Article

Is Malaysian Food Important to Local Tour Operators?

Faculty of Hotel and Tourism Management Universiti Teknologi MARA, Shah Alam 40450, Malaysia
Procedia - Social and Behavioral Sciences 12/2013; 105:458–465. DOI: 10.1016/j.sbspro.2013.11.048

ABSTRACT Known as a multiracial country Malaysia not only hold unique cultures, customs and traditions but also having a range of distinctive local food as part of the gastronomic products. International tourists perceived Malaysia having varieties of interesting food, snacks and ethnic cuisines which are worth to be explored. Various efforts are implemented by the government in promoting and marketing these products among the international tourists. However, the extent to which tour operators perceive the importance of Malaysian Malaysian food and their subsequent action behavior are not known and this paper r evealed such issues.

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