Relationships Between Malaysian Food Image, Tourist Satisfaction and Behavioural Intention. World Applied Sciences Journal, 10 (SI). pp. 164-171. ISSN 1818-4952 (2010)
Abstract
This study aims to examine tourists’ satisfaction towards Malaysian food and their future behavioural intentions. A survey was carried out at the Kuala Lumpur International Airport (KLIA) and Low Cost Carrier Terminal (LCCT) in Malaysia. A sample of 392 tourists was obtained at the respective departure halls using systematic sampling approach. The findings indicated that Malaysia has the potential of being a food tourism destination as the country is viewed as a melting pot of cultural food variety at reasonable price. In addition, the results reveal that image has a direct effect on satisfaction and tourists’ satisfaction towards Malaysian food has a direct effect on behavioural intention. The findings, strengthens the notion of repeat visitation to experience the unique food culture. Practical and theoretical contributions are discussed, with future research
suggested.
| Item Type: | Article |
|---|---|
| Keywords: | Malaysian food image, Destination marketing, Satisfaction, Food destination, Behavioural intention |
| Taxonomy: | By Subject > Hotel & Tourism Management > Foodservice Management and Foodservice Entrepreneurship By Subject > Hotel & Tourism Management > Tourism Management |
| Local Content Hub: | Subjects > Hotel & Tourism Management |
| Depositing User: | Farleen Azrina Zamberi |
| Date Deposited: | 07 Apr 2021 09:19 |
| Last Modified: | 07 Apr 2021 09:19 |
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