THE ROLE OF MALAYSIAN FOOD ATTRIBUTES AND CONTENTS IN FOSTERING MALAYSIAN GASTRONOMIC TOURISM

Mohd Nor Ahmar Mohd Sanip; Ramlee Mustapha; Suriani Mohamed

Mohd Nor Ahmar Mohd Sanip Faculty of Social Science and Humanities, Tunku Abdul Rahman University College, Kuala Lumpur, MALAYSIA
Ramlee Mustapha Faculty of Technical and Vocational Education, Universiti Pendidikan Sultan Idris, Tanjong Malim, MALAYSIA
Suriani Mohamed Faculty of Technical and Vocational Education, Universiti Pendidikan Sultan Idris, Tanjong Malim, MALAYSIA

Abstract

Food is an important medium for attracting tourists to visit a destination. Food does portray not only the society and its people but also an expression of the diversity and heritage of a country. Food attributes and contents can be perceived as the major components that encourage tourists to indulge in local delicacies. Consuming local food will not only enrich their experience of the local culture but, at the same time, increase their understanding of the local foodscape. This study aims to determine the role of Malaysian food attributes and contents in promoting Malaysian gastronomic tourism. A content analysis research approach was adopted in the current study. Selected brochures and websites were analyzed to identify the attributes and contents related to the study. The findings of this study are useful to the local authorities and restaurateurs to develop local gastronomic products that suit the tourists’ tastebuds. Moreover, the study may help the destination marketers to create suitable tour campaigns, particularly for tourists who are on the quest for authentic tastes and experiences in a tourist destination.

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