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International Journal of Social Science and Humanity, Vol. 5, No. 3, March 2015
321DOI: 10.7763/IJSSH.2015.V5.474
Abstract—Tourism Malaysia indicates food as a major
antecedent in attracting International tourists for their
travelling purpose to this country. By focusing on the
characteristics of Malaysian Food Heritage (MHF), this study
explored the attitudes and perceptions among those
international tourists through qualitative approach. Data was
collected via face-to-face, semi-structured interviews which
employed the actual tourists’ experiences. Hence cognitive and
affective response had been analyzed respectively. As the total
population is huge and need details clarification, convenience
sampling technique was used in which three males and four
females have been recruited to be respondents in this research.
Findings demonstrate three categorical influences of tourists
towards MHF consumption attitude including psychological,
physiological and food in the tourism destination. Also, it is
crystal clear proved that more international tourists preferred
to have a comfortable experience in restaurant rather than stall
selection for food enjoyment.
Index Terms—Attitude, experience, heritage food, tourist.
I. INTRODUCTION
A. Overview
Tourism is rapidly evolving to become an industry of
prime importance particularly in the present era of
globalization. UNTWO 2012 reported the arrival of mass
international tourism has achieved 1035,000,000 or (one
billion) for the first time in this decade. In a study by [1], over
12.7 million tourists had visited Malaysia in 2001 and
contributed about US$6.3 billion - significantly better than
the previous year, when economic contribution was a mere
US$1.8 billion. Similarly, Malaysian Tourism statistics
demonstrates continuous growth for the international tourists
arrival from year 2004 until 2010 were gradually increased
from 15.7 million to 24.6 million as reported by [2]. Further
growth is anticipated and it is estimated that this figure will
reach up to RM115 billion from 29.7 million tourists arrival
by the year 2015. Importantly, food and beverages sales are
Manuscript received November 25, 2013; revised January 28, 2014. This
explorative study was funded under ERGS Grant, number 5527110 (by
Ministry of Higher Education (MOHE), Malaysia).
S. R. Omar and Shahrim Ab. Karim are with the Food Service
Management Department, Faculty of Food Science and Technology,
Universiti Putra Malaysia, 43400 UPM Serdang Selangor Darul Ehsan
Malaysia (e-mail:[email protected],
S. N. Omar is with the Marketing Department, University Technology
MARA Melaka, 75300 Melaka Malaysia (e-mail:
expected to contribute 17% of this amount of revenue [3].
Malaysian Prime Minister, Dato Seri Najib Tun Haji Abdul
Razak has announced in Malaysian Budget 2014, by
allocating an approximate amount of RM 2 billion for
hospitality and tourism development, it shows that Malaysian
government is continuously supporting the promotion of
tourism industry. Tourism industry should focus more on
tourists‟ perspective as there is no tourism without tourist.
Tourists are more prone to visit the area or place of interest
that full of attraction based on their visit intention. Some of
them repeatedly visit one country or place perhaps to enjoy
the picturesque scenery, gaining meaningful experiences
from historical values, exploring the adventurous land
surfaces, so on and so forth. Others might travel to more
adventurous, possibly for leisure, business, and furthering
study. Even though there are several reasons in travelling,
tourists naturally have a strong tendency to explore and dine
food as parts of their leisure activities. This reveals the
potential value of Malaysian cultural heritage food as an asset
to drive further revenue from tourism.
Food holds a great influence in tourism industry [4].
Moreover the culinary delights of Malaysia are having a
bright opportunity to represent Malaysia‟s identity at the
international stage. Great food is able to boost up the tourism
sector and also instills loyalty amongst visitors, which in turn
encouraging them to return. From the cultural point of view,
food symbolizes the roots and identity of a community. It has
been perceived as a fundamental aspect for tourist in gaining
wonderful experiences and is becoming an imperative
platform for economic reason [5].
In the context of Malaysia, MHF could be categorized into
several types of cuisines includes Malay, Chinese, Indian and
others which having its own distinct style of cooking.
Reference [6] observed that the research of traditional foods
could contribute to the persistence of nation‟s culinary
heritage and culture, preserving them for the good sake of
future generations, as well as allowing international tourism
to experience pleasurable moments from local culinary
delights [7]. Therefore, MHF is believed to bestow
successfulness towards tourism industry in Malaysia.
B. Problem Statement
Today, there is great concerned that heritage food will be
forgotten by our future generations in terms of special
cooking techniques and presentations skills. In addition,
tourists might confuse towards the originality and
authenticity of MHF due to globalization impact. According
to the former Minister of Tourism Malaysia, Datuk Seri Dr.
Ng Yen Yen, international tourists are now having a serious
Siti Radhiah Omar, Shahrim Ab Karim, and Siti Nazirah Omar
Exploring International Tourists‟ Attitudes and Perceptions:
in Characterizing Malaysian Heritage Food (MHF) as a
Tourism Attraction in Malaysia
International Journal of Social Science and Humanity, Vol. 5, No. 3, March 2015
322
disaster with regards to our MHF savoring experience [8]. As
can be seen, heritage foods in Malaysia have multiple
versions, uneven quality and inconsistency which have led to
terrible impressions, attitudes and perceptions among tourists.
Various attempts have been made to sustain heritage foods
since they portray our country‟s image to the global tourists,
tempting to offer a great experience for them to explore
Malaysian authentic cuisine upon visitation [6]-[9].
TABLE I: LIST OF POPULAR MHF
Rice Side Dishes Sauce/Ulam
Nasi ayam Ayam percik Pekasam
Nasi kerabu
Nasi Lemak
Asam pedas
Rendang
Tempoyak
Sambal belacan
Nasi dagang
Nasi Himpit
Gulai tempoyak ikan
patin
Kerabu mangga
muda
Nasi Ulam
Nasi goreng kampong
Ketupat
Serunding
Kari kepala ikan
Botok-botok ikan
Cencaluk
Sambal gesek ikan
bilis
Lemang Gulai lemak umbut
Gulai lemak cili padi
Sambal tumis
Pajeri
Noodles Gulai asam rom
Kurma daging/ ayam
Budu
Acar
Mee goreng mamak
Laksa
Hinava/umai
Ayam panggang
Halwa
Yee sang
Char kuey teow
Daging dendeng
Masalodeh
Mee kari Telur pindang
Bread/ wheat
Lempeng
Roti jala
Roti canai
Putu mayam
Tosai
Porridge
Bubur As-sura
Bubur kacang hijau
Sagu gula Melaka
Sweets
Bingka ubi
Wajik
Seri kaya
Dodol
Lempok durian
Laddu
Tapai
Agar-agar
Cracker/ Snacks
Otak-otak
Sata
Pulut panggang
Yong tau foo
Satay
Pisang goreng
Keropok lekor
Ubi Kayu
Drinks
Teh tarik
Cendol
Air batu campur (ABC)
Air selasih
Local Cakes
penderam
Karipap
Kuih lopez
Bahulu
Ondeh-ondeh
Epok-epok
Kuih keria
kuih bingka
(Source: Adapted from National heritage Department, 2005).
TABLE II: INTERVIEWEES‟ PROFILE
No Nationality Gender Age Occupation Religion
1 Arab M 29 Bank Officer Islam
2 Iranian F 25 Housewife Islam
3 Britain M 35 Doctor Islam(converted)
4 Austrian M 38 Engineer Christian
5 Indonesian F 23 Lecturer Islam
6 Iranian M 54 Engineer Islam
7 Iranian F 30 Postgraduate Islam
TABLE III: CHARACTERISTICS OF MHF
Sensory Malay Food Chinese Food Indian Food
Smell fried, burn
smell
bad smell like
seafood
herbs and spices
smell
Taste hot, oily, spicy,
and sweet
fresh and less
salty
Spicy and
pungency
Image rice served
with chicken
or beef
noodles and
exploitation of
seafoods.
Some kind of
bread and curry
However, due to globalization in dining lifestyles today,
MHF also has impacted on its ingredients, style of cooking
preparation and presentation in order to meet the new
generations‟ acceptance. Furthermore, the image of heritage
food is often perplexing due to improper use of subtle
ingredients which can lead to poor quality, flavour alteration,
and disappointment among tourists. In view of that,
safeguarding food culture is a crucial aspect since it
represents different types of local peoples‟ shared and belief,
knowledge, norms, traditions and lifestyles [10].
Additionally, the importance of preserving Malaysia‟s
natural heritage, intangible or tangible heritage including arts,
culture, peoples and culinary are significantly practical for
the purpose of knowledge acquiring and image destination
branding [11].
To date, no previous study has been completed
conceptually and empirically investigating the role of
heritage food as a tourism entity in Malaysia. The only
focused of related studies were limited to food image [5] and
the impact of food image on choice of tourist destination [12].
In addition, Malaysia image as a culinary destination is still
pessimistic, given that some of our good local food is under
promoted, compared to its neighborhoods countries which
are much more outshined and commercialized globally.
Therefore, in order to fill the gaps within the existing
literature, more research needs to be conducted in
establishing MHF as a part of an influential tourism entity.
This study seeks to explore and reveal the factors
contributing to international tourist‟s experience, perception
and attitudes towards MHF.
C. Research Objectives
1) To understand the factors that influence international
tourists' attitudes towards consuming MHF.
2) To explore international tourists preference dining site
upon experiencing MHF.
3) To establish the characteristics of MHF from food
international tourists‟ perspectives in Malaysia.
D. Research Questions
1) How do international tourists‟ attitudes and perceptions
could enhance MHF as a persuasive tourism attraction in
Malaysia?
2) What factors might influence international tourists‟ food
attitudes consumption in tourism destination?
3) Do international tourists aware of MHF existence during
their visit in Malaysia?
4) What are the core characteristics that could portray
MHF?
II. LITERATURE REVIEW
A. Definition of MHF
Malaysia is a melting pot, and its electric cuisine reflects
this broad racial mix [13]. Malay, Chinese and Indian are the
three major races which have made up the roots of Malaysian
cuisines. As a multiracial country, Malaysia serves varieties
of food such as traditional heritage food, western food and
also contemporary food. Accordingly, reference [8] terms
heritage food as typical local culinary, embedded with
cultural values that represent the social community lifestyles.
International Journal of Social Science and Humanity, Vol. 5, No. 3, March 2015
323
This traditions need to be preserved to sustain the originality
from one generation to another. Table I displays the list of the
most recognize multi ethnic Heritage Food by National
Heritage Department of Malaysia. In a study done by [14],
Malaysian food is well-known for its hot and spiciness,
colorful, extraordinary sensual appeals due to the
multicultural blends of Malaysian cultures and its people.
Therefore, cuisines in Malaysia may possibly illustrates as
hot and spicy, miscellaneous sensory exploration, strapping
multi-views and as impression of cultures. This was
supported by [15] whereby gastronomical heritage of
Malaysia is famous with rice as the staple food, the utilization
of herbs, chilies and spices without neglecting the
implementation of aesthetic cultural values in every signature
of dishes. To sum up, the definition of MHF could be
simplified as traditional local food which is inherited,
prepared and practiced daily, rooted from mixture of various
cultures, religious and beliefs.
B. Heritage Food as Tourism Attraction
Research by [16] investigated that food is a powerful tool
in promising great memories for tourists in promoting the
tourism sector. Food is a part of tourist leisure activities while
travelling to a destination. As a matter of fact, most local and
foreign tourists love to dine out when having a vacation. In
[17], food was found to be a crucial component in the cultural
and heritage tourism sector since it reflected the culture and
image of a region. As [18] investigated, satisfied tourists
would love to show positive responds in the future towards
revisiting the attractive destination. For this reason, Malaysia,
a well-known food paradise is expected to provide a
gastronomic adventure where all types of foods are to be
served including unique and authentic heritage food.
Nevertheless, even though there are wide varieties of
Malaysia food place selection like Malay, Chinese and Indian
restaurants, the majority of tourists and locals prefer to eat
fast food (western cuisine) which is believed to be more
familiar, attractive and appealing. As contended by [19] in
[20], foreign tourists‟ reluctant to gaze for alien food due to
some certain degree of risks include the aspects of
ingredients, sensory appeals and also the hygienic level of
that particular food while they were travelling. Interestingly,
fast food outlet like McDonald, Pizza Hut had been
recognized as world cuisine which has occupied human‟s
palate worldwide, and this phenomenon of globalization has
affected the local food authenticity. In [21], “For
globalization a critic, McDonald‟s is also a symbol for
American dominated global capitalism which threatens
cultural diversity by spreading a form of standardized
culture”. Singaporean tourism also faced similar dilemma
whereby tourists always overlooked at what they had
surrounded them [22] and go for fast food which is much
more popular. This is clear that more effort should be done to
conserve our heritage food via effective promotional strategy
in sustaining the unique cultural elements which in turn could
motivate and attract tourists to explore our local heritage
food.
C. Tourists‟ Attitude on Food Consumption
As reference [23] reported, food is perceived to be an
utmost important element, influencing tourist's intention
whilst deciding for a vacation. Instead of that, the acceptance
and selection of a particular food is strongly influenced by
people‟s attitude [24]. Attitude, psychological factors and
food attributes perceptions are among the important
person-related dimensions in food selection. Food was
claimed to have a great reflect on peoples‟ persuading
attitude, intention and decision on destination selection [25].
According to [26], attitude is delineated as degree of liking or
disliking of a particular element which is mostly behaviorally
driven by psychology. Additionally, [27] defined attitude as
positive-negative feelings, rejection or acceptance and also
pleasant or unpleasant state of a subject matter. Moreover,
[30] further defined attitude as an expression of approval and
disapproval of a subject as a result from psychological
inclination.
In food choice perspective, attitude is believed to have a
great effect on in food-making decisions [28], choice of food
and also its acceptance [29] which then lead to positive or
negative value. Attitude which is also known as belief is a
deeply important factor for consumers in deciding an action
[30]. Apart from that, attitude theory which relates to food
was clearly underpinned by Motivation Theories and
Consumer Behaviour Theory. Among the popular theory of
attitudes, Maslow's 'need hierarchy' model by Rosenberg,
1956 and Fishbein, 1967 in [31] were often employed and
becoming more popular nowadays. Yet, research on tourists‟
attitude on MHF is still new and could be further investigated
and might provide a useful insight to provide grounded
theories in the future.
III. METHODOLOGY
A. Research Design
Qualitative approach was employed in this research to gain
deep understanding of natural and real tourists‟ experiences
in term of thoughts, believes, emotions and feelings which
only might be achieved via this technique. This is supported
by [32], the convolution of human behavior only could be
revealed holistically through qualitative approach. This
qualitative methodology also provides richness and diversity
of data via interview as a promising data collection method in
capturing personal interpretations and experiences in a
particular context effectively, and produces more genuine
data and findings.
B. Participant Setting
In this study, convenience sampling was employed to
recruit the respondents in the departure hall and the satellite
building at the Kuala Lumpur International Airport (KLIA)
in January 2013. This sampling method was chosen since it
was a very straightforward approach in selecting our samples.
Apart from that, it can “save time, money, and effort, but at
the expense of information and credibility” [33].
Respondents (international visitors) who had experienced
MHF were interviewed.
C. Ethical Measure
Ethically, the researcher explained the importance of
International Journal of Social Science and Humanity, Vol. 5, No. 3, March 2015
324
recording all information from the respondents
audio-visually for the purpose of research. The respondents
were given a form of consent as respecting the rights of the
research respondents. Somehow, each of the international
tourists was given an option either to put a signature or not
before the interview session begin. In the consent form, the
informants should be noticed all the pre requirements for
interview and willingness to share all information required by
the researcher without any hesitation.
D. Data Collection and Analysis
Researcher primarily served as research instrument, who
was involved in collecting the data, analyzing and
interpreting them. Data collection was made via face-to-face,
semi-structured interview. Semi structured interview is a
promising qualitative technique due to the richness of data
[34] and seemed to be a flexible technique in exploring mini
research [35]. Moreover, according to [36], attitude of a food
could be understood and deduced from observing the
respondents from interviews or questionnaire. They could
not be observed directly, but they can be inferred from
observable responses through questionnaires or interviewers.
Each session took approximately 25 minutes and was audio
recorded digitally with permission to render the credibility of
this study. A set of questions was structured as a guideline for
the interview sessions which were directly addressing the
research questions. After the interview session finished, all
the data were transcribed into verbatim line by line and coded
to be fitted under several categories based on the differences
and similarities until the data saturated and enough for
answering the research questions [37]. A grounded theory
approach was used in implement to understand knowledge
and human behavior viewpoints in a particular societal
phenomenon [38]. By using constant comparative method
approach, the codes were continually revised to maintain the
coding consistency and come out with specific categories. In
maintaining the validity of the findings, the researcher had
discussed with the other researchers and seeks their opinions
to avoid bias.
E. Limitation of Study
The present study had some limitation due to time
constraint. Although the researcher managed to implement an
adequate sampling approach, however, the sample size was
quite small which the finding could only represented the in
the similar distinctive situation. Apart from that, the
researcher is a neophyte, experience lacking which could also
become one of the study limitations. The selected
respondents cannot generalize the overall international
tourists‟ perceptions and attitudes as a whole.
IV. RESULT AND DISCUSSION
A sum of seven international interviewees was recruited
for the interview sessions that comprised of four males and
three females. There were asked to share about their personal
background which was presented in Table II. All of the
respondents were in the range age of 23- 50 years old and had
experienced MHF during their visits in Malaysia. Based from
the interviews, all the coded data which was found to be
informative and valuable has been obtained. Later, they were
grouped accordingly into subcategories with due to their
similarities and patterns.
A. Characteristic of MHF
Based on the findings, most of them shared great
experiences on Malaysian cuisines. For instance, one of the
informants contended, “Malaysian food is so delicious
because the taste is moderately unique especially Malay food
and spent most of my meal times in Malaysian Restaurant”
(RES H005). Apart from that, the other respondents also
shared the same feeling which stated that Malaysian food is
delicious and has dissimilarities, unique culture which
different from their own country:“I tried Malaysian Food
while dining out with my husband and I think it is so amazing
and different from our culture”(RES Y009).
MHF is characterized specifically according to three major
ethnics in Malaysia as shown in Table III. From the
international tourists‟ perspective, Malay food has oily,
sweet and spicy taste. The smell for Malay food is fried smell,
and it always appears to be rice, vegetable and chicken and
also have delicious taste. For Chinese food, it is non-oily,
fresh, and seafood taste. In terms of smell, Chinese food has a
slightly bad smell because of the seafood and its appearance
always depicted as noodles and seafood among the tourists
and seemed to be less palatable. Last but not least, the Indian
food has spicy and herbs taste. It is also perceived to have
spicy smell too. The tourists acknowledged Indian food as
bread, chicken and curry.
Interestingly, sensory perception is an utmost important
element while enjoying and establishing a food [39]. This is
supported by [40]. In tourism sector, sensory experiences
such as tasting are one of the key factors which induce
tourists‟ food consumption. Furthermore, tourist‟s
satisfaction also could be achieved via sensorial appeals such
as visualization, taste and smell [41]. As a result, sensory
perception is among the crucial factor which influence
international tourists‟ attitude towards heritage food
acceptance. The quality of food should be maintained,
standardized and improvised since it is very crucial in
attracting tourists to Malaysia.
B. Tourists Preference Dining Site
The food services such as restaurants, food stalls‟
cleanliness, environment, panorama, food price are among
the key motivation factors which could attract the
international tourists to dine and taste on MHF. Almost all
the respondents preferred to dine out in restaurant. They
prefer not to eat at the street stalls which were perceived to be
less hygiene: “I don‟t like to eat in an open place because it
has bad many flies....” and “all kitchen smell come outside,
they should do something, changing the bad burn
smell”.(RES H046)
Similarly, another informant also expressed that: “I prefer
to eat in restaurant; it is not healthy on the street. The
restaurant cleaner and healthy”; “…I would come to the
restaurant with the best quality and reasonable price”.
(RESY169)
However, there were also respondents who loved and
show positive attitude towards MHF which they made
International Journal of Social Science and Humanity, Vol. 5, No. 3, March 2015
325
purchased from street stalls. They were so impressed with the
cheaper price and the way the food were prepared just like a
homemade cook: “..you can go to any stalls and ask for roti
canai and it could be cook to a reasonable standard and it
might not be the best roti canai you can buy in Malaysia but it
could be cook to a reasonable standard, and same with satay,
if you would buy some satay from one shop, it could be pretty
good and another shop it could be pretty good too because
the standard of cooking is pretty good even in a very cheap
shop and the cost is cheap; I prefer street stall coz it‟s more
like being cooked at home, more friendly and special” (RES
W044).
V. ANTECEDENTS FOR FOOD ATTITUDE CONSUMPTION
A. Psychological Factor
1) Knowledge on heritage food
Based on knowledge and understanding of MHF, the
respondents have a little knowledge on types of heritage food
in Malaysia. However, majority of them knew that Malaysian
food is a blend mixture of three major ethnics which are
Malay, Chinese and Indian and they also tried to immerse and
learned by experiencing MHF as a means to understand
Malaysian culture. For example, one of the interviewee could
only define several Malaysian famous heritage foods. The
interviewee (RESH015) mentioned: “I know Malay food like
Nasi Lemak, Nasi Goreng Ayam. For Indian food, I
experienced Roti Canai and Teh tarik”, which shows that the
respondent seemed to have a good knowledge based on
previous experiences in regards to MHF. Conversely, lack of
knowledge and information could act as barriers and
limitation for the international tourists to try on heritage food
in Malaysia. This was proven by the verbatim of an
interviewee during the interview session. “I don‟t know
Malaysian Food before I come here, the first time I saw the
appearance in the menu leaflet in the airplane and I saw from
the restaurants‟ menu, and I know Malaysia is a multiethnic
and races and each has its own unique heritage food like our
country too” (RESY034). Additionally, the interviewee has
interpreted wrongly about Malaysian and Chinese Food
while has very few ideas about Malaysian Indian cuisine:
“Chinese food ...sushi I think and I don‟t know Indian food at
all, sorry” (RESY086).
From the finding, it has been stated that familiarization and
knowledge is important to attract the tourists to try on
Heritage Food. According to [42], knowledge, understanding
and awareness among international tourists are among the
utmost critical elements which could attract them to learn
new culture and enhance the attraction of a particular tourism
destination. In Malaysia, they could learn Malaysian food
culture by experiencing the food itself and this was supported
by [43], whereby a particular local culture could be
understandable after experiencing its local cuisine.
2) Beliefs, culture and value
The beliefs, background culture and values of individual
reflected their attitudes and choices on food consumption.
Most of the tourists‟ appetite somehow is driven by those
norms. For Muslim tourists, they prefer to eat Halal food and
try to avoid prohibited food according to their beliefs,
religion or tradition. One of the Muslim informants
mentioned that how his attitude is influenced by these factors:
“I am a Muslim hundred percent, of course I will not go to
Chinese restaurant if no halal sign, I don‟t even walk near it,
Astagfirullah”(RESH0095).
Another respondent also experienced Chinese-Malaysian
food in Kuala Lumpur and highlighted the importance of
halal food in food choice decision: “I don‟t know actually, I
have been to too many different places. There is a shop
near..em i think its location in Jalan Raja Laut, where they
serve excellent nasi ayam, very traditional nasi ayam.
Actually, its a Chinese shop but it‟s all halal. Its unusual .But
it is all halal. But, there is certain shop that is very- very
traditional and very good about what they do got from but
most people don‟t get that perfect dish, good dish but not
perfect, they got from the shop”(RESW095).
From the findings, most Muslim tourists will search for
halal food when they come to Malaysia. Halal logo has
become a common tool for the purpose of convincing the 14
million Muslims in this country and the estimated 1.5 billion
throughout the world [44]. Therefore, halal logo or signage is
important to attract and convince the tourist to try our food
whether it is Malay, Chinese or Indian heritage food. Apart
from that too, most Iranian and interviewees have a strong
tendency to taste food which has similarities with their
culture as one of them said: “Malay has similarities with our
food”: “I usually tried new food closest to mine” (RES
Y148).Here, we could say that majority tourists will choose
food which have similarities in terms of raw materials and
have similarities with their belief and culture. Moreover, [45]
noticed that visitors adapted with the destination due to the
cultural motivators they experienced. This is supported by
[20] whereby food consumption is mainly shaped by both
culture and religion. Hence, food services in Malaysia should
grab the opportunity and make some innovations to our MHF
by offering a wide range of taste or moderate taste according
to their acceptance and taste buds.
3) Recommendation from family and friends
Indeed, referent others and recommendation from family
and friends are important since it could influence tourists‟
attitude on food heritage consumption. According to [46],
individual s‟ attitude and behavior is persuaded by someone
or a particular group‟s recommendations. All interviewees
also showed positive attitude towards MHF due to the
recommendations and suggestions from their family and
friends. For example, “It‟s the experiences from the seniors,
oldest friends in Malaysia. After I came to Malaysia, they
introduced this food which is near to our appetite”
(RESV055). In addition, another respondent also explained
that: “I asked my husband who experienced Malaysian food
more than me about what to eat”; “I asked the people at the
restaurant, is it sweet or not because me myself like spicy, if
sweet I won‟t try it” (RESY039).
Before the interview sessions ended, all the informants
were asked by the researcher whether they would like to
recommend MHF or not when they return to their country
and some of them were indicated positive attitudes regarding
International Journal of Social Science and Humanity, Vol. 5, No. 3, March 2015
326
this question. As one of them claimed that, “I will tell my
family and friends that whoever wish to taste er..spicy food,
they can come to Malaysia” (RESW258). The other
respondent said: “I will tell them the majority of malay food
sweet and spicy, they usually cook their food with many oil.
But, I will suggest them to try it and its good for some time,
just as experience, maybe” (RESH142).
In addition, the respondents also made some
recommendations towards Malaysian government to enhance
tourists‟ recommendation to their families and friends by
providing them with goodies, travelogue on Malaysian
cuisines recipes and take home samples or souvenirs. One of
them suggested: “Em, it is possible for me to ask my friend to
come to Malaysia and tell them about Malaysian food but it
would be so nice if I can bring souvenirs for them which
could present Malaysian food, perhaps goodie bags, reading
magazine in the flight, or cute „Nasi Lemak‟ fridge
magnet”(RESY160). Another interviewee said: “But I think
you do to a certain extent, but saying made in Malaysia, with
a logo that your government approved like halal Malaysia
has helped certain companies and brand to export to the west.
Malaysia for many years been a bit lost” (RESW218).
As a suggestion, Malaysian should provide international
tourists with souvenirs and sustain the halal logo, labels and
certification for all halal products in order to promote those
Malaysian heritage cuisines worldwide. Several studies have
been done which linked recommendation and attitude (how is
this related). In [47], vocal information such as
recommendation from others, media and labeling really
influence the food choice. All in all, people‟s attitude,
behavior and also intention greatly linked with word of
mouth from family and friends [46] through
recommendations and their experiences.
4) Health and nutritional benefits
The interviewees also clarified that health is an important
aspect which motivated them while consuming a food which
include the freshness, quality, and nutritious value of the food.
As one respondent said; “I need to get the good nutrition,
good thing and prevent my body getting destroy by cancer, I
am really concern about the oil” (RESH125). Moreover, the
interviewee also mentioned that the fresher of a food
influence the food selection while dining out by clarifying
that: “I only like to eat seafood in Chinese restaurant because
they are fresh” (RESH066). Majority of them agreed that
Malay food is not healthy, however they enjoyed the food
because to experience the taste. For instance, a respondent
shared his thought: “Usually Malay foods are fried. Although
it is not healthy, but it‟s very delicious” (RESV139). Apart
from that, the expression from this informant also stressed
out that fast food is not good, “Everybody loves to go to
McDonald, it is not good” (RESS146). The study on the
health concern related to food is myriad [47]. In a tourism
destination, tourists prefer to eat healthy food, which shows
that they are concerning about their health. It was supported
by [47], the bad quality of ingredients and fat problems has
driven the acceptance or rejection of a food from an
individual.
B. Physiological Factor
1) Satisfy hunger
As a matter of fact, people eat food for satiety. It is one of
the basic needs which motivate people to eat. During the
interview session, one of them commented: “Really, I love
Nasi Goreng Kampung at Marriot Hotel when I was there. It
really satisfied me and makes me feel great” (RESV028).
Verbatim coded as (RESY181) from the informants transcribe
also has expressed the similar feeling: “When I‟m hungry,
mostly I will go to eat Malay food during my meal time.”
Basically, people consume food during their usual meal time
to satisfy hunger and essential to support, nurture living
creature [48]. Hence, MHF is believed to provide satiety and
full sensation to international tourist and has become one
their preferences while choosing a food upon vacation in a
destination.
2) Food- related personality traits
When experiencing novel food, people seem to have good
or bad impression. It depends on the individual whether to
like or dislike that food, or they just want to try new
experience in a new place. The respondents showed their
attitude on a new food based on their personality traits which
is food neophilic, (love to experience new food) [40], food
neophobic, (the reluctance to try the new food) [19] and also
variety- seeking [5].
Positive attitudes towards neophilic trait were revealed as
majority. For Instance, one of the informants stated: “Of
course I experienced Malay, Chinese and Indian food. I just
like these two food if not in spicy form...” and “..this food is
near to our appetite” and “I don‟t like noodles, I just take
fish in Chinese restaurant” (RESI013). This verbatim is
strengthen by another informant, who also shared similar trait
towards neophilic characteristic “When I came here, I would
like to try, experience new food” and “I enjoyed it. It is a new
experience and most about the rice. In our country, just one
taste, but here sometimes it fried and sometimes with
different..em...flavour”(RESY024).
On the other hand, [20] investigated food consumption
among tourists is also influenced by food-related personality
trait. They also found that these personality traits somehow
are the reason of tourists‟ attitude and tendency to experience
food in foreign destination. Meanwhile, reference [49]
pointed out that tourists refuse to try foreign foods which are
not familiar to them. Therefore, familiarization via promotion
using mass media, internet, advertisement, souvenirs could
be one of the best ways to make heritage food familiar among
the international tourists thus enhance their acceptance.
This factor was agreed by [50] that claimed a restaurant
attraction was effected by its physical surrounding and
panorama and could directly influence customers‟ preference
to dine in. According to [51], “Commodity consumption
behavior in eating places is heavily influenced by design
factors, either its atmosphere or serving facilities” (p.73). In
addition, customer‟s attitude is related to the pleasurable
feeling they experienced and the scenery being served to
them while in a restaurant [52]. So, it could be said that
restaurants which served MHF must have good condition and
pleasant environment to enhance the recognition among
international tourists towards Malaysian food as a key
International Journal of Social Science and Humanity, Vol. 5, No. 3, March 2015
327
tourism attraction in Malaysia.
C. Food in Tourism Destination
1) Availability of food
Attitude towards MHF consumption are much depend on
the availability and variety of the food in a particular
destination. In fact, one informant preferred to dine out in
Malay restaurants given that Malay community are
mushrooming rather than Indian or Chinese restaurants: “I
have many Malay friends here and most of the time we had
our lunch or dinner together, also I can tell you which
restaurant served varieties of Malaysian food the best”
(RESH043). Varieties of food being served or provided to the
international tourists during their vacation had motivated
them to eat and dine on local food, supported by [53] which
pointed out that tourists could have strong tendency to
experience local food for tourism destination if they are being
exposed to a myriad, varieties of cuisines.
VI. CONCLUSIONS AND RECOMMENDATIONS
Understanding the international tourists‟ attitude towards
MHF is an utmost crucial in order to bring up Malaysia as a
food image tourism destination in the eyes of the world and at
the same time, enhancing the economical aspect of our
country. The international tourists show different attitudes
either positive or negative while experiencing our heritage
food. Their attitudes are driven by motivational factors as
summarized in Fig. 1
Psychological
Knowledge
Belief, Culture Value
Health and nutrition
benefits
Tourists‟ Attitude on
Heritage Food
Consumption in Malaysia
Physiological
Food-related personality traits
Satisfy hunger
Food in the destination
Availability of food in tourism
destination
Fig. 1. Motivational factors towards international tourists‟ food attitude on
MHF.
From the findings, the vast majority of them prefer to dine
in restaurant rather than street stalls food. This is due to the
quality, cleanliness and also the good condition and
environment provided to them while enjoying the food.
However, there were also few respondents love to buy food
from the stalls due to the reasonable price and has the same
taste as being cook at home. Therefore, food services in
Malaysia including restaurants, street stalls, hawkers, and
night market should improve its quality, cleanliness, do price
revising, apply a reasonable standard for the recipes and
enhance the panorama to attract the International Tourism
towards consuming MHF.
In characterizing MHF, they just could say that Malay food
is spicy, sweet and oily, Indian food is spicy meanwhile
Chinese food are mostly seafood-based. This shows that
there is lack of knowledge and information spread worldwide
about Malaysian food. The extinction our heritage food is
getting serious especially when there is hybridization of
cuisine embedded from outside culture like Thai food,
Indonesian, Japanese and Korean which could seriously
outperformed our MHF globally and locally. Certainly,
heritage food should be given a specific attention concerning
the health issues, quality of food, dining services, food
environment, aggressive promotions, motivational factors
and other related aspects. Moreover, positive world of mouth
(WOM) also could be one of the best ways to indirectly
promote and enhanced positive attitude towards heritage
food acceptance. Thus, bad reputations of heritage food
should be avoided to encourage more visitors in recognizing
heritage food as a world cuisine and branding Malaysia as
one of a food image destination in tourism sector. To put into
a nutshell, attitude of international tourists could be predicted
in the future by analyzing the level of those motivational
factors revealed in this study and further developed to
understand tourists‟ overall attitude, perception regarding on
heritage food consumption for tourism destination.
ACKNOWLEDGMENT
Thanks to all co- authors through a highest commitment
and immense contributions in completing this study, and also
special appreciation addressed to UPM Serdang with infinite
support subjected to knowledge foundation in this field.
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S. R. Omar was born in Malacca, Malaysia on August
18, 1986. Awarded as First Class Honour - Bachelor
of Science, Food Biotechnology from Islamic Science
University of Malaysia (USIM) Bandar Baru Nilai,
Negeri Sembilan in 2009. Also, master of Science,
Food Science from Universiti Kebangsaan Malaysia
(UKM) Bangi, Selangor in 2012 and now pursuing her
doctoral degree by research in Universiti Putra
Malaysia (UPM) majoring in Food Service. She has
been working as a Business Development and Marketing Executive with
Melaka Planetarium Sdn. Bhd. (Tourism Department, Maacca State
Government) in (2009-2010), and as a Quality Assurance Executive (2010)
with Heritage Drinks Industries (M), Sdn. Bhd. She has published a book
chapter in Halalan Toyyiban: Malaysian Perspective, published by UPM
Halal Institute Serdang, Selangor, Malaysia in 2013 and several papers
regarding food science (probiotics, enzymes) and Sociology in tourism. Ms.
Omar is now a fellow researcher in USIM. She had won a medal in the
National Research Innovation Competition (NRIC) 2009 which was held in
Universiti Sains Malaysia, USM, Penang for her research project”
Clarification of pink Guava Juice by enzymatic treatment”.
M. S. Ab Karim is a member of qualitative research
association of Malaysia. He was born in Malacca,
Malaysia in 1970s. His first degree is in B.Sc. Hotel and
Restaurant Management, New York University, New
York, 1994. Also, pursue with MBA in University of
Technology MARA, Shah Alam, Selangor. Awarded in
Doctor of Philosophy Degree in human environmental
sciences with a specialization in Hospitality Tourism
Adminstration, School of Hotel and Restaurant
Administration, College of Human Environmental Sciences, Oklahoma State
International Journal of Social Science and Humanity, Vol. 5, No. 3, March 2015
329
University, Stillwater, Oklahoma. Summer 2006 (Dissertation Topic:
Culinary tourism as a destination attraction: An empirical examination of
the destination‟s food image and information sources). Previously, he has
been working as Special Assistant to the Vice President Malaysia at Malaysia
Tourism Promotion Board, New York, 1993-1997 and as Guest Service
Manager at Sheraton New York Hotel & Towers, Manhattan, New York,
1994-1997. Currently, as associate professor (Culinary Arts & Food
Culture), Department of Foodservice Management, Faculty of Food Science
and Technology,University Putra, Malaysia. His publication of several
books include Sajian Eksotik Warisan Bugis (Exotic Bugis Heritage Food
Kuala Lumpur, Berita Publishing, Ab Karim, M.S. and Ismail,N , 2012 and
Malaysia Food Culture: In Food Cultures of the World Encylopedia.
California, Greenwood Publication, Ab Karim, S. and Abdul Ghani, C.A.,
2011 and his interest is in doing several research papers regarding to food
culture and culinary tourism. Dr. Ab Karim was invited as panel expert for
international program by National Institute of Food Science and Technology
at University of Agriculture, Faisalabad, Pakistan, reviwers for manuscripts
and journal of agribusiness marekting and also actively involved as
professional juries through invited media such as television program on
Materchef Malaysia season 1 and 2.
S. N. Omar was born in Negeri Sembilan, Malaysia on
December 24, 1984. She was awarded as the first class
honour-bachelor of business administration majoring
in marketing, University Technology MARA (UiTM)
Malacca in 2006. She possessed master in business
administration (MBA) at UiTM Malaysia, Shah Alam,
Selangor in 2008. Now, she is working as a lecturer at
UiTM City Campus since 2009 until present. Her
interests on several papers include the area of tourists
behaviour, heritage tourism, tourism marketing and hotel tourism that has
been presented in International Conference. Ms. Omar had won a gold medal
in the Research, Innovation, Invention, and Design competition, 2011 which
was held at UiTM Melaka with introducing a new product design for
consumer shopping pattern on the concept of “Halal” shopping trolley
compartment in retail outlet, silver medal for Effective Revenue Collection
Campus Bookstore System –YEs MART and bronze for Mobile Heater
Innovation product in RIID 2013.
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