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Malaysia as a culinary tourism destination: international tourist's perspective


Abdul Karim, Muhammad Shahrim and Chua, Bee Lia and Salleh, Hamdin (2010) Malaysia as a culinary tourism destination: international tourist's perspective. Journal of Tourism, Hospitality and Culinary Arts, 1 (3). pp. 63-78. ISSN 1985-8914; ESSN: 2590-3837


This study was conducted to determine Malaysia’s current food image and food attribute satisfaction from international tourists’ points of view and subsequently assess their overall satisfaction with the eating experience and behavioral intention. The results indicated that Malaysia possesses clear images of ‘core food value’, ‘Malaysian food specialty’, and ‘Malaysian food uniqueness’ but is rather unclear on the images of ‘food and dining atmosphere’ and ‘features of Malaysian food’. Tourists’ satisfaction with ‘quality and value of food’ and ‘accessibility convenience’ were relatively higher than ‘dining atmosphere’ and ‘culinary tourism products’. Regression analyses revealed that food images and food attributes’ satisfaction significantly predicted tourists’ overall satisfaction, and the overall satisfaction revealed a significant relationship with tourists’ behavioral intentions. Implications for managers who are involved in food tourism are posited.

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Additional Metadata

Item Type: Article
Divisions: Faculty of Food Science and Technology
Publisher: Penerbit Universiti Teknologi MARA (UiTM) Malaysia
Keywords: Food image; Food attribute satisfaction; Overall satisfaction; Behavioral intention; Malaysia
Depositing User: Khairil Ridzuan Khahirullah
Date Deposited: 22 May 2013 07:46
Last Modified: 17 Jul 2018 07:27
URI: http://psasir.upm.edu.my/id/eprint/15519
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