Malay Food Authenticity: The Impact on Experience and Place Attachment among Festival Goers

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.