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Branding Malaysia as food tourism destination among tourist


Citation

Maryanne Tong Ying Ying and Mohamad Syafie Sugianto and Siti Nur Azeera Sha'ri and Siti Nur Halimah Md Yunos (2021) Branding Malaysia as food tourism destination among tourist. Final Year Project thesis, Universiti Malaysia Kelantan. (Submitted)

Abstract

This study is about Branding Malaysian as a food tourism destination among tourists. As a multi-racial country, Malaysia's colorful culture and history is reflected in its food. Historically, Malaysian cuisine and its special tastes and traditions come from global immigrants from various countries, such as Arabia, China, India, Thailand, Indonesia, and Portugal. The various types of food in Malaysia have created a picture of society, which represents the multi-racial society in the region, exchanging cultures and food diversity. Therefore, this study is to identify the factors that make Malaysia as food tourism destination. This study employed quantitative approach by using questionnaire as the research instrument. About 207 Malaysians participated in this study. The results of this study show that there is a significant relationship between authenticity of food, diversity of food, halal food and affordable price of food with branding Malaysia as a food tourism destination among tourists. The highest score of 0.740 is halal food which make Malaysia as a food tourism destination

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Additional Metadata

Item Type: Undergraduate Final Project Report
Collection Type: Final Year Project
Date: 18 June 2021
Number of Pages: 91
Call Number: SAP2021/062
Supervisor: Cik Mazne Binti Ibrahim
Programme: Bachelor of Entrepreneurship (Tourism)
Institution: Universiti Malaysia Kelantan
Faculty/Centre/Office: Faculty of Hospitality, Tourism and Wellness
URI: http://discol.umk.edu.my/id/eprint/3876
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