Touring destination and intention to consume indigenous food: A case of Kadazan-Dusun food in Sabah

Abstract

Purpose

The purpose of this paper is to examine the factors influencing Sabah’s indigenous food consumption, namely Kadazan-Dusun food, among tourists from China, Europe and Malaysia (non-Sabahans).

Design/methodology/approach

Survey forms were distributed to tourists from China, Europe and Malaysia using purposive sampling at tourist spots in Sabah, Malaysia. In total, 254 responses were collected, and the data were analyzed using the partial least squares structural equation modeling (PLS-SEM).

Findings

The findings demonstrate that tourists from China and Europe possess some similarities in consuming indigenous food in Sabah. They enjoy trying indigenous food even they are not familiar with the food. Additionally, our findings also show that tourists from China regard sensory appeal as an important aspect of food choice. Meanwhile, it is found that convenience and mood influence Malaysian’s choice of indigenous food.

Originality/value

This study provides insights regarding Sabah’s Kadazan-Dusun food consumption from foreign and domestic tourists’ perspectives. As such, it also provides direction to the local eateries and relevant tourism authorities to better promote indigenous food to foreign and domestic tourists.

Citation

Fam, K.-S., Syed Annuar, S.N., Tan, K.L., Lai, F.H. and Ingko, I.A. (2020), "Touring destination and intention to consume indigenous food: A case of Kadazan-Dusun food in Sabah", British Food Journal, Vol. 122 No. 6, pp. 1883-1896. https://doi.org/10.1108/BFJ-08-2019-0635