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Gastronomic tourism branding influencing tourist revisit attention: a case study of Penang

Gastronomic tourism received attention recently in global. Many unique cuisine has been evolved from year to year. Some people will go to the places just to taste the cuisines and will repeated again in the future. Food plays an important role in creating tourist destination places and it is recogni...

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Main Authors: Zulkipli, Nusratina, Md Sawari, Siti Salwa
Format: Conference or Workshop Item
Language:English
Published: 2019
Subjects:
AC Collections. Series. Collected works
H Social Sciences (General)
H10 Societies
Online Access:http://irep.iium.edu.my/77466/1/Tina.pdf
http://irep.iium.edu.my/77466/
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spelling my.iium.irep.774662020-01-29T06:30:02Z http://irep.iium.edu.my/77466/ Gastronomic tourism branding influencing tourist revisit attention: a case study of Penang Zulkipli, Nusratina Md Sawari, Siti Salwa AC Collections. Series. Collected works H Social Sciences (General) H10 Societies Gastronomic tourism received attention recently in global. Many unique cuisine has been evolved from year to year. Some people will go to the places just to taste the cuisines and will repeated again in the future. Food plays an important role in creating tourist destination places and it is recognized as the great potential of tourism products and attractions. In that case, local food is in need of protection and preservation. However, the factor that push them to go for gastronomic tourism has rarely being discovered and most of the research paper studied about tourist satisfaction is the indicator for tourist revisit intention. Thus, this study aims to investigate the most important factor of branding as the indicator of tourist revisit intention to Penang in gastronomic tourism. This study is quantitative in nature. A total of 31 respondents that has been to Penang participated in this research. The data was analyzed by using IBM Statistical Package for Social Science (SPSS) version 21 through several analyses such as descriptive analysis, frequency analysis, reliability analysis, Pearson correlation analysis and multiple regression analysis. The outcomes of this study shows the food variety and quality has become the catalyst for tourist revisit intention to Penang. Hence, this study has significant contribution to the policy and management at Penang in order to promote their authentic cuisine as one of gastronomic tourism place in Malaysia. 2019 Conference or Workshop Item PeerReviewed application/pdf en http://irep.iium.edu.my/77466/1/Tina.pdf Zulkipli, Nusratina and Md Sawari, Siti Salwa (2019) Gastronomic tourism branding influencing tourist revisit attention: a case study of Penang. In: 1st Research Colloquium on Tourism & Hospitality, 17/12/2019, Kulliyyah of Languages and Management, IIUM Pagoh. (Unpublished)
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
topic AC Collections. Series. Collected works
H Social Sciences (General)
H10 Societies
spellingShingle AC Collections. Series. Collected works
H Social Sciences (General)
H10 Societies
Zulkipli, Nusratina
Md Sawari, Siti Salwa
Gastronomic tourism branding influencing tourist revisit attention: a case study of Penang
description Gastronomic tourism received attention recently in global. Many unique cuisine has been evolved from year to year. Some people will go to the places just to taste the cuisines and will repeated again in the future. Food plays an important role in creating tourist destination places and it is recognized as the great potential of tourism products and attractions. In that case, local food is in need of protection and preservation. However, the factor that push them to go for gastronomic tourism has rarely being discovered and most of the research paper studied about tourist satisfaction is the indicator for tourist revisit intention. Thus, this study aims to investigate the most important factor of branding as the indicator of tourist revisit intention to Penang in gastronomic tourism. This study is quantitative in nature. A total of 31 respondents that has been to Penang participated in this research. The data was analyzed by using IBM Statistical Package for Social Science (SPSS) version 21 through several analyses such as descriptive analysis, frequency analysis, reliability analysis, Pearson correlation analysis and multiple regression analysis. The outcomes of this study shows the food variety and quality has become the catalyst for tourist revisit intention to Penang. Hence, this study has significant contribution to the policy and management at Penang in order to promote their authentic cuisine as one of gastronomic tourism place in Malaysia.
format Conference or Workshop Item
author Zulkipli, Nusratina
Md Sawari, Siti Salwa
author_facet Zulkipli, Nusratina
Md Sawari, Siti Salwa
author_sort Zulkipli, Nusratina
title Gastronomic tourism branding influencing tourist revisit attention: a case study of Penang
title_short Gastronomic tourism branding influencing tourist revisit attention: a case study of Penang
title_full Gastronomic tourism branding influencing tourist revisit attention: a case study of Penang
title_fullStr Gastronomic tourism branding influencing tourist revisit attention: a case study of Penang
title_full_unstemmed Gastronomic tourism branding influencing tourist revisit attention: a case study of Penang
title_sort gastronomic tourism branding influencing tourist revisit attention: a case study of penang
publishDate 2019
url http://irep.iium.edu.my/77466/1/Tina.pdf
http://irep.iium.edu.my/77466/
_version_ 1657565962061217792
score 13.211869

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