Factors Influencing Visitors Motivations in Attending Food Festival in Malaysia

Abstract

This study discusses the factors influencing visitors motivations in attending food festival in Malaysia. Therefore, this study empirically also aims to identify perceived value, service quality, food and can identify visitors motivations in attending food festival. The research objectives is to determine the relationship between perceive value, service quality, food and visitors motivations in attending food festival in Malaysia. In addition, the method used to complete this report is through questionnaires. Google forms were distributed to 384 respondents. Using SPSS, the data from 384 respondents were analysed using descriptive, frequency, and inferential statistics. Results demonstrate a significant correlation between perceived value, service quality and food. The findings demonstrate that foods, with a mean score of 4.08, have a significant association with visitors motivations in attending food festival, but service quality, with a mean score of 4.00, has the least significant relationship with visitors motivations in attending food festival. Finally, implications and recommendations for more research in accordance with the findings were offered.