This study investigates the factors influencing heritage food tourists’ behavioural intentions and perceived destination image based on how heritage food consumption and experiential value affect their behavioural intention. A sample of 336 tourists was surveyed in Terengganu, Malaysia. The study hypotheses were investigated using partial-least square-structural equation modelling (PLS-SEM). The results demonstrate that consumption and experiential value significantly predict tourists’ attitudes. In addition, their favourable attitude towards food significantly stimulates their perception of Terengganu's destination image and behavioural intention. This study demonstrates the importance of local food consumption value on tourists’ perceptions and behaviour, which is especially important in the promotion of heritage food tourism. The findings suggest ways for managers and practitioners in the culinary tourism industry to strategically market their offerings in order to increase demand for food tourism.

This research paper evaluates the commitment, attitude, and performance of various stakeholders, particularly the local government authorities, academic institutions, local businesses, media, and private sector, in the sustainable development of tourism villages. Quantitative data were collected through a survey questionnaire to gather perceptions and feedback from 384 tourism awareness group leaders in the province of West Sumatra, Indonesia. This study employs Partial Least Squares–Structural Equation Modeling (PLS-SEM) to test the hypotheses. The findings indicate that stakeholders’ commitment, attitude, and performance exert a strong influence on sustainable tourism villages. In addition, community culture moderates the relationship between the attitudes of stakeholders and sustainable tourism villages as opposed to the stakeholders’ commitment and performance. These findings provide valuable insights and far-reaching consequences for stakeholders, tourism village heads, and the community. There is a need to continuously enhance a comprehensive plan for sustainable tourism, one that goes beyond cultural implication and incorporates a broader range of influencing factors.

The study’s primary purpose is to investigate customer brand personality’s effect on their dining experience and satisfaction at luxury hotel restaurants in Malaysia. Also, this study tests the mediation effect of dining experience on the brand personality and satisfaction interrelationship. A structured survey gathered empirical data from 482 luxury hotel restaurant customers. The AMOS software evaluated the research model using structural equation modelling (SEM). This study verifies that customer brand personality positively and significantly affects their dining experience and eventually influences their satisfaction with the luxury hotel restaurant services. The study findings suggest that dining experience significantly mediates the relationship between customer brand personality and satisfaction. As the brand personality concept has received considerable attention within the current business realm, these results are interesting for restaurant managers and business owners. Besides enriching the literature, this study provides essential theoretical and practical significance for restaurant owners to gain a competitive advantage through dining experience and customer brand personality characteristics.

This paper qualitatively explores the transference process of the Malay traditional gastronomy knowledge and practices among three generations of women. The study’s respondents are ninety-six (96) women from thirty-two (32) sets of three family generations comprised of grandmothers, mothers, and daughters. This study found that despite modernization and the abundance of convenience food products, the Malay traditional gastronomy knowledge and practices’ transference is still practised among the Malay generations. The pre-preparation processes, cooking processes, cooking skills, and eating decorum are the gastronomy knowledge and practices transferred through the generation. This paper highlights that mother remained the primary source of traditional gastronomy learning for the next generation.

Purpose – This paper reports the empirical investigation on the causal relationship between perceived importance of dark tourism product and tour operators’ action behavior. The tour operator’s perceived importance of dark tourism attributes and how they translate their perception into action behavior was explored. The lack of support promotional activities from the travel agencies are probably the main reasons this product has yet reached its potential. Method – The sample populations were the tour operators that selling inbound and domestic tour packages in Malaysia and the required information was gathered through a self-administered questionnaire based on the purposive judgmental sampling methodology. Findings – Through a series of analyses, the results show that despite the availability of dark tourism products in Malaysia, tour operators have not aggressively promoted these sites. Minimal business profit, diseconomies of scale demand and limited resources was found to influence their unenthusiastic behaviour. Originality – This study provides useful insights into the attributes, the perceptions and evaluations of the dark tourism products by the tour operators. The outcome of this study can be used as a guide for the tourism industry policy makers to develop more efficient marketing and positioning strategies.

Airbnb is a new concept which are using sharing economy as a platform have been accepted in the tourism industry all over the world. The company who was established in 2009 is a testament to the growing popularity of collaborative consumption and has turned the perspective of transaction objective over. This article explores the emergence of Airbnb from all over the world and the current phenomenon of such platform in Malaysia. Such sharing business model is still in its infancy stage; therefore, the study will provide an initial investigation of peer to peer accommodation in Malaysia.