When in Rome, do as the Romans do: factors influencing international students' intention to consume local food in Malaysia

• Main Authors: Memon, Mumtaz Ali, Mirza, Muhammad Zeeshan, Lim, Bibiana, Umrani, Waheed Ali, Hassan, Mohamed Ayyub, Cham, Tat Huei, Shahzad, Khurram
• Format: Article
• Published: Emerald Group Publishing Ltd. 2019
• Subjects: H Social Sciences (General); L Education (General)
• Online Access: http://eprints.utm.my/id/eprint/89823/; http://dx.doi.org/10.1108/BFJ-09-2018-0636

Purpose: International students are considered as a huge and potentially lucrative segment for various products of the tourism industry in Malaysia. One of the tourism products is the local food they consume. The purpose of this paper is to investigate key factors that contribute to international st...