Factors Influencing Tourists to Consume Local Food in Kelantan

Abstract

This study attempts to investigate factors influencing tourists to consume local food in Kelantan. By reviewing available studies in the hospitality and tourism literature on food consumption, the factors influencing are healthiness, cultural experience and authenticity. This research was conducted a survey and the data collected by using online questionnaires and face-to-face questionnaires. The respondents were assigned an online questionnaire randomly. The data were collected at Pasar Siti Khadijah, Pasar Kubu and Pantai Cahaya Bulan. 384 respondent’s data were collected from the survey. The findings further suggest that researchers can carry out this study of tourists’ local food consumption in different states, for example Melaka and Penang are the most famous state that tourists travel for food not only in Kelantan. Given the lack of research in examining tourist food consumption systematically, this research could also be expanded to include qualitative research. It is because the researchers can interview owners of the food outlet for deeper information about food in terms of healthiness and authenticity and comprehensive understanding of the phenomenon which forms the basis for further research and conceptual elaboration.