Relationships between Malaysian food image, tourist satisfaction and behavioral intention.
Leong, Quee Ling and Ab. Karim, Muhd. Shahrim and Othman, Mohhidin and Mohd Adzahan, Noranizan and Sridar, Ramachandran (2010) Relationships between Malaysian food image, tourist satisfaction and behavioral intention. World Applied Sciences Journal, 10 (10). pp. 164-171. ISSN 1818-4952
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Official URL: http://idosi.org/wasj/wasj10%28T&H%292010.htm
This study aims to examine tourists’ satisfaction towards Malaysian food and their future behavioural intentions. A survey was carried out at the Kuala Lumpur International Airport (KLIA) and Low Cost Carrier Terminal (LCCT) in Malaysia. A sample of 392 tourists was obtained at the respective departure halls using systematic sampling approach. The findings indicated that Malaysia has the potential of being a food tourism destination as the country is viewed as a melting pot of cultural food variety at reasonable price. In addition, the results reveal that image has a direct effect on satisfaction and tourists’ satisfaction towards Malaysian food has a direct effect on behavioural intention. The findings, strengthens the notion of repeat visitation to experience the unique food culture. Practical and theoretical contributions are discussed, with future research suggested.
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