UPSI Digital Repository (UDRep)
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UPSI Digital Repository (UDRep)
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| Abstract : Perpustakaan Tuanku Bainun |
| This study investigates the impact of gastronomic tourism attributes on the sustainability of the hospitality industry in Malaysia, drawing insights from local tourists, hospitality and tourism lecturers, and industry professionals. Employing a mixed-method approach, the research was conducted in two phases: a site survey and in-depth interviews. The first phase involved a quantitative survey of 983 respondents, selected using stratified random sampling from a population of 1,061 based on Krejcie and Morgan_s sample size table. The objective was to assess awareness and perceptions of gastronomic tourism and its influence on the Malaysian hospitality sector. Descriptive and inferential statistical analyses, including ANOVA, correlation, and regression, were applied to the survey data. The findings indicate moderate awareness among participants regarding gastronomic tourism (M=3.78) and the hospitality industry (M=3.97). ANOVA results revealed significant differences in perceptions based on age, education, income, and occupation. Correlation analysis identified local food content (r = 0.43) as the strongest predictor of hospitality sustainability, followed by cuisine type and cultural representation (r = 0.31), food and beverage attributes (r = 0.22), preparation methods (r = 0.15), preferences (r = 0.14), and availability (r = 0.05). The regression was statistically significant (R2 = 0.42, F (5, 977) = 0.650 , p |
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