“I am not afraid to try this food!” determinants of tourists' risk acceptance, willingness-to-try and insights for enhancing food tourism strategies in Perhentian, Terengganu, Malaysia / Wan Hafiz Wan-Zainal-Shukri ... [et al.]

• Main Authors: Wan-Zainal-Shukri, Wan Hafiz, Jaafar, Siti Nur’Afifah, Ismail, Fathilah, Nik Ubaidillah, Nik Hafizah
• Format: Article
• Language: English
• Published: Universiti Teknologi MARA, Terengganu 2024
• Subjects: Social interaction
• Online Access: https://ir.uitm.edu.my/id/eprint/108030/1/108030.pdf; https://ir.uitm.edu.my/id/eprint/108030/; https://e-ajuitmct.uitm.edu.my/v3/

Food consumption plays a crucial role in the tourism experience, yet understanding the factors that influence tourists' willingness to try (WTT) unfamiliar local foods remains limited. This study addresses this gap by examining the interplay of financial, environmental, health, and service-rela...