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Enriching the international tourist experience of local Malaysian cuisine and a guarantee of a purchase intention

Saad, Mazni and AbdulRahman, Nadhirah and Umadi, Muhammad Fikri (2019) Enriching the international tourist experience of local Malaysian cuisine and a guarantee of a purchase intention. Asian Journal of Behavioural Studies (AjBeS), 4 (16 May/August). pp. 33-48. E-ISSN 2398-4295

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Abstract

Gastronomy tourism contributes to about one-fifth of the Malaysian economy, indicating that people travel to the country are probably interested in experiencing the taste of the food. This study aims to identify the tourists’ experience as well as their purchase intention of local Malaysian food. The findings of 202 international tourists at Bukit Bintang in Kuala Lumpur highlighted both the characteristics of local Malaysian food and environmental factors as significant influences in the tourists’ willingness to purchase and to savour local food again. Their potential return visit to the country will benefit the tourism industry and the country’s foreign exchange

Item Type: Article (Journal)
Additional Information: 8533/71526
Uncontrolled Keywords: Environmental Factors; Gastronomy Tourism; Malaysian Local Food, Purchase Intention
Subjects: T Technology > TX Home economics > TX901 Hotels, clubs, restaurants, etc. Food service
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): Kulliyyah of Languages and Management
Depositing User: Dr Mazni Saad
Date Deposited: 10 Apr 2019 10:37
Last Modified: 12 Jul 2019 11:32
URI: http://irep.iium.edu.my/id/eprint/71526

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