Understanding Motivational Factors Towards International Tourists' Food Consumption Intention of Malaysian Cuisines

Eating holds significant importance for tourists and travellers, as it is an essential activity. Food utilised in promotional media to attract a particular destination – one reason international travel. This study looks into the elements that influence tourists' consumption of Malaysian cuisine while travelling. very complex decision-making process involving person's motivational factors, associated with food including physical, cultural, interpersonal, prestige motivators. Data were collected using self-administered surveys 398 who visited Malaysia. The results demonstrate positive relationship between factors toward tourist intentions. Thus, shows experiences consuming local cuisines enable create unforgettable memories. These memories further enhance their identification or strong attachment attractions behavioural intention.