Relationships between Malaysian food image, tourist satisfaction and behavioral intention.
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 depa...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English English |
| Published: |
IDOSI Publications
2010
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/16500/ http://psasir.upm.edu.my/id/eprint/16500/1/Relationships%20between%20Malaysian%20food%20image.pdf |
| Summary: | 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.
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