Beyond Taste: The Role of Kashmiri Regional Cuisine in Shaping Tourist Experience, Cultural Perception, and Destination Image

Abstract

ABSTRACT This research deals with the influence of Kashmiri ethnic food on tourists’ experience, cultural perception, and construction of destination image. It uses primary data collected through structured questionnaires from 120 tourists of Kashmir. The study investigates the perceptions of visitors about indigenous culinary traditions, food experience, cultural participation, and its effect on the whole travel experience. This research highlights the role of traditional Kashmiri food as a cultural expression, authenticity, and destination image. These findings demonstrate how regional food plays an important role in enhancing the perception of the uniqueness and attractiveness of Kashmir as well as helping people understand the rich cultural diversity of the region. Even though it is clear that tourists perceive Kashmiri food as a valuable symbol of tradition and heritage, there are still issues of mismatch between experience and value perception that should be addressed. The research emphasizes that through better destination branding, preserving culture, and helping local communities involved in traditional cooking, there is great opportunity for Kashmiri cuisine to become an important resource for tourism development. Through its contribution to the perception of region’s cuisine as an important component in forming perceptions and image of the destination, rather than only culinary experience, the research contributes to the growing body of literature on gastronomic tourism. In order to increase visitors’ satisfaction, provide an opportunity for inter-cultural interaction, and develop sustainable tourism in the region, the research recommends the incorporation of Kashmiri cuisine heritage in tourism marketing strategy.