INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)

ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue X October 2025

Malay Food Authenticity: The Impact on Experience and Place

Attachment among Festival Goers

Zahidah Ab-Latif^1*, Mohamed Nor Azhari Azman², Asilah Abdul Mutalib³, Zalina Ismail³

¹Department of Hospitality and Consumer Science, Universiti Pendidikan Sultan Idris, 35900 Tanjong

Malim, Perak, Malaysia

²Department of Engineering Technology, Universiti Pendidikan Sultan Idris, 35900 Tanjong Malim,

Perak, Malaysia

³Department of Agricultural Science, Universiti Pendidikan Sultan Idris, 35900 Tanjong Malim, Perak,

Malaysia

DOI: https://dx.doi.org/10.47772/IJRISS.2025.910000789

Received: 02 November 2025; Accepted: 10 November 2025; Published: 24 November 2025

ABSTRACT

Authentic food is genuine or traditional food that has been inherited through generations, utilizing local

ingredients. It symbolizes the cultural identity of an ethnic group. This study aims to examine the relationship

between authentic food and experience on place attachment among festival visitors in Kelantan. A descriptive,

quantitative research design was employed, using a questionnaire as the primary data collection instrument. Data

were analyzed using the Statistical Package for the Social Sciences (SPSS) Version 25.0. A total of 384

respondents, consisting of visitors to food festivals in Kelantan, participated in this study. The research focused

on three objectives: to determine the level of place attachment among festival visitors in Kelantan, to investigate

the relationship between authentic food and place attachment, and to examine the relationship between

experience and place attachment. The analysis revealed a correlation between place attachment and both

authentic food (r = .658, p < .01) and experience (r = .687, p < .01). In conclusion, authentic food remains a

preferred choice in contemporary society. Therefore, it is hoped that the public can preserve these traditional

foods to prevent their disappearance and ensure they are maintained for future generations.

Keywords: Authentic Food, Malay Food, Experience, Place Attachment, Festival

INTRODUCTION

Food is an essential component of the tourism sector and can create unforgettable experiences. As is well-known,

Malaysia is a country renowned for its multi-ethnic and multi-religious society. Each ethnic group is free to

practice its own culture as long as it does not contravene national laws. The Malay ethnic group is the majority

in Malaysia, followed by Chinese, Indian, and other minority groups. Given Malaysia's multi-ethnic population,

it is unsurprising that Malaysian cuisine is diverse and can be enjoyed by all. Moreover, Malaysian society is

strongly associated with traditional foods rich in various customs and cultures. Authentic food is defined as food

originating from the heritage and culture of an ethnic group, utilizing their knowledge of local ingredients, plants,

and animal sources (Kwon, 2015). According to Omar and Omar (2018), traditional Malaysian cuisine is

generally multicultural. This is because traditional foods are known for heritage dishes such as those based on

rice and seafood, and wrapped foods, which offer a variety of flavors: spicy, hot, sour, creamy, and sweet. In a

research article by Suhaimi and Zahari (2014), the former Minister of Tourism, Dato' Seri Ng Yen Yen,

emphasized that Malaysia's diverse cultures and foods serve as tools to showcase the country's identity and attract

international tourists. The variety of local dishes reflects the culture that creates Malaysia's unique identity.

Authentic food is not merely for satisfying tastes or as decoration at gatherings; it also projects the cultural

identity of an ethnic group. Furthermore, authentic food symbolizes cultural values and worldviews. The

uniqueness of Malaysian food culture, representing each ethnicity, has become part of the nation's gastronomic

product (Mohammad & Chan, 2011). According to Karim (2020), authentic food can command premium

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products and prices. To attract more tourists to Malaysia, the Ministry of Tourism and Culture created the slogan

"Malaysia Truly Asia," focusing on promoting tourist destinations, food, shopping venues, and modern and

traditional Malaysian festivals (Tourism Malaysia, 2015). Tourism Malaysia not only provides information on

tourist destinations in the capital but also promotes famous destinations in every state, such as Kelantan.

Kelantan is a state in Malaysia located on the east coast of Peninsular Malaysia. It is renowned for its cultural

heritage and natural environment, which contribute to the growth of the tourism industry in this state (Hanan &

Abd Hamid, 2017). Kelantan boasts various artistic heritage forms, including Mak Yong, dikir barat, wayang

kulit, silat tari, and others. Furthermore, the state holds festivals almost every year to welcome tourists (Hanan

& Aminudin, 2012), such as the international kite festival, food festival, and cultural festival. According to a

2019 report, Kelantan received 11 million visitors in 2019. Meanwhile, the number of tourist arrivals to Kelantan

that year was 6.5 million. This figure represented a growth of 37.3 percent compared to 2018. These festivals

indirectly help boost the economic and tourism sectors in Kelantan. However, this study focuses solely on food

festivals held in Kelantan, which consistently highlight unique and distinctive foods (Hanan & Aminudin, 2012).

Kelantan is indeed famous for its sweet foods, but they possess a uniqueness of flavor that sets them apart. Most

visitors come to Kelantan specifically to try and savor the delicious authentic foods found in the state (Hanan &

Abd Hamid, 2017), including kuih akok, kuih tahi itik, kuih cek mek, kuih lompat tikam, kuih bunga tanjung,

nasi tumpang, nasi kerabu, laksam, and others. Authentic food in Kelantan also garners attention from domestic

and international tourists (Mohammad & Chan, 2011). This is because the preparation process of authentic food

has its own recipes, inherited from ancestors, giving this food its uniqueness and delicious taste (Muhammad et

al., 2015). The authenticity of cuisine, based on genuine food, culture, and socio-economics, represents the true

attitudes and implications of an ethnicity (Nurti, 2017).

Problem Statement

Food is often a key component in tourism, especially during festivals. However, behind the festivity of these

celebrations, various questions arise regarding authentic food and its impact on visitors attending festivals in

Kelantan (Hanan & Abd Hamid, 2017). Therefore, this study focuses on how authentic food and experience

influence place attachment among festival visitors in Kelantan. This research is necessary because, presently,

traditional food is seen as having been significantly modified and influenced by external factors, no longer

retaining the authentic characteristics of a place. According to Hanan and Abd Hamid (2017), food in Kelantan

has been heavily influenced by Thailand due to certain factors. These include Kelantanese citizens marrying

Thai nationals and subsequently relocating and settling in Kelantan. Consequently, Thai food has been

introduced to Kelantan, leading to changes in the original recipes (Mohammad & Chan, 2011). As a result,

authentic food in Kelantan has been altered and adapted, so the original recipes are no longer used. Research

conducted by Mohammad, Tajulurrus Chan, and Jennifer Kim Lian (2011) in Thailand regarding Thai food

appears to be one factor influencing the positioning of food.

Although authentic food is known, many younger generations are less aware, unfamiliar, or have never even

heard of the names of traditional foods found in Kelantan. According to Muhammad, Nur Hafizah, Mohd

Shahrim, and Humairah (2015), the modern world has exposed young people to other food collections, such as

Western fast food, Japanese food, and more, as traditional food no longer offers variety. Meanwhile, Hanan and

Abd Hamid (2017) state that Kelantan receives less focus, despite having various traditional heritage foods that

have survived to this day. This is due to a lack of promotion of authentic food on social media, leading to

diminished demand and the gradual fading of authentic food. Furthermore, innovative food products such as

cheese keropok lekor, bubble tea, and others have gained attention and a place in society. According to Karim

(2020), loss of interest, lack of early exposure to traditional food, and an attitude that glorifies foreign foods are

considered contributors to the extinction of special dishes. Therefore, the authenticity of cuisine is crucial, as it

can contribute to the cooking process and help preserve the identity and culture of Malaysian society.

LITERATURE REVIEW

Festival

Festivals are one element of tourism because they can attract many domestic and international tourists. Festival

events are increasingly popular among visitors and can be linked to social, cultural, and economic change (van

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Vliet, 2019). From a classical cultural-anthropological perspective, festivals have been defined by Getz (2010)

as celebrations held at a specific time, marked by special observances. Festival celebrations honor the values,

ideologies, and identity of a community. Festivals are considered cultural celebrations that hold a special place

in the lives of society (Getz & Page, 2014). Not only cultural celebrations, but food festivals also hold a special

place, particularly for food enthusiasts. According to Rivera et al. (2015), annually held festivals can serve as an

element to attract visitors to participate in these events. van Vliet (2019) states that various types of festivals are

held, such as the World Cup festival, music festival, tourism festival, and others. Moreover, people prefer to

spend time outdoors engaging in activities or attending gatherings. This statement is supported by previous

researchers, who state that festivals are part of the entertainment business often used for marketing and tourism

purposes and have become a fixed element in popular and high culture (Getz, 2010). Rivera, M. Semrad, and K.

Croes (2015) argue that in the case of festivals, the overall experience must be planned to create a unique and

unforgettable experience in the minds of visitors. However, Aminudin & Hanan (2016) agree with this statement,

emphasizing that festivals will fail if they do not produce something unique and attractive in the minds of visitors

and sponsors. In this context, festivals are seen as a form of celebration, like carnivals, and can unite human

relationships.

Authentic Food

Authentic food is indeed popular among the public and is often featured in festivals as a source of economic

income in Malaysia. According to Hanan & Abd Hamid (2017), food is a major contributor that generates

demand among domestic and international tourists to visit a place. "Authentic" is often described in terms of

characteristics such as genuine, reliable, first-hand, true in content, and prototypical, as opposed to copied,

reproduced, or performed in the same way as the original (Ram et al., 2016). Authenticity means a quality that

is trustworthy (Hamzah, Humairah, Ab Karim, Muhammad Shahrim Othman, Mohiddin Hamzah & Azimi,

2013); authenticity implies heritage, consistent form, and reliability from the buyer's perspective. Authenticity

can also mean unique, pure, or sacred.

Levyda, Giyatmi, and Kania Ratnasari (2019) classify authentic food based on specific local choices,

stereotypical aspects, atmosphere, and human communication. Meanwhile, from a customer's perspective,

authentic food involves traditional recipes, local ingredients, and personal attention. According to Mohammad

& Chan (2011), traditional food is an expression of the culture, history, and lifestyle of local communities. For

example, standardized restaurant chains like McDonald's and Starbucks might be considered authentic because

they offer an 'authentic' Western experience (Rosenbaum et al., 2016). In the research of Ab-Latif (2018),

authentic food is considered unique and natural because it possesses its own distinctive extrinsic product

attributes. Meanwhile, researchers De Vries & Go (2017) state that authenticity not only requires the object to

be genuine but also must be perceived by customers as unique and valid. However, there is research discussing

the preservation of traditional food in Kelantan that seems more commonplace compared to the development of

food tourism in this destination. The study by Mohammad and Chan (2011) focuses on the perceptions, beliefs,

and values of authentic Malay Kelantan cuisine offered in restaurants, sampling visitors to selected restaurants,

but not necessarily the tourists themselves. Therefore, it is crucial to recognize that authenticity is a relative term

(Ram et al., 2016).

Experience

Experience is an important element in travel and tourism. Destinations may hold experiential value (Ram et al.,

2016). Stone, Soulard, Migacz, and Wolf (2018) propose a model describing food experiences as either

"consummatory" (utilitarian needs to feed oneself) or "peak" experiences (hedonic engagement). In the context

of tourism, the concept of authenticity has played a significant role in understanding tourist motivations and

experiences (Rivera et al. 2015). Memorable destinations will have a competitive advantage by offering more

amazing and extraordinary experiences (Scannell & Gifford, 2010). Çetin and Dinçer (2016) describe food

tourism as traveling for the purpose of enjoying the pleasure of food and beverages. This statement is supported

by Cheng Yi, Joyce, Teh Li Chi, Ong Hui, Ying Wong, and Wen Wei (2018), who note that enjoying delicious

and special food and tasting the cultural traditions associated with food are experiences often sought by tourists.

Rivera, Semrad, and Croes (2015) state that there are four types of economic offerings (commodities, goods,

services, and experiences). Consumer behavior has identified that the difference between experiences and other

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offerings is that experiences are largely based on intrinsic and personal interpretation of the experience involving

the consumer (Omar & Omar, 2018). In other words, the interpretation of experience occurs within the individual

engaged in the multisensory experience. According to Twist et al. (2017), there has been an increase in visitor

attendance at themed events at attractions during the off-peak period, especially those promoting special

activities at specific times; however, little is known about the role of events in helping to attract visitors to

overcome declining demand. Nevertheless, a well-constructed experience at the appropriate touchpoint will

influence consumer memory; current research measures how the overall experience, economic value, and

memorable experience can influence festival visitors' behavior to return (Ramkissoon & Mavondo, 2015).

Place Attachment

Place attachment is a positive bond developed through behavioral, cognitive, and affective relationships between

individuals or groups and various levels of their physical environment. According to Karsono (2013), the

definition of place attachment encompasses positive emotional bonds between individuals and their

environment. The emotional connection between self and place is known in psychology as 'place attachment'

(Ram et al., 2016; Raymond et al., 2010; Nurhijrah, 2015; Scannell & Gifford, 2010). Najafi and Kamal (2012)

explain place attachment as the affective relationship between an individual and their environment. They state

that place attachment consists of the interaction between affect and emotions, knowledge and beliefs, and

behaviors and actions. However, several researchers have different views on place attachment. According to

Lewicka (2011), place attachment involves the relationship of local communities with their specific, distinctive

characteristics. Place attachment indicates the bonds formed by a community with specific places that provide

comfort and security for living there.

In the tourism concept, place attachment is analyzed as a multifaceted concept, consisting of two to four

interrelated components (Vada et al. 2019); Ramkissoon & Mavondo, 2015). The first component, place identity,

represents the tourist's identification with a particular place or its symbolic value (Ram et al., 2016; Ramli et al.,

2016). The second, place dependence, describes how well a particular place meets the tourist's needs and can be

considered a functional attachment component (Raymond et al., 2010 & Davis, 2016). Third, the affective

component, the extent to which limited attention is received, refers to the strong feelings tourists have towards

a destination (Ramkissoon & Mavondo, 2015). Fourth, social bonding, not directly related to the special aspects

of the place, but with the enhanced social relationships in that particular place (Davis, 2016). Additionally, other

studies refer to place attachment as a one-dimensional construct or an observational construct (Scannell &

Gifford, 2010). According to Altman and Low (2012), place attachment is a concept derived from Attachment

Theory (Bowlby, 1969; Bowlby, 1973 & Bowlby, 1980), a leading and influential psychological theory that

considers attachment a relatively stable personality trait. According to this theory, individuals have a tendency

to trust or distrust others based on early childhood experiences. According to Cheng Yi, Joyce, Teh Li Chi, Ong

Hui, Ying Wong, and Wen Wei (2018), a tourist's experience in a place may be related to their feelings of

authenticity but does not provide empirical evidence. Meanwhile, place identity typically refers to the emotional

connection and meaningful social interactions between an individual and the place, such as "having a food tour

here is very meaningful to me" (Dwyer et al., 2019). Therefore, social interaction may be valued by an individual

because it facilitates interpersonal relationships and fosters a sense of group belonging.

Fig. 1 Conceptual Framework

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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)

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METHODOLGY

This study employed a quantitative and descriptive design to collect data, using a questionnaire as the primary

instrument to obtain all necessary information. The information obtained included demographics such as gender,

age, religion, occupation, education level, and income. According to Abdul Rasid (2013), the quantitative

approach is capable of measuring respondents' reactions and responses to limited questionnaires and can analyze

the studied problems concisely and accurately. The population and sample for this study were drawn from

visitors attending festivals in Kelantan. Sampling was conducted using random sampling to obtain data. Random

selection was chosen because it is easier to obtain data and subsequently facilitates the researcher in analyzing

the acquired data. The characteristics of respondents required to complete this study were specified: Malaysian

citizens who had visited a festival in Kelantan. Tourist statistics were based on the number of tourists visiting

Kelantan in 2019. Hanan and Aminudin (2012), in their research, found that 303,445 domestic tourists visited

Kelantan in July 2011 during the Kelantan Food Festival held from July 1 to July 3, 2011. However, this number

had increased to 2.15 million people (Report, 2019). Therefore, the sample size selected was 384 respondents,

referring to the Krejcie and Morgan (1970) table for determining sample size. The researchers used a

questionnaire as the research instrument, distributed online, to gather data and information regarding facts,

beliefs, and desires to achieve the study's objectives.

The survey questionnaire was distributed online via Google Forms to visitors who had attended festivals in

Kelantan. Additionally, a pilot study was conducted first to help researchers identify the feasibility or

reasonableness of the actual study to be conducted, besides enhancing the validity of the research instrument

(Jinal et al., 2018). This pilot study was conducted to determine the validity of the questions regarding whether

authentic food and experience have a relationship with place attachment among festival visitors in Kelantan or

vice versa. For data analysis, the researchers used quantitative data obtained from the questionnaire. Data

analysis involved two types: descriptive analysis and correlation analysis. Descriptive analysis was used to show

mean scores and percentages to explain respondents' backgrounds and the level of place attachment among

festival visitors in Kelantan. Meanwhile, correlation analysis was used to examine the relationship between

authentic food and experience with place attachment. For this study, the Statistical Package for the Social

Sciences (SPSS) Version 27.0 was used to analyze the obtained data. The methods used in this study were based

on the established objectives and research questions, as shown in the table below.

FINDINGS

Of the study participants, 35.9 percent were male and 64.1 percent were female, mostly aged between 20 and 30

years (69.2 percent). The majority of respondents held a Bachelor's Degree (47.4 percent). Most respondents

were university students, hence they had an income of less than RM1000 (52.6 percent).

To confirm the level of agreement for the variables, mean scores were referenced. A mean score of 1.99 and

below was rated as 'low,' while a mean score between 2.00 and 3.99 was classified as 'moderate,' and a mean

score of 4.00 and above was rated as 'high.' The results showed that the means for authentic food (m= 4.24 --

4.69), experience (m= 4.39 -- 4.58), and place attachment (m= 2.40 -- 4.56). It can be concluded that all variables

had moderate to high scores (Shahzada, Khan, Noor, & Rahman, 2014).

Table 1 Cronbach’s Alpha Values

Item

No. of Items

Cronbach’s alpha

Authentic Food

Experience

Place Attachment

.898

.917

.802

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The Cronbach's alpha values for the three indicators were .898, .917, and .802, respectively, all exceeding the

suggested level of .70 (Nunnally & Bernstein, 1994). The Cronbach's alpha values obtained in the pilot study

showed excellent values. This proves that the items or each question constructed have excellent validity and

reliability and are suitable for the study.

Table 2 Pearson Correlation Values

Variables

Pearson Correlation

.687**

Authentic Food

Experience

.658**

**. Correlation is significant at the 0.01 level (2-tailed).

The finding shows that the relationship between the independent variables and the dependent variable was very

good. For the variable authentic food with place attachment, the relationship was positive with a value of .687.

This clearly shows that the correlation between authentic food and place attachment among festival visitors in

Kelantan is significant, with a value of r = .687, p < .01. This proves that authentic food and place attachment

have a strong relationship at a high level.

Furthermore, based on the results of the Pearson correlation analysis, it is clear that the relationship between

experience and place attachment is positive, with a value of .658. This shows that the correlation between

experience and place attachment among festival visitors in Kelantan is significant, with a value of r = .658, p <

.01. This proves that experience and place attachment have a relationship at a moderate level.

CONCLUSIONS

Overall, authentic food highly influenced place attachment among festival visitors in Kelantan. Authentic food

influenced place attachment because each place has various unique traditional foods that can attract visitors. This

is supported by previous research by De Vries & Go (2017), which indicated that authentic food is perceived as

unique and genuine. Therefore, every place needs to provide authentic food to increase the frequency of visitors

to Kelantan and to preserve the heritage of authentic food. Thus, it can be concluded that festival visitors still

favor the authentic food found in Kelantan due to its uniqueness and distinctiveness.

Experience involves events respondents have undergone while visiting festivals in Kelantan. Past experiences

also influence and are a priority for visitors to revisit festivals in Kelantan. This is also supported by previous

research; Ramkissoon and Mavondo (2015) stated that a well-constructed experience at the appropriate

touchpoint will influence consumer memory and the behavior of festival visitors to return. This clearly shows

that respondents were satisfied with the past experiences gained while visiting food festivals in Kelantan.

In conclusion, the relationship of authentic food and experience to place attachment among festival visitors in

Kelantan is very satisfactory and at a high level. This is proven through the analysis of findings conducted, which

showed that authentic food and experience influence place attachment, where visitors perceive that food found

elsewhere is not the same as the food in Kelantan. Furthermore, authentic food festivals are a priority for the

tourism sector to attract international tourists to Malaysia, thereby contributing to the nation's economic growth.

Therefore, it can be concluded that authentic food is crucial for maintaining the identity and culture of Malaysian

society.

ACKNOWLEDGMENT

This work was supported by the Universiti Pendidikan Sultan Idris [project code 2019-0216-106-01].

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