The effect of perceived food image and overall satisfaction among tourists in Kota Kinabalu

Ling, Swee Nian (2011) The effect of perceived food image and overall satisfaction among tourists in Kota Kinabalu. Masters thesis, Universiti Malaysia Sabah.


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Niche tourism becomes another trend to differentiate within countries in competitive tourism industry. Despite the substantial rise of food as tourism product, the study aims to investigate the effects of perceived food image on food and service quality, attraction and variety of food, price of food and food specialty and uniqueness and overall satisfaction among tourists in Kota Kinabalu by applying Expenctancy Disconfirmation Theory. The moderating factors (i.e age, gender, nationality) also investigated among the relationship of perceived food image and overall satisfaction. A total of 206 respondents were used and the statistical result revealed that overall satisfaction of tourists can be explained by 66.9 percents of perceived food image by four independent variables. All the four variables of perceived food image are significant positive relationship with overall satisfaction (p<0.05). However, there is no moderating effect found among the moderator (age, gender and nationality). The findings of this study will not only help practitioners in tourism to understand the perceived food image, but also provides insight into research on hospitality and gastronomy. The implication will be very useful for the stakeholder especially food supplier, food provider as well as government agencies in tourism department in Sabah and Malaysia.

Item Type: Thesis (Masters)
Keyword: tourism industry, stakeholder, food supplier, niche, Expenctancy Disconfirmation Theory
Subjects: G Geography. Anthropology. Recreation > G Geography (General). Atlases. Maps
Date Deposited: 03 Dec 2013 12:18
Last Modified: 12 Oct 2017 11:01

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