—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.
—Attitude, experience, heritage food, tourist.
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
S. N. Omar is with the Marketing Department, University Technology
MARA Melaka, 75300 Melaka Malaysia (e-mail:
Cite: 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, pp. 321-329, 2015.