Determinants of Tourists’ Intention to Consume Malaysian Indigenous Cuisine

Abstract

Understanding the characteristics that influence tourists to consume indigenous cuisine may aid the sector in improving service and food quality. As individuals learn about food and services, industry operators must become more strategic in dealing with tourists and ensuring they have the most incredible possible experience. This situation will indirectly affect tourists returning to certain countries for their indigenous cuisines, aiding the sector in adopting the finest promotion techniques. Therefore, this study attempts to identify the determinants of tourists’ intention to consume indigenous cuisine. This research was a content analysis study that used secondary data as primary references. All relevant information was collected, and a systematic analysis approach was used to organise the data. All data were authoritatively mandated based on each article's publishing date, authors, objective, and other related points. The results show that the quality of the food, including the taste, authenticity, safety of food, food image, price, and destination food image, were determinants affecting tourists to consume indigenous cuisine.