Gastronomy tourism refers to journeys to specific locations where local food and beverages are the primary motivators for travel, with the aim of tasting specific foods (typically local). This current study intended to investigate the factors that influence tourists’ satisfaction in Penang’s food and beverage industry during the post Covid-19 pandemic era. It also intended to determine the relationship between service quality, travel destination, and memorable experiences with tourists’ satisfaction. Data collection was via an online survey (Google form) involving 384 respondents identified using a judgmental sampling approach. Findings indicate that all the hypotheses are supported. A strong positive linear relationship between the variables and tourists’ satisfaction was also found. Finally, gastronomy tourists travelling to Penang were satisfied with the service provided in Penang, it was a peaceful tourist destination and had provided memorable experiences. Therefore, these findings indicate that the food and beverage industry in Penang has a positive impact on gastronomy tourists.
Abhari, S., Jalali, A., Jaafar, M., & Tajaddini, R. (2021). The impact of Covid-19 pandemic on small businesses in tourism and hospitality industry in Malaysia. Journal of Research in Marketing and Entrepreneurship.
Angmalisang, S. I. (2021). The measurement of service quality at Linow lake tourist attraction using servqual method. International journal of Tourism and hospitality in Asia Pasific (IJTHAP), 4(2), 1-12.
Antón, C., Camarero, C., Laguna, M., & Buhalis, D. (2019). Impacts of authenticity, degree of adaptation and cultural contrast on travellers’ memorable gastronomy experiences. Journal of Hospitality Marketing & Management, 28(7), 743-764.
Awan, M. I., Shamim, A., & Ahn, J. (2020). Implementing ‘cleanliness is half of faith’in re- designing tourists, experiences and salvaging the hotel industry in Malaysia during COVID-19 pandemic. Journal of Islamic Marketing.
Balderas-Cejudo, A., Patterson, I., & Leeson, G. W. (2019). Senior Foodies: A developing niche market in gastronomic tourism. International Journal of Gastronomy and Food Science, 16, 100152.
Batat, W., Peter, P. C., Moscato, E. M., Castro, I. A., Chan, S., Chugani, S., & Muldrow, A. (2019). The experiential pleasure of food: A savoring journey to food well-being. Journal of Business Research, 100, 392-399 beyond: A thorough review. International Journal of Gastronomy and Food
Cetin, G. (2020). Experience vs quality: predicting satisfaction and loyalty in services. The Service Industries Journal, 40(15-16), 1167-1182.
Chen, X., & Voigt, T. (2020). Implementation of the Manufacturing Execution System in the food and beverage industry. Journal of FoodEngineering, 278, 109932.consumption— understanding Italian tourists’ Motivations. Sustainability, 11(17), 4588 Culinary tourism experiences in agri-tourism destinations and sustainable
Das, S. S., & Tiwari, A. K. (2021). Understanding international and domestic travel intention of Indian travellers during COVID-19 using a Bayesian approach. Tourism Recreation Research, 46(2), 228-244.
Hanafiah, M. H., Jasmi, A. F., Razali, A. H. M., & Sulaiman, M. S. (2019). The structural relationships of experience quality, tourist satisfaction and destination loyalty: the case of Pangkor Island, Malaysia. Journal of Nusantara Studies (JONUS), 4(1), 186-210
Jeyacheya, J., & Hampton, M. P. (2020). Wishful thinking or wise policy? Theorising tourism-led inclusive growth: Supply chains and host communities.World Development, 131, 104960.
Kinasih, S., & Usman, O. (2021). Effect of Service Quality, Product Quality, and Purchase Decisions on Go-Food Customer Loyalty. Product Quality, and Purchase Decisions on Go-Food Customer Loyalty (January 16, 2021).
Lon?ari?, D., Periši? Prodan, M., & Dla?i?, J. (2021). Memorable Tourism Experiences Inspired By The Beauty Of Nature. Tourism and hospitality management, 27(2), 315- 337.
Lu, C. S., Weng, H. K., Chen, S. Y., Chiu, C. W., Ma, H. Y., Mak, K. W., & Yeung, T. C. (2020). How port aesthetics affect destination image, tourist satisfaction and tourist loyalty?. Maritime Business Review.
Mertens, G., Gerritsen, L., Duijndam, S., Salemink, E., & Engelhard, I. M. (2020). Fear of the coronavirus (COVID-19): Predictors in an online study conducted in March 2020. Journal of anxiety disorders, 74, 102258.
Mohamad, M., Ab Ghani, N. I., & Nasir, M. M. (2019). The impact of perceived value, destination service quality and tourist satisfaction on destination loyalty among international tourists visiting Malaysia. Journal of Tourism, 4(16), 10- 26.
Mohamed, M. E., Hewedi, M., Lehto, X., & Maayouf, M. (2019). Marketing local food and cuisine culture online: a case study of DMO’s websites in Egypt. International Journal of Tourism Cities.
Neuburger, L., & Egger, R. (2021). Travel risk perception and travel behaviour during the COVID-19 pandemic 2020: A case study of the DACH region. Current Issues in Tourism, 24(7), 1003-1016
Pai, C. K., Liu, Y., Kang, S., & Dai, A. (2020). The role of perceived smart tourism technology experience for tourist satisfaction, happiness and revisit intention. Sustainability, 12(16), 6592
Pavlidis, G., & Markantonatou, S. (2020). Gastronomic tourism in Greece and
Rasoolimanesh, S. M., Seyfi, S., Hall, C. M., & Hatamifar, P. (2021). Understanding memorable tourism experiences and behavioural intentions of heritage tourists. Journal of Destination Marketing & Management, 21, 100621
Ratnasari, R. T., Gunawan, S., Mawardi, I., & Kirana, K. C. (2020). Emotional experience on behavioral intention for halal tourism. Journal of Islamic Marketing
Roslan, Z. B., Ramli, Z., Razman, M. R., Asyraf, M. R. M., Ishak, M. R., Ilyas, R. A., & Nurazzi, N. M. (2021). Reflections on local community identity by evaluating heritage sustainability protection in Jugra, Selangor, Malaysia. Sustainability, 13(16), 8705. Science, 21, 100229.
Seyfi, S., Hall, C. M., & Rasoolimanesh, S. M. (2020). Exploring memorable cultural tourism experiences. Journal of Heritage Tourism, 15(3), 341-357.
Sthapit, E., Piramanayayagam, S., & Björk, P. (2020). Tourists' motivations, emotions, and memorable local food experiences. Journal of Gastronomy and Tourism, 5(1), 17-32
Testa, R., Galati, A., Schifani, G., Di Trapani, A. M., & Migliore, G. (2019).
Tuerlan, T., Li, S., & Scott, N. (2021). Customer emotion research in hospitality and tourism: conceptualization, measurements, antecedents and consequences. International Journal of Contemporary Hospitality Management
Wen, J., Kozak, M., Yang, S., & Liu, F. (2020). COVID-19: potential effects on Chinese citizens’ lifestyle and travel. Tourism Review
Zhang, T., Chen, J., & Hu, B. (2019). Authenticity, quality, and loyalty: Local food and sustainable tourism experience. Sustainability, 11(12), 3437.
Sahrulrazi, N. H., Mashuri, M. A., Zaeimoedin, T. Z., Lahap, J., Said, N. M., & Mahat, F. (2024). Gastronomic Tourism: Factors that Affect Tourists’ Satisfaction in Penang’s Food and Beverage Industry During the Post Covid-19 Pandemic Era. International Journal of Academic Research in Business and Social Sciences, 14(11), 828–842.
Copyright: © 2024 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
