Food Cultural Culture

1683 Words7 Pages
As a matter of fact, culture has long been recognized as a social factor which hold a favorable influence in making a decision. Even though it has the big potential as a potential predictor, it has virtually being disregarded while exploring the tourist-destination relationship (Ng, Lee, & Soutar, 2007). In fact, some travellers are food novelty seekers. They travel to many countries and places to experience something new and exciting in fulfilling their desire (Mak, Lumbers, & Eves, 2011; Kivela & Crotts, 2006). This is proven by a qualitative research done by Omar et al. (2014) whereby one of the international tourist said, “I tried Malaysian food while dining out with my husband and I think it is so amazing and different from our culture”…show more content…
The authors also stressed that involvement play a crucial role for making a decision especially when it comes to influencing their purchasing power towards a product or services. It is also comprehensively being demonstrated to have a positive relationship with attitudinal loyalty in business. Recently, international tourists’ involvement in food cultural study in Malaysia is a typical even though this concept has being used in leisure and tourism research by Havitz and Dimanche as early as 1999. However, previous research indicated that involvement has different dimensional scales based on what it expected to measure at that particular destination levels (Gursoy & Gavcar, 2003). Nowadays, globalization and urbanization are keep on threatening the cultural practices among food service providers which has led to the minimization of tourists’ Food Culture Involvement to experience the food cultural heritage values on their vacation. For this research, the researcher aimed to investigate international tourists’ Food Culture Involvement and its effect on Intentional Loyalty since it has received little attention owing to the crucial role it plays in decision making…show more content…
Figure 2 shows that there is a significant relationship between perceived importance of Malaysian Food Culture and International Tourists’ Intentional Loyalty (β=0.252, p<0.05) which means 25.2% variance in tourists’ Intentional Loyalty can be explained by perceived importance of Malaysian Food Culture. Subsequently, tourists’ Food Culture Involvement has a visible significant relationship with and Intentional Loyalty (β=0.357, p<0.05), indicated that 35.7% variance in tourists’ Intentional Loyalty can be explained by tourists’ Food Culture Involvement. The above statements corresponded to the first research questions. It is crystal clear that tourists’ Food Culture Involvement has larger β value compared to perceived importance of Malaysian Food Culture. Therefore, tourists’ Food Culture Involvement strongly predicts the Intentional Loyalty among international tourists’ which directly answered the second research question.To put into a nutshell, this study established the relationship between constructs which have not being tested previously. Both independent construct have shown strong linkage with the examined dependent variable whereby construct labeled ‘tourists’ Food Culture Involvement acts as a stronger contributor on tourists’ loyalty intention to repurchase MHF and make up

More about Food Cultural Culture

Open Document