The Loyalty Model of Foreign Tourists Consuming Traditional Balinese Food
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
Purpose: The purpose of this study is to analyze the effect of meal experience of foreign tourists on satisfaction and loyalty when consuming traditional food in Bali.The choice of traditional Balinese food is traditional food using Balinese spices called Base Genep with the main course category.The purpose of this study also explores the meal experience of tourists consuming traditional food in tourist destinations is expected to provide satisfaction and can lead to loyalty to the destination itself in relation with The Island of Bali as a world tourist destination offers many choices of traditional food for tourists, especially foreign tourists. Design/methodology/approach: This study uses quantitative analysis, structural equation model (SEM-AMOS) which is followed by the interpretation of the research results to answer 3 hypotheses.In building a loyalty model for foreign tourists consumed traditional food in Bali, confirms the concept of meal experience with five dimensions are food quality, service quality, atmosphere, cleanliness and hygiene, and price, which is combined with the Triangle Concept of Indonesian Gastronomy with a storytelling dimension, including from previous research on local culinary in a tourist destination.This study involved 332 respondents using accidental sampling techniques through four culinary tourism activities in Bali namely festival, food tour, cooking class, and homestay, at five locations in Bali province namely Denpasar City, Badung, Gianyar, Bangli, and Buleleng Regency. Findings: The meal experience of foreign tourists consuming traditional Balinese food has a significant effect on tourist satisfaction and also tourist loyalty.And the satisfaction of foreign tourists consuming traditional Balinese food has a positive and significant effect on the loyalty of foreign tourists.The highest direct effect on the effect of meal experience is foreign tourist's satisfaction, then the influence between foreign tourist's satisfaction on foreign tourist's loyalty, and finally the influence between-meal experience and foreign tourist's loyalty.The study finding a new loyalty model for foreign tourists consuming traditional food in Bali destinations with a storytelling indicator as a novelty.The results of this study will provide theoretical implications in enriching consumer behavior theory and product development concepts, as well as further research in the future. Research limitations/implications: The study is due to the respondent only foreign tourists not including domestic tourists, the findings cannot be generalized to the whole population of tourists visiting Bali.Future research can survey tourists domestic and in different areas in Bali to have wider coverage.Meanwhile, the practical implications for culinary stakeholders in Bali are in improving the quality of the tourist's meal experience and in developing culinary tourism in Bali as a whole.
Abstract
Purpose: The purpose of this study is to analyze the effect of meal experience of foreign tourists on satisfaction and loyalty when consuming traditional food in Bali.The choice of traditional Balinese food is traditional food using Balinese spices called Base Genep with the main course category.The purpose of this study also explores the meal experience of tourists consuming traditional food in tourist destinations is expected to provide satisfaction and can lead to loyalty to the destination itself in relation with The Island of Bali as a world tourist destination offers many choices of traditional food for tourists, especially foreign tourists. Design/methodology/approach: This study uses quantitative analysis, structural equation model (SEM-AMOS) which is followed by the interpretation of the research results to answer 3 hypotheses.In building a loyalty model for foreign tourists consumed traditional food in Bali, confirms the concept of meal experience with five dimensions are food quality, service quality, atmosphere, cleanliness and hygiene, and price, which is combined with the Triangle Concept of Indonesian Gastronomy with a storytelling dimension, including from previous research on local culinary in a tourist destination.This study involved 332 respondents using accidental sampling techniques through four culinary tourism activities in Bali namely festival, food tour, cooking class, and homestay, at five locations in Bali province namely Denpasar City, Badung, Gianyar, Bangli, and Buleleng Regency. Findings: The meal experience of foreign tourists consuming traditional Balinese food has a significant effect on tourist satisfaction and also tourist loyalty.And the satisfaction of foreign tourists consuming traditional Balinese food has a positive and significant effect on the loyalty of foreign tourists.The highest direct effect on the effect of meal experience is foreign tourist's satisfaction, then the influence between foreign tourist's satisfaction on foreign tourist's loyalty, and finally the influence between-meal experience and foreign tourist's loyalty.The study finding a new loyalty model for foreign tourists consuming traditional food in Bali destinations with a storytelling indicator as a novelty.The results of this study will provide theoretical implications in enriching consumer behavior theory and product development concepts, as well as further research in the future. Research limitations/implications: The study is due to the respondent only foreign tourists not including domestic tourists, the findings cannot be generalized to the whole population of tourists visiting Bali.Future research can survey tourists domestic and in different areas in Bali to have wider coverage.Meanwhile, the practical implications for culinary stakeholders in Bali are in improving the quality of the tourist's meal experience and in developing culinary tourism in Bali as a whole.
참고문헌 (39)
- Akademi Gastronomi Indonesia(AGI), "Triangle Concept of Indonesian Gastronomy", Jakarta, ~ (2016)
- Akdag, G., "Do Tourists’ Gastronomic Experiences Differ Within The Same Geographical Region? A Comparative Study of Two Mediterranian Destination", British Food Journal, 120(1), pp.158~171 (2018)
- Francis Eric Amuquandoh, "Traditional food preferences of tourists in Ghana", British Food Journal, 115(7), pp.987~1002 (2013), Emerald[DOI]
- Ardika, I. W., "Kuliner Bali dalam Naskah Lontar Masyarakat Bali", Swasta Nulus, pp.2~3 (2018)
- Bjork, P., "Culinary Gastronomic Tourism-a search for Local Food Experience", Nutrition & Food Science, 44(4), pp.294~309 (2014)
- Igor Bukharov, "The role of tourist gastronomy experiences in regional tourism in Russia", Worldwide Hospitality and Tourism Themes, 10(4), pp.449~457 (2018), Emerald[DOI]
- Chao, S. C., "Exploration of local food selections in Lukang, Taiwan: Application of The Means-end Chain Theory", Doctor, pp.2010
- Clemente, E. D., "Food-based Experiences as Antecedents of Destination Loyalty", British Food Journal, 121(7), pp.1495~1507 (2019)
- Cousins, J., "Food and Beverage Management", pp.14~15 (2002), Pearson Education Limited
- Ha, J., "Effects of Service Quality and Food Quality : The Moderating role of atmospherics in an ethnic restaurant segment", International Journal of Hospitality Management, 29(3), pp.520~529 (2010)
- Hendrayana, M., "Strategi Pengembangan Makanan Tradisional Bali pada Hotel di Kawasan Sanur", pp.2011
- Predictors of Relationship Quality and Loyalty in the Chain Restaurant Industry, "Hyun, S. S.", Cornell Hospitality Quarterly, ~ (2010)
- Gregorash, B. J., "Understanding Authenticity Within Gastronomic Experiences, Authenticity, and Tourism", Tourism Science Series, 24, pp.145~163 (2018)
- Karim, A. B., "Investigating The Structural Relationship Between Food Image, Food Satisfaction, Culinary Quality, and Behavioral Intentions: The Case of Malaysia", International Journal of Hospitality and Tourism Administration (2013), Taylor and Francis Group
- Mak, A. H. N., "Globalization and Food Consumption in Tourism", Annals of Tourism Research (2011)
- Margi, I. K, "Identifikasi Potensi Wisata Kuliner Berbasis Bahan Baku Lokal di Kabupaten Buleleng, Bali", Jurnal Ilmu Sosial dan Humaniora, 2(2) (2013)
- Lena Mossberg, "Extraordinary Experiences through Storytelling", Scandinavian Journal of Hospitality and Tourism, 8(3), pp.195~210 (2008), Informa UK Limited[DOI]
- Nadra, N. M., "Kuliner Bali Peluang dan Tantangan", Media Bina Ilmiah, pp.10~13 (2016)
- Nariani, N.K., "Persepsi Wisatawan Terhadap Pengembangan Kuliner Lokal Bali di Ubud Kabupaten Gianyar", pp.2019
- Bendegul Okumus, "Incorporating local and international cuisines in the marketing of tourism destinations: The cases of Hong Kong and Turkey", Tourism Management, 28(1), pp.253~261 (2007), Elsevier BV[DOI]
- Pemerintah Daerah Provinsi Bali, "Peraturan Daerah Provinsi Bali Nomor 2 Tahun 2012 tentang Kepariwisataan Budaya Bali", ~ (2012)
- Pemerintah Daerah Provinsi Bali, "Peraturan Gubernur Bali Nomor 99 Tahun 2018 tentang Pemasaran dan Pemanfaatan Produk Pertanian", Perikanan dan Industri Lokal Bali, ~ (2012)
- Pliner, P., "The Psychology of Food Choice", pp.75~92 (2006), CABI
- Pitanatri, P. D. S., "Inovasi dalam Kompetisi : Usaha Kuliner Lokal Menciptakan Keunggulan Kompetitif di Ubud", Jurnal Master Pariwisata(JUMPA), 3(1), pp.1~14 (2016)
- Wisata Kuliner. Atribut Baru Destinasi Ubud.Jagat Press, "Pitanantri, P. D. S.", Bekerjasama dengan Program Studi Magister Kajian Pariwisata Universitas Udayana, ~ (2016)
- Putra, I. N. D., "Wisata Gastronomi Ubud-Gianyar", Dinas Kabupaten Gianyar (2018)
- Putra, I. N. D., "Empat Srikandi Kuliner Bali : Peran Perempuan Dalam Pembangunan Pariwisata Berkelanjutan", Jurnal Master Pariwisata(Journal Master in Tourism Studies), 1(1), pp.65~94 (2014)
- Putri, I. A. T. E., "Pengembangan Makanan Khas Bali sebagai Wisata Kuliner(Culinary Tourism)di Desa Sebatu Kecamatan Tegallalang Gianyar", Udayana Mengabdi, 12(1), pp.10~12 (2013)
- Nusser A. Raajpoot, "TANGSERV", Journal of Foodservice Business Research, 5(2), pp.109~127 (2010), Informa UK Limited[DOI]
- Ryan, C., "The Tourist Experience : A New Introduction" (2002), Cassell
- Wijaya, S., "Culinary Tourism in Indonesia: The Dining Experiences of International Visitors", pp.2014
- Medina, V. M. J., "Gastronomic Experiences of Foreign Tourists in Developing Countries", Heliyon, 5, pp.1~8 (2019)
- Aspek Budaya Makanan Tradisional Bali dalam menunjang Program Pariwisata Dalam Dinamika Kebudayaan, "Sirtha, N.", Denpasar.Lembaga Penelitian Universitas Udayana Denpasar, ~ (1998)
- Sukerti, N. W., "Inventarisasi Makanan Tradisional Buleleng sebagai Upaya Pelestarian Seni Kuliner Bali", Jurnal Ilmu Sosial dan Humaniora, 5(1) (2016)
- UNWTO, "Global Report on Food Tourism", United Nation World Tourism Organization Press, 1(4), pp.68~ (2012)
- Wijaya, S., "Encounters with Local Food: The Culinary Experiences of International Visitors in Indonesia", Doctor, College of Business, pp.2014
- Kajian Pangan Tradisional Bali dalam Rangka Pengembangan Menjadi Produk, "Yusa, N. M.", Unggulan Perguruan Tinggi Universitas, ~ (2013)
- Zang, T., "Authenticity, Quality, and Loyalty : Local Food and Sustainable Tourism Experience. The Special Issue Sustainable Food and Wine Tourism", Sustainability, 11(12), pp.34~37 (2019)
- Zhong, Y., "What Drives Customer Satisfaction, Loyalty, and Happiness in Fast-Food Restaurants in China? Perceived Price, Service Quality, Food Quality, Physical Environment Quality, and The Moderating Role of Gender", Foods, 9(4), pp.460~ (2020)[DOI]