Travelling for Pahang heritage food: an analysis of food consumption model
Purpose: This study examines the impact of domestic tourist consumption values on heritage foods on behavioral intentions. Methods/Design/Approach: Quantitative design was used to distribute questionnaire surveys on online platforms. Pearson's analysis of the correlation and multi-regression...
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| Main Authors: | , |
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| Other Authors: | |
| Format: | Book Chapter |
| Language: | English |
| Published: |
Kulliyyah of Languages & Management (KLM)
2022
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/100453/7/100453_Travelling%20for%20Pahang%20heritage%20food.pdf http://irep.iium.edu.my/100453/ |
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| Institution: | Universiti Islam Antarabangsa Malaysia |
| Language: | English |
| Summary: | Purpose: This study examines the impact of domestic tourist consumption values on heritage foods on
behavioral intentions.
Methods/Design/Approach: Quantitative design was used to distribute questionnaire surveys on online
platforms. Pearson's analysis of the correlation and multi-regression analysis was used to examine the
relationship between the variables.
Findings: Data collected from 161 domestic tourists in Malaysia aged 18 years and older who consumed
and experienced heritage food in Pahang during their travels. The findings show that epistemological,
quality, and emotional values have a significant relationship to behavioral intent. The epistemological
value was the highest value that contributed to the behavioral intention of local tourists.
Implication/Limitations: This study is important for developing food tourism and is putting more effort
into preserving heritage food. This study's main limitation is that heritage food is only examined based on
a single state, Pahang. Heritage food of other states has not been reviewed in this study. |
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