Re-Evaluating the International Tourists’ Experience of Local Malaysian Food: What made them come back for a second taste?

Abstract

Malaysia is popular among gastronomy tourists where many of international travellers visit the country—besides other reasons—to try a diverse range of food offered by the multi-ethnic food vendors. About 17% of 26.76 million tourist arrivals in 2016 spent on food. The focus of this study is to get an insight into the tourists’ experience and evaluate the elements of experience that would lead to their revisit to the local food vendors. The study of purchase intention, aimed as a measure of the potential return visit of international tourists to the country, could benefit the tourism industry and the country’s foreign exchange.Keywords: Environmental Factors; Gastronomy Tourism; Malaysian Local Food, Purchase IntentioneISSN: 2398-4287 © 2018. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open-access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.https://doi.org/10.21834/e-bpj.v3i9.1427

Do Consumption Values In Heritage Food Play a Role in the Development of Behavioural Intentions?

“…This study investigates how domestic tourists perceive Pahang heritage food and how this may influence behavioural intentions for their consumption. Research on food (i.e., Atikahambar et al, 2018;Saad, Abdul Rahman & Umadi, 2019) provided some groundwork for the current study.…”

Pahang's Heritage Food: Do consumption values play a role in the development of behavioral intentions?

“…This study investigates how domestic tourists perceive Pahang heritage food and how this may influence behavioral intentions for their consumption. Research on food (i.e., Atikahambar et al, 2018;Saad, Abdul Rahman & Umadi, 2019) provided some groundwork for the current research.…”