Motives for food choice among international tourist in Melaka / Najma Izyan Zakaria, Nurul Nabila Mohd Yasin and Mimi Nazira Mahdhar

Tourism Malaysia indicates food as a major antecedent in attracting International tourists for their travelling purpose to this country. This study was conducted to determine the most influential factor among international tourist regarding their food selection around Melaka and to survey the most selectable heritage food among international tourist in Melaka. A Food Choice Questionnaire (FCQ), an instrument that measures the reported importance of nine factors underlying food choice was administrated to a representative sample of 100 respondents in Bandar Hilir Melaka. By having a fifteen heritage food which is in Melaka specialities, the frequency analysis revealed that the most selectable heritage food is sate followed by roti canai. The most important factors reported are health, sensory appeal, mood, also convenience and least important are familiarity by using mean score analysis.