Understanding motivational factors towards international tourists' food consumption intention of Malaysian cuisines
List of Authors
  • Hawaliana Selamat , Siti Nurhanifah Sulong

Keyword
  • Malaysian cuisine, food consumption, motivational factor, tourists

Abstract
  • Eating holds significant importance for tourists and travellers, as it is an essential activity. Food is utilised in promotional media to attract tourists to a particular destination – one reason international tourists travel. This study looks into the elements that influence international tourists' consumption of Malaysian cuisine while travelling. Food consumption is a very complex decision-making process involving a person's motivational factors, associated with food consumption including physical, cultural, interpersonal, and prestige motivators. Data were collected using self-administered surveys of 398 tourists who visited Malaysia. The results demonstrate a positive relationship between motivational factors toward tourist food consumption intentions. Thus, it shows that the experiences of consuming local cuisines enable tourists to create positive and unforgettable memories. These positive memories further enhance their identification with or strong attachment to local attractions and behavioural intention.

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