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Motivations of Participants to Attend Food Events and Impact of Emotions on
Perceived Risks
Balqis Binti Amir
Supervisor: Dr. Wan Hafiz b Wan Zainal Shukri
Bachelor of Food Science (Food Service and Nutrition)
School of Food Science and Technology
Food events have developed over the centuries and have always been a means of uniting
communities, and also as an attraction of destination. In Malaysia, food events continues
to grow and are getting more popular and recognized, which calls for an in-depth studies
of the food events visitors. The aim of this research is to investigate the motivation factors
that influence the participants to visit food event, and to study the impact of emotions on
the perceived risks of the participants. This study adopted a qualitative method which
enables in-depth understanding of the festival visitors. Data will be collected from a total
of 30 participants using a post-visit semi-structured interviews in June until July of 2018
at three different food events held in Malaysia. Understanding the participants motives,
emotions and the perceived risks will definitely help to establish an appropriate design
and marketing strategies to improve food events in Malaysia.
1148 | UMT UNDERGRADUATE RESEARCH DAY