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Identifying the Innovation Opportunities for Iranian Restaurants to Introduce Food as one of Iran’s Cultural Attractions: A Postmodern Approach
2011 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The totality of a culture represents a complex amalgam of an enormous number of various tangible as well as intangible ingredients that collectively contribute to portrait a picture of it in the mind of audience; these are the building blocks of every culture that distinguish it from others. The correct identification and management of each of these components would result in achieving sustainable cultural development and could help to prevent from occurring deviations. The ancient country of Iran has got a remarkable culture born out of the historical, social, religious and tribal events that it has been through during its 8000-year old history of existence. Such an ancient culture definitely demonstrates opportunities for the development of an attractive tourism industry in a sustainable manner in which its heritages and treasures remain safe from being forgotten or vanished during this postmodern era of human’s social life.As a very tiny component of Iranian culture, the Iranian food and culinary art requires certain amount of attention and management in order to develop and flourish the way is supposed to. The remarkable history and culture of Iran deserves an eligible and proper manner of development since it has been born out of such a high status.Within the discussion of Iranian contemporary food consumption habits, the sub category of dining out has been selected to be the focus of this research.It is witnessed that despite the variety that the Iranian cuisine used to enjoy, in the contemporary era, most Iranian food service providers and restaurants tend to leave a very limited food choice for their patrons since they serve very similar menus. On the other hand, and as the result of conducted observations, within the food service industry of this country the amount of demand still surpluses the supply, therefore the service providers and restaurateurs have got the general advantage of dictating their own plans to customers. Although this issue has not been officially regarded as a problem, according to the result of researches conducted by the authors, it is claimed that through correct management and design of activity, the process of revitalizing the forgotten food recipe of Iran could function as an aid to award Iranian patrons with one of their initial rights they have been robbed of, namely the choice.It is expected that by achieving product innovation through enriching the quantity and quality of menu items and other tangible manifestations of Iranian eating habits that have been ignored, Iranians would be presented with better choices, while as the result of entering a new realm of competition among service providers, the total quality of the contemporary Iranian food Industry improves.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-50505Local ID: 7c115fe4-6f2b-4bea-a7af-b57f60bcb475OAI: diva2:1023864
Subject / course
Student thesis, at least 30 credits
Educational program
Business Administration, master's level
Validerat; 20110621 (anonymous)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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Ilkhanizadeh, ShivaJavidinejad, Mandana

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