Middle East Tourists' Behaviour Towards Malaysian Gastronomy and Dining Experience in Malaysia

Quee-Ling Leong, Shahrim Ab Karim, Bee-Lia Chua and Kallayanee Tengpongsathon
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Quee-Ling Leong: Faculty of Hospitality and Tourism Management,, UCSI University, Kuala Lumpur, Malaysia
Shahrim Ab Karim: Department of Food Service Management, Universiti Putra Malaysia, Serdang, Malaysia
Bee-Lia Chua: Department of Food Service Management, Universiti Putra Malaysia, Serdang, Malaysia
Kallayanee Tengpongsathon: Faculty of Agro-Industry, King Mongkut's Institute of Technology Ladkrabang (KMITL), Ladkrabang, Thailand

International Journal of Tourism and Hospitality Management in the Digital Age (IJTHMDA), 2017, vol. 1, issue 2, 64-79

Abstract: The global Muslim tourists' expenditure on gastronomy products is on the rise. However, to date few studies were conducted to empirically determine the behaviour of the Muslim tourists' especially from the Middle East countries towards Malaysian gastronomy. Therefore, the key purpose of the present study was to empirically determine the Middle East tourists' behaviour towards their dining experience in Malaysia by employing the basis of means-end model approach. The proposed conceptual model of this study was tested using structural equation modelling analysis. The findings revealed that gastronomy attributes, dining quality and overall satisfaction of dining experience were significant positive predictors of the Middle East tourists' behavioural intention. Theoretical and managerial implications are discussed and this paper ends with some suggestions for future research.

Date: 2017
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