Quee-Ling Leong, Shahrim Ab Karim, Khairil Wahidin Awang and Ainul Zakiah Abu Bakar
The purpose of this study is to provide an integrated model to explain the simultaneous impact of gastronomy and destination attractiveness on tourist behaviour.
Abstract
Purpose
The purpose of this study is to provide an integrated model to explain the simultaneous impact of gastronomy and destination attractiveness on tourist behaviour.
Design/methodology/approach
A cross-sectional survey was conducted in Melaka and Penang, Malaysia, targeting international tourists. Structural equation modelling analysis was used to examine and explain the relationships hypothesized in the proposed model.
Findings
The fit indices indicated the model structure was satisfactory. Examination of the specific paths in the model indicated that gastronomy attractiveness was positively associated with destination attractiveness and tourist behaviour. Meanwhile, the effect of tourists’ variegated gastronomy affection on the perceived attractiveness of a destination and the area’s gastronomy produced mixed results.
Research limitations/implications
The study contributed to the theoretical understanding of two important theories which are recreation specialization and attitude in the context of gastronomy tourism. The linkages in the model were empirically supported by statistical analyses.
Practical implications
The varying degrees of gastronomy affection amongst tourists can be used as an input to examine tourist behaviour within the gastronomy tourism context while simultaneously highlighting the importance of gastronomy to tourist destinations.
Social implications
The findings of this study are also deemed to assist destination marketers who observe that tourists have become more demanding in search of unique experiences offered by destinations. Based on the hypothesized model, tourists’ past gastronomy experience was a superior predictor than gastronomy involvement and knowledge on perceived gastronomy attractiveness which sequentially elevate tourist’s perceived destination attractiveness.
Originality/value
The study provided an integrated model for predicting tourist behaviour using tourists’ gastronomy affection.
Details
Keywords
Kashif Hussain, Abdul Murad Ahmad, Neethiahnanthan Ari Ragavan and Quee Ling Leong
The purpose of this paper is to present a briefing on milestones of Malaysia Centre of Tourism and Hospitality Education (MyCenTHE) regarding its role as a nation-building…
Abstract
Purpose
The purpose of this paper is to present a briefing on milestones of Malaysia Centre of Tourism and Hospitality Education (MyCenTHE) regarding its role as a nation-building exercise in developing human capital talent for future sustainable hospitality and tourism in Malaysia. Under a national initiative by the ministry of education, hospitality and tourism educational institutes in the country have set out to better prepare graduates for industry. MyCenTHE aspires to build a hospitality and tourism cluster (threefold) so that Malaysia is able to increase its annual output of hospitality and tourism personnel from 20,000 in 2009 to 50,000 in 2020 and increase the share of graduates with diploma- or degree-level awards from 13% to 50% by 2020. These expectations can only be achieved by creating a sustainable pool of workers for this sector. It was in this context for which “MyCenTHE” was conceived.
Design/methodology/approach
The current study is based on documentary analysis of secondary sources, qualitative in nature, and presents a case study of MyCenTHE with its key accomplishments in promoting hospitality and tourism education in Malaysia.
Findings
The hospitality and tourism industry in Malaysia is set to create 600,000 new job opportunities and in so doing, will need many more skilled, work-ready graduates in the coming decade. This paper highlights the collective efforts of the private higher education sector together with some selected public institutions (polytechnics) under the umbrella of the ministry of education through the MyCenTHE platform in promoting hospitality and tourism education nationwide via national awareness campaigns, conferences, skill competitions, seminars, forums and corporate social responsibility projects.
Originality/value
This paper is of value in its own context and in particular support from ministry and related authorities, 26 institutions of higher education working together, approaches to hundreds of local schools and thousands of audiences/participants in awareness campaigns.
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Keywords
Kashif Hussain, Neethiahnanthan Ari Ragavan, Thienming Tang, Low Chris Kam Loong and Richard Teare
The purpose of this paper is to profile the Worldwide Hospitality and Tourism Themes theme issue “The way forward: how is Malaysian hospitality and tourism education working with…
Abstract
Purpose
The purpose of this paper is to profile the Worldwide Hospitality and Tourism Themes theme issue “The way forward: how is Malaysian hospitality and tourism education working with industry?” with reference to the experiences of the theme editors and writing team.
Design/methodology/approach
Structured questions were used to enable the theme editors to reflect on the rationale for the theme issue question, the starting point, the selection of the writing team and material and the editorial process.
Findings
Malaysia’s hospitality and tourism industry is facing an acute shortage of skilled employees, accentuated by the fact that jobs in the industry are not broadly appealing to Malaysians.
Practical implications
The hospitality and tourism industry in Malaysia wants to employ graduates with a professional attitude and mindset, and to secure this objective, a greater focus on work-based learning is needed.
Originality/value
The paper draws on discussion and applied research to explore the hospitality and tourism industry–education collaboration in Malaysia and the ways in which employability and retention can be enhanced by a greater emphasis on work-based learning.