International Tourists' Consumption Pattern And Level Of Objective Knowledge On Malaysian Heritage Food (MHF) While On Vacation

Food consumption in tourism destination is vital in ensuring the national economic growth. With regards to this issue, this study aimed to describe the international tourists? consumption pattern while on vacation in Malaysia. Secondly, to examine the level of international tourists? objective knowledge (OK) between gender. Findings revealed that Malay food had been highly purchased and consumed followed by Indian and Chinese Food. Besides, local restaurant was reported to be the most demanded place for purchasing MHF. When comparing the level of OK, there was no significant different between male and female international tourists. This study carries a strong aspire to enrich the food tourism body of knowledge by outlining substantive recommendations on marketing strategies specifically for food providers towards Malaysian Heritage Food consumption in tourism.