Fabulous Food Tourism in Malaysia

By LI JUNYAN (Cynthia) 12527091

Content
Introduction Food Tourism in Malaysia Driving Forces

SWOT Analysis of Malaysias food tourism

Further Development Conclusion References

Introduction
A well-known multicultural country: Malay, Chinese descent and Indian descent. Separated by the South China Sea into two regions Malaysia's cuisine reflects the multi-ethnic. Much of Malaysian food can be traced back to a certain culture, but they have their own identity.

(Retrieved from www.travel.tourism.gov.my)

Food Tourism in Malaysia

Combined Malay, Chinese and Indian cuisines. Various tastes, ingredients and cooking methods. Each state in Malaysia has its own different and special food items.
F&B Revenue (RM/Million)
9.5 9 8.5 8 7.5 2007 2008 2009

Retrieved from http://www.malaysia.com/news/2011/01/malaysianfood-can-boost-tourism-development/

chicken-rice-ball

Laksa

satay

rendang-daging

NasiLemak

Mee-Rebus

Nasi-Goreng

roticanai

Driving Forces
Higher requirement for dining
Changing of eating habits Globalisation

Experience economy
Advanced media technologies (Meler, M. and Cerovic, Z. , 2003)

SWOT Analysis of Malaysias Food Tourism

Strengths multi-cultural cuisines

Opportunities

global tourism industry is quickly

developing peoples requirement for life

a festival environment for food tourism

overall high quality service Weaknesses a newly developed food destination lack of marketing and promotion

standard is raising
New technologies Abundant workforce Threats currently high level of inflation Food tourism is weaker than the other tourism branches biggest competitor

Further Development
Food in Malaysia needs to be slightly changed
Concentrate on what is different and unique about Malaysian food Market itself cleverly to attract visitors and whet their appetites Support its local producers Creating an emotional connection between the local food and the visitors Needs to know their visitors (Relationships between Malaysian Food Image, 2010). Create supplemental activities

Fully use the media and internet to market and promote themselves (Huang, T., Lee, T., & Lee, K., 2009).

Conclusion
With such abundant food resources and long historical culture, Malaysia has its irreplaceable competitive advantages in promoting itself as a food tourism destination. However, the market is lack of popularity and commercial value in a global dimension. Efforts can be further engaged in: Building the image of Malaysia as a food tourism destination

Develop comprehensive marketing strategies

Travel agencies should also actively take part in Packages can be considered

(Economics Intelligence Unit (EIU), 2005)

References
Malaysian Food Can Boost Tourism Development - Malaysia. (2011). Malaysia Vacation Guide: Tours, Flights, Hotels & Travel Information - Malaysia. Retrieved from http://www.malaysia.com/news/2011/01/malaysian-food-can-boosttourism-development/ Relationships between Malaysian Food Image (2010). Tourist Satisfaction and Behavioural Intention World Applied Sciences Journal 10 (Special Issue of Tourism & Hospitality). 164-171.

Tourism Malaysia (2007), Food, Tourism Malaysia, Kuala Lumpur, Retrieved from www.travel.tourism.gov.my
Meler, M. and Cerovic, Z. (2003), Food marketing in the function of tourist product development, British Food Journal, 105(3), 175-92.

Huang, T., Lee, T., & Lee, K. (2009). Innovative e-commerce model for food tourism products. International Journal of Tourism Research, 11(6), 595-600.
Economics Intelligence Unit (EIU) (2005) Malaysia Tourism, 11 October, 2005.