Does Food Image Attribute influence The Tourist Repeat Visitation? Evidence from Malaysia

Teku Zariff B Zaeimoedin; Eraziratul Rosdi; Retnaningtyas Susanti

doi:10.47405/mjssh.v7i9.1705

Teku Zariff B Zaeimoedin Faculty of Hotel & Tourism Management, Universiti Teknologi MARA, 13500 Bukit Mertajam, Pulau Pinang, Malaysia.
Eraziratul Rosdi Faculty of Management and Information Technology, Universiti Sultan Azlan Shah, 33000 Kuala Kangsar, Perak, Malaysia.
Retnaningtyas Susanti Faculty of Tourism and Hospitality, Universitas Negeri Padang, Prof. Dr. Hamka, 25171 Padang, Sumatera Barat, Indonesia.

DOI: https://doi.org/10.47405/mjssh.v7i9.1705

Keywords: Food image, Food quality, Food price, Food taste, Tourism, Repeat visitation

Abstract

Tourism has huge contribution on economic. Most of countries compete to impress new tourist and repeated tourist to visit their tourism. Food image is said as attractive factor that influence tourist satisfaction and finally repeat visitation. However, lack of study has found it directly. Thus, objective of this study is to determine food image attributes from tourist’s perception and its relationship on their repeat visitation. Its attributes are included food quality, food price, and food taste. The study was conducted in Penang, Malaysia by a structured questionnaire of 236 repeated tourists. Findings show that food quality, food price, and food taste have significant correlation with tourist repeat visitation. The better food quality, unique with local ingredient will increase the chances of tourist repeat visitation to that place. It is balancing with reasonable, appropriate and valuable price. Some recommendations offer to assist restaurateur and also destination marketers to develop their strategies in increasing tourist repeat visitation.

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Author Biography

Retnaningtyas Susanti, Faculty of Tourism and Hospitality, Universitas Negeri Padang, Prof. Dr. Hamka, 25171 Padang, Sumatera Barat, Indonesia.

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