The commercial meal experience in context : an exploration with frequent travelers

Abstract

This qualitative-exploratory study is grounded in data obtained from in-depth interviews relating to commercial meal experiences that are essential when dining out near home, during work, and when traveling. Previous studies have examined meal experiences, but have not differentiated in-depth between the dining out contexts described here, particularly the requirements of a meal in the workplace. The interviewees (N = 18) were frequent travelers and therefore had substantial experience of dining out when traveling and in the intercept between traveling and business. Our theorizing from the data suggests that the essence of the commercial meal when dining out near home is an experience of ‘Exotic Familiarity; ’ during work, it is an experience of ‘Diversion from Work’ and ‘Ensuring Confidentiality; ’ and when traveling, it is an experience of ‘Safe Convenience’ and ‘Clichéd Authenticity.’ We conclude by contributing a model of the commercial meal experience, discussing the implications of the findings for theory and practice, and by offering suggestions for future research.