Do Consumption Values In Heritage Food Play a Role in the Development of Behavioural Intentions?

Authors

  • Mazni Saad Kulliyyah of Languages and Management, Student, Department of Tourism, International Islamic University Malaysia, Pagoh Education Hub, Johor, Malaysia.
  • Nur Assyiqin Kamarizzaman Kulliyyah of Languages and Management, Student, Department of Tourism, International Islamic University Malaysia, Pagoh Education Hub, Johor, Malaysia.
  • Noriza Ishak Faculty of the Hotel and Tourism Management, Department of Culinary Arts & Gastronomy, University Teknologi MARA, Selangor, Malaysia.
  • Thomas James Pratt Faculty of the School of Hotel Management (SIHOM), Sol International School, Woosong University, Daejeon, Korea

DOI:

https://doi.org/10.21834/jabs.v6i19.392

Abstract

This study explores the state of tourists' perception of Pahang heritage food. Data were obtained from 164 tourists through social media applications. The survey outcomes were encouraging, which showed a positive and significant influence between food consumption values and a domestic tourist's behavioral intentions to consume heritage foods. These findings will help Pahang's destination managers better understand how the promotion of heritage foods can be utilized to attract future domestic tourism. Marketers should increase familiarity with heritage foods, particularly among potential domestic tourists, as familiarity may increase emotional values.

Keywords: Consumption Value; Domestic Tourists; Heritage Food; Behavioral Intentions

eISSN 2514-7528 © 2021 The Authors. Published for AMER ABRA CE-Bs by E-International Publishing House, Ltd., UK. This is an open-access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer-review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians / Africans / Arabians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.

DOI: https://doi.org/10.21834/jabs.v6i19.392

 

Published

2021-09-17

How to Cite

Saad, M. ., Kamarizzaman, N. A. ., Ishak, N. ., & Pratt, T. J. . (2021). Do Consumption Values In Heritage Food Play a Role in the Development of Behavioural Intentions?. Journal of ASIAN Behavioural Studies, 6(19), 1-14. https://doi.org/10.21834/jabs.v6i19.392

Issue

Section

Articles