International tourists’ attitudes towards street food in Malacca, Malaysia

• Published in: IOP conference series. Earth and environmental science 2021-05, Vol.756 (1), p.12016
• Main Authors: Noradzhar, B, Hamid Zuliah, A, Azmi Ain Fatihin, N, Redzuan Nursyafiqa, M, Syazwana, S
• Format: Article
• Language: English
• Subjects: Attitudes; Food; Food quality; Hygiene; Reliability analysis; Tourism; Tourists
• ISSN: 1755-1307; 1755-1315
• DOI: 10.1088/1755-1315/756/1/012016

Street food is referred to as food that is prepared or cooked, which is then sold by vendors in streets or other public locations for immediate consumption. Many locals or international tourists prefer street food rather than food served at a restaurant. The reason simply because street food offers quality food at an affordable price. This study aims to identify and examine the factors that influence the international tourists’ attitudes towards street food in Malacca. Ajzen’s Theory of Planned Behaviour (TPB) is adapted as a conceptual framework which represent four variables which are affection, hygiene, food quality and service quality. The research instrument being used to collect the data is an online questionnaire from 386 respondents among whom are the international tourists in the city of Malacca. Descriptive analysis, a reliability test and a correlational coefficient test were used to analyse the findings. The result of this study proves that affection is the most important factor in influencing international tourists’ attitude towards street food in Malacca and their intentions to revisit the city.