Tan, Tee Wui and Chong, William Yee Siang (2018) Gastronomy as a tourism resource: Profile of the Chinese tourist in Malaysia. Final Year Project, UTAR.
Abstract
The main objective of conducting this research project is to study the factors influence Chinese tourists’ overall satisfaction with Malaysia food experience towards their future behavioral intentions. The factors to be tested included food and dining atmosphere, features of Malaysian food, core food value, Malaysian food specialty and Malaysian food uniqueness. Regression analysis revealed that “Food and Dining Atmosphere” was significantly predicted Chinese tourists’ overall satisfaction with Malaysia food experience, followed by “Malaysian Food Uniqueness”, “Features of Malaysian Food”, “Core Food Value” and “Malaysian Food Specialty”. In addition, Pearson Correlation analysis revealed that Chinese tourists’ overall satisfaction with Malaysia food experience was significantly predicted their future behavioral intentions. The findings suggested that destination marketers should utilized local food as tourism resources in order to strengthens the notion of repeat visitation and recommendation to savor Malaysian food as Chinese tourists perceived positively from Malaysian food. Practical contributions are discussed, with future research suggested.
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