Gastronomy, Tourism, and the Soft Power of Malaysia

This review article examines the link between tourism and soft power in view of five (four proposed by Ooi) interlinked ways (approaches). It also looks whether Malaysia (as a case study) by using the soft power approaches has achieved the desired outcomes or not. The article found that Ooi’s approach is adequate to analyze a country’s tourism policy, strategies, tourists’ perceptions, and the outcomes of tourism. However, it has ignored the independent role of gastronomy, the business-enabling environment, recognition of the cultural and natural sites as world heritage, and methodological approach to address negative stereotypes against other nationalities. The article also maintains that Malaysia has efficiently used the soft power approach and maximally received benefits from it without the use of coercive powers. This research offers insight into different power tools applied in a variety of contexts which shape the image of the country.