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Josiam Bharath, Sohail Sadiq and Monteiro Prema

MPRA Paper from University Library of Munich, Germany

Abstract: Malaysia is an Asian country with a multi-ethnic population that includes native Malays, and people of Chinese and Indian ethnicity. Malaysia has identified tourism as a priority sector and is aggressively promoting the country. Consequently, restaurants in Malaysia operate with an increasingly more ethnically diverse customer base. Ethnic restaurants and differential perceptions of customers of varying ethnic backgrounds have not been studied in detail. This study examines the perceptions of South Asians, Caucasians, East Asians, and those of other ethnic origins in their perceptions of Indian restaurants in Malaysia. The findings suggest that there are universal likes/dislikes as well as differential perceptions between ethnic groups. Implications for restaurant operators and researchers are suggested.

Keywords: ethnic marketing; Indian restaurants; spicy food; customer perceptions; Malaysia (search for similar items in EconPapers)
JEL-codes: M0 M1 M3 (search for similar items in EconPapers)
Date: 2007-11
New Economics Papers: this item is included in nep-cwa, nep-mkt and nep-sea
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Published in TOURISMOS: An International Multidisciplinary Journal of Tourism 2.2(2007): pp. 25-37

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