Visitor’s satisfaction visiting food festival in Penang

Food is the most important component in tourism and as a critical fascination while people are travelling. Food tourism is also one constituent of the tourism marketing strategy. This study examines the factors visiting Penang for food festivals. The main objective is to determine that many tourists come to Penang to taste the food and they come when any festival about food is held at Penang. This study method uses a quantitative method by collecting data through questionnaires with 384 respondents. Results show that the pull factors appear to have contributed to attract tourists to Penang, particularly in terms of the food taste, perceived price, and food cultures.