Books.
Saiful. (2019, September 30). Homna - Comilla: Matri Bhandar | Original Rasmalai of Cumilla. Homna - Comilla.
https://homnacomilla.blogspot.com/2019/09/matri-bhandar-original-rasmalai-cumilla.html
Sarkar, T., Salauddin, M., Paul, A., Choudhury, T., Chakraborty, R., & Imran, F. (2023). The Essence of Bengal’s Ethnic
Sweetmeats: An Exploratory Journey through History, Tradition, and Culture. Journal of Food Quality,
2023, e5008420. https://doi.org/10.1155/2023/5008420
Seraj, S. (2017, February 23). Hajari gur, a fading tradition. The Daily Star.
https://www.thedailystar.net/country/hajari-gur-fading-tradition-1365655
Sharpley, R., & Telfer, D. J. (Eds.). (2014). Tourism and development: Concepts and issues.

149
IJSB Volume: 25, Issue: 1 Year: 2023 Page: 139-150

Shenoy, S. S. (2005). Food tourism and the culinary tourist. Clemson University.
Smith, S. L. J., & Xiao, H. (2008). Culinary Tourism Supply Chains: A Preliminary Examination. Journal of Travel
Research, 46(3), 289–299. https://doi.org/10.1177/0047287506303981
Soetjipto, B. E., Suman, A., & Wahyono, H. (2021). Culinary business prospects in tourism economic development
In cirebon, west java indonesia. Turkish Online Journal of Qualitative Inquiry, 12(6).
Sokolova, A. P., Seryshev, R. V., Livson, M., Baranova, E. A., & Zunde, V. V. (2021). Prospects for the development of
domestic gastronomic tourism in conditions of restrictions caused by the COVID-19 pandemic. Journal of
Environmental Management & Tourism, 12(8), 2121-2128
sun, daily. (n.d.). Fast Food Culture Overtaking Our Traditional Culture | Daily Sun |. Daily Sun. Retrieved March
11, 2023, from https://www.daily-sun.com/printversion/details/670688/Fast-Food-Culture-
Overtaking-Our-Traditional-Culture
Talukder, M. B. (2020). The Future of Culinary Tourism: An Emerging Dimension for the Tourism Industry of
Bangladesh. i-Manager's Journal on Management, 15(1), 27.
Testa, R., Galati, A., Schifani, G., Di Trapani, A. M., & Migliore, G. (2019). Culinary tourism experiences in agri-
tourism destinations and sustainable consumption—understanding Italian tourists’ Motivations.
Sustainability, 11(17), 4588.
The Future of Culinary Tourism: An Emerging Dimension for the Tourism Industry of Bangladesh - ProQuest.
(n.d.). Retrieved March 11, 2023, from
https://www.proquest.com/openview/8ee5207778efacb79f3e4cae53869264/1?pq-
origsite=gscholar&cbl=2030618
Urry, J., & Larsen, J. (2011). The tourist gaze 3.0. Sage.
Wijayanti, Y. T., & Zahra, L. (2022). Tourism Challenges and Solutions during the Covid-19 Pandemic at Balkondes
Tuksongo Magelang: A Communication Perspective. AICOSH 2021, 111.
Wondirad, A., Kebete, Y., & Li, Y. (2021). Culinary tourism as a driver of regional economic development and socio-
cultural revitalization: Evidence from Amhara National Regional State, Ethiopia. Journal of Destination Marketing
& Management, 19, 100482.

Cite this article:

Sanjoy Kumar Acharjee (2023). Prospects of Culinary Tourism in Bangladesh. International

Journal of Science and Business, 25(1), 139-150. doi: https://doi.org/10.58970/IJSB.2191

Retrieved from http://ijsab.com/wp-content/uploads/2191.pdf

Published by

150