DOMESTIC TOURISTâS BEHAVIORAL INTENTION TOWARDS FOOD TOURISM DESTINATION: BANDUNG LOCAL RESTAURANT AND CAFE
Food tourism is known to have the potential to contribute to be a competitive advantage that could be a major development for a destination. In Indonesia, the foodservice market is anticipated to expand by 7.06% in the fourth coming years (2018-2023), with more populations having a high consumpti...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/61056 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Food tourism is known to have the potential to contribute to be a competitive advantage that
could be a major development for a destination. In Indonesia, the foodservice market is
anticipated to expand by 7.06% in the fourth coming years (2018-2023), with more populations
having a high consumption towards restaurants and café. The culinary industry in Bandung,
one of the cities in Indonesia, is growing at a rapid pace, making it the most popular business
in the city. Restaurant and café are considered essential elements of tourism since it contributes
to the most significant regional income for Bandung city. However, with more new restaurants
and café appearing in Bandung, the competition is getting fierce, which leads to a condition
where the market is saturated. This research aims to understand food consumption experience
factors that can shape domestic food tourist’s Behavioral Intention (e.g., revisit intention,
recommend to others) towards Bandung local restaurant and café. The data was gathered using
an online questionnaire to 220 respondents living in Indonesia, domiciled outside Bandung city
within the age range of 18-58 years old, and had a prior visit to Bandung local restaurant and
café. Subsequently, the PLS-SEM method is used to analyze the data. The result indicates that
local food consumption value, and local food experiential value positively impact tourist
attitudes towards local food and food destination image in Bandung local restaurant and café.
Moreover, attitudes towards local food, food destination image, and tourist satisfaction are
known to impact tourist behavioral intention positively (e.g., revisit intention, recommend to
others) towards Bandung local restaurant and café. The result of this study is hopefully can be
useful for local restaurant and café businesses in Bandung to develop their business into a
promising sustainable food tourism destination. |
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