Safeguarding Malaysian heritage food (MHF): the impact of Malaysian food culture and tourists' food culture involvement on intentional loyalty

Citation

Omar, Siti Radhiah and Abdul Karim, Muhammad Shahrim and Abu Bakar, Ainul Zakiah and Omar, Siti Nazirah (2015) Safeguarding Malaysian heritage food (MHF): the impact of Malaysian food culture and tourists' food culture involvement on intentional loyalty. Procedia - Social and Behavioral Sciences, 172. pp. 611-618. ISSN 1877-0428

Abstract

Cultural heritage food experiences in tourism destination hold a boundless impression on tourists’ loyalty towards a destination. The researchers conducted a survey on 100 international tourists and used multiple regression analysis to verify the factors affecting the intentional loyalty on heritage food consumption. Consequently, this study encountered that both Food Culture Involvement and Malaysian Food Culture had impact on tourists’ Intentional Loyalty that involves revisiting Malaysia and repurchasing MHF. Also, this research outlines substantive recommendations on marketing strategies specifically for food providers to market MHF in establishing Malaysia as the distinctive food tourism destination in the eyes of the world.

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Additional Metadata

Item Type:	Article
Divisions:	Faculty of Food Science and Technology
DOI Number:	https://doi.org/10.1016/j.sbspro.2015.01.410
Publisher:	Elsevier
Keywords:	Food culture; Involvement; Tourist; Heritage food; Intentional loyalty
Depositing User:	Nabilah Mustapa
Date Deposited:	04 Aug 2016 08:37
Last Modified:	05 Sep 2016 08:15
Altmetrics:	http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.1016/j.sbspro.2015.01.410
URI:	http://psasir.upm.edu.my/id/eprint/48045
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