Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 31515
The Relationship between the Ramadan Bazaar and the Attraction and Dissemination of Information: A Case of International Tourists

Authors: Mohd Salehuddin Mohd Zahari, Noor Ibtisam Abdul Karim, Mohd Zain Kutut, Mohd Zulhilmi Suhaimi


Many people regard food events as part of gastronomic tourism and important in enhancing visitors’ experiences. Realizing the importance and contribution of food events to a country’s economy, the Malaysia government is undertaking greater efforts to promote such tourism activities to international tourists. Among other food events, the Ramadan bazaar is a unique food culture event, which receives significant attention from the Malaysia Ministry of Tourism. This study reports the empirical investigation into the international tourists’ perceptions, attraction towards the Ramadan bazaar and willingness in disseminating the information. Using the Ramadan bazaar at Kampung Baru, Kuala Lumpur as the data collection setting, results revealed that the Ramadan bazaar attributes (food and beverages, events and culture) significantly influenced the international tourist attraction to such a bazaar. Their high level of experience and satisfaction positively influenced their willingness to disseminate information. The positive response among the international tourists indicates that the Ramadan bazaar as gastronomic tourism can be used in addition to other tourism products as a catalyst to generate and boost the local economy. The related authorities that are closely associated with the tourism industry therefore should not ignore this indicator but continue to take proactive action in promoting the gastronomic event as one of the major tourist attractions.

Keywords: Ramadan bazaar, international tourists, attraction, dissemination, information.

Digital Object Identifier (DOI):

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 2340


[1] Ahmad, A. (2008). The Ramadhan Bazaar in Langkawi, Malaysia. Articlebase: Free online articles directory. Available at
[2] Al-Tameer (2010). Mena hospitality update. Al-Tameer Real Estate Co., Available at
[3] Aquino, M. (2011). Ramadan and aidilfitri in Southeast Asia: The Muslim fasting season and its joyous conclusion in Singapore and Malaysia. Guide. Available at
[4] Baker, D.A. & Crompton, J.L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27 (3), 785-804.
[5] Barkha, M. (2011, August 7). Iftar: Feast after the fast promotes social bonding. The Times of India. Available at
[6] Bastawy, U. (2008). Ramadhan in Egypt. Ramadhanzone. Available at
[7] Bernama. (2010). Bazaar Ramadhan best food attracts even non-Muslim. Available at
[8] Bernama. (2011). Promote Malaysian food in travel packages. Available at
[9] Bessière, J. (1998). Local development and heritage: Traditional food and cuisine as tourist attractions in rural areas. Sociologia Ruralis. 38 (1), 21-34.
[10] Chi, C.G., AbKarim., S. and Gursoy., D. (2010). Examining the relationship between food image and tourists’ behavioral intentions. Available at
[11] Cronin, J.J.Jr., Brady, M.K. & Hult, G.T.M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76 (2), 193-201.
[12] Felsenstein, D. & Fleischer, A. (2003). Local festivals and tourism promotion: The role of public assistance and visitor expenditure. Journal of Travel Research, 41, 385-392.
[13] Hall, C.M. & Sharples, L. (2008). Food events and the local food system: Marketing, management and planning issues. In Food and wine festivals and events around the world, Butterworth: Heinemann
[14] Haukeland, J.V. & Jacobsen, J.K.S. (2001). Gastronomy in the periphery: Food and cuisine as tourism attractions on the top of Europe. Paper presented at 10th Nordic Tourism Research conference (18-20 October), Vasa: Finland.
[15] Ismail, R. (2006). Ramadan and Bussorah street: The spirit of place. GeoJournal, 66, 243-256.
[16] Khan, M.W. (2003). Principles of Islam. New Delhi: Goodword Books Pvt. Ltd.
[17] Kim, Y.H., Goh, B.K. & Yuan, J. (2010). Development of a multi-dimensional scale for measuring food tourist motivations. Journal of Quality Assuarance in Hospitality & Tourism, 11, 56-71.
[18] Lee, J., Graefe, A.R.S & Burns, R.C. (2004). Service quality, satisfaction and behavioral intention among forest visitors. Journal of Travel & Tourism Marketing, 7 (1), 73-82.
[19] Lee, S. & Jeong, M. (2009). Tourists’ emotional experiences with an event and their consequences. Paper presented at International ICHRIE Conference, Refereed track: Paper 24. Available at
[20] Lyons, H. (2008). Food festival research methods and approaches. In C.M. Hall & L. Sharples (Eds.) Food and Wine Festivals and Events around the World, Oxford: Elsevier.
[21] Malaysia Travel Guide. (2009). Ramadan Bazaar. Available at
[22] Naniey. (2010). Ramadan bazaar 2010 @ bandar Tun Hussein Onn, Cheras. Eat Your Heart Out. Available at
[23] New Straits Times. (August 5, 2011). Ramadan Bazaar to attract Arab tourists. Available at
[24] Nicholson, R.E. & Pearce, D.G. (2001). Why do people attend events: a comparative analysis of visitor motivations at four South Island events. Journal of Travel Research, 39, 449-460.
[25] Ramadhan Zone. (2008). Welcoming Ramadhan. Available at
[26] Samsuddin, M. (2008). Ramadhan in Malaysia. Ramadhanzone. Available at
[27] Sarawak Tourism Federation. (2009). Ramadan bazaars have potential to attract many tourists. Press Collection. Available at
[28] Sharifah Shazana, S.S. A. (2006). Ramadan a time of bustling trade. The Halal Journal Nov/Dec 2006. Available at
[29] Smith, S., Costello, C. & Muenchen, R.A. (2010). Influence of push and pull motivations on satisfaction and behavioral intentions within a culinary tourism event. Journal of Quality Assurance in Hospitality & Tourism, 11, 17-35.
[30] Timothy, D.J. & Iverson, T. (2006). Tourism and Islam: considerations of culture and duty. In Timothy, D.J. and Olsen, D.H. (Eds) Tourism, Religion & Spiritual Journeys. New York: Routledge.
[31] Tourism Malaysia. (2005). The official launch of bazaar ramadan 2005. Media Release. Available at
[32] Weiss, W.M. & Westermann, Kurt-Michael. (2000). The Bazaar: markets and merchants of the Islamic world. London: Thames & Hudson Ltd.
[33] Woo, G.K., Yen, Christy, N.N. & Kim, Yen-soon. (2009). Influence of institutional DINESERV on customer satisfaction, return intention, and word-of-mouth. International Journal of Hospitality Management, 28, 10–17.
[34] Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, 26 (1), 45-56.
[35] Yuan, J., Cai, L.A., Morrison, A.M. & Linton, S. (2005). An analysis of wine festival attendees’ motivations: A synergy of wine, travel and special events?. Journal of Vacation Marketing, 11 (1), 41–58.