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Content
Introduction Food Tourism in Malaysia Driving Forces
Introduction
A well-known multicultural country: Malay, Chinese descent and Indian descent. Separated by the South China Sea into two regions Malaysia's cuisine reflects the multi-ethnic. Much of Malaysian food can be traced back to a certain culture, but they have their own identity.
chicken-rice-ball
Laksa
satay
rendang-daging
NasiLemak
Mee-Rebus
Nasi-Goreng
roticanai
Driving Forces
Higher requirement for dining
Changing of eating habits Globalisation
Experience economy
Advanced media technologies (Meler, M. and Cerovic, Z. , 2003)
Opportunities
standard is raising
New technologies Abundant workforce Threats currently high level of inflation Food tourism is weaker than the other tourism branches biggest competitor
Further Development
Food in Malaysia needs to be slightly changed
Concentrate on what is different and unique about Malaysian food Market itself cleverly to attract visitors and whet their appetites Support its local producers Creating an emotional connection between the local food and the visitors Needs to know their visitors (Relationships between Malaysian Food Image, 2010). Create supplemental activities
Fully use the media and internet to market and promote themselves (Huang, T., Lee, T., & Lee, K., 2009).
Conclusion
With such abundant food resources and long historical culture, Malaysia has its irreplaceable competitive advantages in promoting itself as a food tourism destination. However, the market is lack of popularity and commercial value in a global dimension. Efforts can be further engaged in: Building the image of Malaysia as a food tourism destination
References
Malaysian Food Can Boost Tourism Development - Malaysia. (2011). Malaysia Vacation Guide: Tours, Flights, Hotels & Travel Information - Malaysia. Retrieved from http://www.malaysia.com/news/2011/01/malaysian-food-can-boosttourism-development/ Relationships between Malaysian Food Image (2010). Tourist Satisfaction and Behavioural Intention World Applied Sciences Journal 10 (Special Issue of Tourism & Hospitality). 164-171.
Tourism Malaysia (2007), Food, Tourism Malaysia, Kuala Lumpur, Retrieved from www.travel.tourism.gov.my
Meler, M. and Cerovic, Z. (2003), Food marketing in the function of tourist product development, British Food Journal, 105(3), 175-92.
Huang, T., Lee, T., & Lee, K. (2009). Innovative e-commerce model for food tourism products. International Journal of Tourism Research, 11(6), 595-600.
Economics Intelligence Unit (EIU) (2005) Malaysia Tourism, 11 October, 2005.