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Enlivening the Effect of Tourists' Knowledge and Involvement on Malaysian Heritage Food (MHF) Towards Food Tourism Image in Malaysia

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  • Siti Radhiah Omar

    (Universiti Sains Islam Malaysia, Nilai, Malaysia)

  • Shahrim Ab Karim

    (Universiti Putra Malaysia, Selangor Darul Ehsan, Malaysia)

  • Siti Suriawati Isa

    (Universiti Putra Malaysia, Selangor Darul Ehsan, Malaysia)

  • Siti Nazirah Omar

    (Universiti Teknologi MARA (UiTM), Shah Alam, Malaysia)

Abstract

This current article aims to empirically test the relationship between international tourist knowledge and Malaysian Heritage Food (MHF) cultural involvement on Malaysia's Food Tourism Image and secondly, to analyze the mediating effect of knowledge for both relationships. A quantitative survey of 719 international tourists with previous MHF consumption experience was conducted and analyzed via a Structural Equation Modeling (SEM) approach. Results demonstrated that the following variables have significant associations with Food Tourism Image while knowledge mediated the subsequent links positively with partial mediation. Regardless of the theoretical and managerial implications and research findings, supplementary investigations are warranted to enhance the growth of food cultural tourism.

Suggested Citation

  • Siti Radhiah Omar & Shahrim Ab Karim & Siti Suriawati Isa & Siti Nazirah Omar, 2019. "Enlivening the Effect of Tourists' Knowledge and Involvement on Malaysian Heritage Food (MHF) Towards Food Tourism Image in Malaysia," International Journal of Tourism and Hospitality Management in the Digital Age (IJTHMDA), IGI Global, vol. 3(1), pages 23-42, January.
    • Handle: RePEc:igg:jthmda:v:3:y:2019:i:1:p:23-42
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