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首页> 外文期刊>British Food Journal >When in Rome, do as the Romans do: Factors influencing international students' intention to consume local food in Malaysia
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When in Rome, do as the Romans do: Factors influencing international students' intention to consume local food in Malaysia

机译：在罗马时，就像罗马人一样：影响国际学生意图在马来西亚消费当地食物的因素

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PurposeInternational students are considered as a huge and potentially lucrative segment for various products of the tourism industry in Malaysia. One of the tourism products is the local food they consume. The purpose of this paper is to investigate key factors that contribute to international students' intention to consume Malay food. Drawing on the theory of planned behavior (TPB), the present study examines the impact of attitude, subject norm and perceived behavioral control (PBC) on international students' intention to consume Malay food.Design/methodology/approachA quantitative approach using self-administered questionnaire was adopted. A total of 163 samples were collected from international students studying in five different Malaysian higher education institutions. A partial least squares structural equation modeling technique was used to test the hypothesized model.FindingsThe findings highlight that attitude, subject norms and PBC significantly motivate international students to consume local food. The subject norm toward consuming local food was revealed as the strongest predictor of international students' intention to consume Malay food.Originality/valueAlthough this is one of the early studies that uses the TPB in assessing the factors that influence international students' intention to consume local food, this paper is driven by and aimed for practical consideration and thus making a significant contribution to practice. Specifically, the findings of the present study provide important implications for tourism industry practitioners to plan and implement initiatives that may promote local food among international students studying in Malaysian institutions.
机译：目的国际学生被认为是马来西亚旅游业各种产品的巨大而潜在的利润分段。其中一个旅游产品是他们消费的当地食物。本文的目的是调查有助于国际学生占用马来食品的关键因素。绘制计划行为理论（TPB），本研究审查了态度，主题规范和感知行为控制（PBC）对国际学生的意图对马来食品的意图的影响。使用自我管理的Design/methodology/approacha定量方法调查问卷是通过的。从国际学生中收集了163个样本，在五个不同的马来西亚高等教育机构学习的国际学生中收集。部分最小二乘结构方程建模技术用于测试假设模型.Findingsthe调查结果强调态度，主题规范和PBC显着激励国际学生消费当地食物。消费当地食物的主题标准被揭示为国际学生的最强预测因素，以占马来食品的最强预测因素。更多的人/估价是，这是利用TPB评估影响国际学生意图消耗当地的因素的早期研究之一食品，本文是由实际考虑的驱动和旨在为实践做出重大贡献。具体而言，本研究的调查结果为旅游业从业者提供了重要影响，计划和实施可能促进在马来西亚院校学习的国际学生中当地粮食的举措。

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