FOOD NEOPHOBIA, FAMILIARITY, AND WILLINGNESS-TO-TRY MALAYSIA LOCAL FOODS AMONG SOJOURNERS IN TERENGGANU

Abstract

Nowadays, Malaysia has gained more popularity among sojourners either as a destination to continue their study or as a good place to work. However, there are few studies regarding food neophobia among sojourners and information on the subject is limited. The objectives of this study are to determine the level of food neophobia among sojourners in Terengganu, to compared between food neophobia score and social-demographic profile, to examine association of familiarity and willingness-to-try local foods among people with different levels of food neophobia and to examine the relationship between the food neophobia scores and the willingness-to-try new foods and same food neophobia score with familiar foods. A total of 152 questionnaires were distributed to international students from Middle east. The findings reported average food neophobia scale among sojourners in Terengganu was 40.15 ±12.21. There were no significant differences between food neophobia and gender but a significant difference between residential area (urban and rural), and the length of stay in Malaysia. Moreover, there were significant associations between food neophobia and familiarity towards Malaysia’s local cuisines. A significant association between food neophobia and willingness-to-try Malaysia local foods was also recorded. The impact of the findings on respondents was also discussed.