Service industries contribute significantly to the world economy, and tourism, among them, is considered one of the most financially attractive and potential revenue-generating sector (Sharma et al., 2016; Guimara˜es and Silva, 2016; Som and Badarneh, 2011). Tourism is defined as a unique combination of products and services which relate to nature and everything that tourists experience including both food and destination tourism (Kandampully, 2000; Yeoman and McMahon-Beatte, 2016). Therefore, countries such as Malaysia are continuously investing on different tourism-related projects (i.e. from the Sixth Malaysian Plan period to the Seventh Malaysia Plan period) (Amin and Ibrahim, 2016; Moscardo, 2016; Henderson, 2003). Malaysia is situated in the southeast of the Asian continent, with an approximate population of about 30 million people. The country is divided into West and East Malaysia. Due to its midst position in the Asia-Pacific region, Malaysia enjoys a strategic location for the perfect tourist destination with numerous beaches and million-year-old rainforests (Marzuki et al., 2014). Sadi and Bartels (1997) argued that the trend of tourism growth in Malaysia will continue, and it will surpass manufacturing sector. Subsequently, with the initiatives of tourism industry of Malaysia, incoming of foreign tourist has mainly started since 2004 and is at a growth (Kosnan et al., 2012). As a result of the expansion in the tourism industry, many other activities by the tourists have grown such as foods and beverages consumption, accommodation, entertainment and shopping activities (Poon and Lock-Teng Low, 2005). Among these activities, food tourism is one of the major components of the tourist’s behavior toward a particular destination where the experience with local foods is the central sphere (Getz et al., 2014). Malaysia is home to various ethnic groups (i.e. Malay, Chinese, Indian), each having their own unique and distinctive foods which are marketed to tourists, making Malaysia a unique destination (Jalis et al., 2009b; Malaysia Tourism Promotion Board, 2013).