Abstract
Studies on heritage food gained widespread attention driven by concerns about the sustainability of its practice among the community as well as its viability as a commodity for economic development. Although commonly associated with tourism, heritage food is an entrenched local nutritional culture, highlighting the uniqueness of the tradition amid the global variation of food, especially in urban areas. The study analyses Malay heritage food commodification in Kuala Lumpur by engaging with business actors, experts, practitioners, and consumers as stakeholders through qualitative interviews. Business strategies have been identified, emphasizing marketing, innovation, knowledge, and social capital as resources for competitive performance. The authenticity of heritage food is prioritized in line with current business approaches to ensure sustainable traditional food practices. The study also adds multidimensional perspectives on heritage food growth and recommendations for its sustainability.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
More From: Journal of International Food & Agribusiness Marketing
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.