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Enlivening the effect of tourists' knowledge and involvement on Malaysian Heritage Food (MHF) towards food tourism image in Malaysia


Citation

Omar, Siti Radhiah and Ab Karim, Shahrim and Isa, Siti Suriawati and Omar, Siti Nazirah (2019) Enlivening the effect of tourists' knowledge and involvement on Malaysian Heritage Food (MHF) towards food tourism image in Malaysia. International Journal of Tourism and Hospitality Management in the Digital Age, 3 (1). pp. 23-42. ISSN 2473-5361; ESSN: 2473-5353

Abstract

This current article aims to empirically test the relationship between international tourist knowledge and Malaysian Heritage Food (MHF) cultural involvement on Malaysia's Food Tourism Image and secondly, to analyze the mediating effect of knowledge for both relationships. A quantitative survey of 719 international tourists with previous MHF consumption experience was conducted and analyzed via a Structural Equation Modeling (SEM) approach. Results demonstrated that the following variables have significant associations with Food Tourism Image while knowledge mediated the subsequent links positively with partial mediation. Regardless of the theoretical and managerial implications and research findings, supplementary investigations are warranted to enhance the growth of food cultural tourism.


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Additional Metadata

Item Type: Article
Divisions: Faculty of Food Science and Technology
DOI Number: https://doi.org/10.4018/IJTHMDA.2019010102
Publisher: I G I Global
Keywords: Culture; Heritage food; Image; Involvement; Knowledge
Depositing User: Nurul Ainie Mokhtar
Date Deposited: 25 Oct 2022 02:13
Last Modified: 25 Oct 2022 02:13
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.4018/IJTHMDA.2019010102
URI: http://psasir.upm.edu.my/id/eprint/79704
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