This study investigated how domestic tourists perceive Malaysian heritage food and how this may influence behavioral intentions. A survey was distributed through social media applications, and 164 tourists responded, with three being international, which were then discarded. In this study, correlation and regression analyses are used to analyze the responses and found that a positive and significant influence exists between emotional value, quality value, epistemic value, and a domestic tourist’s behavioral intentions to consume heritage foods. This study helps expand the understanding of Pahang’s heritage food's consumption value elements and its influence on the domestic tourists' behavioral intentions. Keywords: Consumption Value; Heritage Food; Behavioral Intentions; Domestic Tourists eISSN: 2398-4287© 2021. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians/Africans/Arabians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v6i16.2680

This study explores the state of tourists' perception of Pahang heritage food. Data were obtained from 164 tourists through social media applications. The survey outcomes were encouraging, which showed a positive and significant influence between food consumption values and a domestic tourist's behavioral intentions to consume heritage foods. These findings will help Pahang's destination managers better understand how the promotion of heritage foods can be utilized to attract future domestic tourism. Marketers should increase familiarity with heritage foods, particularly among potential domestic tourists, as familiarity may increase emotional values. Keywords: Consumption Value; Domestic Tourists; Heritage Food; Behavioral Intentions eISSN 2514-7528 © 2021 The Authors. Published for AMER ABRA CE-Bs by E-International Publishing House, Ltd., UK. This is an open-access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer-review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians / Africans / Arabians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/jabs.v6i19.392

This study explores the state of tourists' perception of Pahang heritage food. Data were obtained from 164 tourists through social media applications. The survey outcomes were encouraging, which showed a positive and significant influence between food consumption values and domestic tourists' behavioral intentions to consume heritage foods. These findings will help Pahang's destination managers better understand how the promotion of heritage foods can be utilized to attract future domestic tourism. Marketers should increase familiarity with heritage foods, particularly among potential domestic tourists, as familiarity may increase emotional values.

This study explores the state of tourists' perception of Pahang heritage food. Data were obtained from 164 tourists through social media applications. The survey outcomes were encouraging, which showed a positive and significant influence between food consumption values and a domestic tourist's behavioral intentions to consume heritage foods. These findings will help Pahang's destination managers better understand how the promotion of heritage foods can be utilized to attract future domestic tourism. Marketers should increase familiarity with heritage foods, particularly among potential domestic tourists, as familiarity may increase emotional values. Keywords: Consumption Value; Heritage Food; Behavioral Intentions; Domestic Tourists  eISSN 2514-7528 © 2021 The Authors. Published for AMER ABRA CE-Bs by E-International Publishing House, Ltd., UK. This is an open-access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer-review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians / Africans / Arabians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/jabs.v6i19.387