The Evolution of Taste as a Marker of Cultural Globalization: The Case of Gastronomic Tourism in Central Asia

Abstract

In the age of globalization, taste is no longer a static marker of tradition but a dynamic reflection of cultural change. This study explores the evolution of taste as an indicator of cultural globalization through the case of gastronomic tourism in Central Asia, focusing on the cities of Tashkent (Uzbekistan) and Bishkek (Kyrgyzstan). Using qualitative methods including semi-structured interviews, participant observation, and document analysis, the research examines how traditional culinary practices are being reinterpreted in response to global influences, tourist expectations, and shifting local values. The findings reveal a fluid negotiation between authenticity and innovation, where traditional dishes are adapted, rebranded, and hybridized to appeal to both local and international audiences. Social media, culinary influencers, and health-conscious trends play key roles in reshaping food aesthetics and consumption. The study contributes to the understanding of how gastronomic tourism functions not only as an economic tool but also as a cultural arena in which global and local identities are constructed and contested through food.