Factors affecting gen y tourists’ purchase intention towards local food in Kelantan

This study attempts to discover and analyse the variables that factors affecting Gen Y tourists' purchase intention towards local food in Kelantan. For the development and marketing of regional cuisine as a travel product, it is essential to comprehend these characteristics. A quantitative methodology is used in the research. Tourists from Gen Y were given a survey questionnaire that asked about their demographics, opinions of the local cuisine, and intended purchases. According to preliminary results, a number of important factors affecting Gen Y tourists' purchase intention towards local food in Kelantan. Since these tourists are looking for real culinary experiences that represent the local culture and customs, authenticity is a key factor. Overall, this study advances our knowledge of the variables influencing Gen Y tourists’ purchase intention towards local food in Kelantan. The results indicate that in order to appeal to and satisfy this market segment, tourism stakeholders should emphasise boosting authenticity, flavour, convenience, a positive internet presence, and competitive price.