A study of food tourism: The potential for activating business in Malaysia - Theory and Practice in Hospitality and Tourism Research - page 468

programs were subsequently held in 2007, 2008
and 2012 to promote Malaysian culture, heritage,
traditional music, and crafts particularly delicious
and mouthwatering Malaysian food that, definitely,
mesmerizes the tourists and visitors (Ministry of
Tourism and Culture Malaysia, 2013b). Ministry of
Tourism, Malaysia also distributes Best Fabulous
Food 1 Malaysia every year (Ministry of Tourism
and Culture Malaysia, 2013a). Furthermore, the
ministry is also launching corporate stamps depict-
ing various Malaysian tourist landmarks as well
as its fabulous food such as dim sum, nasi lemak,
roti canai, and satay to promote tourist activities in
Malaysia that will also generate revenue. Therefore,
such features present the essence of Malaysia vigor-
ously, which are popular amongst local and foreign
tourists as well (Ministry of Tourism and Culture
Malaysia, 2012). New Voyage Magazine recognizes
Malaysia as the most charming and fascinating
destination in 2013 for tourists and visitors. One of
the most popular visiting sites, Penang Island, was
recognized due to its marvelous architecture, rich
history and delicious food and also a UNESCO
world heritage site (Ministry of Tourism and Cul-
ture Malaysia, 2013a).
Another healthy activity; The Malaysian Rice
Plates Project launched by Ministry of Tourism,
captured the attention of 60 Malaysian artists who
showed their worth by creating individual artwork
on rice plates inspired by the Malaysian currency.
Such type of contests and activities encourages the
food stallers to enhance and promote their food
through food tourism (Ministry of Tourism and
Culture Malaysia, 2012).
Moreover, food marketing encourages entre-
preneurship that stimulates the food production
activities to sell the local products to the locals
and tourists. For example hawker food industry in
Malaysia, currently, is flourishing rapidly. There-
fore, more improvements can be made to elevate
the strength and reduce the weakness, particularly
in promotion strategies in line with the current
trends of food and tourism business even though
the Ministry of Malaysia is already aggressively
promoting the Malaysia's unique local cuisine via
the Ministry's Fabulous Food 1 Malaysia (Minis-
try of Tourism and Culture Malaysia, 2013a).

Malaysian contexts. Millions of visitors and tour-
ists visit Malaysia every year. They enjoy Malay-
sian foods and drinks during their stay in Malaysia.
They love Malaysian food uniqueness. Therefore, a
variety of fabulous and delicious foods in Malaysia
are one of the factors to promote tourist activities
and tourism business as well.
In view of the above discussion, it is the need
of the hour to improve the standards and qual-
ity of food items to be provided to the tourists
during tourist activities so that the tourists may
achieve the desired excitement, relaxation, escap-
ism, status, and lifestyle. Therefore, the govern-
ment should show its effectiveness and efficiency
in regulating food quality and safety and providing
food safety regulations/ guidelines, training, licens-
ing, and relocation in order to facilitate the tourists
in a better way.
Innovative food trials should be planned based
on regions, communities, and distinct specialties
of state in order to attract tourists for local delica-
cies and promote tourist activities in Malaysia. The
food preservation process should also be upgraded
in this respect. The Malaysian culinary, with the
mixture of Malay, Chinese, and Indians, is a signif-
icant aspect of tourism because it has a potential to
enhance tourism and business in Malaysia (Ling,
et al., 2010). Therefore, it should be promoted to
a great extent along with the tourist destinations
in order to generate revenue and to boost up the
Malaysian economy. Hawker food industry should
also be improved that can contribute to boost up
tourism and the Malaysian economy.
Finally, similar studies should be carried out in
order to investigate the other aspects of tourism
such as activities, engaging tourists in visiting the
museum, going shopping, attending music and/or
film festivals and participating in common outdoor
recreation in conjunction with food tourism that
will assist to promote tourism, business and hos-
pitality industry in Malaysia. Other studies such
as food tourism in urban and rural areas and con-
sumer behavior should also be done to improve the
food tourism and tourism business in Malaysia.

REFERENCES

Abdullah, L. & Asngari, H. (2011). Factor analysis
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Ashley, C. & Haysom, G. (2006). From philanthropy
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Boo, N., Chia, G., Wong, L., Chew, R., Chong, W. &
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6 CONCLUSION AND IMPLICATIONS

Food is a basic need for human beings provide
energy. It fulfills the basic requirements to obtain
nutrients for the human body to keep it healthy, fit,
and physically strong. Food supply regulates the
various processes in the human body. With regard
to the role of food in tourism, it is a significant
element to attract and entertain the tourists in the