Overview
Overview
Zomaventure explores how digital platforms like Zomato can enhance gastronomy tourism in India.
Research highlights gaps in tourists' access to authentic cuisine and local vendors’ visibility.
Proposed as a solution, Zomaventure helps to connect tourists with genuine local cuisine in order to bridge this divide.
This study offers valuable insights for businesses and policymakers to create richer, more immersive food tourism experiences.
Duration
Duration
2 months
2 months
Industries
Industries
Food Technology
Food Technology
My Role
My Role
User Research, Experience Design, UX/UI Design, Author of Research Paper
User Research, Experience Design, UX/UI Design, Author of Research Paper
My Team
My Team
Just me, chasing flavors, places, and kindred spirits!
Just me, chasing flavors, places, and kindred spirits!
Problem Space
Problem Space
"Ever traveled far, craving an authentic meal, only to end up in an overpriced, overhyped, touristy spot?"
"Ever traveled far, craving an authentic meal, only to end up in an overpriced, overhyped, touristy spot?"
Well, I did and I'm sure most of us have had a similar experience.
Well, I did and I'm sure most of us have had a similar experience.
Something still feels incomplete…
Is it a missing connection with the culture?
Or is it the lack of understanding of authentic food?
Or perhaps, is it the absence of a multisensory experience—not just taste, but sight, smell, and touch?
Something still feels incomplete…
Is it a missing connection with the culture?
Or is it the lack of understanding of authentic food?
Or perhaps, is it the absence of a multisensory experience—not just taste, but sight, smell, and touch?
Despite an abundance of local food cultures, most travelers end up dining at commercialized restaurants, missing out on authentic, multisensory experiences. It is termed as
gastronomy tourism.
Despite an abundance of local food cultures, most travelers end up dining at commercialized restaurants, missing out on authentic, multisensory experiences. It is termed as
gastronomy tourism.
Gastronomy Tourism?
Gastronomy Tourism?
Gastronomy Tourism?
This brought me to the core question…
Why do travelers struggle to find truly immersive and authentic food experiences?
Research
Over 88% of travelers believe food is a key part of their travel experience
(Reference: Culinary preferences of foreign tourists in India)
Research revealed that from the past 3-4 years, the amount of travelers have exponentially risen accounting to almost 200 crores annual revenue
(Reference: India at the forefront of culinary tourism- Hotelier India
Culinary tourism - Maharashtra Tourism.)
It's quite clear that there is a disconnect between travelers seeking authentic culinary experiences and local food providers who want to share their culinary expertise.
In order to identify why this disconnect exists, I used a mixed-method research methodology.
With a survey of 56 participants and 9 interviews with local food businesses, home cooks, and travelers, several noteworthy insights emerged.
Shockingly,
The tourists' survey results revealed that…
Meanwhile, the interviews uncovered even deeper challenges—stories of missed opportunities, cultural disconnects, and the struggles local food providers face in reaching the right audience.
And I finally got answers to my questions
Despite the growing interest in gastronomy tourism, several factors contribute to this gap:
This brought me to the core question…
This brought me to the core question…
Why do travelers struggle to find truly immersive and authentic food experiences?
Why do travelers struggle to find truly immersive and authentic food experiences?
Research
Research
Over 88% of travelers believe food is a key part of their travel experience
(Reference: Culinary preferences of foreign tourists in India)
Over 88% of travelers believe food is a key part of their travel experience
(Reference: Culinary preferences of foreign tourists in India)
Research revealed that from the past 3-4 years, the amount of travelers have exponentially risen accounting to almost 200 crores annual revenue
(Reference: India at the forefront of culinary tourism- Hotelier India
Culinary tourism - Maharashtra Tourism.)
Research revealed that from the past 3-4 years, the amount of travelers have exponentially risen accounting to almost 200 crores annual revenue
(Reference: India at the forefront of culinary tourism- Hotelier India
Culinary tourism - Maharashtra Tourism.)
It's quite clear that there is a disconnect between travelers seeking authentic culinary experiences and local food providers who want to share their culinary expertise.
It's quite clear that there is a disconnect between travelers seeking authentic culinary experiences and local food providers who want to share their culinary expertise.
In order to identify why this disconnect exists, I used a mixed-method research methodology.
In order to identify why this disconnect exists, I used a mixed-method research methodology.
With a survey of 56 participants and 9 interviews with local food businesses, home cooks, and travelers, several noteworthy insights emerged.
With a survey of 56 participants and 9 interviews with local food businesses, home cooks, and travelers, several noteworthy insights emerged.
Shockingly,
Shockingly,
The tourists' survey results revealed that…
The tourists' survey results revealed that…
Meanwhile, the interviews uncovered even deeper challenges—stories of missed opportunities, cultural disconnects, and the struggles local food providers face in reaching the right audience.
Meanwhile, the interviews uncovered even deeper challenges—stories of missed opportunities, cultural disconnects, and the struggles local food providers face in reaching the right audience.
And I finally got answers to my questions
And I finally got answers to my questions
Despite the growing interest in gastronomy tourism, several factors contribute to this gap:
Travelers feel excitement when discovering unique stays but anxiety about host credibility.
Hosts feel motivated to share their culture but overwhelmed by the competition and lack of platform support.
Despite the growing interest in gastronomy tourism, several factors contribute to this gap:
Travelers feel excitement when discovering unique stays but anxiety about host credibility.
Hosts feel motivated to share their culture but overwhelmed by the competition and lack of platform support.
ICoRD'25: "Responsible and Resilient Design for Society", Conference at IIT Hyderabad
Validating my Research
Validating my Research
Sharing my research paper, "Tastes of Travel: Enhancing Gastronomy Tourism in India", under the domain of "Application of Design Knowledge in Practise" was a proud milestone. This work delves into the role of digital and design-driven solutions in transforming tourist interactions with local food cultures. Its presentation highlighted the growing need for immersive culinary experiences and the power of thoughtful intervention in shaping gastronomy tourism.
Additionally, Winning Second Prize at the Young Researcher's Meet and being felicitated by Amaresh Chakrabarti was humbling. Collaborating with talented designers on resilient design solutions was truly inspiring.
Sharing my research paper, "Tastes of Travel: Enhancing Gastronomy Tourism in India", under the domain of "Application of Design Knowledge in Practise" was a proud milestone. This work delves into the role of digital and design-driven solutions in transforming tourist interactions with local food cultures. Its presentation highlighted the growing need for immersive culinary experiences and the power of thoughtful intervention in shaping gastronomy tourism.
Additionally, Winning Second Prize at the Young Researcher's Meet and being felicitated by Amaresh Chakrabarti was humbling. Collaborating with talented designers on resilient design solutions was truly inspiring.
View Abstract
View Abstract
View Abstract
View Research Presentation
View Research Presentation
View Research Presentation
Converging: Piecing all the Research Together
To bridge the gap between travelers and local food providers, it was essential to first understand their unique needs and challenges.
To bridge the gap between travelers and local food providers, it was essential to first understand their unique needs and challenges.
A set of potential user groups were identified and classified into..
A set of potential user groups were identified and classified into..
Through detailed analysis, distinct user groups emerged—travelers seeking authenticity and local food providers struggling with visibility and trust. By mapping their experiences, key friction points became clear, highlighting where interactions fall short.
Through detailed analysis, distinct user groups emerged—travelers seeking authenticity and local food providers struggling with visibility and trust. By mapping their experiences, key friction points became clear, highlighting where interactions fall short.
Traveller
Food Provider
Traveller
Food Provider
Traveller
Food Provider
The Customer Gap Model became a pivotal tool in identifying these disconnects, laying the groundwork for future design interventions to elevate culinary tourism experiences.
The Customer Gap Model became a pivotal tool in identifying these disconnects, laying the groundwork for future design interventions to elevate culinary tourism experiences.
Rethinking the Culinary Travel Experience
How
Might
We
How
Might
We
Help travelers connect with local home chefs and explore hidden culinary gems?
Help travelers connect with local home chefs and explore hidden culinary gems?
Design dining experiences that offer deeper cultural insights while fostering a sense of community?
Design dining experiences that offer deeper cultural insights while fostering a sense of community?
Showcase local chefs’ heritage and techniques while making it easier for them to market their offerings?
Showcase local chefs’ heritage and techniques while making it easier for them to market their offerings?
Ideation: Transforming Research into Solutions
Bridging Gaps Through an Immersive and Reflective Culinary Journey
Bridging Gaps Through an Immersive and Reflective Culinary Journey
Drawing from key insights and user needs, I recognized that the solution should seamlessly connect travelers with local food providers, making culinary exploration more immersive and accessible.
I envisioned an experience-driven approach where food discovery feels like an unfolding journey. By integrating storytelling, interaction, and cultural depth, the solution encourages travelers to go beyond just eating—fostering connections, uncovering hidden gems, and turning every meal into a meaningful adventure.
Drawing from key insights and user needs, I recognized that the solution should seamlessly connect travelers with local food providers, making culinary exploration more immersive and accessible.
I envisioned an experience-driven approach where food discovery feels like an unfolding journey. By integrating storytelling, interaction, and cultural depth, the solution encourages travelers to go beyond just eating—fostering connections, uncovering hidden gems, and turning every meal into a meaningful adventure.
Key Features:
Key Features:
A structured framework was required that organizes the key features, ensuring seamless navigation for users to explore, connect, and engage with curated culinary experiences.
A structured framework was required that organizes the key features, ensuring seamless navigation for users to explore, connect, and engage with curated culinary experiences.
Visualising Intuitive User Interfaces for Seamless Exploration
Visualising Intuitive User Interfaces for Seamless Exploration
Introducing,
where every meal is an expedition.
where every meal is an expedition.
Zomaventure is a Zomato feature that transforms culinary tourism into an immersive experience. It connects travelers with authentic, home-cooked meals and local food cultures through a dynamic, map-driven journey. By bridging the gap between adventurous diners and passionate home chefs, Zomaventure turns every meal into a story, making food exploration more
meaningful, engaging, and unforgettable.
Zomaventure is a Zomato feature that transforms culinary tourism into an immersive experience. It connects travelers with authentic, home-cooked meals and local food cultures through a dynamic, map-driven journey. By bridging the gap between adventurous diners and passionate home chefs, Zomaventure turns every meal into a story, making food exploration more
meaningful, engaging, and unforgettable.
Why Zomato?
Why Zomato?
Why Zomato?
