The influence of heritage food consumption and experiential value on Terengganu’s destination image and tourists’ behavioural intention

ABSTRACT

This study investigates the factors influencing heritage food tourists’ behavioural intentions and perceived destination image based on how heritage food consumption and experiential value affect their behavioural intention. A sample of 336 tourists was surveyed in Terengganu, Malaysia. The study hypotheses were investigated using partial-least square-structural equation modelling (PLS-SEM). The results demonstrate that consumption and experiential value significantly predict tourists’ attitudes. In addition, their favourable attitude towards food significantly stimulates their perception of Terengganu's destination image and behavioural intention. This study demonstrates the importance of local food consumption value on tourists’ perceptions and behaviour, which is especially important in the promotion of heritage food tourism. The findings suggest ways for managers and practitioners in the culinary tourism industry to strategically market their offerings in order to increase demand for food tourism.

KEYWORDS:

• Heritage food
• food tourism
• consumption value
• experiential value
• destination image
• behavioural intentions

Acknowledgement

The research work is supported by Universiti Teknologi MARA under the 600-RMC/FRGS 5/3 (026/2021). The authors wish to express their gratitude to the Universiti Teknologi MARA for awarding the fundamental research grant, which facilitated the development of this manuscript. We would also like to take this opportunity to express our thanks to the reviewers for the positive feedback and helpful comments for correction or modification.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by Universiti Teknologi MARA: [Grant Number 600-RMC/FRGS 5/3 (026/2021)].

Notes on contributors

Nabilah Mohammad

Wan Edie Azlie is a Junior Executive at the Astra Taipan. She completed her MSc in Tourism Management from the Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Malaysia in 2021. Her email: [email protected]

Mohd Hafiz Hanafiah

Mohd Hafiz Hanafiah is an Associate Professor at the Faculty of Hotel & Tourism Management, Universiti Teknologi MARA, Malaysia. He completed his PhD in Hotel and Tourism Management from UiTM in 2016 and Master in Economics from Universiti Malaya in 2008. He is an active author; authoring and co-authoring multiple research paper, mostly indexed by Scopus and Web of Science. His email: [email protected]

Mohd Salehuddin Mohd Zahari

Mohd Salehuddin Mohd Zahari is a Professor at the Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Puncak Alam, Selangor, Malaysia. He obtained his PhD in Hospitality Management from Lincoln University, New Zealand. He has published more than hundreds of academic materials in the area of culinary arts, gastronomy, food service, hotel operations, tourism, etc. His email: [email protected]