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Do consumption values in heritage food play a role in the development of behavioural intentions?

Saad, Mazni and Kamarizzaman, Nur Assyiqin and Ishak, Noriza and James Pratt, Thomas (2021) Do consumption values in heritage food play a role in the development of behavioural intentions? Journal of ASIAN Behavioural Studies (jABs, 6 (19). pp. 1-14. E-ISSN 2514-7528

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Abstract

This study explores the state of tourists' perception of Pahang heritage food. This study obtained data from 164 tourists through social media applications. The survey outcomes were encouraging, which showed a positive and significant influence regarding food consumption values and domestic tourist behavioural intentions to consume heritage foods. These findings will help Pahang's destination managers better understand how to promote heritage foods to attract future domestic tourism. Marketers should increase familiarity with heritage foods, particularly among potential domestic tourists, as familiarity may increase emotional values.

Item Type: Article (Journal)
Additional Information: 8533/92408
Uncontrolled Keywords: Consumption Value; Domestic Tourists; Heritage Food; Behavioral Intentions
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: 22 Sep 2021 09:30
Last Modified: 22 Sep 2021 09:30
URI: http://irep.iium.edu.my/id/eprint/92408

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