Gastronomic wanderlust: Millennials preference for local cuisine on their travels

Abstract

Millennials are known for their unique consumption patterns which generally shaped by globalisation, digital influence, and health consciousness. Therefore, this study aims to examine factors influencing Malaysian millennials' local food consumption intentions during domestic travel, focusing on motivational factors, food neophobia, food involvement, and attitude. Data were collected using non-probability judgment sampling via social media platforms, with 154 respondents completing the survey. Results indicate that food involvement and attitude positively impact local food consumption intentions, while motivational factors and food neophobia do not. These findings suggest that millennials who are more engaged with food and have a positive attitude towards local cuisine are more likely to consume local foods. By understanding what influences Malaysian millennials' preference during travel, policymakers and businesses can develop strategies to promote local cuisine and boost economic growth. The insights provided also can guide tourism boards, marketers, local restaurants, and authorities in developing effective strategies to promote local Malaysian food.