The study on visitor’s acceptance of traditional Malay food in Malaysia

Abstract

The cuisine of the Southeast Asian ethnic Malays who reside in Malaysia is known as traditional Malay cuisine. It stands out for using a lot of spices. Nowadays, visitors to Malaysia tend to prefer "modern snacks' or quick food over traditional dinners. The gastronomic preferences of today's guests have influenced their decisions. This is a result of the high demand for fast food and other modern food items, which suit customers' busy lifestyles. As an outcome of this, the purpose of the study was to investigate how food knowledge, attitude, and image affect the way in which visitors accept traditional Malay food. There were 400 participants in this survey-based study. Visitors between the ages of 18 and 30 are the subject of this study. Using a quantitative research design, this study was conducted. The Pearson correlation coefficient was used in the study to look at the connection and influence between independent factors and dependent variables. The results of this study indicate that each of these factors plays a part in how well-liked traditional Malay food is among visitors. This is supported by the researchers' findings on the Pearson correlation coefficients for each variable. The extremely positive and substantial correlation between gained food knowledge and the P value was 0.680. Second, with a P value of 0.678, associations for food attitudes were shown to be favorable and significant. Finally, the P value for the strong positive and significant relationship between the food image and the P value was 0.785. This study demonstrated how visitor food knowledge, attitude, and image affect their acceptance of traditional Malay food.