Exploring International Tourists' Attitudes and Perceptions: in Characterizing Malaysian Heritage Food (MHF) as a Tourism Attraction in Malaysia

Abstract

Tourism Malaysia indicates food as a major antecedent in attracting International tourists for their travelling purpose to this country. By focusing on the characteristics of Malaysian Food Heritage (MHF), this study explored the attitudes and perceptions among those international tourists through qualitative approach. Data was collected via face-to-face, semi-structured interviews which employed the actual tourists’ experiences. Hence cognitive and affective response had been analyzed respectively. As the total population is huge and need details clarification, convenience sampling technique was used in which three males and four females have been recruited to be respondents in this research. Findings demonstrate three categorical influences of tourists towards MHF consumption attitude including psychological, physiological and food in the tourism destination. Also, it is crystal clear proved that more international tourists preferred to have a comfortable experience in restaurant rather than stall selection for food enjoyment.