EXPLORING THE CONSUMPTION VALUE OF LAKSA IN MALAYSIAN GASTRONOMIC TOURISM: QUALITATIVE PERSPECTIVE

Gastronomic tourism has emerged as a significant driver of cultural exchange, economic development, and destination branding. In Malaysia, a country renowned for its rich culinary diversity, traditional dishes like laksa play a central role in shaping the nation’s food identity. This study explores the consumption value of laksa within the context of Malaysian gastronomic tourism from a qualitative perspective. Drawing on interviews with key stakeholders—local food vendors, tourists, and tourism authorities—the research investigates how different dimensions of consumption value (functional, emotional, social, epistemic, and cultural) influence tourists' engagement with laksa as a gastronomic experience. The findings reveal that laksa is perceived not only as a flavourful and affordable meal (functional value), but also as a medium of cultural storytelling and emotional connection (emotional and cultural value). Tourists often associate laksa with authenticity, heritage, and the sensory thrill of discovering local flavors, enhancing its epistemic appeal. Moreover, the communal nature of consuming laksa in vibrant hawker centres or food markets fosters social interactions and shared experiences, further enriching its consumption value.