Innovative capacity and sustainable food tourist influx to African-ethnic restaurants: The dynamic capabilities perspective

Abstract

The paper presents findings on how innovative capacity influences sustainable food tourist inflows to African-ethnic Restaurants (AERs) in East Africa. Informed by the Dynamic Capabilities Theory, a multiple case study approach was adopted to capture what the owner- managers bring to the research inquiry. This helped in an in-depth understanding of patterns and relationships of meanings. The study reveals that continuous food quality improvement, adoption of new technology, innovative authenticity assurance, customer involvement and personalized service, and engagement of dynamic tour and travel agents are strategically relevant in influencing sustainable food tourist inflows to AERs. Continuous use of popular flavourings, fresh materials, and adoption of best culinary practices such as “marinating” are a major reason for tourists’ re-visits to AERs. The findings further reveal that adoption of new technology for fast food preparation, attractive food presentation, and apposite service temperature lead to tourist attraction. It also emerged that the ability to respond to guest unique requests and specification is a valuable capability. In addition, the use of traditional paraphernalia, indigenous ingredients and, hiring creative traditional chefs is critical in retaining food tourists. Moreover, provision of diversity through an elaborate African buffet, eclectic cuisine, and regular menu reviews was found to be vital in attracting visitors to AERs. Thus, the study through innovative capabilities-based model, provides a theoretical explanation for food tourists’ influx to AERs, and presents implications for policy and practice.