Exploring the Driving Factors behind Traditional Food Entrepreneurs in Sabah and Selangor


  • Adilah Md Ramli Food Anthropology and Gastronomy, Faculty of Food Science and Nutrition (FSMP), Universiti Malaysia Sabah, Kota Kinabalu, Sabah, Malaysia
  • Harifah Mohd Noor Faculty of Social Science and Humanities (FSSK), Universiti Malaysia Sabah, Kota Kinabalu, Sabah, Malaysia
  • Mazni Saad Kulliyah of Languages and Management, International Islamic University Malaysia (IIUM), Pagoh Campus, Muar, Johor, Malaysia
  • Joko Sulistyo Faculty of Tourism, Ciputra University, Surabaya, Indonesia




Local entrepreneur, Traditional Food, Comparison, Criteria


his study explores the key factors influencing local entrepreneurs in Sabah and Selangor states in selling traditional food. Twenty (20) informants from various business categories are identified and interviewed using a qualitative method. The transcript interview is being analysed to develop code and theme. Results showed there are two (2) themes that have been identified: 1) criteria for traditional food (cooking method, flavour, and originality) and 2) demand for traditional food (history, origin of food). Findings show the key factors that drive local entrepreneurs to develop distinctive attractions and become new tourism destinations, especially in traditional food areas

Author Biography

Adilah Md Ramli, Food Anthropology and Gastronomy, Faculty of Food Science and Nutrition (FSMP), Universiti Malaysia Sabah, Kota Kinabalu, Sabah, Malaysia

Foodservice department


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How to Cite

Md Ramli, A., Mohd Noor, H., Saad, M., & Sulistyo, J. (2024). Exploring the Driving Factors behind Traditional Food Entrepreneurs in Sabah and Selangor. Environment-Behaviour Proceedings Journal, 9(27), 199–204. https://doi.org/10.21834/e-bpj.v9i27.5653



Local Cultural / Heritage Environment (Food included)

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