Aalborg- and Aarhus Street Food market - A discussion of motivational factors and individual experiences from a national- and international perspective
Author
Hoffmann, Kamilla Vinter
Term
4. term
Education
Publication year
2018
Submitted on
2018-01-02
Pages
95
Abstract
Dette speciale undersøger, hvilken rolle Street Food spiller i Danmark, med fokus på gæsternes oplevelser i Aalborg Street Food og Aarhus Street Food. Undersøgelsen bygger på en praktisk tilgang med kvalitative interviews med både forbrugere og eksperter. Formålet er at belyse, hvad der motiverer gæsterne, hvordan de oplever besøget, og hvad Street Food-konceptet betyder i en dansk sammenhæng. Analysen bruger McIntosh m.fl.’s (1995) motivationsteori, som opdeler motivation i fire kategorier: fysiske motiver (fx sult eller afslapning), kulturelle motiver (læring og autenticitet), interpersonelle motiver (socialt samvær) samt status- og prestigemotiver. På baggrund af 60 forbrugerinterviews fordelt på de to markeder viser specialet, at gæsternes primære drivkraft er de kulturelle og sociale aspekter. Specialet undersøger også den samlede gæsteoplevelse ved at se på forventninger og indfrielse samt nærheden til det lokale – både i form af mad og producenter. Resultatet peger på, at Street Food skaber en kulturel, her-og-nu-oplevelse, hvor det sociale møde er vigtigt. Markederne inddrager gæsterne i en medskabelsesproces, hvor de kommer tæt på lokale råvarer og madaktører. Denne medskabelse er central for den eftertragtede “stemning”, der opstår i samspillet med det lokale miljø og byens hverdag. Gæsterne tilegner sig ikke blot viden om nye traditioner; de bliver en aktiv del af deres egen oplevelse og køber dermed mere end et måltid – de køber fortællingen og betydningen bag maden. Samlet set viser specialet, at Street Food i Danmark er langt mere end bare mad. Det kulturelle element er afgørende for at forstå og definere konceptet. En god historie kombineret med lokal forankring tiltrækker gæster. Set i et turismeperspektiv handler den kulturelle oplevelse om læring og autenticitet, og om nysgerrighed efter at møde forskellige kulturer og deres historie. At smage lokal mad åbner for en kulturel proces, hvor maden får betydning for dem, der spiser den.
This thesis explores the role of Street Food in Denmark by focusing on visitors’ experiences at Aalborg Street Food and Aarhus Street Food. It takes a practical approach based on qualitative interviews with consumers and experts. The aim is to understand what motivates visitors, how they experience their visit, and what the Street Food concept means in a Danish context. The analysis applies McIntosh et al.’s (1995) motivation theory, which groups motivations into four categories: physical (e.g., hunger or relaxation), cultural (learning and authenticity), interpersonal (social interaction), and status and prestige. Based on 60 consumer interviews across the two markets, the thesis finds that visitors are primarily driven by cultural and social motivations. The thesis also examines the overall visitor experience by looking at expectations and whether they are met, as well as closeness to the local—both to food and producers. The findings suggest that Street Food offers a cultural, here-and-now experience in which social interaction matters. The markets involve guests in a co-creation process that brings them closer to local ingredients and vendors. This co-creation is essential for the sought-after “atmosphere,” shaped by the local setting and the city’s everyday life. Visitors not only learn about new traditions; they also become active participants in their own visit, creating experiential value in which they purchase not just a meal but the story and meaning behind it. Overall, the thesis shows that Street Food in Denmark is much more than food. The cultural element is central to defining the concept. A compelling story combined with a local touch attracts guests. From a tourism perspective, cultural experiences involve learning and authenticity and reflect a curiosity to encounter diverse cultures and histories. Tasting local food opens a cultural process in which food carries meaning for those who consume it.
[This abstract was generated with the help of AI]
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