EXPLORING INTERNATIONAL TOURISTS ATTITUDES AND PERCEPTIONS IN CHARACTERIZING MALAYSIAN HERITAGE FOOD (MHF) AS A TOURISM ATTRACTION IN MALAYSIA
Tourism Malaysia indicates food as a major antecedent in attracting International tourists for their <br>travelling purpose to this country. By focusing on the characteristics of Malaysian Food Heritage (MHF), this study explored the attitudes and perceptions among those <br>international tourists through qualitative approach. Data was collected via face-to-face, semi-structured interviews which employed the actual tourists’ experiences. Hence cognitive and <br>affective response had been analyzed respectively. As the total population is huge and need details clarification, convenience sampling technique was used in which three males and four <br>females have been recruited to be respondents in this research. <br>Findings demonstrate three categorical influences of tourists towards MHF consumption attitude including psychological, physiological and food in the tourism destination. Also, it is <br>crystal clear proved that more international tourists preferred <br>to have a comfortable experience in restaurant rather than stall <br>selection for food enjoyment.
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