Re-Evaluating the International Tourists’ Experience of Local Malaysian Food: What made them come back for a second taste?


  • Mazni Saad International Islamic University Malaysia, Malaysia
  • Nadhirah Abdul Rahman School of Hospitality & Creative Arts, Management & Science University, University Drive, Off Persiaran Olahraga, 40100 Shah Alam, Malaysia
  • Muhammad Fikri Umadi School of Hospitality & Creative Arts, Management & Science University, University Drive, Off Persiaran Olahraga, 40100 Shah Alam, Malaysia



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 ( 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.

Author Biography

Mazni Saad, International Islamic University Malaysia, Malaysia

Department of Kulliyah of Languages and Management

Assistant Professor


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How to Cite

Saad, M., Abdul Rahman, N., & Umadi, M. F. (2018). Re-Evaluating the International Tourists’ Experience of Local Malaysian Food: What made them come back for a second taste?. Environment-Behaviour Proceedings Journal, 3(9), 105-111.



Local Cultural / Heritage Environment (Food included)

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