Exploring Halal Nyonya Food Consumption Intention Among Tourists

Abstract

The topic of tourists' intention to consume Halal Nyonya food in Malaysia has garnered increasing attention in recent years. Nyonya cuisine, a unique blend of Malay and Chinese culinary traditions, has long been a hallmark of Melaka’s vibrant food scene. However, as Malaysia grapples with the diverse dietary needs of its growing tourism sector, the challenge lies in ensuring that Nyonya food offerings cater to the preferences of Muslim tourists seeking Halal-certified options. The main goal of this research is to explore and comprehend the preferences of tourists regarding the intention to consume Halal Nyonya’s ethnic food in Melaka. The study focuses on tourists' gastronomic choices, particularly as it relates to their intake of Halal Nyonya food. The study involves local and international tourists who have experienced Halal Nyonya food in Melaka in 2024. Data was collected through surveys, on-site observations, and interviews to understand factors affecting Halal Nyonya’s food consumption intention behavior. This research examines the association between independent and dependent factors that influence tourists from various geographical locations who visit Melaka to consume Halal Nyonya Nyonya food. It adds to the database of information already in existence by illuminating how tourists in Melaka from various locations approach and engage with Halal Nyonya's food. This deepens our comprehension of the dynamics of tourist preferences, cultural preservation, and culinary tourism. In conclusion, our research confirmed attitude, subjective norms, and perceived control will lead a tourist to have the intention to consume Halal Nyonya food.