• myGriffith
    • Staff portal
    • Contact Us⌄
      • Future student enquiries 1800 677 728
      • Current student enquiries 1800 154 055
      • International enquiries +61 7 3735 6425
      • General enquiries 07 3735 7111
      • Online enquiries
      • Staff phonebook
    View Item 
    •   Home
    • Griffith Research Online
    • Journal articles
    • View Item
    • Home
    • Griffith Research Online
    • Journal articles
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

  • All of Griffith Research Online
    • Communities & Collections
    • Authors
    • By Issue Date
    • Titles
  • This Collection
    • Authors
    • By Issue Date
    • Titles
  • Statistics

  • Most Popular Items
  • Statistics by Country
  • Most Popular Authors
  • Support

  • Contact us
  • FAQs
  • Admin login

  • Login
  • Eat to Live or Live to Eat? Mapping Food and Eating Perception of Malaysian Chinese

    Thumbnail
    View/Open
    96750_1.pdf (973.3Kb)
    File version
    Accepted Manuscript (AM)
    Author(s)
    Yang, CL
    Khoo-Lattimore, C
    Lai, MY
    Griffith University Author(s)
    Khoo, Catheryn S.
    Yang, Elaine
    Year published
    2014
    Metadata
    Show full item record
    Abstract
    The purpose of this study is to explore the perception of Malaysian Chinese towards food and eating by using a qualitative marketing research tool, known as the Zaltman Metaphor Elicitation Technique. Twelve Malaysian Chinese were asked to collect photographs that represented their thoughts and feelings about food and eating. The results surfaced six broad meaning themes Malaysian Chinese have about food and eating: (a) health, (b) trying new food, (c) people, (d) home cooked food, (e) enjoyment, and (f) happiness. The findings were supported by rich description and meaningful images that capture both the spoken and tacit ...
    View more >
    The purpose of this study is to explore the perception of Malaysian Chinese towards food and eating by using a qualitative marketing research tool, known as the Zaltman Metaphor Elicitation Technique. Twelve Malaysian Chinese were asked to collect photographs that represented their thoughts and feelings about food and eating. The results surfaced six broad meaning themes Malaysian Chinese have about food and eating: (a) health, (b) trying new food, (c) people, (d) home cooked food, (e) enjoyment, and (f) happiness. The findings were supported by rich description and meaningful images that capture both the spoken and tacit thoughts and feelings of the respondents. The findings reflected the health concerns and food neophilia tendency of Malaysian Chinese. The findings also revealed the positive emotional value of food and eating linked to enjoyment and pleasure. These findings suggest numerous important implications for scholars and practitioners in the industry.
    View less >
    Journal Title
    Journal of Hospitality Marketing & Management
    Volume
    23
    Issue
    6
    DOI
    https://doi.org/10.1080/19368623.2013.813887
    Copyright Statement
    © 2014 Taylor & Francis (Routledge). This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Hospitality Marketing & Management on 03 Mar 2014, available online: https://doi.org/10.1080/19368623.2013.813887
    Subject
    Commercial services
    Marketing
    Tourism
    Food and hospitality services
    Publication URI
    http://hdl.handle.net/10072/62679
    Collection
    • Journal articles

    Footer

    Disclaimer

    • Privacy policy
    • Copyright matters
    • CRICOS Provider - 00233E
    • TEQSA: PRV12076

    Tagline

    • Gold Coast
    • Logan
    • Brisbane - Queensland, Australia
    First Peoples of Australia
    • Aboriginal
    • Torres Strait Islander