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Factors Influencing Local Tourists’ Decision to Consume Halal Chinese Food at Local Festivals

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  • Nurkhairun Shuhada Razali

    (Faculty of Business and Management, University Technology MARA BERJAYA University College Kuala Lumpur)

  • Muhammad Hafizi Zamri

    (Faculty of Business and Management, University Technology MARA BERJAYA University College Kuala Lumpur)

  • Abdul Hamid Abdul Halim

    (Faculty of Business and Management, University Technology MARA BERJAYA University College Kuala Lumpur)

  • Mohamad Imaduddin Zainal Abidin

    (Faculty of Business and Management, University Technology MARA BERJAYA University College Kuala Lumpur)

  • Liyana Shamimi Mohamed Kamil

    (Faculty of Business and Management, University Technology MARA BERJAYA University College Kuala Lumpur)

Abstract

This paper examines the factors that influence local tourists in selecting Halal Chinese cuisine at cultural festivals in Malaysia. Malaysia A multicultural nation with increasing influx of culinary tourism, the growth of Halal Chinese food, a combination of Chinese dishes and Islamic law, simultaneously maintains traditional groundwork and extends widely in food culture in the multicultural community. Adopting the Theory of Planned Behavior (TPB), this study investigates the effects of attitude, subjective norm, and perceived behavioural control on tourists’ halal Chinese food consumption intention. Surveys, interviews, and observations at the local festival were used for data generation. The results indicate that the consumption intentions are significantly affected by positive attitude, subjective norm, and perceived ease of access. The results of the study could also provide valuable insights for endorsing Halal food during multicultural activities to accommodate the needs of various dietary requirements and, in turn, elevate the overall experience of culinary. Suggestions are offered to event planners, food vendors, policy makers to use these insights to support inclusive tourism policies.

Suggested Citation

  • Nurkhairun Shuhada Razali & Muhammad Hafizi Zamri & Abdul Hamid Abdul Halim & Mohamad Imaduddin Zainal Abidin & Liyana Shamimi Mohamed Kamil, 2025. "Factors Influencing Local Tourists’ Decision to Consume Halal Chinese Food at Local Festivals," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(6), pages 6468-6476, June.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-6:p:6468-6476
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    References listed on IDEAS

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    1. Asliza Mohd Yusof & Akmal Adanan & Mohd Adib Izzat & Mohamad Daim Darson & Puteri Danea Balqish Benne Saufie & Siti Aisyah Md Desa & Muhammad Aiman Hakim Md Nizam, 2024. "Exploring Halal Nyonya Food Consumption Intention Among Tourists," Information Management and Business Review, AMH International, vol. 16(3), pages 1094-1102.
    2. Heesup Han & Linda Heejung Lho & António Raposo & Aleksandar Radic & Abdul Hafaz Ngah, 2021. "Halal Food Performance and Its Influence on Patron Retention Process at Tourism Destination," IJERPH, MDPI, vol. 18(6), pages 1-14, March.
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