Factors Affecting Gen Y Tourists’ Purchase Intention Towards Local Food In Kelantan

Abstract

Malaysia's mixed race has created a variety of local food according to race and culture with reasonable prices, and make these places a suitable place for tourists especially in Kelantan. Kelantan is famous for its culture, heritage and nature. Gen Y is the first generation that does not require an authority figure to gain access to information, resulting in a distinct and advanced workforce The research aim to analyses the relationship between food quality and purchase intention of Gen Y tourists’ towards local food in Kelantan. A set of questions was employed to collect information in order to obtain all of the essential inputs to carry out this study and analysed with SPSS data analysis software. The four independent variables were found to be statistically significant and to have a positive linear relationship. Food quality, service quality, price, and restaurant environment all had a substantial impact on Gen Y tourists’ purchase intentions.