Factors Influencing Food Tourism Intentions on Local Cuisine in Kota Bharu, Kelantan

Abstract

Food tourism is defined as visits to primary and secondary food producers, festivals, restaurants, and specific locations where food is fasting or experiencing the characteristics of specialist food. Lack of health concern towards local food could be affected by multiple overlapping issues such as social isolation and acute and chronic health problems. This study aims to examine the factor influencing food tourism intention on local cuisine in Kota Bharu, Kelantan. This research used a quantitative approach with convenient sampling and the data was collected through online survey using social media such as Facebook, WhatsApp and Instagram from 384 tourists travelling for local cuisine. Based on the result SPSS, the four factors had a positive relationship with food tourism intention on local cuisine in Kota Bharu, Kelantan, leads by physical surroundings and followed by excitement, prestige and health concerns. In conclusion, all hypotheses are supported.