Investigating Tourist Visit Intention towards Destination Food Image in Kelantan

Abstract

The study is to investigate tourist visit intention towards destination food image in Kelantan. In recent years, tourism is having lots of event which has marked changes in Malaysia. Foods become popular among the local people and international tourists. The positive acceptance from the tourists encouraged many international people to visit Malaysia. This research has been conducted in Kota Bharu, Kelantan. Therefore, the objective of this research is to investigate the relationships between cognitive, affective and tourist intention towards destination food image in Kelantan. A set of questionnaires has been used as a collecting data method and distributed randomly to the respondents. The total number of respondents is 384. The data were analysed by using Statistical Packages for Special Science (SPSS) software version 24.0.0.0. As overall findings, the survey found that there is a moderate significant relationship between cognitive and tourist visit intention as well as there is a moderate strength relationship between affective image and tourist visit intention towards destination food image in Kelantan.