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CURRY CUISINE: PERCEPTIONS OF INDIAN RESTAURANTS IN MALAYSIA

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Author(s): Bharath M. Josiam | Sadiq M. Sohail | Prema A. Monteiro

Journal: Tourismos : an International Multidisciplinary Journal of Tourism
ISSN 1790-8418

Volume: 2;
Issue: 2;
Start page: 25;
Date: 2007;
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Keywords: ethnic marketing | Indian restaurants | spicy food | customer perceptions | Malaysia

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.

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