Abstract
Penang foods become one of the attractions for the foreign tourists to visit Penang. This study focuses on the relationship between quality and tourists’ satisfaction of Penang delicacies and revisit intention among foreign tourists. 82% response rate or a total of 328 questionnaires were completed by international tourists who visited Penang Island. The results revealed a positive relationship between quality, tourists’ satisfaction and revisit intention (R2=0.32, F Change=68.35, p<0.01**). This study contributes to the literature on the relationship between quality, satisfaction and revisit intention. From the practical perspectives, Penang Tourism Board and local authorities could use this finding as a means of enhancing the quality of Penang foods, hence attracting more tourists to visit this paradise island. Furthermore, business organizations and marketers could spend more resources on advertising Penang food, culture and ethnic events and community interactions. This study will also provide food managers more information on food quality, thus understanding international customer needs and wants.
Highlights
In 2017, Malaysia received a total of 25,948,459 international tourists and recorded a 0.1% growth in tourist receipts, contributing RM82.2 billion to the country’s revenue (Tourism Malaysia, 2017)
Descriptive Analysis for Quality of Food, Tourists’ Satisfaction and Revisit Intention Descriptive statistics were employed to look at the mean scores to investigate the influence of quality of food toward tourists’ satisfaction and revisit intention
Quality made a contribution on revisit intention and it can be concluded that satisfaction will lead to revisit intention
Summary
In 2017, Malaysia received a total of 25,948,459 international tourists and recorded a 0.1% growth in tourist receipts, contributing RM82.2 billion to the country’s revenue (Tourism Malaysia, 2017). Tourism has been an important source of revenue and a catalyst for Penang’s economic growth for a number of years. As one of Malaysia’s leading tourist destinations, after Kuala Lumpur and Pahang (The Star Online, 2012), in 2013, the total number arriving in Penang reached a record of 4.70 million (Tourism Malaysia, 2015). In 2014, it increased by 6.9% total up to 718,000 visitors from 671,000 visitors recorded in 2013 (Penang Tourism Survey, 2016). Penang Tourists Survey in 2016 affirmed Penang was visited for a variety of reasons with top essential activities such as experiencing local food, shopping, sightseeing, and visiting historical sites (Tourism Malaysia, 2017)
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