ISSN: 2225-8329
Open access
The purpose of this paper is to assess and examine the street food preferences of tourists in Malaysia. It will also aim to figure out the reasons why tourists chose these foods, which will lead them to revisit their destinations. Tourism Malaysia portrays street food as a significant antecedent in drawing foreign visitors to this country for their travel purposes. The aim of this study is to inspect how the characteristics of street food impact the growth of food tourism in Malaysia. A sample of 331 tourists enjoying street food in Kuala Lumpur was conducted in this study. The results suggest that a positive and significant relationship is found between service quality and tourist satisfaction. Furthermore, a positive and significant relationship is not found between product quality and physical environment with tourist satisfaction. In addition, this study also argues that tourism perception mediates the relationship between products quality, physical environment, and service quality with tourist satisfaction. Smart PLS 3.0 was used to evaluate the data using the quantitative approach. The findings indicated marketing techniques that were significantly explored in the study. This study shows that Malaysian street food is a major demand for international visitors that needs to be nurtured. It will enable street food business stakeholders in Malaysia to build strategies to encourage food tourism, change and coordinate tourism products, enhance farming techniques and eventually improve the reputation of destination and location branding.
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In-Text Citation: (Harthy et al., 2021)
To Cite this Article: Harthy, K. Al, Karim, A. M., & Rahid, A. O. (2021). Investigating Determinants of Street Food Attributes and Tourist Satisfaction: An Empirical study of Food Tourism Perspective. International Journal of Academic Research in Accounting Finance and Management Sciences, 11(2), 168–185.
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