Factors influencing local food consumption among domestic tourists in Kota Bharu, Kelantan

Local food in Malaysia is truly unique with all its originality and specialities. With all the specialities of local food especially in Kota Bharu Kelantan, researchers are interested in studying the factor influencing Kelantan local food consumption among domestic tourists in Kota Bharu, Kelantan. This research is conducted among people who have experience visiting Kelantan and have eaten local food in the state of Kelantan. This research is studied based on the factor influence of the domestic tourists to local food consumption in terms of emotional value, epistemic value and quality value of local tourists who have gone to the new state of Kelantan. In addition, this study also aims to find out the main reasons why local tourists are attracted to local food in the state of Kelantan. From the results of the study at the end of the research, the researcher will be able to find out the main factor of local food consumption toward domestic tourists in Kota Bharu, Kelantan. Suggestions wills be provided for future research.