MODELLING THE MALAYSIAN HERITAGE FOOD LOYALTY INTENTION:  THE EFFECTS OF SUBJECTIVE KNOWLEDGE, ATTITUDE, AND SATISFACTION OF INTERNATIONAL TOURISTS’ FOOD CULTURAL EXPERIENCE

Siti Radhiah Omar¹, Siti Nazirah Omar²*, Siti Nurul Aini Mohd Rodzi³, Nor Hamiza Mohd Noor⁴, Nurul Azlinda Chek Talib⁵

¹Dr., Universiti Sains Islam Malaysia, MALAYSIA, sitiradhiahomar@yahoo.com
²Ms. Universiti Teknologi MARA, MALAYSIA, sitinazirah.omar@yahoo.com
³Ms. Universiti Teknologi MARA, MALAYSIA, nurulaini@uitm.edu.my
⁴Ms. Universiti Teknologi MARA, MALAYSIA, norhamiza226@uitm.edu.my
⁵Ms. Universiti Teknologi MARA, MALAYSIA, azlindatalib@uitm.edu.my
*Corresponding Author

Abstract

Cultural heritage food experience holds a boundless impression on tourists’ loyalty towards a tourism destination. To attract more international tourists to Malaysia, the role of Malaysian Heritage Food as the most valuable asset need to be expanded by safeguarding the uniqueness of the food culture from fading. Hence, this study aims to investigate international tourists’ perspectives on Malaysian Heritage Food (MHF), delineate the dimensions of Subjective Knowledge, Perceived Importance of Malaysian Food Culture, and Food Culture Involvement and to scrutinize the significant effect of predictors on Loyalty Intention. Finally, to examine the mediating effect of Tourist Satisfaction on the association of Tourist Attitude and Loyalty Intention, quantitative survey was conducted via self-administered questionnaire. The Structural Equation Modeling was performed to examine the hypotheses which backbone by the Expanded Rational Expectations Intention model. Findings demonstrated that international tourists had consumed MHF. All the tested variables have significant effect on Loyalty Intention. Finally, this study assists to endure the unique Malaysian food culture and to strengthen Malaysia as a food tourism destination in the world.

Keywords: Malaysian Heritage Food, perspectives, international tourists, food culture, safeguarding