Factors Influencing Local Tourists’ Decision to Consume Halal Chinese Food at Local Festivals

Nurkhairun Shuhada Razali, Muhammad Hafizi Zamri, Abdul Hamid Abdul Halim, Mohamad Imaduddin Zainal Abidin and Liyana Shamimi Mohamed Kamil
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Nurkhairun Shuhada Razali: Faculty of Business and Management, University Technology MARA BERJAYA University College Kuala Lumpur
Muhammad Hafizi Zamri: Faculty of Business and Management, University Technology MARA BERJAYA University College Kuala Lumpur
Abdul Hamid Abdul Halim: Faculty of Business and Management, University Technology MARA BERJAYA University College Kuala Lumpur
Mohamad Imaduddin Zainal Abidin: Faculty of Business and Management, University Technology MARA BERJAYA University College Kuala Lumpur
Liyana Shamimi Mohamed Kamil: Faculty of Business and Management, University Technology MARA BERJAYA University College Kuala Lumpur

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 6, 6468-6476

Abstract: This paper examines the factors that influence local tourists in selecting Halal Chinese cuisine at cultural festivals in Malaysia. Malaysia A multicultural nation with increasing influx of culinary tourism, the growth of Halal Chinese food, a combination of Chinese dishes and Islamic law, simultaneously maintains traditional groundwork and extends widely in food culture in the multicultural community. Adopting the Theory of Planned Behavior (TPB), this study investigates the effects of attitude, subjective norm, and perceived behavioural control on tourists’ halal Chinese food consumption intention. Surveys, interviews, and observations at the local festival were used for data generation. The results indicate that the consumption intentions are significantly affected by positive attitude, subjective norm, and perceived ease of access. The results of the study could also provide valuable insights for endorsing Halal food during multicultural activities to accommodate the needs of various dietary requirements and, in turn, elevate the overall experience of culinary. Suggestions are offered to event planners, food vendors, policy makers to use these insights to support inclusive tourism policies.

Date: 2025
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