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Fabulous Food Tourism

in Malaysia

By

LI JUNYAN (Cynthia)

12527091

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Content

Introduction

Food Tourism in Malaysia

Driving ForcesSWOT Analysis of Malaysia’s foodtourism

Further Development

Conclusion

References

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Introduction• A well-known multicultural

country: Malay, Chinesedescent and Indian descent.

• Separated by the South

China Sea into two regions

• Malaysia's cuisine reflectsthe multi-ethnic.

•Much of Malaysian food canbe traced back to a certainculture, but they have their 

own identity. (Retrieved fromwww.travel.tourism.gov.my)

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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.

7.5

8

8.5

9

9.5

2007 2008 2009

F&B Revenue (RM/Million)

Retrieved fromhttp://www.malaysia.com/news/2011/01/malaysian-food-can-boost-tourism-development/

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Laksa satay沙爹

Mee-Rebus马来捞

面

chicken-rice-ball

Nasi-Goreng椰浆炒饭

rendang-daging椰浆牛肉咖喱

NasiLemak椰浆饭

roticanai印度煎饼

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Driving Forces

Higher requirement for dining

Changing of eating habits

Globalisation

Experience economy

Advanced media technologies

(Meler, M. and Cerovic, Z. , 2003)

SWOT A l i f

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SWOT Analysis of Malaysia’s FoodTourism

Strengths

multi-cultural cuisines

a festival environment for

food tourism overall high quality

service

Weaknessesa newly developed fooddestination

lack of marketing andpromotion

Opportunities

global tourism industry is quickly

developing people’s requirement for life

standard is raising

New technologies

Abundant workforce

Threats

currently high level of inflation Food tourism is weaker than the

other tourism branches

biggest competitor

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Further Development Food in Malaysia needs to be slightly changed

Concentrate on what is different and unique about Malaysianfood

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).

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Conclusion

With such abundant food resources and long historical culture,

Malaysia has its irreplaceable competitive advantages inpromoting itself as a food tourism destination.

However, the market is lack of popularity and commercial value ina 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)

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References

Malaysian Food Can Boost Tourism Development - Malaysia. (2011). Malaysia

Vacation Guide: Tours, Flights, Hotels & Travel Information - Malaysia. Retrievedfrom http://www.malaysia.com/news/2011/01/malaysian-food-can-boost-tourism-development/

Relationships between Malaysian Food Image (2010). Tourist Satisfaction andBehavioural Intention World Applied Sciences Journal 10 (Special Issue of 

Tourism & Hospitality). 164-171.

Tourism Malaysia (2007), Food, Tourism Malaysia, Kuala Lumpur, Retrievedfrom www.travel.tourism.gov.my

Meler, M. and Cerovic, Z. (2003), “Food marketing in the function of touristproduct development”, British Food Journal, 105(3), 175-92.

Huang, T., Lee, T., & Lee, K. (2009). Innovative e-commerce model for foodtourism products. International Journal of Tourism Research, 11(6), 595-600.

Economics Intelligence Unit (EIU) (2005) Malaysia Tourism, 11 October, 2005.