Sustaining heritage through culinary tourism: exploring international tourists' ethnic dining experiences in Kuala Lumpur, Malaysia

Ethnic restaurants have emerged as popular venues for cultural and culinary exploration, offering authentic ethnic cuisine and distinctive cultural experiences. In Malaysia, these restaurants serve as valuable spaces for tourists to engage with the multicultural landscape. This study aims to understand the motivations driving international tourists to dine at Malaysian ethnic restaurants and to explore their dining experiences. A qualitative approach was employed, involving semi-structured interviews with 15 international tourists in key tourist areas. Data were recorded, coded, and analyzed through thematic analysis to gain insight into these tourists’ experiences and perceptions. Findings reveal that tourists are primarily motivated by a desire to explore new flavors, cultural authenticity, economic considerations, and the influence of social and digital recommendations. The study further identifies elements that shape dining experiences, including taste preferences, educational aspects within the restaurant, entertainment, cultural immersion, and post-dining reflections. These sensory and social components create a comprehensive, immersive experience that enhances satisfaction and influences tourists’ intent to revisit and recommend ethnic dining venues. This study provides insights for restaurant owners and tourism stakeholders, underscoring the value of authentic decor, diverse menu options, and culturally resonant symbols that enrich the dining environment. By understanding the factors that drive tourist satisfaction, restaurants can refine their offerings to meet tourists’ expectations, fostering deeper cultural connections and contributing to Malaysia’s identity as a culturally rich tourist destination. The findings support strategies to improve service quality and cultural engagement in ethnic restaurants, strengthening their role in Malaysia’s tourism sector.

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