Effect of food experience on overall satisfaction: comparison between first-time and repeat visitors to Malaysia

Roozbeh B.H., . and Ng S.I., . and Boo H.C., . Effect of food experience on overall satisfaction: comparison between first-time and repeat visitors to Malaysia. pp. 141-146. ISSN 22317546

The attractiveness of food as tourism product has partly derived from the gastronomic aspect. The ingredients the preparations the end products and the eating circumstances are cultural educational and entertaining. However there is little research empirically demonstrates if there is a difference between first-time and repeat visitors in terms of food experience at destination or how the various food experience attributes influence visitors overall satisfaction while visiting a destination. Hence this study was undertaken to address the gap. Data were collected via on-site survey questionnaire administrated to a random sample of visitors at the Kuala Lumpur International Airport (KLIA) and various touristic areas around Kuala Lumpur. The results indicated significant differences between first-time and repeat visitors in terms of their food experience. In addition multiple regression analysis revealed that traditional food preparation was an important factor to tourists overall satisfaction for both first-time and repeat visitors. In sum the study is the first to examine the effect of food experience attributes on first time and repeat visitors separately.

Full text available from: Official URL: http://ifrj.upm.edu.my/20%20(01)%202013/20%20IFRJ%...

Abstract

The attractiveness of food as tourism product has partly derived from the gastronomic aspect. The ingredients the preparations the end products and the eating circumstances are cultural educational and entertaining. However there is little research empirically demonstrates if there is a difference between first-time and repeat visitors in terms of food experience at destination or how the various food experience attributes influence visitors overall satisfaction while visiting a destination. Hence this study was undertaken to address the gap. Data were collected via on-site survey questionnaire administrated to a random sample of visitors at the Kuala Lumpur International Airport (KLIA) and various touristic areas around Kuala Lumpur. The results indicated significant differences between first-time and repeat visitors in terms of their food experience. In addition multiple regression analysis revealed that traditional food preparation was an important factor to tourists overall satisfaction for both first-time and repeat visitors. In sum the study is the first to examine the effect of food experience attributes on first time and repeat visitors separately.

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Item Type:	Article
AGROVOC Term:	Food value
AGROVOC Term:	Traditional uses
AGROVOC Term:	Tourism
AGROVOC Term:	Products
Geographical Term:	Malaysia
Depositing User:	Ms. Suzila Mohamad Kasim
Last Modified:	26 Apr 2025 15:09
URI:	http://webagris.upm.edu.my/id/eprint/21599

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