Curry Cuisine: Perceptions of Indian Restaurants in Malaysia

Tourismos: An International Journal of Tourism, Vol. 2, No. 2, pp 25-38 (2007)

12 Pages Posted: 1 Sep 2015

See all articles by Bharath Josiam

Bharath Josiam

University of Minnesota - Minneapolis

M. Sadiq Sohail

King Fahd University of Petroleum & Minerals (KFUPM)

Prema Monteiro

University of Wisconsin - Stout

Date Written: 2007

Abstract

Malaysia is an Asian country with a multi-ethnic population that includes native Malays, and people of Chinese and Indian ethnicity. Malaysia has identified tourism as a priority sector and is aggressively promoting the country. Consequently, restaurants in Malaysia operate with an increasingly more ethnically diverse customer base. Ethnic restaurants and differential perceptions of customers of varying ethnic backgrounds have not been studied in detail. This study examines the perceptions of South Asians, Caucasians, East Asians, and those of other ethnic origins in their perceptions of Indian restaurants in Malaysia. The findings suggest that there are universal likes/dislikes as well as differential perceptions between ethnic groups. Implications for restaurant operators and researchers are suggested.

Keywords: Ethnic Marketing, Indian Restaurants, Spicy Food, Customer Perceptions, Malaysia.

Suggested Citation

Josiam, Bharath and Sohail, M. Sadiq and Monteiro, Prema, Curry Cuisine: Perceptions of Indian Restaurants in Malaysia (2007). Tourismos: An International Journal of Tourism, Vol. 2, No. 2, pp 25-38 (2007). Available at SSRN: https://ssrn.com/abstract=2653329

Bharath Josiam

University of Minnesota - Minneapolis ( email )

110 Wulling Hall, 86 Pleasant St, S.E.
308 Harvard Street SE
Minneapolis, MN 55455
United States

M. Sadiq Sohail (Contact Author)

King Fahd University of Petroleum & Minerals (KFUPM) ( email )

Dhahran, 31261
Saudi Arabia

Prema Monteiro

University of Wisconsin - Stout ( email )

Menomonie , WI 54751
United States

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