Re-Evaluating the International Tourists’ Experience of Local Malaysian Food: What made them come back for a second taste?
Keywords:Environmental Factors, Gastronomy Tourism, Malaysian Local Food, Purchase Intention
Malaysia is popular among gastronomy tourists where many of international travellers visit the country—besides other reasons—to try a diverse range of food offered by the multi-ethnic food vendors. About 17% of 26.76 million tourist arrivals in 2016 spent on food. The focus of this study is to get an insight into the tourists’ experience and evaluate the elements of experience that would lead to their revisit to the local food vendors. The study of purchase intention, aimed as a measure of the potential return visit of international tourists to the country, could benefit the tourism industry and the country’s foreign exchange.
Keywords: Environmental Factors; Gastronomy Tourism; Malaysian Local Food, Purchase Intention
eISSN: 2398-4287 © 2018. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open-access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.
Awan, H. M., Siddiquei, A. N., and Haider, Z. (2015) Factors Affecting Halal Purchase Intention—Evidence from Pakistan’s Halal Food Sector. Management Research Review, 38(6), 640–660.
Bhuiyan, A. H., Siwar, C., & Ismail, S. M. (2013). Tourism development in Malaysia from the perspective of development plans. Asian Social Science, 9(9), 11-18. DOI: 10.5539/ass.v9n9p11
Brečić, Mesić, and Cerjak, (2017). Importance of intrinsic and extrinsic quality food characteristics by different consumer segments, British Food Journal, 119(4):845 – 862.
Caber, M., Yilmaz,G., Kilicarslan, D., & Ozturk, A. (2018). The effects of tour guide performance and food involvement on food neophobia and local food consumption intention. International Journal of Contemporary Hospitality Management, 30 (3), 1472-1491.
Choi, J. & Zhao, J. (2014). Consumers' behaviors when eating out: Does eating out change consumers' intention to eat healthily? British Food Journal, 116 (3), 494-509, https://doi.org/10.1108/BFJ-06-2012-0136
Chavarria, L. C. T., & Phakdee-auksorn, P. (2017). Understanding international tourists'' attitudes towards street food in Phuket, Thailand. Tourism Management Perspectives, 21, 66-73.
Dörnyei & Taguchi, 2009). Questionnaires in second language research: Construction, administration, and processing. Routledge
Han, H., & Hyun, S. S. (2017). Impact of hotel-restaurant image and quality of physical-environment, service, and food on satisfaction and intention. International Journal of Hospitality Management, 63, 82-92.
Jalis, M. H., Zahari, M. S., Zulkifly, M. I., & Othman, Z. (2009). Malaysian gastronomic tourism products: Assessing the level of their acceptance among the western tourists. South Asian Journal of Tourism and Heritage, 2(1), 31-44.
Ling, L. Q., Karim, M. S. A., Othman, M., Adzahan, N. M., & Ramachandran, S. (2010). Relationships between Malaysian food image, tourist satisfaction, and behavioural intention. World Applied Sciences Journal, 10 (Tourism & Hospitality), 164-171.
Lu, L., & Chi, C. G. Q. (2018). Examining diners' decision-making of local food purchase: The role of menu stimuli and involvement. International Journal of Hospitality Management, 69, 113-123.
Mirosa, M. & Lawson, R. (2012). Revealing the lifestyles. Lifestyles of Local Food Consumers. British Food Journal, 114(6): 816-825
Moginon, D.F., See, T.P., & Saad, M. (2012). Indigenous food and destination marketing. Indigenous food and destination marketing. In Z. Artinah, M. R. Salleh, H. Rahmat, T. C. Chemah & A. Rozita (Eds.), Current Issues in Hospitality and Tourism: Research and Innovations (pp. 355-358). Concorde Hotel, Kuala Lumpur Malaysia: Taylor & Francis Group, London, UK (CRC Press/Balkema). https://books.google.com.my/books?id=c-BMBgAAQBAJ&pg=PA355&dq=Indigenous+food+and+destination+marketing.&hl=en&sa=X&ved=0ahUKEwip4LGj74vSAhUDuo8KHfNDAXkQ6AEIKTAA#v=onepage&q=Indigenous%20food%20and%20destination%20marketing.&f=false
Moore, S.N., Murphy, S.,Tapper, K., & Moore, L. (2010). The social, physical and temporal characteristics of primary school dining halls and their implications for children’s eating behaviours. Health Education, 110 (5), pp. 399-411. (doi:10.1108/09654281011068540)
Okumus, Okumus and Mckercher, 2007). Food Tourism as a Viable Market Segment: It’s All How You Cook the Numbers! Journal of Travel & Tourism Marketing, 25:2, 137-148
Omar, S. R., Ab Karim, S., & Omar, S. N. (2015). Exploring international tourists' attitudes and perceptions: In characterizing Malaysian Heritage Food (MHF) as a tourism attraction in Malaysia. International Journal of Social Science and Humanity, 5(3), 321.
Rahman, M.S., Zaman, M.H., Hassan, H., & Wei, C.C. (2018) "Tourist’s preferences in selection of local food: perception and behavior embedded model", Tourism Review, https://doi.org/10.1108/TR-04-2017-0079
Ryu, K., Lee, H. R., & Gon Kim, W. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioural intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223.
Saad, M., Abdullah, M.F.F., Adil, M.A.M., & Salleh, M.F. (2015). Cooking up a Storm! Rising above Challenges in Regulated Food Standards. UPM International Journal of Economics and Management (IJEM), 9 (S), 135-154
Saad, M., See, T.P., Abdullah, M.F.F., Nor, N.M. (2018). Enhancing Regular Monitoring of Food-Contact Surface Hygiene with Rapid Microbial Kits, Asian Journal of Behavioural Studies. Vol. 3. No. 11 (2018)
Seo, S., Yun, N., & Kim, O. Y. (2017). Destination food image and intention to eat destination foods: a view from Korea. Current Issues in Tourism, 20(2), 135-156.
Tourism Malaysia 2016 Annual Report (2016). https://www.tourism.gov.my/activities/view/tourism-malaysia-2016-annual-report
Veeck, A. V., Yu, F.G, Yu, H.Y, Veeck, G., Gentry, J.W. (2014). Influences on food choices of urban Chinese teenagers", Young Consumers, Vol. 15 Issue: 4, pp.296-311, https://doi.org/10.1108/YC-08-2013-00390
Wilson, S. (2003). The effect of music on perceived atmosphere and purchase intentions in a restaurant. Psychology of music, 31(1), 93-112.
World Tourism Organization UNWTO (2012). Annual Report 2012, published by the World Tourism Organization (UNWTO), Madrid, Spain, First printing 2013. Printed in Spain. cf.cdn.unwto.org/sites/all/files/pdf/annual_report_2012.pdf
How to Cite
eISSN: 2398-4287 © Year. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.