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

Adilah Md Ramli; Harifah Mohd Noor; Mazni Saad; Joko Sulistyo

doi:10.21834/e-bpj.v9i27.5653

Authors

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

DOI:

https://doi.org/10.21834/e-bpj.v9i27.5653

Keywords:

Local entrepreneur, Traditional Food, Comparison, Criteria

Abstract

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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