A model of Malaysian food image components: towards building a sustainable tourism product
Food is becoming an important or a critical motivating factor for travellers when choosing a destination. Past scholars found that images could trigger imagination besides being a worthy basis for marketing strategy. Therefore, it is absolutely imperative to identify the food characteristics that fo...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Putra Malaysia Press
2012
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| Online Access: | http://psasir.upm.edu.my/id/eprint/40674/ http://psasir.upm.edu.my/id/eprint/40674/1/A%20Model%20of%20Malaysian%20Food%20Image%20Components%20.pdf |
| _version_ | 1848849493490925568 |
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| author | Leong, Quee Ling Othman, Mohhidin Mohd Adzahan, Noranizan Abdul Karim, Muhammad Shahrim |
| author_facet | Leong, Quee Ling Othman, Mohhidin Mohd Adzahan, Noranizan Abdul Karim, Muhammad Shahrim |
| author_sort | Leong, Quee Ling |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Food is becoming an important or a critical motivating factor for travellers when choosing a destination. Past scholars found that images could trigger imagination besides being a worthy basis for marketing strategy. Therefore, it is absolutely imperative to identify the food characteristics that form images prior to promoting and selling of the local food so as to draw more tourists to the
country. Given the fact that a limited literature has been found on exploring food images in Malaysia, an attempt to conduct an exploratory research was therefore made. This study aimed at determining the definitions of Malaysian food, as well as the characteristics and types of food that best depict Malaysian gastronomy culture. Four focus groups were conducted, and these consisted of general public and practitioners from the food industry in Malaysia. The data were then verbatim transcribed and analysed using a coding system. The information obtained from this study is anticipated to assist marketers in developing a comprehensive strategic marketing plan that focuses on targeting food tourists. The paper ends with feasible enforcements suggested to assist catalysing growth in
the food tourism industry in Malaysia. |
| first_indexed | 2025-11-15T09:51:16Z |
| format | Article |
| id | upm-40674 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T09:51:16Z |
| publishDate | 2012 |
| publisher | Universiti Putra Malaysia Press |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-406742016-09-05T08:18:08Z http://psasir.upm.edu.my/id/eprint/40674/ A model of Malaysian food image components: towards building a sustainable tourism product Leong, Quee Ling Othman, Mohhidin Mohd Adzahan, Noranizan Abdul Karim, Muhammad Shahrim Food is becoming an important or a critical motivating factor for travellers when choosing a destination. Past scholars found that images could trigger imagination besides being a worthy basis for marketing strategy. Therefore, it is absolutely imperative to identify the food characteristics that form images prior to promoting and selling of the local food so as to draw more tourists to the country. Given the fact that a limited literature has been found on exploring food images in Malaysia, an attempt to conduct an exploratory research was therefore made. This study aimed at determining the definitions of Malaysian food, as well as the characteristics and types of food that best depict Malaysian gastronomy culture. Four focus groups were conducted, and these consisted of general public and practitioners from the food industry in Malaysia. The data were then verbatim transcribed and analysed using a coding system. The information obtained from this study is anticipated to assist marketers in developing a comprehensive strategic marketing plan that focuses on targeting food tourists. The paper ends with feasible enforcements suggested to assist catalysing growth in the food tourism industry in Malaysia. Universiti Putra Malaysia Press 2012-06 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/40674/1/A%20Model%20of%20Malaysian%20Food%20Image%20Components%20.pdf Leong, Quee Ling and Othman, Mohhidin and Mohd Adzahan, Noranizan and Abdul Karim, Muhammad Shahrim (2012) A model of Malaysian food image components: towards building a sustainable tourism product. Pertanika Journal of Social Sciences & Humanities, 20 (2). pp. 299-315. ISSN 0128-7702; ESSN: 2231-8534 http://pertanika.upm.edu.my/Pertanika%20PAPERS/JSSH%20Vol.%2020%20(2)%20Jun.%202012/04%20Pg%20299-315.pdf |
| spellingShingle | Leong, Quee Ling Othman, Mohhidin Mohd Adzahan, Noranizan Abdul Karim, Muhammad Shahrim A model of Malaysian food image components: towards building a sustainable tourism product |
| title | A model of Malaysian food image components: towards building a sustainable tourism product |
| title_full | A model of Malaysian food image components: towards building a sustainable tourism product |
| title_fullStr | A model of Malaysian food image components: towards building a sustainable tourism product |
| title_full_unstemmed | A model of Malaysian food image components: towards building a sustainable tourism product |
| title_short | A model of Malaysian food image components: towards building a sustainable tourism product |
| title_sort | model of malaysian food image components: towards building a sustainable tourism product |
| url | http://psasir.upm.edu.my/id/eprint/40674/ http://psasir.upm.edu.my/id/eprint/40674/ http://psasir.upm.edu.my/id/eprint/40674/1/A%20Model%20of%20Malaysian%20Food%20Image%20Components%20.pdf |