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Tourism: An International Interdisciplinary Journal, Vol. 72 No. 3, 2024.

Original scientific paper

https://doi.org/10.37741/t.72.3.13

Local Food Consumption Value Towards Food Destination Image in Sarawak: The Moderating Impact of Food Satisfaction

Hui Ting Leow ; Universiti Malaysia Sarawak, Faculty of Economics and Business, Kota Samarahan, Sarawak, Malaysia
Abang Azlan Mohamad ; Universiti Malaysia Sarawak, Faculty of Economics and Business, Kota Samarahan, Sarawak, Malaysia
May Chiun Lo ; Universiti Malaysia Sarawak, Faculty of Economics and Business, Kota Samarahan, Sarawak, Malaysia
T. Ramayah orcid id orcid.org/0000-0002-7580-7058 ; School of Management, Universiti Sains Malaysia, Penang, Malaysia
Ying Sin Chin orcid id orcid.org/0000-0002-4477-496X ; Universiti Malaysia Sarawak, Faculty of Economics and Business, Kota Samarahan, Sarawak, Malaysia

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Abstract

This study explores the role of local food consumption in enhancing Sarawak's image as a food destination, focusing on the moderating impact of food satisfaction. Drawing on a cross-sectional analysis using a self-administered questionnaire, the study investigates the influence of taste and quality value, health value, price value, emotional value, and prestige value on the food destination image. The sample consists of 181 tourists who visited Sarawak, providing insights into visitors' diverse perspectives and preferences. The data was further analysed using SPSS 28.0 and WarpPLS 8.0. The findings reveal that taste, quality, health, emotional, and prestige value significantly affect the food destination image. However, the study has shown that price value has no significant impact. Surprisingly, food satisfaction does not moderate the relationship between local food consumption value and food destination image. Theoretical implications highlight the need for a more comprehensive understanding of the factors shaping consumers' perceptions. In contrast, practical implications suggest strategic considerations for culinary destinations in marketing campaigns and pricing strategies. Overall, this study contributes valuable insights for destination marketers aiming to attract tourists interested in unique culinary experiences and enhance their overall perception of the destination.

Keywords

food tourism, local food consumption value, food satisfaction, food destination image, Sarawak’s local cuisine

Hrčak ID:

316785

URI

https://hrcak.srce.hr/316785

Publication date:

13.5.2024.

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