Pahang's Heritage Food: Do consumption values play a role in the development of behavioral intentions?

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.