FACTORS INFLUENCING LOCAL FOOD SELECTION AMONG TOURISTS IN PENANG

Abstract

Tourism is one of the main sources of income for most countries in the world. The third largest expenditure of tourist are food and beverage. The increase in food expenditure by tourists shows that local food has great potential to be promoted to international tourists. The study is to examine factors influencing the selection of local food among tourists in Penang. This study is also being carried out to determine the food preferences of tourists while them on vacation. The independent variables that will be used in this study are knowledge, experience and excitement which will be tested to ensure the reliability and validity of the study. Questionnaire forms will be used as a tool to collect data. Respondents will be selected among domestic travellers travelling in Penang. Data will be analyzed using 'Statistical Package for the Social Sciences' (SPSS). The finding from this study will be able to encourage restaurant operators to further understand the factors that cause tourists to accept or reject local food

Keywords: Local food, Knowledge, Experience, Excitement, Local tourist.