Promoting Food Tourism with Kansei Cuisine Design

Factoring the most affective elements into a tangible product is the core of Kansei design. Accordingly, one promising means to innovate the local food is to incorporate essential features of renowned international cuisine into the local gastronomy to serve as a destination marketing enabler. This paper proposes an evaluation framework by employing Analytic Network Process (ANP) and Borda count method to select an icon dish of innovative Hakka-Kaiseki hybrid cuisine for a local Hakka restaurant in Taiwan. The decision group has selected “Shrimp Tofu” as the icon dish to promote food tourism. The results show that the Kaiseki features have surpassed the Hakka features; among which, the foremost feature is shape, followed by color, material, and savory. The findings provide useful culinary guides to facilitate the chefs to develop more Kansei cuisine dishes.