Study of the Relation on Cultural Identity, Food Image, and Behavioral Intentions － A Case of Malaysia

• Main Authors: ONG HOAI NI, 王慧妮
• Other Authors: CHEN, KAUI-HWANG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/zp3kf5

碩士 === 靜宜大學 === 觀光事業學系 === 107 === In recent years, the number of Taiwanese visiting Malaysia has grown rapidly. The aim of this study is to explore the impacts of the Malaysian trip on cultural identity, food image and behavioral intentions A convenience sampling was utilized via paper and electronic questionnaires to collect data. Taiwanese who were more than 20 years old were investigated. Overall, 417 valid questionnaires were returned and analyzed. The results of the statistical analysis indicated that Malaysia cultural identity has a positive significant effect on food image and behavioral intentions; moreover food image has a positive significant effect on behavioral intentions. In addition, variance analysis show that a part of the demographics experience background such as tourist visits to Malaysia, food tastings, dining experiences in Malaysian restaurants and their consumption frequency in restaurant are significant different in factors and dimensions of Malaysia cultural identity, food image and behavioral intentions. In summary, the present study suggest that tourism and hospitality industry should strengthening peoples identity of Malaysian culture and deepening their food image; improve their cultural identity of Malaysia, in order to achieve the effect of food consumption intentions; deepen peoples food image of Malaysia, improve their food consumption intentions; enriching their experience in Malaysia, enhance cultural identity, food image and behavioral intentions in the country.