Tourist experience on traditional pastries in UNESCO heritage city


Tan, Cheng Ling and Yeo, Sook Fern (2020) Tourist experience on traditional pastries in UNESCO heritage city. British Food Journal, 122 (12). pp. 3885-3897. ISSN 0007-070X

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Purpose–In recent years, the traditional pastries industry has gained popularity among tourists due to the advantage of the pastries location at UNESCO Heritage city, Penang. However, the little research focussed on this particular industry, and there is lack of evidence of the tourists’ experience with the traditional pastries and how these attributes affect their revisit decision. Design/methodology/approach–The study utilizes a qualitative research design to gain in-depth understanding on tourists’ thought and their repurchase decision. Secondary data were collected via TripAdvisor with 68 tourists who visited the most popular three pastries shops namely, Him Heang, Ghee Hiang and Min Xiang Tai, which are later analysed using qualitative content analysis. Findings–The findings revealed that tourists generally concerned about the service quality, value, brand image and atmospherics that could affect their repurchasing decision. Particularly, the staff service quality has been viewed as the upmost important attribute to influence the tourists’ decision. Therefore, the pastries shops shall ensure that the staff who serve the tourists shall be well trained to satisfy the tourists’ enquiry. Research limitations/implications–The limitation concerning the interpretation of the secondary databased on the feedbacks and comments of the tourists may derive the bias possibility. Future research might consider the large-scale primary data to extend the findings. Originality/value–Limited research exists on the tourists’ experience which affects the repurchasing decision in pastries industry. This study provides valuable information for pastries shops and researchers interested in this area.

Item Type: Article
Uncontrolled Keywords: Consumer satisfaction, Value, Service quality, Brand image, Penang, Atmosphere
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Business (FOB)
Depositing User: Ms Rosnani Abd Wahab
Date Deposited: 09 Dec 2020 10:31
Last Modified: 09 Dec 2020 10:31


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