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Ting, Hiram, Fam, Kim-Shyan, Jun Hwa, Jacky Cheah 
ORCID: https://orcid.org/0000-0001-8440-9564, Richard, James E. and Xing, Nan
(2019)
Ethnic food consumption intention at the touring destination: The national and regional perspectives using multi-group analysis.
Tourism Management, 71.
pp. 518-529.
ISSN 0261-5177
Abstract
Ethnic food is largely chosen to be consumed by tourists in order to better appreciate the local culture. An ethnic food experience has increasingly become a popular food activity for many tourists. Although the Dayaks are the largest indigenous group in Malaysia, little has been done to explicate Dayak food consumption intention from the tourists' perspective. The present study uses the theory of planned behaviour to investigate tourists’ intention to consume Dayak food when they visit Sarawak, Malaysia. Specifically, tourists from Peninsular Malaysia, Sabah, Singapore and Indonesia, are sampled to examine and compare consumption intention. A questionnaire-based survey was administered, and PLS-SEM was used to perform the path and multi-group analyses. While these tourists appear to share a lot in common in their consumption intention, they are different in terms of how they intend to consume Dayak food in Sarawak. The implications of the study are provided.
| Item Type: | Article |
|---|---|
| Faculty \ School: | Faculty of Social Sciences > Norwich Business School |
| UEA Research Groups: | Faculty of Social Sciences > Research Groups > Marketing |
| Depositing User: | LivePure Connector |
| Date Deposited: | 27 Feb 2023 11:31 |
| Last Modified: | 06 Jun 2024 08:30 |
| URI: | https://ueaeprints.uea.ac.uk/id/eprint/91287 |
| DOI: | 10.1016/j.tourman.2018.11.001 |
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