Malaysia's food image : a case of Malaysia Kitchen Programme (MKP) in Finland

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Sae, Rofika
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MSc in Management Practice
Dublin Business School
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This case study assessed the portrayed Malaysian food image via one of the strategies under the Malaysia Kitchen Program with the aim of evaluating the implementation of opening/operating a Malaysia restaurant in Finland to reinforce Malaysia's food image to promote the country as a tourist destination. Predominantly the data was based on self-completed questionnaires by 130 diners which has been compiled, studied and evaluated. A series of statistical analyses were applied by looking at the frequencies, mean scores and standard deviation through descriptive non-parametric statistics. The research findings revealed that there is no significant effect between the Malaysia food image portrayed via opening restaurant overseas with promoting the culture and history of Malaysia and there is a significant effect between the consistent Malaysia food images portrayed with the intention to visit Malaysia. In summary, the study is the first to evaluate the implementation of Malaysia gastro-diplomacy campaign, i.e. Malaysia Kitchen Program.