ISSN: 2226-3624
Open access
The mediating Role of Willingness to Pay (WTP) in Sarawak’s Gastronomy (SG), intention to highlight the issue of the economic growth of the environmental factor, and tourist consumption behavior need more attention and examination in the gastronomy tourism in the setting of Sarawak region. In addition, this research aim is to investigate the relationship between the environmental factors and tourist consumption behaviour towards the Sarawak gastronomy using the WTP as the mediating variable. The findings of this research were obtained by a questionnaire survey of 400 visitors to the Sarawak region, during October and December 2023. The finding shows that the hypothesis is supported (t=9.179, p<0.000), as the results conclude that WTP as a mediates the relationship between environmental factor and tourist’s consumption behaviour . Moreover, effect size (f2) is analysed to measure the effect of independent variables towards the dependent variable, in the context of WPT, environmental factor indicates medium effect size. Additionally, in describing tourist consumption behavior, WTP shows a substantial effect size of 0.486 whereby finding indicates that the Q2 values for environmental factor (0.177), WTP (0.159) and tourists consumption behaviour (0.312) are higher than 0; thus, revealing that the model has predictive relevance and validity. Therefore, these findings potentially provide a reference for thorough development strategies for a gastronomy consumption in Sarawak especially in expanding this gastronomy fields to the other regional countries of Borneo.
Abedini, A., Abedin, B., & Zowghi, D. (2023). A Framework of Environmental, Personal, and Behavioral Factors of Adult Learning in Online Communities of Practice. Information Systems Frontiers, 0123456789. https://doi.org/10.1007/s10796-023-10417-2
Aksu, A., Demir, A., ?nak, A., & Do?an, K. (2022). Local residents’ and foreign tourists’ intention towards ecotourism: A research in the Antalya city. Turizam, 26(4), 228–242. https://doi.org/10.5937/turizam26-34509
Ali, B. M., Ang, F., & Van Der Fels-Klerx, H. J. (2021). Consumer willingness to pay for plant-based foods produced using microbial applications to replace synthetic chemical inputs. PLoS ONE, 16(12 December), 1–24. https://doi.org/10.1371/journal.pone.0260488
Badu-Baiden, F., Kim, S. (Sam), Otoo, F. E., & King, B. (2022). International tourists’ local African food consumption. Tourism Review, 77(5), 1333–1348. https://doi.org/10.1108/TR-01-2022-0013
Badu-baiden, F., Kim, S. S., Otoo, F. E., & King, B. (2022). International tourists ’ local African food consumption. April. https://doi.org/10.1108/TR-01-2022-0013
Balaji, M. S., Jiang, Y., & Jha, S. (2019). Green hotel adoption: a personal choice or social pressure? International Journal of Contemporary Hospitality Management, 31(8), 3287–3305. https://doi.org/10.1108/IJCHM-09-2018-0742
Bal?kç?o?lu Dedeo?lu, S., Eren, D., Sahin Percin, N., & Aydin, ?. (2022). Do tourists’ responsible behaviors shape their local food consumption intentions? An examination via the theory of planned behavior. International Journal of Contemporary Hospitality Management, 34(12), 4539–4561. https://doi.org/10.1108/IJCHM-05-2021-0579
Balogh, P., Békési, D., Gorton, M., Popp, J., & Lengyel, P. (2016). Consumer willingness to pay for traditional food products. Food Policy, 61(April), 176–184. https://doi.org/10.1016/j.foodpol.2016.03.005
Minh, T., & Quynh, N. (2024). Factors affecting sustainable consumption behavior: Roles of pandemics and perceived consumer effectiveness. Cleaner and Responsible Consumption, 12(December 2023), 100158. https://doi.org/10.1016/j.clrc.2023.100158
Cheng, T. E., Li, S., Zhang, H., & Cao, M. (2021). Examining the antecedents of environmentally responsible behaviour: Relationships among service quality, place attachment and environmentally responsible behaviour. Sustainability (Switzerland), 13(18), 1–20. https://doi.org/10.3390/su131810297
Chin, W. W. (1998). Issues and opinion on structural equation modeling. MIS Quarterly: Management Information Systems, 22(1).
Cohen, J. (1986). Set Correlation and Contingency Tables. 425–434.
Creswell, J. D., Pacilio, L. E., Lindsay, E. K., & Brown, K. W. (2014). Brief mindfulness meditation training alters psychological and neuroendocrine responses to social evaluative stress. Psychoneuroendocrinology, 44(2014), 1–12. https://doi.org/10.1016/j.psyneuen.2014.02.007
Dodds, W. B., Monroe, K. B., Grewal, D., Dodds, B., & Monroe, B. (1991). Effect of Price, Brand, and Store Information Buyers’ Evaluations. Journal of Marketing Research, 28(3), 307–319.
Gefen, D., Straub, D., & Boudreau, M.-C. (2000). Structural Equation Modeling and Regression: Guidelines for Research Practice. Communications of the Association for Information Systems, 4(October). https://doi.org/10.17705/1cais.00407
Geisser, S. (1974). effect to the random model A predictive approach. Biometrika, 61(1), 101–107. https://academic.oup.com/biomet/article-abstract/61/1/101/264348
Georgescu, M. A., & Herman, E. (2020). Are young people ready to have a pro-environmental sustainable behaviour as tourists? An investigation of towel reuse intention. Sustainability (Switzerland), 12(22), 1–20. https://doi.org/10.3390/su12229469
Gupta, A., & Singh, U. (2019). Factors Affecting Environmentally Responsive Consumption Behavior in India: An Empirical Study. Jindal Journal of Business Research, 8(1), 16–35. https://doi.org/10.1177/2278682118810274
Hair, J. F., Sarstedt, M., Matthews, L. M., & Ringle, C. M. (2016). Identifying and treating unobserved heterogeneity with FIMIX-PLS: part I – method. European Business Review, 28(1), 63–76. https://doi.org/10.1108/EBR-09-2015-0094
Hair Jr., J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107. https://doi.org/10.1504/ijmda.2017.10008574
Hanis, A., Nasir, M., Shahrim, M., & Paddy, R. (2012). Consumers ’ demand and willingness to pay for rice attributes in Malaysia. 19(1), 363–369.
Khanra, S., Dhir, A., Kaur, P., & Mäntymäki, M. (2021). Bibliometric analysis and literature review of ecotourism: Toward sustainable development. Tourism Management Perspectives, 37(April 2020). https://doi.org/10.1016/j.tmp.2020.100777
Kiatkawsin, K., & Han, H. (2019). What drives customers’ willingness to pay price premiums for luxury gastronomic experiences at michelin-starred restaurants? International Journal of Hospitality Management, 82(August 2018), 209–219. https://doi.org/10.1016/j.ijhm.2019.04.024
Konuk, F. A. (2019). Consumers’ willingness to buy and willingness to pay for fair trade food: The influence of consciousness for fair consumption, environmental concern, trust and innovativeness. Food Research International, 120(February), 141–147. https://doi.org/10.1016/j.foodres.2019.02.018
Kovalenko, A., Dias, Á., Pereira, L., & Simões, A. (2023). Gastronomic Experience and Consumer Behavior: Analyzing the Influence on Destination Image. Foods, 12(2). https://doi.org/10.3390/foods12020315
Kwon, J., & Boger, C. A. (2021). Influence of brand experience on customer inspiration and pro-environmental intention. Current Issues in Tourism, 24(8), 1154–1168. https://doi.org/10.1080/13683500.2020.1769571
Linnes, C., Weinland, J. T., Ronzoni, G., Lema, J., & Agrusa, J. (2023). The local food supply, willingness to pay and the sustainability of an island destination. Journal of Hospitality and Tourism Insights, 6(3), 1328–1356. https://doi.org/10.1108/JHTI-01-2022-0031
Liu, Y., & Jang, S. C. (Shawn). (2009). Perceptions of Chinese restaurants in the U.S.: What affects customer satisfaction and behavioral intentions? International Journal of Hospitality Management, 28(3), 338–348. https://doi.org/10.1016/j.ijhm.2008.10.008
MacBlain, S. (2021). Learning Theories for Early Years Practice. SAGE Publication Ltd.
Mak, A. H. N., Lumbers, M., & Eves, A. (2012). Globalisation and food consumption in tourism. Annals of Tourism Research, 39(1), 171–196. https://doi.org/10.1016/j.annals.2011.05.010
Migliore, G., Borrello, M., Lombardi, A., & Schifani, G. (2018). Consumers’ willingness to pay for natural food: evidence from an artefactual field experiment. Agricultural and Food Economics, 6(1), 1–10. https://doi.org/10.1186/s40100-018-0117-1
Mimiaga, M. J., Reisner, S. L., Reilly, L., Soroudi, N., & Safren, S. A. (2009). HIV Preventions: Individual interventions; Chapter 8. 1997.
Mirzaei, R., Sadin, M., & Pedram, M. (2023). Tourism and COVID-19: changes in travel patterns and tourists’ behavior in Iran. Journal of Tourism Futures, 9(1), 49–61. https://doi.org/10.1108/JTF-01-2021-0017
Ogiemwonyi, O., Alam, M. N., Alshareef, R., Alsolamy, M., Azizan, N. A., & Mat, N. (2023). Environmental factors affecting green purchase behaviors of the consumers: Mediating role of environmental attitude. Cleaner Environmental Systems, 10(April), 100130. https://doi.org/10.1016/j.cesys.2023.100130
Ortez, M., Thompson, T., Kilders, V., & Widmar, N. O. (2024). Quantifying demand and willingness to pay for local food production. Q Open, 4(1). https://doi.org/10.1093/qopen/qoae006
Ovcharenko, N., Galenko, E., Orlovskaia, I., & Shumakova, E. (2021). Gastronomic Tourism as a Way of Forming Impressions. SHS Web of Conferences, 110, 06002. https://doi.org/10.1051/shsconf/202111006002
Pahrudin, P., Chen, C. T., & Liu, L. W. (2021). A modified theory of planned behavioral: A case of tourist intention to visit a destination post pandemic Covid-19 in Indonesia. Heliyon, 7(10), e08230. https://doi.org/10.1016/j.heliyon.2021.e08230
Raajpoot, N. A. (2010). Journal of Foodservice. 8020(December 2014), 37–41. https://doi.org/10.1300/J369v05n02
Rachão, S., Breda, Z., de Oliveira Fernandes, C., Joukes, V., & Ferreira, C. (2023). Food-and-wine tourists’ willingness to pay for co-creation experiences: A generational approach. Journal of Hospitality and Tourism Management, 56(April), 245–252. https://doi.org/10.1016/j.jhtm.2023.06.004
Razak, N. F., & Sabri, M. F. (2019). Pro-Environmental Workplace Intention Behaviour in the Malaysian Public Organization. Asian Social Science, 15(4), 60. https://doi.org/10.5539/ass.v15n4p60
Rousta, A., & Jamshidi, D. (2020). Food tourism value: Investigating the factors that influence tourists to revisit. Journal of Vacation Marketing, 26(1), 73–95. https://doi.org/10.1177/1356766719858649
Ryu, K., & Han, H. (2010). Influence of the Quality of Food, Service, and Physical Environment on Customer Satisfaction and Behavioral Intention in Quick-Casual Restaurants: Moderating Role of Perceived Price. Journal of Hospitality and Tourism Research, 34(3), 310–329. https://doi.org/10.1177/1096348009350624
Sánchez-Cañizares, S. M., Cabeza-Ramírez, L. J., Muñoz-Fernández, G., & Fuentes-García, F. J. (2021). Impact of the perceived risk from Covid-19 on intention to travel. Current Issues in Tourism, 24(7), 970–984. https://doi.org/10.1080/13683500.2020.1829571
Sormaz, U., Akmese, H., Gunes, E., & Aras, S. (2016). Gastronomy in Tourism. Procedia Economics and Finance, 39(November 2015), 725–730. https://doi.org/10.1016/S2212-5671(16)30286-6
Stone, M. (1974). Cross-Validatory Choice and Assessment of Statistical Predictions. Journal of the Royal Statistical Society Series B: Statistical Methodology, 36(2), 111–133. https://doi.org/10.1111/j.2517-6161.1974.tb00994.x
Tang, H., Ma, Y., & Ren, J. (2022). Influencing factors and mechanism of tourists’ pro-environmental behavior – Empirical analysis of the CAC-MOA integration model. Frontiers in Psychology, 13(November), 1–18. https://doi.org/10.3389/fpsyg.2022.1060404
Tang, Z., Warkentin, M., & Wu, L. (2019). Understanding employees’ energy saving behavior from the perspective of stimulus-organism-responses. Resources, Conservation and Recycling, 140(October 2018), 216–223. https://doi.org/10.1016/j.resconrec.2018.09.030
Ting, H., Fam, K. S., Jun Hwa, J. C., Richard, J. E., & Xing, N. (2019). Ethnic food consumption intention at the touring destination: The national and regional perspectives using multi-group analysis. Tourism Management, 71(October 2018), 518–529. https://doi.org/10.1016/j.tourman.2018.11.001
Udho, S. (2022). Burnout and Associated Factors among Hospital-Based Nurses in Northern Uganda?: A Cross-Sectional Survey. 2022.
Uo, K., Turizm, G., & Ahamiyati, R. (2023). Uo‘k: 378.851. 111–117.
Venciute, D., Kazukauskaite, M., Correia, R. F., Kuslys, M., & Vaiciukynas, E. (2023). The effect of cause-related marketing on the green consumption attitude–behaviour gap in the cosmetics industry. Journal of Contemporary Marketing Science, 6(1), 22–45. https://doi.org/10.1108/jcmars-08-2022-0019
Sageng, C., Kasa, M., Pudun, J. M., & Ramli, N. (2020). Sarawak cuisine: An overview and its identity. Journal of Tourism, Hospitality & Culinary Arts, 12(3), 15–30. https://www.jthca.org/
Wang, C., Zhang, J., Xiao, X., Sun, F., Xiao, M., & Shi, Q. (2020). Examining the dimensions and mechanisms of tourists’ environmental behavior: A theory of planned behavior approach. Journal of Cleaner Production, 273, 123007. https://doi.org/10.1016/j.jclepro.2020.123007
Wang, J., Shen, M., & Chu, M. (2021). Why is green consumption easier said than done? Exploring the green consumption attitude-intention gap in China with behavioral reasoning theory. Cleaner and Responsible Consumption, 2(September 2020), 100015. https://doi.org/10.1016/j.clrc.2021.100015
Wang, L., Fu, C. F., Wong, P. P., & Zhang, Q. (2022). The Impact of Tourists’ Perceptions of Space-launch Tourism: An Extension of the Theory of Planned Behavior Approach. Journal of China Tourism Research, 18(3), 549–568. https://doi.org/10.1080/19388160.2021.1900972
Wang, M. S., Eleison, K., Tang, L., & Leong, V. (2023). Balancing Production Chains, Bridging Challenges: The Potentials of Coffee Tourism in Sarawak, Malaysia. Journal of Responsible Tourism Management, 3(2), 20–34. https://doi.org/10.47263/jrtm.03-02-02
Xerri, D. (2012). The Use of Authentic Texts with Postgraduate Students. Journal of Education and Learning, 1(1), 43–48. https://doi.org/10.5539/jel.v1n1p43
Yu, Y. S., Luo, M., & Zhu, D. H. (2018). The effect of quality attributes on visiting consumers’ patronage intentions of green restaurants. Sustainability (Switzerland), 10(4). https://doi.org/10.3390/su10041187
Zainoren, A., Abdurahman, A., Ahmad, J. A., Ali, J. K., & Yusrina, L. (2023). Gastronomic Tourism of Sebuyau , Malaysia?: An Ecosystem for Sustainable Development. 7(2), 39–55.
Zhang, T., Chen, J., & Hu, B. (2019). Authenticity, quality, and loyalty: Local food and sustainable tourism experience. Sustainability (Switzerland), 11(12), 1–18. https://doi.org/10.3390/su10023437
Zhang, X., Nketiah, E., Shi, V., & Cheng, J. (2024). Who Will Save Energy? An Extension of Social Cognitive Theory with Place Attachment to Understand Residents’ Energy-Saving Behaviors. Sustainability (Switzerland), 16(1). https://doi.org/10.3390/su16010213
Zhao, Y., & Agyeiwaah, E. (2023). Understanding tourists’ transformative experience: A systematic literature review. Journal of Hospitality and Tourism Management, 54(June 2022), 188–199. https://doi.org/10.1016/j.jhtm.2022.12.013
Asmadi, U. R. G., Samdin, Z., & Karim, S. A. (2025). From Plate to Payment: How Willingness to Pay Shapes Tourist Gastronomy Choices in Sarawak. International Journal of Academic Research in Economics and Management Sciences, 14(1), 30–46.
Copyright: © 2025 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode