EXPLORING TOURISM SENSORY EXPERIENCE OF GASTRONOMIC TOURISM OF MI BANDUNG MUAR, JOHOR, MALAYSIA

• Main Authors: Amran, Fatiha, Abd Rahman, Nur Hidayah
• Format: Conference or Workshop Item
• Language: English
• Published: 2022
• Subjects: HM621 Culture
• Online Access: http://irep.iium.edu.my/101768/1/MI%20BANDUNG%20MUAR.pdf; http://irep.iium.edu.my/101768/

Understanding customer’s satisfactions, experiences, and preferences contribute to the food and beverage industry's marketing strategies to promote Malaysia's food heritage and gastronomy tourism, especially in Muar, Johor, Malaysia. Nevertheless, there are only a few empirical studies have been done to determine customer satisfaction in experiencing gastronomy tourism, especially in Malaysia. Previous studies focused on customer’s perceptions and perceived Malaysia food heritage in Penang and Kelantan in Malaysia by using quantitative methods. Therefore, this study focuses on customer satisfaction in the gastronomy tourism experience of Mi Bandung Muar, Johor, Malaysia. This study aims to explore the elements of sensory attributions toward Mi Bandung Muar, identify the safety and hygiene that influence the experience of Mi Bandung Muar, and determine the customers' satisfaction with Mi Bandung Muar. This study uses the qualitative research method by using semi-structured interview questions with a total of seven respondents. This study is using thematic analysis to analyse data. The findings of this study contain three elements of customer satisfaction; sensory attributions (smell and taste), safety and hygiene, and satisfaction and experience. Hence, this study contributed to helping the food and beverages industry to enhance customer satisfaction and experience, and Destination Marketing Organizer (DMO) promote the signature dish of Muar globally.