The study on visitor’s acceptance of traditional malay food in Malaysia

Traditional Malay food is the cuisine of the ethnic Malays of Southeast Asia who live in Malaysia. It is distinguished by its strong use of spices. In current globalization era, most visitors to Malaysia choose to consume fast cuisine or 'modern snack' than traditional meals. Today's guests' culinary attitudes have influenced their selections. This is due to the fact that fast food and contemporary food items are in great demand since they are handy for consumers' hectic lifestyles. As a result,
the study sought to investigate the impacts of food knowledge, food attitude, and food image on visitor acceptance of Malay traditional food. This questionnaire-based study included 400 participants. This research focuses on visitors between the ages of 18 and 30. This study employed a quantitative research design. In the analysis, the Pearson Correlation Coefficient was utilized to examine the relationship and influence that exists between independent factors and dependent variables. All of these elements, according to the findings of this study, have a role in affecting visitors approval of Malay traditional food. The Pearson correlation values discovered by the researchers for each variable support this. The P value for the extremely beneficial and significant relationship between acquired food knowledge was 0.680. Second, positive and significant connections for food attitudes were discovered with a P value of 0.678. Finally, the P value for the food image's strong positive and significant connection was 0.785. This study showed that visitor acceptance of Malay traditional food is affected by their food knowledge, food attitudes, and food image.
Keywords: Malay Traditional Food, visitor, Food Knowledge, Food Attitude, Food Image