Relationships between Malaysian food image, tourist satisfaction and behavioral intention.

• Main Authors: Leong, Quee Ling, Ab. Karim, Muhd. Shahrim, Othman, Mohhidin, Mohd Adzahan, Noranizan, Sridar, Ramachandran
• Format: Article
• Language: English; English
• Published: IDOSI Publications 2010
• Online Access: http://psasir.upm.edu.my/id/eprint/16500/1/Relationships%20between%20Malaysian%20food%20image.pdf; http://psasir.upm.edu.my/id/eprint/16500/; http://idosi.org/wasj/wasj10%28T&H%292010.htm

This study aims to examine tourists’ satisfaction towards Malaysian food and their future behavioural intentions. A survey was carried out at the Kuala Lumpur International Airport (KLIA) and Low Cost Carrier Terminal (LCCT) in Malaysia. A sample of 392 tourists was obtained at the respective departure halls using systematic sampling approach. The findings indicated that Malaysia has the potential of being a food tourism destination as the country is viewed as a melting pot of cultural food variety at reasonable price. In addition, the results reveal that image has a direct effect on satisfaction and tourists’ satisfaction towards Malaysian food has a direct effect on behavioural intention. The findings, strengthens the notion of repeat visitation to experience the unique food culture. Practical and theoretical contributions are discussed, with future research suggested.