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Global perspective in tourism development: positioning Malaysia as a culinary destination


‪Leong, Quee Ling and Karim, Shahrim (2015) Global perspective in tourism development: positioning Malaysia as a culinary destination. In: Handbook of Research on Global Hospitality and Tourism Management. IGI Global, USA, pp. 406-439. ISBN 9781466686069; EISBN: 9781466686076


Malaysia offers a rich potpourri of delicious cuisines from diverse ethnicity. However, not much attention given to promote Malaysian food and the food seems to be ignored in the tourism industry. Furthermore, the concept of utilizing Malaysian food as a marketing means is tenuous. In this chapter, the image dimensions of Malaysian food and the effect of food images on tourists' satisfaction are discussed. Additionally, the influence of socio-demographic factors on tourists' perceived image is deliberated. Univariate and multivariate statistics are used to describe the obtained findings. The results of the study will significantly fill in the gap in the literature about Malaysian food's image and the potential of Malaysia being promoted as a food destination. Additionally, the results would indisputably provide better insight to the tourism and hospitality industry on the perceptions of international tourists towards Malaysian food and Malaysia as a food tourism destination.

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Additional Metadata

Item Type: Book Section
Divisions: Faculty of Food Science and Technology
DOI Number: https://doi.org/10.4018/978-1-4666-8606-9.ch021
Publisher: IGI Global
Keywords: Tourism development; Malaysia; Culinary destination; Malaysian food; Malaysia cuisine
Depositing User: Azhar Abdul Rahman
Date Deposited: 04 Aug 2021 00:52
Last Modified: 04 Aug 2021 00:52
Altmetrics: http://altmetrics.com-details.php?domain=psair.upm.edu.my&doi=10.4018/978-1-4666-8606-9.ch021
URI: http://psasir.upm.edu.my/id/eprint/47097
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