Staging of dining elements in traditional Malay restaurant in the Klang Valley, Malaysia

Staging the true cultural dining experience in an ethnic restaurant is crucial to ensure customer satisfaction, revisit intention and cultural preservation. However, compared to other ethnic restaurants with lucid elements projections, Malay restaurants have a blurry and weak identity presentation. This situation prevents diners from identifying and immersing themselves in a true Malay dining experience. Furthermore, there are no guidelines set by the government or academic findings for the restaurants to refer to when staging Malay heritage dining. As such, this study aims to explore and understand the dining elements that need to be staged inside traditional Malay restaurants through these three main questions: 1) what are the fundamental elements of a traditional Malay restaurant?; 2) how can the elements give meaning and value to the staging of the traditional Malay theme?; and 3) what are the challenges faced by traditional Malay restaurants in presenting the Malay identity?. A qualitative study was employed in this study. A total of nine informants were interviewed, five of them from traditional Malay restaurants’ management and the remaining four were interior designers. Data were primarily gathered through an in-depth, semi-structured interview and supported by participatory observation and visual material of the restaurants’ interior and exterior. The data were further analysed through thematic analysis using Nvivo Software. Codes and categories were formed to develop the main themes to answer the research questions. The study revealed that, for a restaurant to truly stage the Malay identity inside the restaurant settings, it should have the following five elements which are; 1) serving traditional Malay cuisine; 2) implementing classical concepts; 3) strengthening the Malay identity in design and décor; 4) fostering a cultural atmosphere; and 5) promoting local hospitality and services. In the second step to truly immersed with the elements, restauranteurs should learn and know about the value and meaning of each of the elements presented, which are; 1) reminiscence of Malay culture; 2) resemblance of Malay culture; and 3) educating and elevating the dining experience. In staging elements, restauranteurs experienced some challenges, namely; 1) misconceptions surrounding the concept; and 2) challenges in design and decoration. In conclusion, the findings of this study can help restaurant managers to stage Malay cultural dining experiences to expose and educate diners about the value and beauty of Malay culture, art, and heritage. The valuable findings would also aid authorities in projecting their marketing and use traditional restaurants as a focal point of their strategy.

Text 122618.pdf Download (1MB) Official URL or Download Paper: http://ethesis.upm.edu.my/id/eprint/18623

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