2025_Factors of Consumption, Experience, Cultural Difference and Social Media Influencer on Food Destination Image and Attractiveness
| Format: | General Document |
|---|
| _version_ | 1860798356591214592 |
|---|---|
| building | INTELEK Repository |
| collection | Online Access |
| collectionurl | https://intelek.unisza.edu.my/intelek/pages/search.php?search=!collection8805 |
| copyright | Copyright©PWB2026 |
| country | Malaysia |
| date | 2025-07-10 |
| format | General Document |
| id | 17443 |
| institution | UniSZA |
| originalfilename | FACTORS OF CONSUMPTION, EXPERIENCE, CULTURAL DIFFERENCE AND SOCIAL MEDIA INFLUENCER ON FOOD DESTINATION IMAGE AND ATTRACTIVENESS (PHD_2025).pdf |
| person | Muhamad Aizuddin Ibrahim |
| recordtype | oai_dc |
| resourceurl | https://intelek.unisza.edu.my/intelek/pages/view.php?ref=17443 |
| sourcemedia | Server storage Scanned document |
| spelling | 17443 https://intelek.unisza.edu.my/intelek/pages/view.php?ref=17443 https://intelek.unisza.edu.my/intelek/pages/search.php?search=!collection8805 General Document Malaysia Library Staff (Top Management) Library Staff (Management) Library Staff (Support) Terengganu Faculty of Applied Social Sciences English application/pdf 1.6 Public Access Server storage Scanned document Universiti Sultan Zainal Abidin Universiti Sultan Zainal Abidin 358 Melaka Dissertations, Academic 2025-07-10 Food tourism Copyright©PWB2026 Thesis PLS-SEM Muhamad Aizuddin Ibrahim Food Destination Image (FDI) UNESCO Creative City of Gastronomy (UCCG) Social Media Influencers (SMIs) Food Destination Attractiveness (FDA) Tourists’ Local Food Consumption Value (TLFCV) Consumption Value Theory Experiential Value Theory Food tourism -- Malaysia -- Malacca (State) Gastronomy -- Social aspects -- Malaysia Malacca (Malaysia) -- Description and travel Consumption (Economics) -- Psychological aspects 2025_Factors of Consumption, Experience, Cultural Difference and Social Media Influencer on Food Destination Image and Attractiveness Food tourism has become an integral aspect of cultural and experiential tourism, making it crucial to emphasise the role of local foods in shaping tourists' perceptions of a destination. In this context, the food destination image (FDI) is crucial in enhancing tourists’ overall experiences. Melaka, a city renowned for its rich culinary heritage and cultural diversity, provides an excellent case study for exploring the dynamics of FDI. While Melaka boasts diverse culinary offerings, it has yet to fully capitalise on this potential to gain international recognition, such as the UNESCO Creative City of Gastronomy designation (UCCG). Therefore, this study investigates the development and significance of FDI by examining how Tourists’ Local Food Consumption Value (TLFCV), Tourists’ Local Food Experiential Value (TLFEV), and Tourists’ Food Culture Differences (TFCD) influence the FDI, with Food Destination Attractiveness (FDA) acting as a mediator. Additionally, the study examines the moderating role of social media influencers (SMIs) in shaping these perceptions. Grounded in the Consumption Value Theory, Experiential Value Theory, and Social Learning Theory, this research aims to contribute to the existing literature by integrating theoretical constructs with practical implications, particularly focusing on the moderating role of SMIs and the mediating effect of FDA. A quantitative approach was employed, utilising a self-administered questionnaire to 312 food tourists visiting Melaka. Data were analysed using Statistical Package for Social Sciences (SPSS) version 24 and Partial Least Squares-Structural Equation Modelling (PLS-SEM) to assess both measurement and structural models and test the proposed hypotheses. The findings disclosed that TLFCV, TLFEV, and TFCD significantly enhance FDA, which in turn mediates their impact on FDI. Interestingly, SMIs were negatively moderating the relationship between FDA and FDI, suggesting potential challenges in effectively leveraging influencers to promote destination images. Theoretically, this research extends the literature on consumption value, experiential value and social learning theories to the domain of food tourism. Practically, this research provides valuable insights for destination managers and policymakers. This research highlights the significance of promoting authentic culinary experiences, incorporating local food culture into tourism marketing, and carefully planning social media strategies to enhance a destination's appeal. Achieving the UNESCO Creative City of Gastronomy designation would cement Melaka as the world's top food tourism destination, showcasing the city’s rich culinary diversity and heritage. uuid:b84f9d2b-d209-4d47-ba94-371c4b2259fd macOS Version 11.0.1 (Build 20B29) Quartz PDFContext FACTORS OF CONSUMPTION, EXPERIENCE, CULTURAL DIFFERENCE AND SOCIAL MEDIA INFLUENCER ON FOOD DESTINATION IMAGE AND ATTRACTIVENESS (PHD_2025).pdf Social media—Influence Marketing -- Malaysia |
| spellingShingle | 2025_Factors of Consumption, Experience, Cultural Difference and Social Media Influencer on Food Destination Image and Attractiveness |
| state | Terengganu |
| subject | Dissertations, Academic Food tourism -- Malaysia -- Malacca (State) Gastronomy -- Social aspects -- Malaysia Malacca (Malaysia) -- Description and travel Consumption (Economics) -- Psychological aspects Social media—Influence Marketing -- Malaysia |
| summary | Food tourism has become an integral aspect of cultural and experiential tourism, making it crucial to emphasise the role of local foods in shaping tourists' perceptions of a destination. In this context, the food destination image (FDI) is crucial in enhancing tourists’ overall experiences. Melaka, a city renowned for its rich culinary heritage and cultural diversity, provides an excellent case study for exploring the dynamics of FDI. While Melaka boasts diverse culinary offerings, it has yet to fully capitalise on this potential to gain international recognition, such as the UNESCO Creative City of Gastronomy designation (UCCG). Therefore, this study investigates the development and significance of FDI by examining how Tourists’ Local Food Consumption Value (TLFCV), Tourists’ Local Food Experiential Value (TLFEV), and Tourists’ Food Culture Differences (TFCD) influence the FDI, with Food Destination Attractiveness (FDA) acting as a mediator. Additionally, the study examines the moderating role of social media influencers (SMIs) in shaping these perceptions. Grounded in the Consumption Value Theory, Experiential Value Theory, and Social Learning Theory, this research aims to contribute to the existing literature by integrating theoretical constructs with practical implications, particularly focusing on the moderating role of SMIs and the mediating effect of FDA. A quantitative approach was employed, utilising a self-administered questionnaire to 312 food tourists visiting Melaka. Data were analysed using Statistical Package for Social Sciences (SPSS) version 24 and Partial Least Squares-Structural Equation Modelling (PLS-SEM) to assess both measurement and structural models and test the proposed hypotheses. The findings disclosed that TLFCV, TLFEV, and TFCD significantly enhance FDA, which in turn mediates their impact on FDI. Interestingly, SMIs were negatively moderating the relationship between FDA and FDI, suggesting potential challenges in effectively leveraging influencers to promote destination images. Theoretically, this research extends the literature on consumption value, experiential value and social learning theories to the domain of food tourism. Practically, this research provides valuable insights for destination managers and policymakers. This research highlights the significance of promoting authentic culinary experiences, incorporating local food culture into tourism marketing, and carefully planning social media strategies to enhance a destination's appeal. Achieving the UNESCO Creative City of Gastronomy designation would cement Melaka as the world's top food tourism destination, showcasing the city’s rich culinary diversity and heritage. |
| title | 2025_Factors of Consumption, Experience, Cultural Difference and Social Media Influencer on Food Destination Image and Attractiveness |
| title_full | 2025_Factors of Consumption, Experience, Cultural Difference and Social Media Influencer on Food Destination Image and Attractiveness |
| title_fullStr | 2025_Factors of Consumption, Experience, Cultural Difference and Social Media Influencer on Food Destination Image and Attractiveness |
| title_full_unstemmed | 2025_Factors of Consumption, Experience, Cultural Difference and Social Media Influencer on Food Destination Image and Attractiveness |
| title_short | 2025_Factors of Consumption, Experience, Cultural Difference and Social Media Influencer on Food Destination Image and Attractiveness |
| title_sort | 2025_factors of consumption, experience, cultural difference and social media influencer on food destination image and attractiveness |