Rhetoric, Tourism, and Spice in East London Indian Food Tours

Sarah Tiberio Shultz (Memorial University of Newfoundland)

This paper explores how the concept of spice is used by members of the tourism industry to entice people to dine at Indian restaurants in east London’s Brick Lane. Spice is used rhetorically to portray certain experiences as authentic or exotic. Spice can become shorthand for selling ethnicity and diversity, and as a way to invite tourists to eat like locals. While each of the tourism industry professionals I spoke with are invested in using these rhetorical strategies in order to sell the experience of dining on Brick Lane, these strategies are complicated by their personal experiences in the area.

Part of 02-15 Technology, Foodways, Festival, and Ceremony, Thursday, November 02, 10:30 am–12:30 pm