Impact of Street Food Experiences on Domestic Tourists’ Behavioral Intentions to Revisit Malacca

Mohd Noor Azmin Akbarruddin, Noradzhar Baba, Abdul Rais Abdul Rahman and Heri Setiyorni
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Mohd Noor Azmin Akbarruddin: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Malaysia,
Noradzhar Baba: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Malaysia,
Abdul Rais Abdul Rahman: Faculty of Fisheries and Food Science, Universiti Malaysia Terengganu, Malaysia
Heri Setiyorni: Faculty of Social Studies Education, Universiti Pendidikan Indonesia, Indonesia,

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 12, 3092-3101

Abstract: Street food is defined as food that is prepared or cooked and subsequently sold by food vendors on streets or other public areas for immediate consumption. Numerous residents and domestic travelers prefer street food to restaurant cuisine. Street food offers high-quality cuisine at an affordable price. The objective of this investigation is to identify and evaluate the factors that influence the perceptions of street cuisine among domestic visitors in Malacca. Ajzen’s Theory of Planned Behavior (TPB) is a conceptual framework that includes three variables: hygiene, food quality, and service quality. The questionnaire was administered to 386 domestic tourists in the city of Malacca to capture the data. In addition, the 5-point Likert Scale was implemented in this investigation. The results were analyzed using descriptive analysis, a reliability assessment, and a correlation coefficient test. The results of this study clarified the factors that influence the attitudes of domestic travelers toward street food in Malacca and their likelihood of returning to the city.

Date: 2024
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