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

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Accepted Manuscript (AM)
Author(s)
Yang, CL
Khoo-Lattimore, C
Lai, MY
Year published
2014
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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 >
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
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