Food Tourism Case Study

Similar results reported in a study by Liang (2012), Lin and Chen (2006) and Park and Moon (2003) investigating the link between consumer involvement and knowledge. For instance, Liang (2012) found a positive significant relationship between consumer involvement and knowledge with regard to tea beverages (β=0.280,p=0.01) which strongly supported the research hyphotheses, H3. The collaborative affiliation among product knowledge and product involvement has been confirmed in another study by Lin and Chen (2006), which evidencely shows the great impact of involvement on knowledge among Taiwanese consumers towards catering and insurance services in that nation. Undeniably, higher level of involvement aided tourists in gaining more knowledge …show more content…
The positive image of a food tourism destination is a cue to welcome more future visitors, thus doubling the profit margin in the tourism sector. Spreading knowledge and information to the tourists is not an encumbrance if each personnel who involves in tourism sector knows how to play the role of educator as “knowledge purveyor”. For illustration, local tour guide is the main source to convey information as they act as the intercultural mediator to enhance the knowledge of international tourists about a destination. (Zhu Hua 2014 p. 86). Additionally, as delineated by (Horng & (Simon) Tsai, 2010), “marketers need to have a very good knowledge of the local cuisine, the local foods and food culture to the establishment of a strong ‘‘image’’ and ‘‘brand name of a tourism destination. Other than that, the most popular sources of information through digital marketing nowadays are from social media (Hjalager, 2004; Kivela & Crotts, 2005) like Facebook, Instagram, blogs, twitter, vlogs which seemes to ve very close to tourists. Plus, government tourism official website has extremely played a crucial role to promote heritage and food culture (Horng & (Simon) Tsai, 2010) globally. At the same time, effective …show more content…
Likewise, ‘tourist gaze’for extraordinary, looking to escape from daily routine experiences during their holiday at a tourism destination (Steinmetz, 2010) Cultural food involvement in tourism destination related to heritage food could be delivered to foreign visitors by providing authentic multi-ethnic dining atmosphere such as establishing plenty of Malaysian ethnic restaurant (Karim et al, 2009; Kivela & Crotts, (2005), create as much edutainment tourist activities such as the specialty cooking preparation class hust by celebrity chefs, souvenirs, and food festivals (Hu,