Joan C. Henderson
This paper is concerned with the modern celebrity chef phenomenon and its implications within the tourism context and more widely. A qualitative approach is adopted, making use of the case study methodology. The meanings and significance of celebrity chefs in general and their tourism role in a globalising world are discussed. Overseas activity in terms of restaurant opening by selected celebrity chefs based in Western countries is considered with particular reference to Singapore. The Southeast Asian city state is the choice for an increasing number of celebrity chef restaurants which are highlighted in destination marketing. There is evidence of interest in setting up restaurants in major Asian cities and opportunities to do so, but also of operational challenges with some uncertainties about future prospects. Celebrity chef restaurants are seen to be a distinctive foodservice outlet and tourism resource. However, further research is necessary to properly evaluate awareness of chefs and the influence of their fame on demand and satisfaction of customers who comprise both visitors and residents.
Keywords: Celebrity chefs, restaurants, Singapore, tourism