Understanding the Factors Influencing Local Food Consumption Among Domestic Tourists In Kota Bharu, Kelantan

Abstract

Local food in Malaysia is truly unique with all its originality and specialities. The specialities of local food, especially in Kota Bharu Kelantan, researchers are interested in studying the factor influencing Kelantan local food consumption among domestic tourists in Kota Bharu, Kelantan. This research is conducted among people who have experience visiting Kelantan and have eaten local food in Kelantan. This research is studied based on the factors that influence domestic tourists to local food consumption in terms of emotional value, epistemic value and quality value of local tourists. In addition, this study also aims to find out the main reasons why local tourists are attracted to local food in Kelantan. From the study results at the end of the research, the researcher will be able to find out the main factor of local food consumption toward domestic tourists in Kota Bharu, Kelantan. Suggestions will be provided for future research.