Exposing Malaysia’s Culinary Heritage In Tourism Destinations
Abstract
Malaysia’s rich culinary heritage shaped by the interwoven influences of Malay, Chinese, Indian, and Indigenous cultures has become an increasingly prominent element in the nation’s tourism landscape. This study critically examines the role of the Malaysian government in leveraging culinary heritage within its tourism development strategies. Qualitative research, on Instagram social media undertook a content analysis of official promotional materials, including food festival documentation, digital media campaigns, and tourism posters, to explore how gastronomic traditions are positioned within Malaysia’s destination branding narratives. The findings indicate that structured initiatives such as the Malaysian Gastronomy Programme and the Malaysia Food Festival have played a central role in celebrating food diversity, reinforcing cultural identity, and enriching tourist experiences. However, the analysis also reveals an underlying tension between the drive for marketable imagery and the need to authentically represent Malaysia’s multifaceted food traditions. The study argues for a more collaborative and decentralized governance approach, linking national promotional. It offers practical recommendations for tourism stakeholders, including strategies for safeguarding heritage, enhancing cooperation, and promoting regional cuisines. This research contributes to ongoing discourse on cultural tourism, destination differentiation, and heritage sustainability for future recommendation.
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Publication Date
01 September 2026
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European Publisher
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Edition Number
1st Edition
Pages
1-1
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Accounting and Finance, Business and Management, Communication, Law and Governance
Cite this article as:
Ahmad Shariff*, S. N. F., Mohd Hairi, J., Omar, M., & Mustafa, E. (2026). Exposing Malaysia’s Culinary Heritage In Tourism Destinations. In Y. Naoyuki, A. Peng Hwa, & J. Matthes (Eds.), GLY-Upcoming Volume: Innovating Together: The Convergence of Management, Communication, and The Digital Transformation, vol -. European Proceedings of Social and Behavioural Sciences (pp. 0-0). European Publisher. https://doi.org/10.15405/epsbs.2026.09.66