Fast Food & Traveling

During Phase 1 of my Tourism Destination Management Masters in the Netherlands, our class conducted research in Amsterdam to understand how food plays a role in tourists emotions. For my research I focused on the role of fast food: below is an excerpt from the final product of this research.

Introduction

When people travel they experience new and exciting sights, activities, culture, and, of course, food. A common joy of traveling is consuming the local food. However, when visiting major international cities it is increasingly more common to see fast food restaurants on every corner than local restaurants. In most major cities in the world, you can find a McDonalds, Burger King, Kentucky Fried Chicken, Subway or other massive international chain restaurants. While these restaurants are global and popular by tourists, few research has been done on the effect the experience of fast food has on tourists emotions. Therefore, it needs to be examined how fast food, which is found in all major tourism destinations, effects tourists emotions.

Literature Review

A major part of traveling and being a tourist is experiencing and tasting the destination’s food. Whether the tourist is a food enthusiast and travels for the sake of food, or they are less particular about the food they eat while traveling, food impacts the emotions felt on holiday. The experience of eating food while traveling plays a role in how tourists experience the destination (Kivela ,Crotts. 2006). People experience food in a large range of ways from street food, hotel dinners, fancy five-star restaurants, food markets, and fast food while traveling (Björk & Kauppinen-Räisänen. 2017). As found in Sthapit, Björk and Coundounaris’s article consuming food also affects the memories made while traveling (Sthapit, Björk, Coundounaris. 2017). Therefore, emotions felt during these food experiences are important in constructing the overall emotions of a vacation.

Oxford dictionary defines emotion as, “A strong feeling deriving from one’s circumstances, mood, or relationships with others.” Several studies have found that consuming local food while on holiday create positive emotions for tourists (Sthapit et al. 2017; Björk & Kauppinen- Räisänen. 2017; Tsai, C. 2016). Local food is an important part of destinations because it reflects the regions culture and history. Many destinations are known and publicized for their local food on TV, publications, and on social media (Tsai, C. 2016). Several studies have found that many tourists find local food to be associated with “authenticity” and “originality” of a destination (Björk & Kauppinen-Räisänen. 2017; Henderson. 2009). This association between what tourists eat and the feelings of originality of a destination contribute to positive emotions. Tsai defined a memorable tourism experience as, “a tourism experience involving positive memories that are generated after an individual undergoes special and surprising culinary tourism activities or events in person.” (Tsai, C. 2016 pg. 538.) Tsai’s definition demonstrates the importance of positive emotions while on vacation because it can affect the longterm views of a destination. The correlation that has been found between local food and positive emotions could contribute to the longterm emotions and views of tourists about particular destinations. However, this prior research only examines tourists emotions when experiencing local food, which is only one fraction of all of the food experiences that happen while on vacation.

 

In today’s international world the easiest and quickest food to find in most major cities is fast food. According to Alfaris, Al-Tamimi, Al-Jobair, & Al-Shwaiyat (2015) fast food is “food that is quickly prepared, purchased in self-service from restaurants with precooked ingredients, and served in a packaged form for the customer to take-away.” (Alfaris, Al-Tamimi, Al-Jobair, & Al- Shwaiyat. 2015 p. 2). Fast food is usually unhealthy and does not have fresh or local ingredients and it has been linked with weight gain, high blood pressure, and other health problems (Vikraman, Fryar, and Ogden. 2015). These negative effects are primarily ignored because the food is inexpensive and the prevalence of restaurants. Currently, the top three fast food chains in the world are Subway, McDonald’s, and Starbucks, all three chains are in over 100 countries (Chepkemoi, 2017). As seen in Table 1 the total number of fast food restaurants in the world is in the hundreds of thousands. This demonstrates that fast food is a readily available way to experience food while traveling and that it happens in many different destinations all over the world. There is a lack of information on the effect of fast food on tourists emotions and the subsequent effect on the destination experience.

Table 1

 CHEPKEMOI, J. (2017, FEBRUARY 21). THE WORLD’S LARGEST FAST FOOD CHAINS [DIGITAL IMAGE]. RETRIEVED SEPTEMBER 27, 2017, FROM HTTP://WWW.WORLDATLAS.COM/ARTICLES/THE-WORLD-S-LARGEST-FAST-FOOD- RESTAURANT-CHAINS.HTML

There is an abundance of research studying the relationship between local food and emotions that show positive emotions come from experiencing local food. However, the globalization of fast food restaurants has led to hundreds of fast food chains in destinations around the world. Therefore, while local food provides authenticity to the location it has competition from the cheap, quick and accessible fast food. This research paper works to complete this missing literature by studying the emotions felt while tourists eat at fast food restaurants. The research questions for this study are as follows:

●  How does consuming fast food affect tourists emotions?

●  How much regional food do tourists consume in the destination?

●  How much fast food do tourists consume in the destination?

●  What emotions are associated with eating fast food?

 

Methodology

Both quantitative and qualitative methods were utilized to provide varied insight and data in answering these research questions.. Quantitative research requires empirical data which will be collected through surveys from tourists and analyzed under a positivist epistemology, discovering knowledge that is statistically valid and generalizable. The qualitative data will be gained from interviews which will allow for co-created meaning from the researcher and participant in creating understanding and knowledge to better understand the research questions through a social constructivist lens (Gergen, 2004). Different methods of research provide for a well-rounded and diverse analysis and through understanding different epistemology approaches the research will be enhanced by broadening perspectives in knowledge development.

The surveys were created based off of participant observation done in Amsterdam by 30 NHTV Tourist Destination Management (TDM) students. From this initial participation observation, expert tourism scholars generated the survey items based on formal literature, including Reicheld (2003) in order to develop the net promoter scale 1-10 and the negative and positive emotions analyzed in the surveys were modeled after Gillet, Schmitz, Mitas in finding the most relevant emotions to study (2013). A total of 57 questions were asked regarding basic information on the respondents trip in Amsterdam, food experiences, emotions felt, and activities done while traveling in Amsterdam.

The sample population for this data comes from Amsterdam, a top tourist destination in Europe. Amsterdam reached more than 15 million tourists in 2016 and therefore it is a pertinent location for the surveys in order to give applicable data for the tourism sector (IAmsterdam, 2016; Netherlands Board of Tourism & Conventions, 2017). Furthermore, Amsterdam is considered the culinary center of the Netherlands, making it appropriate to study tourists emotions with food experiences in this city (Marlet, 2009). These surveys were conducted at major tourist attractions in Amsterdam: Anne Frank Museum, Rijksmuseum, Van Gogh Museum, Vondelpark, Natura Artis Magista, Madam Museum, Rembrandt Museum, Central Station, Heineken Experience and the Dam. The surveys were collected on tablets in October 2017 and from 30 TDM students using convenience sampling at the different top attractions. The sample data has a total of 443 respondents characterized by 52% male and 46% female, an average age of 31.9 and from a mixture of European, Asian, and American respondents, the top 5 most common nationalities coming from: The United Kingdom, Germany, United States of America, Netherlands, and France. These respondents were used to answer the survey questions which covered many aspects of tourism. The surveys were then analyzed using Statistical Package for the Social Sciences (SPSS) in order to gain insight into respondents answers.

Quantitative Results Highlights

For this research, the questions analyzed are specific to the research questions and not the entirety of subjects researched through the survey. The research questions have been individually answered using quantitative research and SPSS.

How often do tourists consume regional food in the destination?

• 21.9% of respondents consumed no local or Dutch food
• On average our sample consumed a little to a moderate amount of local or Dutch food.
• 1.278 standard deviation meaning that there is no normal distribution

Therefore, our respondents were spread out in their experience of Dutch food but the average respondent experience of local or Dutch food was from a little to a moderate amount.

How much fast food do tourists consume in the destination?

• 72.9% of respondents did experience fast food
• On average people experience fast food a little to a moderate amount, usually more towards the moderate side
• 1.506 standard deviation meaning that there is no normal distribution

Accordingly, the average of our tourist respondents experienced fast food a moderate to quite a bit while in Amsterdam but the total responses did not have a normal distribution and were very spread out meaning that there was a high amount of variety in tourists responses.

What emotions are associated with eating fast food?

Positive emotions were found through finding the index of the research questions to the extent that tourists felt: interested, joyous, content, relaxed, excited, loving, hopeful, positively surprised, amazed and amused. Negative responses include: angry, sad, disgusted, afraid, and negatively surprised. These responses were measured on a 5-point scale from “not at all” to “extremely” felt. The indexes of positive and negative emotions are the dependent variables and are compared to the independent variable survey question: “To what extent did you experience the following during this meal? – Fast food”. The independent variable of fast food is also answered using a 5-point scale from “not at all” to “extremely” felt.

Positive Emotions

interested, joyous, content, relaxed, excited, loving hopeful, positively surprised, amazed & amused

 Through applying the positive emotion outcome to the F test using fast food as the predictor it is discovered that there is no relationship. The sig for this test is 89% meaning that the sample data came from a population where the null hypothesis is true and fast food does not influence positive emotions. As a result, positive emotions are not influenced by eating fast food and the measured emotions in the survey are not significantly associated with eating fast food.

Negative emotions

angry, sad, disgusted, afraid, and negatively surprised

Linear regression was used to model the association between consuming fast food and negative emotions.  Fast food was responsible for 2.6% of the variation in negative emotions. This is a small amount of variance in the creation of negative emotions and shows that while it is not the main indicator of negative emotions it still plays a role in their creation. The linear model was significantly better than the null model because the sig was .003. This means that the sample data came from a population where the null hypothesis is not true and fast food does impact tourists negative emotions. The beta for negative emotions (b = 1.221) was largely different from zero (t = 18.153 and sig= .003). The linear model when using negative emotions as the outcome and fast food as the predictor is negative emotions = 1.221 + (.065 *fast food) + error. Therefore, using the 5-point scale of the responses it shows that for every one unit of change in fast food there is a .065 increase in negative emotions. Furthermore, the negative emotions analyzed (angry, sad, disgusted, afraid, negatively surprised) are associated with eating fast food. This is demonstrated in the linear module relationship results in Table 3.

 

Qualitative Results Highlights

The three interviews conducted provided insight into the emotions tourists felt while eating at fast food in Amsterdam and in traveling to different destinations. Three themes arose which are readily found throughout the interviews and further explain fast food’s effect on tourist’s emotions.

1. Trying fast food is associated with feelings of being a “bad tourist”: cheap, fat, lazy, and having no culturally authentic feelings of the destination.  
2. Fast food is associated with preconceived negative perceptions which contribute to feelings of discomfort and uncertainty during the food experience.
3. Tourists choose fast food out of necessity, not for the enjoyment of eating.

Discussion

The food tourists eat while traveling impacts how tourists experience the destination and therefore, it is important to look at the range and options tourists have to choose from in different destinations (Kivela ,Crotts. 2006). This research provides insight into the lack of research on how fast food restaurants, which continues to expand and increase globally, is affecting tourist’s emotions.

Survey results found that Amsterdam tourists experience local and fast food a moderate amount while in Amsterdam, with fast food being visited slightly more than local food. This shows that the abundance of fast food restaurants is making an impact and tourists are experiencing fast food while traveling slightly more than local food. This also shows there is an importance on the circumstance of choosing food, as discovered from the interviews that fast food is namely chosen out of necessity as one interviewee said “It was something that I really needed and it served its purpose” (Line 73, M.G. Interview). Furthermore, the frequency of visiting fast food and local food means that the corresponding emotional effects of fast food are being felt more so than the effects of local food. This demonstrates that the effects of fast food on tourists emotions is an important and valuable research topic because it is happening in Amsterdam. It can therefore be predicted to be happening similarly in other large tourist destinations.

The quantitative research found that the corresponding emotional effects from fast food do not influence positive emotions. The lack of significant relationship between positive emotions and fast food illustrates that the beneficial effects from local food like authenticity, memorability, and originality (Björk & Kauppinen-Räisänen. 2017; Henderson. 2009) are not happening when visitors go to fast food restaurants. Moreover, these positive emotions that have been prior linked to local food were further supported with this research. The interviews conducted found supporting research when the interviewees discussed local food saying, “local food is food that you don’t find in any other places but in the place that you’re visiting”, “Get the real experience”, and “I always want to try the local food” (Line 122, B. Interview; Line 73 B.C. Interview; Line 167, M.G. Interview). Thereby continuing the evidence of local food influencing positive emotions. However, the research found that fast food does influence negative emotions felt by tourists in Amsterdam.

The three interviews that were conducted and analyzed gave further insight into these negative emotions that correspond with fast food. The feelings of being a “bad tourist” correspond with eating at fast food because there is “no authenticity to fast food” (Line 29, B.C. Interview). Therefore, bad tourists do not feel that they have had an authentic meal from the destination. Prior research has linked these feelings of authenticity with local food (Björk & Kauppinen-Räisänen, 2017).  Additionally, a “bad tourist” was further defined as “cheap, fat and lazy” and consequently eat at fast food restaurants. This perspective of “cheap, fat and lazy” fast food confirms that the existing research on the unhealthiness of fast food (Vikraman et al. , 2015) is known and acknowledged by tourists. Also, it furthers this research because it links the factual evidence of fast food being unhealthy with the negative emotions felt by tourists who go to fast food establishments. This can also be linked with the survey emotion of “disgusted” which is one of the negative emotions that has a significant relationship with fast food. The interviews further illustrate the unhealthy and negative emotions from fast food as stated, “I’m not really fond of uh of the fast food places, I’m more healthy person” (Line 138, B. Interview). The theme of being a “bad tourist” expands upon the existing research of fast food being unhealthy (Vikraman et al., 2015) and connects specific negative emotions with the unhealthiness of the food.

Furthermore, this research found through thematic analysis that there is an existing negative perception of fast food that is linked discomfort and uncertainty during the food experience. Several interviewees discussed that stories and media influenced their view on fast food restaurants and then effect their experience while at fast food experience as one stated, “You might think about it before you put it in your mouth” (Line 96, B.C. Interview). The major chains of fast food were directly linked with the definition of fast food and these different negative stories about fast food are linked with all brands, not singled out depending on the different restaurant. Therefore, no matter which fast food chain or establishment the tourists pick, the negative perception is attached with the type of restaurant as a whole, not necessarily the restaurant that the story originated from. These negative preconceptions effect tourists comfort level while eating at these restaurants creating discomfort and uncertainty.

Despite these negative emotions that are associated with fast food, the surveys analyzed found that tourists continue to go to fast food restaurants, slightly more than local restaurants, mainly due to necessity, as seen through the third interview theme. This necessity is derived from either having no other food options or simply being hungry. Specifically, to Amsterdam, where one interviewee remarked on how early other restaurants close, fast food was the only option late at night. Interviewees also found this as a common context of choosing fast food in different destinations, “I’m desperate and it’s O’Dark thirty and nothing else is opened and I need food.” (Line 239, B.C. Interview). This exemplifies that fast food is only picked when there are no other options for food and the tourist is very hungry. Despite the negative preconceptions, awareness of the unhealthiness, and the “bad tourist” mindset associated with fast food, it is visited out of necessity. This suggests that it could be visited more than local restaurants because Dutch restaurants in Amsterdam are not open late at night. Additionally, it shows that tourists accept and acknowledge the negative emotions with fast food because hunger outweighs them. Necessity is another negative emotion related to fast food because it demonstrates that fast food isn’t picked because there are no other options and so no decision is made in a late at night context.

When tourists choose fast food it is not from the joy of eating or possible positive emotions derived from eating in new places but simply from having hunger or having no other options of different restaurants to eat at. Therefore, as the prevalence of fast food increases globally it will remain and continue to grow in these negative effects. As confirmed by one interviewee that all of the places she has visited have had fast food restaurants. Furthermore, the abundance of restaurants is especially important when choosing fast food can be the only option depending on circumstances and fulfills the requirement of eating, not the enjoyment of being on vacation. As Kivela (2006) discussed, food is a major part in how tourists experience the destination and therefore the emotions of tourists who choose, or have to choose, to eat at fast food restaurants is negatively impacted. Moreover, this research shows that these decisions to eat at fast food are slightly higher than the choice to eat at local restaurants and so increases the negative emotions.

Recommendations

Based on this research there are two recommendations for the city of Amsterdam to improve tourists experience while in Amsterdam. The first recommendation is to suggest local dining restaurants to stay open later in order to gain more profit from tourists late at night. The second recommendation is to support and increase fast casual restaurants as a healthy hybrid solution for fast food restaurants. These recommendations will help to decrease the negative emotions of fast food restaurants by giving more options and countering the necessity drive of going to fast food.

Suggest Local Restaurants to Stay Open Later

Necessity is a prominent reasoning for tourists to choose fast food in Amsterdam, namely because no other restaurants were open late at night. On average Amsterdam restaurants close between 21:00 and 22:00 (Amsterdam.info, 2017). This relatively early kitchen closing time does not allow for the 20% of Amsterdam tourists who partake in late night clubbing, or the 46% who explore the Red Light District (IAmsterdam, 2012). Furthermore, these leisure type tourists spend 40% of their money while in Amsterdam on food and drink (IAmsterdam, 2012). Therefore, a majority of tourists who are out late at night in Amsterdam spend a significant proportion of their money on food. This further supports the current research that shows Amsterdam is known for its restaurants to close earlier than when people need food, “Because shops here [Amsterdam] usually close pretty early…it [fast food restaurant] was the only option.” (Line 84, M.G. Interview).

Local food has been connected with positive emotions for tourists such as memorability and authenticity (Björk & Kauppinen-Räisänen. 2017; Henderson. 2009). The interviews conducted have continued to prove this connection, with respondents saying their Dutch experience made them feel, “like I was really trying to be a part of the culture and get the real experience” (Line 73, B.C. Interview). However, in Amsterdam a large portion of tourists are forced to choose fast food late at night because the local food restaurants are closed. Through keeping these local restaurants kitchens opened later, it will offer more selection and choice for tourists late at night. Choice is one of the most important values to customers when choosing a restaurant (Miller, Washington, & Richerd, 2016). Therefore, promoting local Dutch restaurants to stay open longer will give tourists more choices when deciding where to eat late at night and help to repair the negative emotions that come from choosing fast food late at night.

Support and Increase Fast Casual Restaurants

The three most important values for choosing a restaurant are quality for price, fresh ingredients and choice. (Miller et al., 2016). These qualifications were supported by the qualitative research conducted in this study. The interview participants attributed fast food with unhealthy, cheap, fat, and lazy emotions. Therefore, Amsterdam is in need of affordable food options that have healthier choices. Fast casual dining is a restaurant solution that has been increasing in popularity and is seen as being healthier and higher quality food.

Fast casual restaurants combine fast food and traditional restaurants and are considered by customers to have a higher quality of food, service and atmosphere than fast food (Miller, et al., 2016). Fast-casual restaurants have been increasing in the USA faster than any other restaurant segment and was a US$ 37 billion segment in 2015, (Miller et al., 2016). This success is attributed to the hybrid nature of these style restaurants that, “combine the convenience of quick-service [fast food restaurants] with the food offerings of higher-check establishments.” (Miller et al., 2016). Additionally, fast-casual dining is chosen more often than fast food restaurants because of the healthiness and food quality, as seen in Table 4, (Fast-Casual Restaurants, 2014). This addresses a prominent negative emotion associated with fast food being “fat and lazy”.  The promotion of fast-casual food is doubled by the findings that quality uncertainty is higher for tourists than locals in the restaurant industry (Terhorst & Hilal Erkuş-Öztürk, 2015). Thereby, supporting restaurants that are perceived as having higher quality will battle the negative uncertainty and questioning felt by many tourists when choosing restaurants which was found in the qualitative analysis.

Table 4: Comparison of Fast Food & Fast Casual Restaurants

Attribute	Fast-Casual	Quick Service
Healthy	18%	9%
Food value/quality	17%	9%
Price Driven	14%	23%
Personal Loyalty	8%	10%
Restaurant Explorer	8%	5%
Other Reason	10%	18%

Fast-Casual Restaurants. (2014). Restaurant, Food & Beverage Market Research Handbook, 15196-198.

Amsterdam’s current fast-casual dining options include restaurants like: Temakerty, Bar Huf, Stach Food, and Hema dining. These restaurants offer food at a higher quality than the standard of most fast food restaurants. From the abovementioned fast casual restaurants in Amsterdam Stach Food and Hema dining have the most local Dutch options, therefore combining convenience and a local food experience. Currently Hema has eight locations and Stach Food has nine locations in Amsterdam (Hema.nl, n,d.; Stach-foods.nl, n.d.) Their menu offers many traditional Dutch food while also preparing food quickly and allowing for easy takeout or dine in options. Through supporting and increasing these style restaurants, particularly those with the traditional Dutch theme, Amsterdam can both redeem the negative emotions associated with fast food while increasing the beneficial positive emotions linked with Dutch food. Through increasing and supporting this style of food experience, fast casual dining, Amsterdam can provide a more positive dining experience while maintaining the convenience of fast food.

Conclusion

As fast food continues to grow and expand globally it is important to examine how this effects tourist’s emotions while travelling. The research of Björk & Kauppinen-Räisänen (2017), Henderson (2009) and Tsai (2016) found a positive link between emotions and consuming local food, however there is a severe lack of information looking fast foods effect on tourist’s emotions, especially as it continues to expand. This report addresses this lack of literature. The major findings include that there is a significant link between experiencing fast food and negative emotions, including: cheap, fat, lazy, unauthenticity, and negative questioning. Furthermore, it was found that the main reason for choosing fast food is because of necessity; whether the necessity be lack of options or simply hunger.

To address the negative emotions connected with fast food two recommendations for the city of Amsterdam have been created. The first is to encourage local Dutch restaurants to stay open longer into the night in order to offer more choices late at night instead of only fast food restaurants. Secondly, increasing and supporting fast casual dining restaurants provides the opportunity for this new hybrid type of restaurant which is connected with high quality food will again offer tourists more dining options that are a better quality than fast food. Through providing more choices and different dining options to tourists Amsterdam can battle the trend of necessity for tourists choosing fast food. The negative emotions connected with fast food are an important consideration for tourist destinations as these restaurants continue to globally expand.

Limitations

This study has several limitations in the manner data was conducted and the size of the sample size. For future research the study should have more interviews in order to provide more comprehensive data and allow for a larger thematic analysis. A larger sample size for the qualitative data will give more diverse and thorough results of tourists experiences. Furthermore, the interviews and surveys were conducted with several different researchers but having one or two researchers will provide more consistency between data collected. Therefore, more qualitative data as well as a smaller field of researchers is suggested for future research.

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