Abstract:
Food has emerged as one of the attraction and motivation for people to travel. People are willing to travel because of foods. This phenomenon is one of the sign to show the potential of food as a tourism product. People arguably travel just to taste and experience the originality and authenticity of the foods at the chosen destination. The main purpose of this paper is to explore the potential of the food as an image for a tourism destination. This study used content analysis as the main method through reviewed of literatures and documents pertaining gastronomy tourism and food. The methods were applied to analyze, examine and select data objectively in order to identify and distinguish the potential of food as a tourism product in specially in Malaysia. The findings showed that food is a tourism product. It is hoped that the findings will provide an important insight in relevant authorities, government and food suppliers to specially to promote, deliver and the create great experience take home. A designated food ‘souk’ will articulate a truly Asia
