Exploring Baba and Nyonya culture via multiple image lenses : food travellers’ perspective / Jason M. S. Lam...[et al.]

• Main Authors: M. S. Lam, Jason, Lee, Sean, Ling, Goh Mei, Melatu Samsi, Siti Zakiah
• Format: Article
• Language: English
• Published: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Puncak Alam Campus 2017
• Subjects: Travel and the state. Tourism; Ethnic groups; Food industry and trade. Halal food industry. Certification
• Online Access: http://ir.uitm.edu.my/id/eprint/19453/7/AJ_JASON%20M.%20S.%20LAM%20JTHCA%20B%2017.pdf; http://ir.uitm.edu.my/id/eprint/19453/; https://www.jthca.org/

This study applies a multidimensional approach in the context of Baba and Nyonya cuisine. A total of 209 international food tourists were surveyed in Malacca, Malaysia. The results derived from structural equation modelling empirically confirmed that the cognitive image dimensions of safety, uniquen...