Factors that influence tourists’ intention to consume local food in Kelantan

Abstract

Food tourism can encourage individuals to consume the food since food can easily be found whenever the person visits the places. This study aims to determine the factors that influence tourists' intention to consume local food in Kelantan. This research used quantitative surveys with convenient sampling. The data was collected through an online survey. This study employed a quantitative method with convenient sampling, and data was gathered from 321 tourists travelling to Kelantan via online survey using social media platforms such as WhatsApp. Results indicated that physical surroundings, excitement, prestige and escape from routine have a positive influence with intention to consume local food. These findings can help destination marketers and local restaurants strengthen the attractiveness of their locations and restaurants as well as the food celebration and events may encourage tourists to discover and participate in the regional food.