Open AccessInternational tourists’ attitudes towards street food in Malacca, Malaysia
Author(s) -
B Noradzhar,
A Hamid Zuliah,
N Azmi Ain Fatihin,
M Redzuan Nursyafiqa,
S Syazwana
Publication year - 2021
Publication title -
iop conference series. earth and environmental science
Language(s) - English
Resource type - Journals
eISSN - 1755-1307
pISSN - 1755-1315
DOI - 10.1088/1755-1315/756/1/012016
Subject(s) - affection , marketing , business , test (biology) , quality (philosophy) , theory of planned behavior , advertising , descriptive statistics , food hygiene , consumption (sociology) , psychology , geography , food safety , control (management) , sociology , food science , economics , social psychology , paleontology , philosophy , statistics , chemistry , social science , management , mathematics , epistemology , biology
Street food is referred to as food that is prepared or cooked, which is then sold by vendors in streets or other public locations for immediate consumption. Many locals or international tourists prefer street food rather than food served at a restaurant. The reason simply because street food offers quality food at an affordable price. This study aims to identify and examine the factors that influence the international tourists’ attitudes towards street food in Malacca. Ajzen’s Theory of Planned Behaviour (TPB) is adapted as a conceptual framework which represent four variables which are affection, hygiene, food quality and service quality. The research instrument being used to collect the data is an online questionnaire from 386 respondents among whom are the international tourists in the city of Malacca. Descriptive analysis, a reliability test and a correlational coefficient test were used to analyse the findings. The result of this study proves that affection is the most important factor in influencing international tourists’ attitude towards street food in Malacca and their intentions to revisit the city.