Heritage on a Plate: Awareness and Perception of Malay Traditional Desserts Among Non-Malay University Students in Melaka

Asliza Mohd Yusof, Mohd Adib Izzat, Akmal Adanan, Muhammad Azam Aiman Abdul Rahim, Muhammed Aqil Daniel J Sham, Ruzaireen Rosidin and Afham Bin Sukurdin
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Asliza Mohd Yusof: Faculty of Hotel and Tourism Management, University Technology MARA, Cawangan Melaka, KM26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Mohd Adib Izzat: Faculty of Hotel and Tourism Management, University Technology MARA, Cawangan Melaka, KM26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Akmal Adanan: Faculty of Hotel and Tourism Management, University Technology MARA, Cawangan Melaka, KM26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Muhammad Azam Aiman Abdul Rahim: Faculty of Hotel and Tourism Management, University Technology MARA, Cawangan Melaka, KM26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Muhammed Aqil Daniel J Sham: Faculty of Hotel and Tourism Management, University Technology MARA, Cawangan Melaka, KM26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Ruzaireen Rosidin: Faculty of Hotel and Tourism Management, University Technology MARA, Cawangan Melaka, KM26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia
Afham Bin Sukurdin: Managing Director, Zuhal Travel & Tours Sdn Bhd

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 6, 3894-3904

Abstract: This study explores the awareness and perception of Malay traditional desserts among non-Malay university students in Melaka, emphasizing cultural sustainability in a multicultural society. Employing a quantitative research design, data were collected from 234 respondents through structured questionnaires. Findings reveal a moderate level of awareness, with food preferences and social influences, particularly from friends and social media, emerging as significant predictors of awareness and positive perception. The availability of traditional desserts, however, exhibited a weak and inverse relationship with awareness, suggesting barriers to accessibility. Regression analysis indicated that food preference had the most substantial impact on awareness, followed by social influence. The study highlights the importance of integrating cultural food education and strategic media dissemination to preserve culinary heritage. It offers theoretical contributions to the field of food heritage literature and practical implications for policymakers and educational institutions, promoting intercultural understanding and heritage conservation.

Date: 2025
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