The impact of food culture in malaysia tourism industry

Research publications often include one of the most important elements determining how tourists feel about food culture and its effects in Malaysia. We now have flexible employment thanks to a cultural shift in how we identify and want to do our work. However, more research still needs to be done on tourists' intentions to visit Kelantan for local food. Therefore, this study was done to fill the gap. The objectives of this study were to examine the relationship between quality value, emotional value, food destination image, and health value and tourists’ intentions to visit Kelantan for local food. This study used a quantitative and convenience sampling method to collect data from 384 respondents who intend to visit Kelantan using an online questionnaire. The data were analysed using SPSS, whereby the statistical tests used in this study include the Reliability Test, Descriptive Test, and Hypothesis Testing (Pearson Correlation). Based on the findings, quality value, emotional value, food destination image, and health value positively correlate to the tourists’ intentions to visit Kelantan for local food. This study has further strengthened the claim of previous research on how independent variables influence the dependent variable. Lastly, the findings will add to the research on food tourism and destination marketing. Furthermore, Kelantan tourism authorities and local businesses may use the study's results to design successful strategies for marketing local food experiences and attracting more tourists.
Keywords: Quality Value, Emotional Value, Food Destination Image, Health Value