Master's thesis tourism and Local Food and Beverages

particular group in question. 
Globalization: is "the diffusion of practices, values and technology that have an influence on 
people's lives worldwide" (Albrow, 1997, as cited in Shenoy, 2005, P.21). Globalization 
theory is divided in to two parts: homogenizing forces of globalization and heterogenization. 
On the one hand, developing chain restaurant, foreign food, fast food, pre-cooked, processed 
food and ethnic restaurants all over the world refer to globalized palate. On the other hand, 
there is considerable effort to re-establish and articulate the local food system in terms of 
reviving and maintaining the local cuisines (Shenoy, 2005). Moreover homogenizing forces 
of globalization show that it has created incentives for new generations to understand and 
know other cultures. Additionally, globalization help to maintain local culture and all that is 
valuable so it will not make local culture disappear (Scarpato&Daniele, 2003). 
"To summarize, the stress upon the local and dynamics of the local's interaction with the 
global is the hallmark of the globalization theory. Globalization is thus neither a civilizing 
nor a destructive force, and is quite often a consequence of modernity. Its impact across 
countries and time has been haphazard, discontinuous and even contradictory"(Shenoy, 2005, 
P. 22). There are three major waves of regional cuisine in the industrial society. The first 
wave started in the 1400s to the 1800s. The food in that period was brought from Asia and 
the new world of the Americas to Europe and vice versa. The second wave of globalization of 
food happened from the seventeenth century to the twentieth century. There was a large-scale 
of immigration in this period (Hall & Mitchell, 2002). "As masses of people settle into new 
territory they take their food customs and their animals and seeds with them "(Hall & 
Mitchell, 2002, P.75). In terms of immigration, people brought their culture and food to the 
new world. The third wave of the globalization of food is the period of communication and 
technology because the world has become a global village. "In short, the globalization of 
food has affected people
‟s 
eating behavior, for example "McDonalds" has been a common 
phenomenon in every country and city worldwide"(Hall & Mitchell, 2000 as cited in Ab 
Karim, 2006, P.21). 
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Chapter 2. Literature Review 
2.7 Three waves of food change in the Industrial society. 
Source: Hall and Mitchell; 2002, p.74 
Tourism industry should present a different product such as national food and cultures that 
cause development and promotion of tourism destination by globalization of their food. 
Hence, one of the best ways of upgrading and marketing of the destination can be different 
types of foods which are consumed. Additionally, food globalization is not in contrast with 
the demand for local food ( Ab Karim, 2006). "Consequently, this would be the best position 
for the tourism industry to publicize the food and culture of a geographical location" (Ab 
Karim, 2006, P.22).