FACTORS THAT DETERMINE TOURIST’S PURCHASE INTENTION TOWARD KELANTANESE LOCAL CUISINE

Abstract

Local foods are one of the cravings of travelers wanting to experience the joys of domestic tourism. Some of the other reasons tourists visit a place is to experience the lifestyle, and culture. Besides these motivational factors, tourist visit places based on word -of- mouth and their own past experiences. The state of Kelantan, Malaysia is identified as a vibrant tourist destination as it has beautiful natural environs and has a rich and diverse cultural heritage that is easy to promote to tourists. Kelantan is also well known for its local cuisines that can attract the foodies. The uniqueness of the local cuisine also influences tourists to make other purchases. Using the quantitative research approach, this study aims to identify the relationship between food quality, price, and service quality towards the tourists intention to purchase local cuisine in Kelantan. These three independent variables will have a different role in explaining the factors that influence a tourist’s intent to purchase Kelantanese foodstuff.