The Influence of Pahang Heritage Food on Behavioral Intentions among Malaysian Domestic Tourists

Authors

  • Mazni Saad Kulliyyah of Languages and Management, International Islamic University Malaysia http://orcid.org/0000-0001-9621-7447
  • Nur Assyiqin Kamarizzaman Kulliyyah of Languages and Management, Student, Department of Tourism, International Islamic University Malaysia, Pagoh Education Hub, Johor, Malaysia
  • Noriza Ishak Faculty of the Hotel and Tourism Management, Department of Culinary Arts & Gastronomy, University Teknologi MARA, Selangor, Malaysia
  • Thomas James Pratt Faculty of the School of Hotel Management (SIHOM), Sol International School, Woosong University, Daejeon, Korea

DOI:

https://doi.org/10.21834/ebpj.v6i16.2680

Keywords:

Consumption Value; Heritage Foods; Behavioral Intentions; Domestic Tourists

Abstract

This study investigated how domestic tourists perceive Malaysian heritage food and how this may influence behavioral intentions. A survey was distributed through social media applications, and 164 tourists responded, with three being international, which were then discarded. In this study, correlation and regression analyses are used to analyze the responses and found that a positive and significant influence exists between emotional value, quality value, epistemic value, and a domestic tourist’s behavioral intentions to consume heritage foods. This study helps expand the understanding of Pahang’s heritage food's consumption value elements and its influence on the domestic tourists' behavioral intentions.

Keywords: Consumption Value; Heritage Food; Behavioral Intentions; Domestic Tourists

eISSN: 2398-4287© 2021. 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/Africans/Arabians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.

DOI: https://doi.org/10.21834/ebpj.v6i16.2680

Author Biography

Mazni Saad, Kulliyyah of Languages and Management, International Islamic University Malaysia

Tourism Planning and Hospitality Management

Assistant Professor

Published

2021-03-28

How to Cite

Saad, M., Kamarizzaman , N. A. ., Ishak , N. ., & Pratt, T. J. . (2021). The Influence of Pahang Heritage Food on Behavioral Intentions among Malaysian Domestic Tourists . Environment-Behaviour Proceedings Journal, 6(16), 163-169. https://doi.org/10.21834/ebpj.v6i16.2680

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