Master's thesis tourism and Local Food and Beverages

5-4. Conclusion: 
The present study has made the role of food as a tourism attraction clear with major emphasis 
on motivational factors that have influenced local food consumption. This study adds to the 
literature in food tourism and is accounted as one of the few researches to study destinations' 
motivational factors that are related to food and intention to visit in Iran. The result of this 
study could provide a basis for further research on this subject. In Iran there are almost 2200 
varieties of food and 109 food and beverages and different sorts of bread and cookies are 
already recognized due to the variety of culture and geographic. The local food of each region 
is one of the emblems of that region's culture. The research findings demonstrated the effect 
of motivational factors on local food and beverages by domestic tourists. They include 
authenticity, interpersonal, culture, physiology, prestige and demographic factors. The 
present research demonstrates that Iran, with huge variety of sub-cultures and therefore 
82 

---

Chapter 5. Conclusion and Recommendations 
variety of food, is able to attract many tourists because this diversity is attractive to the 
tourists. The results of the research reveal that there is a meaningful relationship between the 
local food consumption and all factors under the study in the North of Iran as a tourism 
destination, except for prestige-related factor. 
5-5. Suggestions 
As findings of question No.1: 
o 
What is the authenticity factor influencing the consumption of local food and 
beverages in the North of Iran as a tourism destination? 
The question 4 in the questionnaire includes seven items, which based on the tourists' 
ranking are: authenticity, hygiene, personnel's behavior, food diversity, accessibility, price 
and decoration. The findings indicated that authenticity was the main preference for the 
tourists who visit local restaurants. It is suggested that decoration, tablecloth and the style of 
food services be in a way to create the authenticity experience for the tourists and the 
managers of the restaurants design their restaurants with authentic handicrafts. Moreover, 
authenticity can be manifested in the cooking style that the material is fresh and original, not 
commercialized and industrialized. Hygiene is the second important item based on the 
tourists. It is suggested that the restaurant managers pay more attention to the hygiene 
because it increases tourists' satisfaction. The third item due to tourists' perspective is 
personnel's behavior which is an important issue. The fourth item is food diversity based on 
the tourists' view. Restaurant managers should pay more attention to the diversity of the food 
which attracts more tourists to spend more time and more money in the restaurants, it is 
suggested that the restaurant's menus be diverse in items to provide the customers with a 
more flexible choice of food and also to familiarize them with new local dishes. This will 
ultimately enable the tourists to get acquainted with the local culture and will result in the 
increase of their cultural capital. Accessibility, price and decoration were the least important 
items. It shows that authenticity and hygiene are more important than the price, accessibility 
and decoration. 
83 

---

Chapter 5. Conclusion and Recommendations 
As finding of question No.2: 
o