Enlivening the Effect of Tourists' Knowledge and Involvement on Malaysian Heritage Food (MHF) Towards Food Tourism Image in Malaysia

Siti Radhiah Omar, Shahrim Ab Karim, Siti Suriawati Isa and Siti Nazirah Omar
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Siti Radhiah Omar: Universiti Sains Islam Malaysia, Nilai, Malaysia
Shahrim Ab Karim: Universiti Putra Malaysia, Selangor Darul Ehsan, Malaysia
Siti Suriawati Isa: Universiti Putra Malaysia, Selangor Darul Ehsan, Malaysia
Siti Nazirah Omar: Universiti Teknologi MARA (UiTM), Shah Alam, Malaysia

International Journal of Tourism and Hospitality Management in the Digital Age (IJTHMDA), 2019, vol. 3, issue 1, 23-42

Abstract: This current article aims to empirically test the relationship between international tourist knowledge and Malaysian Heritage Food (MHF) cultural involvement on Malaysia's Food Tourism Image and secondly, to analyze the mediating effect of knowledge for both relationships. A quantitative survey of 719 international tourists with previous MHF consumption experience was conducted and analyzed via a Structural Equation Modeling (SEM) approach. Results demonstrated that the following variables have significant associations with Food Tourism Image while knowledge mediated the subsequent links positively with partial mediation. Regardless of the theoretical and managerial implications and research findings, supplementary investigations are warranted to enhance the growth of food cultural tourism.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jthmda:v:3:y:2019:i:1:p:23-42

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