文章基本信息

标题：Safeguarding Malaysian Heritage Food (MHF): The Impact of Malaysian Food Culture and Tourists’ Food Culture Involvement on Intentional Loyalty
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作者：Siti Radhiah Omar ; Siti Radhiah Omar ; Shahrim Ab. Karim 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2015
卷号：172
页码：611-618
DOI：10.1016/j.sbspro.2015.01.410
语种：English
出版社：Elsevier
摘要：AbstractCultural heritage food experiences in tourism destination hold a boundless impression on tourists’ loyalty towards a destination. The researchers conducted a survey on 100 international tourists and used multiple regression analysis to verify the factors affecting the intentional loyalty on heritage food consumption. Consequently, this study encountered that both Food Culture Involvement and Malaysian Food Culture had impact on tourists’ Intentional Loyalty that involves revisiting Malaysia and repurchasing MHF. Also, this research outlines substantive recommendations on marketing strategies specifically for food providers to market MHF in establishing Malaysia as the distinctive food tourism destination in the eyes of the world.
关键词：food culture;involvement;tourist;heritage food;intentional loyalty.