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This research aims to assess the dimensions of local gastronomic image by identifying the vital gastronomic image traits utilised by foreign tourists for their evaluation of local foods while investigating any perceived disparities in the gastronomic image among Eastern and Western tourists.

It combined mixed-methods research involving 17 in-depth interviews with restaurant stakeholders in Fiji and analysis of responses from 221 foreign tourists using multivariate and descriptive statistical methodologies. A total of 25 local gastronomic image traits were assessed to understand tourists’ perceptions, which were further refined into foundational constructs through exploratory factor analysis.

Results highlighted that dishes like Kokoda, Palusami and Lovo are top favourites among both Eastern and Western tourists due to their less spicy nature. Findings also revealed that tourists positively evaluated four cognitive/perceptual dimensions of local gastronomic image: taste and freshness, culture and food authenticity, emotional food image, and quality and price value. Among all constructs, “freshness and taste” most significantly impacted foreign tourists’ satisfaction with their gourmet/culinary experiences, while “digestibility and nutritional value” showed the least value.

This research contributes to understanding how a destination’s gastronomic image influences tourists’ perceptions and how it can be effectively utilised to showcase the cultural uniqueness of destinations like Fiji.

This study evaluates the relative preference for local foods among foreign tourists. It also assessed how the sociodemographic profiles of tourists influence their local food preferences.

This research utilized a mixed-methods approach. The initial qualitative analysis phase involved semi-structured, in-depth interviews with stakeholders in Fiji’s local food sector, providing feedback on tourists’ preferred dishes. In the second phase, 204 foreign tourists were surveyed through the location intercept approach at various local restaurants, street food joints and eateries across Fiji. The preferences of these foreign tourists for the local food were subsequently analyzed utilizing the analytical hierarchical process (AHP) model and Chi-square statistics.

This research identified 25 local food dishes most preferred by foreign tourists. A pairwise comparison matrix revealed that “Kokoda” was most preferred, while “Tuna Ika Vakalolo” was the least preferred, and the normalized matrix presented the estimated overall priorities of the local foods based on taste and flavor. Among all the factors analyzed for their potential influence on the local food preferences of foreign tourists, “education attainment” and “marital status” were found to have no significant influence.

This study highlights the varied local dishes preferred by tourists, assessed through the AHP model, and provides the sociodemographic factors influencing these preferences. By identifying and presenting local Fijian dishes across regions and examining sociodemographics’ impact on food preference, this research provides invaluable implications for significantly benefiting the local food vending sector.

This study aims to simultaneously examine the interrelated influence of antecedents involved in developing fast-food restaurant customer loyalty. A conceptual model which incorporates service quality attributes, price fairness, customer satisfaction, brand image and trust and the resultant effect on customer loyalty is proposed to better understand how fast-food restaurant customer loyalty can be optimized.

A quantitative research methodology adopting structural equation modelling was used to understand the interrelatedness and influence of antecedents involved in optimizing fast-food restaurant customer loyalty.

The findings indicate that service quality attributes (food quality and employee service quality) and price fairness significantly influence customer satisfaction and brand image, while physical environment quality has no significant influence. Additionally, customer satisfaction was found to influence brand trust and customer loyalty, while the brand image does not influence customer satisfaction but does influence brand trust and customer loyalty.

Understanding the interrelatedness and influence of antecedents involved in developing fast-food restaurant customer loyalty would enable academics and practitioners to formulate honed marketing and operational strategies to optimize customer loyalty and fast-food restaurant profitability.

This research addresses the paucity of research and marketing gaps regarding the interrelatedness and influence of antecedents involved in optimizing fast-food restaurant customer loyalty in Small Island Developing States (SIDS).

The concept of green entrepreneurship is still in its infancy stage and therefore there is no proper way to define and relate this form of entrepreneurship with the business or society. Although green entrepreneurship is the need of recent times in order to protect the environment. Therefore, there is a need to focus more intensely on the concept. On the other side, the support of the government and the lack of financial stability of entrepreneurs from developing sides of the world is hindering the path of green entrepreneurs from developing sides of the world. Therefore, this chapter has been purposely written to highlight the green entrepreneurial process along with the motivational model for green entrepreneurs. Hence, this chapter might be perceived as the cornerstone in the development of the concept of green entrepreneurship from developing sides of the world.

Odds & Edge, a micro venture based in Ahmedabad, India, has created a niche for itself in the affordable designer wear segment. Covid-19 induced lockdown pushed Odds & Edge to the brink of collapse. And because of the severe cash crunch partners need to take a call regarding the continuation or closure of the venture. The case is intended to be discussed in an entrepreneurship class for post-graduate level participants. The case setting is inside Odds & Edge and it was May 01, 2020, when Ms Jheel Jain - a partner & the protagonist, needed to decide the future of the venture. Participants will have a brief understanding of entrepreneurial traits and will also learn about the Ansoff Model of expansion in case of continuation and the different exit choices for an entrepreneur. As Odds & Edge operates in the fashion industry, students will be able to understand the concepts such as Ecopreneurship, Circular Economy, and Trashion. The case follows through the background of Ms Jain, the ideation stage, and the players in the Trashion Industry. It then moves on to the operation of Odds & Edge narrating the process, products, and partners of the venture. The case ends with the decision dilemma for Ms Jain i.e. should she continue? If yes then how could Odds and Edge expand & grow? Or Should Jheel surrender and exit? If yes then what are the probable exit choices for her?

1. to understand the concept of Ecopreneurship, Circular Economy and Trashion; 2. to identify and discuss common entrepreneurial traits; 3. to analyze the Ansoff Matrix for exploration of various expansion/growth strategies; and 4. to understand different exit strategies available to an entrepreneur.

The case is intended to be discussed in an entrepreneurship class for post-graduate level participants.

Teaching notes are available for educators only.

CCS 3: Entrepreneurship.