Curry Cuisine: Perceptions Of Indian Restaurants In Malaysia
AbstractMalaysia is an Asian country with a multi-ethnic population that includes native Malays, and people of Chinese and Indian ethnicity. Malaysia has identified tourism as a priority sector and is aggressively promoting the country. Consequently, restaurants in Malaysia operate with an increasingly more ethnically diverse customer base. Ethnic restaurants and differential perceptions of customers of varying ethnic backgrounds have not been studied in detail. This study examines the perceptions of South Asians, Caucasians, East Asians, and those of other ethnic origins in their perceptions of Indian restaurants in Malaysia. The findings suggest that there are universal likes/dislikes as well as differential perceptions between ethnic groups. Implications for restaurant operators and researchers are suggested.
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Bibliographic InfoPaper provided by University Library of Munich, Germany in its series MPRA Paper with number 6362.
Date of creation: Nov 2007
Date of revision:
Publication status: Published in TOURISMOS: An International Multidisciplinary Journal of Tourism 2.2(2007): pp. 25-37
ethnic marketing; Indian restaurants; spicy food; customer perceptions; Malaysia;
Find related papers by JEL classification:
- M0 - Business Administration and Business Economics; Marketing; Accounting - - General
- M3 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising
- M1 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration
This paper has been announced in the following NEP Reports:
- NEP-ALL-2008-01-05 (All new papers)
- NEP-MKT-2008-01-05 (Marketing)
- NEP-SEA-2008-01-05 (South East Asia)
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