CULTURAL DIFFERENCES IN FOOD SERVICE PERCEPTIONS OF WEST EUROPEAN TOURISTS TOWARDS SINGAPORE FOOD PLACES

Abstract

The tourism industry is one of the major growth industry in the world and is particularly significant to Singapore as it accounts for approximately 6% of its annual GNP. In particular, the food service sector is both a major beneficiary and contributor to tourism, with visitors' food/beverage expenditure accounting for 10.92% of the total visitor expenditure for Singapore in 1992. This study seeks to investigate the effects of cultural influences on the food service preferences and perceptions of the West Europeans. It further expands on the research conducted by Hakam and Lau (1990) on the differences among regions in their perceptions of Singapore food places. The twin objectives of this study are to determine whether differences exist in: 1) the relative importance the Europeans place on seven food-related attributes in their evaluation of food places and 2) their evaluations of the eight types of Singapore food places across these attributes. To facilitate the analysis of the study, a total of 424 respondents from Britain, France, Germany, Italy, Netherlands, Scandinavia and Switzerland were surveyed. In particular, their perceptions on outdoors hawkers centres, enclosed air-conditioned food courts, fast food restaurants, seafood restaurants, family restaurants, ethnic restaurants, fine dining places and outdoors western cafes and restaurants were sought. The results of the study reveal considerable differences to exist among the Europeans surveyed with regard to their perceptions of Singapore food places. Many reasons were found for the significant differences that exist. In particular, the Italians show strong cultural traits and have ratings that are significantly different from the others across many attributes and food places. Hence, it may be inferred that cultural differences do exist among the Europeans and that national cultures do have an impact on consumer attitude and behaviour.