Community intentions to learn traditional delicacies (kuih) for the preservation of intangible cultural heritage in Malaysia

This study investigates the factors influencing community members’ intention to learn about traditional delicacies ( kuih ) as a form of preserving intangible cultural heritage, with a particular focus on the mediating roles of word-of-mouth (WOM) and self-preservation value. A quantitative survey was conducted with 236 respondents aged 18 and above in Terengganu, Malaysia. Data were analysed using PLS-SEM to evaluate both the measurement and structural models. The findings reveal that personal attitude, information readiness, self-preservation value, and WOM significantly influence learning intention. In addition, information readiness and self-preservation value positively affect WOM, whereas the relationship between personal attitude and WOM is not significant. However, personal attitude shows a significant relationship with self-preservation value. WOM mediates the relationship between self-preservation value and learning intention, while self-preservation value mediates the relationship between personal attitude and WOM. This study contributes to the limited body of research on heritage food by integrating cultural value orientation and WOM into the community behaviour perspective. It offers new insights into the psychological and social factors shaping interest in traditional culinary practices. The findings also provide practical implications for initiatives aimed at preserving and revitalising intangible cultural heritage through food, particularly in promoting traditional knowledge within local communities.