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Analysing the importance of Malaysian gastronomic tourism campaigns and tour packages in attracting tourists to visit / Mohd Nor Ahmar Mohd Sanip, Ramlee Mustapha and Suriani Mohamed

A recent trend that showcases gastronomy as the main tourist product has shown the importance for travel and tour operators; hoteliers; and local authorities to develop effective strategies to attract local as well as international tourists to visit Malaysia. Described as one of the jewels for gastr...

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Main Authors: Mohd Sanip, Mohd Nor Ahmar, Mustapha, Ramlee, Mohamed, Suriani
Format: Article
Language:English
Published: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2021
Subjects:
Travel and the state. Tourism
Gastronomy, pleasures of the table, dining, etc.
Cooking
Food service
Online Access:https://ir.uitm.edu.my/id/eprint/67959/1/67959.pdf
https://ir.uitm.edu.my/id/eprint/67959/
https://www.jthca.org/
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spelling my.uitm.ir.679592022-10-31T10:00:22Z https://ir.uitm.edu.my/id/eprint/67959/ Analysing the importance of Malaysian gastronomic tourism campaigns and tour packages in attracting tourists to visit / Mohd Nor Ahmar Mohd Sanip, Ramlee Mustapha and Suriani Mohamed Mohd Sanip, Mohd Nor Ahmar Mustapha, Ramlee Mohamed, Suriani Travel and the state. Tourism Gastronomy, pleasures of the table, dining, etc. Cooking Food service A recent trend that showcases gastronomy as the main tourist product has shown the importance for travel and tour operators; hoteliers; and local authorities to develop effective strategies to attract local as well as international tourists to visit Malaysia. Described as one of the jewels for gastronomic tourism in Southeast Asia, Malaysia is well-known for its rich food heritage with diverse and vibrant eating surroundings. As the competition to attract tourists increases in the Asian region, it is worth putting forward Malaysian gastronomy as a valuable source of attraction. The task of attracting tourists lies in the gastronomic tourism campaigns and tour packages offered by hoteliers, travel agencies, and the respective bodies of authority. This study focuses on the antecedents of gastronomic tourism marketing in a destination, in particular the analysis of gastronomic tourism campaigns and tour packages which varied according to the hoteliers; travel and tour operators; and local authorities who had planned them. The qualitative content analysis approach was used on selected Malaysian cuisine marketing collateral— including travel guides and webpages—to extract relevant data for this study. By looking at the tourists’ quest for authentic local cuisines and experiences, there is a need to recognise the role of effective marketing tools to attract tourists—both local and international— to favour Malaysian gastronomic products. Gastronomic packages and campaigns which emphasise local ethnic cuisine experiences and activities should be aggressively promoted by all relevant parties. Additionally, the local food scene and culture may also be introduced as another attraction for future visits. Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2021-12 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/67959/1/67959.pdf Analysing the importance of Malaysian gastronomic tourism campaigns and tour packages in attracting tourists to visit / Mohd Nor Ahmar Mohd Sanip, Ramlee Mustapha and Suriani Mohamed. (2021) Journal of Tourism, Hospitality and Culinary Arts, 13 (3). pp. 242-255. ISSN 1985-8914 ; 2590-3837 https://www.jthca.org/
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Travel and the state. Tourism
Gastronomy, pleasures of the table, dining, etc.
Cooking
Food service
spellingShingle Travel and the state. Tourism
Gastronomy, pleasures of the table, dining, etc.
Cooking
Food service
Mohd Sanip, Mohd Nor Ahmar
Mustapha, Ramlee
Mohamed, Suriani
Analysing the importance of Malaysian gastronomic tourism campaigns and tour packages in attracting tourists to visit / Mohd Nor Ahmar Mohd Sanip, Ramlee Mustapha and Suriani Mohamed
description A recent trend that showcases gastronomy as the main tourist product has shown the importance for travel and tour operators; hoteliers; and local authorities to develop effective strategies to attract local as well as international tourists to visit Malaysia. Described as one of the jewels for gastronomic tourism in Southeast Asia, Malaysia is well-known for its rich food heritage with diverse and vibrant eating surroundings. As the competition to attract tourists increases in the Asian region, it is worth putting forward Malaysian gastronomy as a valuable source of attraction. The task of attracting tourists lies in the gastronomic tourism campaigns and tour packages offered by hoteliers, travel agencies, and the respective bodies of authority. This study focuses on the antecedents of gastronomic tourism marketing in a destination, in particular the analysis of gastronomic tourism campaigns and tour packages which varied according to the hoteliers; travel and tour operators; and local authorities who had planned them. The qualitative content analysis approach was used on selected Malaysian cuisine marketing collateral— including travel guides and webpages—to extract relevant data for this study. By looking at the tourists’ quest for authentic local cuisines and experiences, there is a need to recognise the role of effective marketing tools to attract tourists—both local and international— to favour Malaysian gastronomic products. Gastronomic packages and campaigns which emphasise local ethnic cuisine experiences and activities should be aggressively promoted by all relevant parties. Additionally, the local food scene and culture may also be introduced as another attraction for future visits.
format Article
author Mohd Sanip, Mohd Nor Ahmar
Mustapha, Ramlee
Mohamed, Suriani
author_facet Mohd Sanip, Mohd Nor Ahmar
Mustapha, Ramlee
Mohamed, Suriani
author_sort Mohd Sanip, Mohd Nor Ahmar
title Analysing the importance of Malaysian gastronomic tourism campaigns and tour packages in attracting tourists to visit / Mohd Nor Ahmar Mohd Sanip, Ramlee Mustapha and Suriani Mohamed
title_short Analysing the importance of Malaysian gastronomic tourism campaigns and tour packages in attracting tourists to visit / Mohd Nor Ahmar Mohd Sanip, Ramlee Mustapha and Suriani Mohamed
title_full Analysing the importance of Malaysian gastronomic tourism campaigns and tour packages in attracting tourists to visit / Mohd Nor Ahmar Mohd Sanip, Ramlee Mustapha and Suriani Mohamed
title_fullStr Analysing the importance of Malaysian gastronomic tourism campaigns and tour packages in attracting tourists to visit / Mohd Nor Ahmar Mohd Sanip, Ramlee Mustapha and Suriani Mohamed
title_full_unstemmed Analysing the importance of Malaysian gastronomic tourism campaigns and tour packages in attracting tourists to visit / Mohd Nor Ahmar Mohd Sanip, Ramlee Mustapha and Suriani Mohamed
title_sort analysing the importance of malaysian gastronomic tourism campaigns and tour packages in attracting tourists to visit / mohd nor ahmar mohd sanip, ramlee mustapha and suriani mohamed
publisher Faculty of Hotel & Tourism Management, Universiti Teknologi MARA
publishDate 2021
url https://ir.uitm.edu.my/id/eprint/67959/1/67959.pdf
https://ir.uitm.edu.my/id/eprint/67959/
https://www.jthca.org/
_version_ 1748705992230567936
score 13.211869

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