Master's thesis tourism and Local Food and Beverages

2.2.4 Mazandaran province 
Because of its wonderful and abundant nature and geographical location, Mazandaran 
province is considered as one of the pioneering tourism centers. Evidently, tourism is one of 
the most essential sectors for the economic growth of Mazandaran, for Mazandaran is a 
region where individuals undertake different business activities for money making. 
According to Honari (2010), Mazandaran with its abundant nature offers the best of 
opportunities for tourists with totally different desires. The natural attractions of Mazandaran 
are as follows: Mazandaran sea, various floras and faunas, picturesque mountains, forests and 
seashore, Damavand summit (5670m), caves, waterfalls, rivers, spas, springs, lagoons like 
Miankahe peninsular in Behshar, 800 well-known monumental and historical spots like 
Amol, Chalous, Sari, rivers, lakes bank, spots, waterfalls, nation parks, protected areas and 
wild life, preserves and natural-national works and mineral waters. 
GOLESTAN
Sari
Map 2.1 The province Mazandaran map 
Geographical position has a huge impact on the nature of Mazandaran, the indicative of 
which are Alborz heights, elevation from sea level, distance from the sea, southern 
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Chapter 2. Literature Review 
wildernesses of Turkmenistan, local and regional wind currents, and diverse kinds of 
vegetation. Due to its specific geographical location, Mazandaran province profits from three 
kinds of climate such as Moderate Caspian weather that according to Zendehdel (2000), has 
hot and humid summers and mild and humid winters. 
2.3 Relationships between Food and Tourism: 
2.3.1 Food and tourism 
Meals are consumed for pleasure not out of need. So food is a part of leisure experience such 
as occasion and atmosphere. Meal experience for tourists can both be a necessity and 
pleasure. Therefore, Experiencing the Local food at a particular restaurant can be an 
important component of tourists' travel itinerary (Shenoy, 2005). Food holds a lot of different 
roles such as fulfilling basic needs, authentic and cultural experience as well as social needs. 
Overall, there are many experiences that can be related to eating (Ab Karim, 2006, P.6). 
Scientific studies about meal experience are rare, especially travel dining behavior of tourists 
are limited (Jensen&Hansen, 2007). "Despite the importance of food as an input in the 
tourism sector, it continues to receive very little attention in the literature"(Tikkanan 2007, P. 
721). According to Tikkanan (2007) service provider and the tourists have a different culture 
so there is a notable gap in relating the attributes that affect how tourists evaluate their travel 
dining experiences. 
Food plays an important role in tourism sector and many researchers refer to the relationships 
between food and tourism destination. Lin (2006) suggested that the link between food, 
tourists and destinations are complicated and puzzling; there remains a lack of a 
comprehensive understanding of the relationships between food and tourism. Studies on food 
and activities related to food are very few. Moreover, Food has an effect on tourists' 
experience and also tourism has an influence on culture or individuals (Ab karim, 2006, P.6). 
Human beings have their own experiences of meals in the everyday life. When people go to 
travel, nearly all of them spend money on food at tourism destination. These days food is an 
important element in the tourism industry so that tourists spend part of their budget on food. 
Chang &Hsieh (2006) believe that almost one-third of all tourist expenditures are spent for 
food. In addition, based on recent research approximately 40% of tourists' budget spend on 
food in traveling (Boyne, Williams, Hall, 2004). "The 2004 restaurant &foodservice market 
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Chapter 2. Literature Review 
research handbook states that 50% of restaurants' revenue was generated by travelers" (Ab 
Karim, 2006, P.2).