CULINARY CHARMS: UNRAVELLING HOW FOOD IMAGE FACTORS AFFECT TOURISTS’ SATISFACTION IN PENANG

Abstract

This study aims to investigate the relationship between food image factors and tourist satisfaction in Penang, Malaysia. Penang is renowned for its rich culinary culture and diverse cuisine, making it a popular destination for food tourism. However, little is known about how food image factors impact the satisfaction of tourists who visited Penang for its culinary offerings. To address this gap, this study has collected data from a sample of tourists who have recently visited Penang and statistical analysis is used to examine the relationship between food image factors (i.e., cleanliness, taste, location, price, and food features) towards tourists’ satisfaction. Multiple regression analysis was used to analyse the data with mixed results. Limitations and recommendations are discussed to assist future researchers in improving the quality of their research in related fields.