ISSN: 2222-6990
Open access
Although there is a growing awareness of the relationship between food and tourism, there is little empirical evidence documenting the perception and satisfaction among tourists that visit Malaysia. The purpose of this study is to investigate the relationship between the destination’s food image, destination physical image and information sources with the intention to visit and revisit the same place. At the same time, this study is regarding tourists’ satisfaction and loyalty with food and culture in Malaysia. A survey was carried out via online survey and total of 250 tourists from various background and nations were obtained using a random sampling approach analysed using SPSS. Malaysia has the potential of being a food tourism destination and viewed as a melting pot of cultural food variety as well as the existence of various cultural backgrounds. The findings also show that culinary tourism has significantly effect on tourists' satisfaction and loyalty with Malaysian food as well as behavioural intention. As a result, it explains why tourists have such a deep urge to come back. Unlike previous studies, this study compares the findings of a group of revisits to suggest a more integrated tourist loyalty. The findings support the notion of returning to Malaysia to experience the country's unique food culture. Further study can be conducted more effective by using aspect of different cultures have different perception and evaluation frameworks for food as well as tourism promotion should be customized so another future research would be conducting extensive studies in country based on various cultures and background of states to identify the motivating factors.
Hendijani, B. R. (2016). Effect of food experience on tourist satisfaction: the case of Indonesia. International Journal of Culture, Tourism and Hospitality Research, 10(3), 272-282.
Björk, P., & Kauppinen-Räisänen, H. (2016). Interested in eating and drinking? How food affects travel satisfaction and the overall holiday experience. Scandinavian Journal of Hospitality and Tourism, 17(1), 9-26.
Bokunewicz, J. F., & Shulman, J. (2017). Influencer identification in Twitter networks of destination marketing organizations. Journal of Hospitality and Tourism Technology, 8(2), 205-219.
Chang, R. C. Y., Kivela, J., & Mak, A. H. N. (2011). Attributes that influence the evaluation of travel dining experience: When East meets West. Tourism Management, 32(2), 307-316.
Chi, C. G.-Q., Chua, B. L., Othman, M., & Karim, S. A. (2013). Investigating the Structural Relationships Between Food Image, Food Satisfaction, Culinary Quality, and Behavioral Intentions: The Case of Malaysia. International Journal of Hospitality & Tourism Administration, 14(2), 99-120.
Everett, S., & Slocum, S. L. (2013). Food and tourism: an effective partnership? A UK-based review. Journal of Sustainable Tourism, 21(6), 789-809.
Guthrie, J., Mancino, L., & Lin, C.-T. J. (2015). Nudging Consumers toward Better Food Choices: Policy Approaches to Changing Food Consumption Behaviors. Psychology & Marketing, 32(5), 501-511.
Hjalager, A.-M., & Johansen, P. H. (2013). Food tourism in protected areas – sustainability for producers, the environment and tourism? Journal of Sustainable Tourism, 21(3), 417-433.
Horng, J.-S., & Tsai, C.-T. S. (2011). Culinary tourism strategic development: an Asia-Pacific perspective. International Journal of Tourism Research, 14(1), 40-55.
Hwang, J. (2016). Organic food as self-presentation: The role of psychological motivation in older consumers’ purchase intention of organic food. Journal of Retailing and Consumer Services, 28, 281-287. doi:10.1016/j.jretconser.2015.01.007.
Jalis, M. H., Che, D., & Markwell, K. (2014). Utilising Local Cuisine to Market Malaysia as a Tourist Destination. Procedia - Social and Behavioral Sciences, 144, 102-110. doi:10.1016/j.sbspro.2014.07.278.
Ji, M., Wong, I. A., Eves, A., & Scarles, C. (2016). Food-related personality traits and the moderating role of novelty-seeking in food satisfaction and travel outcomes. Tourism Management, 57, 387-396.
Kim, Y. G., Suh, B. W., & Eves, A. (2010). The relationships between food-related personality traits, satisfaction, and loyalty among visitors attending food events and festivals. International Journal of Hospitality Management, 29 (2), 216-226.
Lee, A. H. J., Wall, G., & Kovacs, J. F. (2015). Creative food clusters and rural development through place branding: Culinary tourism initiatives in Stratford and Muskoka, Ontario, Canada. Journal of Rural Studies, 39, 133–144. doi:10.1016/j.jrurstud.2015.05.001.
Lee, I., & Arcodia, C. (2011). The Role of Regional Food Festivals for Destination Branding. International Journal of Tourism Research, 13(4), 355-367.
Long, L. (2004). Culinary Tourism. Lexington, The University Press of Kentucky.
Mak, A. H. N., Lumbers, M., & Eves, A. (2012). Globalisation and food consumption in tourism. Annals of Tourism Research, 39(1), 171-196.
Musa, G. (2000). Tourism in Malaysia. In C. M. Hall, & S. Page (Eds.), Tourism in South and South East Asia (pp. 144–156). Oxford: Butterworth-Heinemann.
Rajendran, S. D., & Wahab, S. N. (2017). Purchasing Intention towards Green Packaged Products: An Exploratory Study among Malaysian Consumers. 3rd International Conference on Advanced Research in Business and Social Sciences, 29-30 March, pp. 347-355, Langkawi, Malaysia.
Rong-Da Liang, A., Chen, S.-C., Tung, W., & Hu, C.-C. (2013). The Influence of Food Expenditure on Tourist Response to Festival Tourism: Expenditure Perspective. International Journal of Hospitality & Tourism Administration, 14(4), 377-397.
Seo, S., & Yun, N. (2015). Multi-dimensional scale to measure destination food image: case of Korean food. British Food Journal, 117(12), 2914-2929.
Sidali, K. L., Kastenholz, E., & Bianchi, R. (2013). Food tourism, niche markets and products in rural tourism: combining the intimacy model and the experience economy as a rural development strategy. Journal of Sustainable Tourism, 23(8-9), 1179-1197.
Sotiriadis, M. D. (2015). Culinary tourism assets and events: suggesting a strategic planning tool. International Journal of Contemporary Hospitality Management, 27(6), 1214-1232.
Thielke, S., Harniss, M., Thompson, H., Patel, S., Demiris G., & Johnson, K. (2012). Maslow’s Hierarchy of Human Needs and the Adoption of Health-Related Technologies for Older Adults. Ageing International, 37, 470-488. https://doi.org/10.1007/s12126-011-9121-4.
Wahab, S. N., Rajendran, S. D., Yeah, N. K., & Deng, Y. (2017). Antecedents Influencing E-Service Quality towards Customer Loyalty among Malaysian Online Shoppers. 3rd International Conference on Advanced Research in Business and Social Sciences, 29-30 March, pp. 337-346, Langkawi, Malaysia.
Zakaria, A. Z., Salleh, I. H., & Rashid, M. S. A. (2014). Identity of Malay Garden Design to be Promoted as the Cultural Tourism Product in Malaysia. Procedia - Social and Behavioral Sciences, 153, 298-307. doi:10.1016/j.sbspro.2014.10.063.
Zaman, K., Moemen, M.A., & Islam, T. (2016). Dynamic linkages between tourism transportation expenditures, carbon dioxide emission, energy consumption and growth factors: evidence from the transition economies. Current Issues in Tourism, 20(16), 1720-1735.
In-Text Citation: (Safian et al., 2021)
To Cite this Article: Safian, S. S. S., Osman, A. A., Wahab, S. N., Othman, N., & Azhar, N. A. Z. M. (2021). The Effect of Culinary Tourism on Tourists’ Loyalty and Satisfaction: A Comparison Analysis Between the First and Revisit to Malaysia. International Journal of Academic Research in Business and Social Sciences, 11(8), 154–167.
Copyright: © 2021 The Author(s)
Published by Human Resource Management Academic Research Society (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