THAO Journal

3.                   Literature Review 

3.1.              Food 

The Merriam-Webster dictionary defines food as “material consisting essentially of protein, carbohydrate, and fat used in the body of an organism to sustain growth, repair, and vital processes and to furnish energy.” Given that food is a necessity for human society, several factors that influence human food choice have been tackled in previous studies. The issues on health, mood, convenience, sensory appeal (enticing), natural contents, price, weight control, familiarity, ethical concern, religion, and risk perceptions have been discussed by the researcher. [1-9]. 

With the development of the food industry and the increase of social food perception, risk perception associated with food has been regarded as one of the important motives in the food selection of the community [5]. Furthermore, food is viewed as a foremost travel motive, with food tourism emerging as a major attraction worldwide, including Macau and Mainland China. 

Food particularly aids in providing a pleasurable travel experience. The “experience” concept has been explored in the restaurant dining context [10-13]. However, street food, Macanese cuisine, as well as gourmet visà-vis gastronomic experience have remained unexplored in Macau. 

3.2.              From Street Food to Macanese Cuisine 

According to FAO (1997) [14], “street foods are ready-to-eating foods and beverages prepared and/or sold by vendors or hawkers, especially in the streets and other similar places.” Other studies present that street food is not regarded anymore as a type of food but as a way to preserve cultural and social heritage and to stimulate tourism [15-17]. In terms of Macau food consumption, street food remains immensely popular. Previous studies affirmed that some street food, such as egg tart and pork chop bun, has a highly popular among tourists. [18, 19] Therefore, those street foods may transcend into a cuisine if the Macau food culture can be developed. 

First, a common characteristic of existing studies is that they only identify the variables or attributes (e.g., Chang et al., 2011) [10] or experiential cues involving dining or meal experiences (e.g., Kim et al., 2016) [20]. However, at the core of a co-created experience, the active sense-making of the consumers and how food goes well together with the specific venue, set-up, and service experience have been overlooked. Second, experience co-creation is a basis for value creation, and value is perceived to be embedded in experiences [21]. By strengthening the association between food venue escape experience and various food characteristics, the current study cultivates local and tourists’ interest, particularly of Generation Y’s and Z’s preferences in cuisine, and the results of the gastronomic consuming frequency in Macau. Furthermore, the study confirms the popularity of street versus gourmet or gastronomic food that directly affects a destination visit and or regional economic effects on the relationships. In addition, well-being encompasses healthy cuisine. Currently, the business approach extends the different practices leading to eating healthy, organic greens, and wellness issues toward the millennium. 

3.3.              Towards Gastronomic Experience 

The demands of tourists are changing rapidly worldwide. Presently, tourists are increasingly seeking unique experiences as they are not only interested in visiting cultural, historical, and natural sites, but also want to explore a destination through new elements, such as gastronomy [22]. Gastronomy is generally perceived as a driving force behind the revival of tourism in some destinations that are struggling due to different reasons or as a viable alternative for new destinations that do not involve the sun, sea, and sand, as well as natural or historical resources [23]. 

3.4.              Events versus Food Events 

In the field of tourism studies and research, the term event refers to a planned occasion or activity. Festival and special event are commonly combined to coin the term FSE. Including the food event, special event is a one-time or infrequently occurring event outside the normal programs or activities of the sponsoring or organizing body [24]. Gastronomy and associated events can become parts of a destination’s appeal and promote the differentiation of every destination [25]. Festivals are a specific form of tourism that is usually created by organizers, and a festival with a theme of food and cuisine is referred as a food festival [26]. Gastronomic festivals not only provide an eating experience, but also offer a full tourism experience [27].

3.5.              Characteristics of Generations Y and Z 

Generations Y and Z are those who are born after 1981, categorized and called as digital natives [28] for their active search, sharing, and contribution, consumption of content, work, and play in social media platforms [29]. The use of social media is a basic need and common phenomenon to Generations Y and Z. In this regard, the computers and mobile phones are necessary tools in this generation’s daily life. The emphasis of social media marketing and promotional means can effectively expose Generations Y and Z. To this extent, in particular the food culture and the food selection, the digital context would have the impacts upon the Generation Y’s and Z’s that we are looking into in this research study. 

4.                   Methodology 

4.1.              Facilitation of a Critical Incident Technique and Questions Asked 

After designating 2018 as Macau Year of Gastronomy, recall the top 3 food in Macau that you have eaten recently and have created your most enjoyable gastronomic experience.

Did you notice that this event is currently launched at Macau Fishermen’s Wharf? Where else could this event be made? Name some of the social media platforms that you use most.

4.2.              Critical Incident Technique (CIT) 

The CIT was introduced by Flanagan in 1954 and gradually became popular in-service research in the past three decades [30]. The technique has been widely used in numerous areas in the service industry (Table 1). Researchers also adopted this methodology in 2003 [30,31]. In the current study, the CIT was utilized to examine all the aspects of the food service encounters at the most basic level, that is, from the perspective of overseas and local guests. The CIT specifically serves to further recognize the identified main attributes, ascertain additional sub-attributes, and distinguish any potential attributes for future investigation. The approach for this research was inspired by the work of Bitner, Booms, and Tetreault (1990) [32]. 

Primary empirical focus in the combination studies is the analysis of non-CIT data, that is, CIT data are collected to be used in combination with another research method. In these studies, no attempt is made by the researchers to describe the CIT data or data collection procedures nor to report any analysis of the respondent stories. 

Four CIT studies are classified as being interpretative and content analysis studies, as both methods were employed in these studies. Thus, the total for these rows is adjusted to avoid double-counting these studies. 

Source: Adapted from Gremler, 2004, The Critical Incident Technique in Service Research, p. 72. 

The CIT is a type of content analysis method that uses self-reported narratives to classify specific events, phenomena, or occurrences, which are referred to as incidents [31]. Bitner, Booms, and Tetreault (1990) [32] corroborated that an incident is deemed critical when it “contributes to or detracts from the general aim of the activity in a significant way.” The CIT involves collecting the observations of acts and feelings and classifying them into proper categories to ensure their usefulness in addressing practical problems [33, 34]. 

The current study was based on the reviews made by guests on their recent food service encounter within six months. The encounter must be an unforgettable experience in Macau and must strongly create a positive or negative feeling toward their future consumption. Each respondent was required to complete a half-page description of their “Top 3 favorite food items-unforgettable Macau food eating experience.” Their direct reflection and recollection of the experience clearly indicated their opinion about the food that they enjoy most, whether positive or negative. 

In this scenario, mostly positive incidents and favorite food items were recalled by Generations Y and Z, and their comments provided inputs to the research findings where the areas of the main attributes were derived. 

5.                   Characteristics of the Sample 

A total of 600 samples were obtained, and 534 respondents were useful with an 89% response rate. The feedback on an average of one to three top favorite food items was provided, ranging from one incident at least to 5 incidents at most. 

Direct citations by respondents contributed to 1,457 incidents on food items (Table 2). presents the general socio-demographic characteristics of the respondents. Gender distribution in the sample was approximately even, and the number of females (51.4%) was slightly higher than the number of males (45.7%). Asians, including Mainland Chinese, constituted 86.4% of the sample, while the remaining 5.2% were composed of tourists from Europe, the U.S.A., Canada, and Australasia although 8.4% was regarded as others and unspecified. 

Approximately seventy-seven percent of the respondents were between 21 and 35 years old, contributing to the Generation Y category which is of majority, and twenty percent of the respondents were below 20 which are classified as Generation Z. 

6.                   Discussion and Results 

6.1.              Top 3 Favorite Food 

From the findings of over 500 samples, the top 3 Macanese food items are pork chop bun with 120, Portuguese egg tart with 114, and egg tart with 74, showing the major favorite Macanese food items that Generations Y and Z would have consumed (Table 3).

From the above table, the top food choice consumed by locals and tourists in Macau is the pork chop bun, followed by Portuguese egg tarts, and egg tarts. Among the samples, the respondents have identified their preference of top food. Between the Portuguese egg tarts and egg tarts, the former is more popular, which was first created by a British bakery, whereas egg tarts have been made by a local bakery. However, if we generalize the egg tart category, it is considered as the most popular snacks in Macau, with a total of 188 counts out of 534 respondents. With valid samples up to 35%, a differentiation of egg tarts in Portuguese style emerges, which was created by a British bakery, with that of Lord Stow and other egg tarts made by local Chinese bakeries.  In addition, we have noticed from the identification of all the food items from the Generation Y and Z students, with majority, who just recalled the food item incidents, without specifying the producer of the food product. With careful and thorough classification, four major categories have been classified, namely, local specialty, gourmet, drinks and desserts, and gastronomic/Michelin experience. Among such food items these are many various single items plus repeat items.

(Table 4) shows the four major categorizations of favorite food items: local specialty with 1,110, gourmet with 215, drinks and desserts with 93, and gastronomic/Michelin experience with 39, having total valid counts of 1,457 food items that are regarded as incidents, which are illustrated as below.

6.2.              Local Specialty 

Local specialty includes items of local snacks, nostalgia, and hawkers’ shop in the street, such as pork chop bun, pineapple bun, serradura, and balcahau, and the nostalgia and hawkers’ shops in the street consist of those that are sharks’ fin bowl, fish balls, noodles, and congee or rice.  Total valid counts of 1,110 are found in the category of local specialty, with the majority of snacks having a valid count of 645. Items included are very trivial, and details are exhibited in (Table 5).

Local specialty has been regarded as the second most valid count with 417, which consists of pork chop bun, serradura. Among the local specialty, pork chop bun has the most valid count and is considered to be the most popular food item. A wide array of snack selections has been named by Generations Y and Z, which are accounted to over 20 items, with a total of 645 total valid counts. Next is other local specialty with 417, followed by noodles and rice or congee with 24 valid counts each, such as wonton noodles, water crab congee, and beef stew rice.  

6.3.              Gourmet 

Gourmet has been mentioned by Generations Y and Z. Out of the gourmet category (Table 6), the curry cuisine has been selected as the most popular, with total valid counts of 132 choices composed of beef stew, chicken, brisket, veggie balls, and rice. Approximately 10 countries or cities have been considered due to the diversity of every cuisine made by different restaurants in Macao. The third most popular is the meat with pork and chicken under the gourmet category, which has been mostly mentioned by Generations Y and Z due to the details of the cooking methods used, such as chicken cooked fried, coconut, “hand tear”, roasted, and Hainan style. Among all these, the least favorable gourmet item is surprisingly the seafood. Only 1 type of seafood was selected, which is the oyster given in the sample findings on Generations Y and Z, with two ways of eating it, i.e., charcoal and raw. 

6.4.              Drinks and Desserts 

In terms of the drinks and desserts category (Table 7), shows that we have tallied a total of 93 valid counts, including drinks and desserts with sub-category items having similar counts. However, we have observed that the popularity of the drinks and desserts lacks local authenticity, while there are Taiwanese and Thailand influence with the drinks and desserts in Macau. Only one item is named as double-boiled milk, which is originally created in Macau. Interestingly, no alcoholic drinks, such as Macau beer and Portuguese wine, were recalled from any incident sample by Generations Y and Z. With the modernization and globalization taking place, we have noticed that Generations Y and Z do not mind whether the top food items are actually and physically offered and originally made in Macao. They would have preferred their own style, or eating preferably in their individual style. This research study can totally reflect the actual opinions of Generations Y and Z about their preference in food items. We have affirmed that the local food culture characteristics and authenticity have diminished based on the list of the drinks and desserts that we have reviewed and identified. No must-buy drinks and desserts items are available and offered solely in Macau.

6.5.              Gastronomic or Michelin Experience 

Finally, the food category of gastronomy and Michelin star restaurants has been found to be lacking of Macanese touch. Only a total count of 39 with some repeated brands of the restaurants is available, including 18 brands, such as ShingKee Congee, and Tomato House. The recognition of gastronomic or Michelin experience has been very weak and even not well-recognized by respondents from Generations Y and Z. 

6.6.              Venues Launched 

Furthermore, with the existence of the 2018 Gastronomy year of Macao, how far do they reckon, other than the Fishermen Wharf has been noticed as a venue, where would be the best alternative locations that Generation Y and Z have suggested to present and serve “UNESCO Creative Gourmet City” in their gastronomic experience. Via the Question is asked: Do you notice that this event is currently launched at Macau Fishermen’s Wharf? Where else could this event be made? Out of the 534 samples, 71% of Generations Y and Z expressed “No”, which means that they do not notice the existence of this entitled event, and only 29% said “Yes”. The choice of venue of this “2018 Macao year of Gastronomy” must be further promoted and marketed massively. Other than the Fishermen Wharf, over 30 venues have been suggested by Generations Y and Z to be launched in Macao. The most popular venues have been mentioned, including Macao Tower (126), the Venetian Hotel (52), Ta Seac Square (40), Ruins of St. Paul’s (24), and Sai Van Lake (16) with the actual valid counts. Other venues being suggested are mainly sightseeing spots, local leisure spots, hotels, and a transit point. Sight-seeing spots include museums, i.e., Taipa House Museum and Science Museum, plus Lotus Square and Cotai. Local leisure spots i.e. Guia, Lou Lim Leoc Garden, Senado Square, and Hac Sa Beach. The transit point includes only the Border Gate. The main reasons behind are due to the Mainland Chinese students did the samples, who have transited most often via the Border Gate, without mentioning other transit points such as Macao Ferry Terminal, or Macao International Airport. Hotel venues include Ponte 16, MGM, Galaxy (2), and Broadway (2). The one single hotel item being highly suggested is the Venetian Hotel, with 52 times which is regarded as the most popular hotel venue comparing to other hotel venues, though Galaxy and Broadway have been highly promoted in the TDM via the promotional brochures and leaflets, and advertising during the World Cup broadcasting time. Only one university venue was mentioned, which is City University of Macao. There are also 20 samples without suggesting any venue to launch this special event. 

6.7.              Social Media Platforms 

In response to the question as “Name some of the means of the Social Media platforms that you observe most”. Through these findings, to what extent and which specific Social Media platforms have they searched most. They are all valuable indicators as a reference for the practitioners to develop the food market and as the means of promoting and communicating with Generation Y and Z guests/customers. According to (Table 8), the major social media that Generations Y and Z mentioned are Facebook (234), WeChat (162), Instagram (72), Weibo (64), and other means, with a total count of 654 with 1 to 2 incidents cited. 

Other means include the Macau News, Apple News, Macau Tourism Board, Advertising Signs, Internet, WhatsApp, Line, Apple, YouTube, Twitter, Mime play, Radio, Road Show, Radio, and Public Announcement. Only 16 respondents said “Do not know”. The response was given from a range of 1 to 2 social media platforms that they have surfed most frequently. 

7.                   Conclusions and Implications 

With the above findings, we have observed that the majority of Generation Y’s and Z’s favorite food in Macau are seen as the local specialty due to the affordability and accessibility in the venues available. The major reasons of the Generation Y’s and Z’s favorite food item, local specialty that has/have been seen as actively consumed due to the peer group influence. The active and interactive behavior among this group of Generation youngsters has been noticed obviously. 

This research has found challenges, difficulty, and trivial in the categorization and classification of food items. It is because of the complication of the ways how the names of the food have been addressed and recognized, either in Cantonese, Putonghua plus Portuguese. By large there are translations from the Cantonese dialects into the English, or Putonghua alike. Some nature of the food that has been found originally not from Macau, some are co-creation from the mixture of the ingredients of Macanese that is Asian, Chinese plus Portuguese flavor. With the understanding of the research findings, all of the local specialties can be found in most of the cafés or hawker shops or even the local restaurants. Due to the popularity of the specific type of food, the restaurant owners will include the top items in the menu as a brand awareness or selling point for the ease of the customers to order somehow. 

To conclude, the most popular item is shown as the pork chop bun, and the main reason behind this is because most of the local small restaurants, cafés, or even gourmet, offer the pork chop bun in their menu due to the popularity in nature. Yet, the actual methods of producing or preparing the pork chop buns could have been varied from the coffee shops, either it was being roasted or grilled, some even cooked in a barbeque style and some food venues even specially add-on various ingredients onto the pork chop bun that would have their unique characteristics that the tastes were somehow different, such as red or white onions plus tomatoes or some sauces being included have been presented in different manners. 

However, the gourmet or cuisine have been noted and have been concluded with wide varieties influenced by other countries, that have not been seen as a local specialty, such as Portugal, Japan, Myanmar, Thailand, Malaysia, Hong Kong, and Singapore, as well as from the Mediterranean, and the specific provinces of China (i.e., Cantonese dim sum and Hainan Chicken rice), which is not produced in the Hainan Island but should be offered originally from Singapore. Being located nearby Guangdong Province, local restaurants offer dim sum, but the food has not been specially selected by Generations Y and Z. The desserts and drinks that have been viewed as locally made are red bean ice and double-boiled milk, which are shown as very lack of in their choices of preferences. Meanwhile, the Thailand coconut juice, drinks with the brands of Come by, KOI milk tea, which are of great Taiwanese influence. Finally, the category that is unpopular with limited valid count food items is the gastronomic /Michelin experience. Only 39 out of 1,457 or 2.7% has been noted. In the near future, we have to look into the possibility of further educating and promoting with various means and methods to rectify and make known the gastronomic/Michelin experience to Generations Y and Z. Generations Y and Z are considered as the most influential group of this generation with “shake and move” nature and are the most consumable customers in this era. 

The promotion and advertisement of the gastronomic/Michelin experience in 2018 Gastronomic Experience in Macau must be done extensively in various social media platforms, but 71% of Generations Y and Z have not noticed the event. Several social media promotions made in Face book, We Chat, Weibo, and Instagram are highly recommended for having brought into the attention of this group of customers. 

Various marketing methods through the social media platforms must be initiated by hoteliers, marketers, and the Macao Tourism Board. Furthermore, a more specific classification of the types of food can be reinstated in the given coffee shops or restaurants or their chef, this could help avoiding the ambiguous means of the process of food search in line with the branding of the restaurants itself, as well as the proper content of the food line given. All in all, even the Generation Y and Z are affordable to render the Gastronomic / Michelin experience, without the appropriate tools and means to expose to this target group of Generation Y and Z, which are viewed as weak coverage standing.

8.                   Originality or Value 

This paper provides an enhanced understanding of Generation Y’s and Z's gastronomic experience, which is derived from street food, Macanese cuisine, and gourmet (i.e., gastronomic consideration for local and travel motivation). This research also provides practical insights into the tourism practitioners, hotel managers, restaurants marketers to project and market specific food items given by a city or destination for Generations Y and Z with images, attributes, elements, and the other food criteria that affect the local environment. 

9.                   Acknowledgment 

This project is sponsored by Macao Foundation and City University of Macao, the first author was born in the family of hospitality, while her father was a café owner once she was born. She has started exploring the hawkers’ street food in Macao when she was studying kindergarten at the age of 2 and a half in Macao, and has continued with exploring all kinds of food all over the world in the past few ten years.

Table 1:  Research Topics Investigated Using Critical Incident Technique (CIT) Studies.

Table 2:  Demographic Profile

Table 3:  Favorite Food Item.

Table 4: Four Major Categorization.

Table 5:  Local Specialty-Top Food Valid Counts.

Table 6: Gourmet-Top Food Valid Counts.

Table 7: Drinks and Desserts-Top Food Valid Counts.

Table 8: Popular Social Media.

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