Speaker
Description
Globalisation and multiculturalism have significant impacts on food culture worldwide. International brands and cooking styles, especially in the fast-food industry, are prevalent even in small cities worldwide. With its diverse climate and local cuisine, Iran always has various cooking styles. Food plays a significant role in the local communities, ethnicity, and everyday life. The consideration of the regional and natural ingredients, cooking styles, and even cutlery are parts of this custom. However, the situation is different in major bustling cities like Tehran. In this city, the capital of Iran, fast-food and routine restaurants that serve the same foods are primarily ordinary, and some traditional foods are served as well. Meanwhile, some Western-style restaurants serve the most popular international foods, such as pasta, steaks, Italian pizza, etc. Here, some cafés play a different role as a third place, as Ray Oldenburg, the urban sociologist, introduces a home away from home. While people in a big city lose time on transportation and are busy with work, welcoming cafes open their doors to visitors, catering to the desires of citizens and strangers alike.
This research, which aims to uncover the role of Tehran's contemporary cafés in introducing and expanding Iranian local cuisines as a tourism destination, was conducted using a qualitative approach and ethnography method. The study involved 22 cafés and their users in Tehran city, explicitly focusing on the historical central area. It included observations and semi-structured interviews.
The outcome of the research shows that in recent years, some of these trendy cafes have had insightful impacts on introducing local and traditional Iranian foods and beverages to tourists and new national generations and as a pure remembrance to elders. Some home cafés symbolise the connection between yesterday’s life and modern life, a postmodern destination. These spaces reuse old buildings as cultural spaces and cafes, helping to conserve the city’s historical aspects, both physically and non-physically. The robust economy enhanced the intention of these café businesses as a thriving destination.
These places play a crucial role as a tourist attraction in the historical area of Tehran. The critical point is that not only are the architecture and physical elements attractive to users, but also the food, cutlery, table decor, and all details of the food traditions are celebrated, fostering a sense of cultural appreciation and respect. In the end, the main category derived from the study is authenticity, which illustrates the lost part of the city and the importance of cafés in conserving our past.
| Keywords | gastronomy tourism, postmodernism, café culture, authenticity, third place, heritage conservation |
|---|---|
| Best Congress Paper Award | Yes |
