TOURIST MOTIVATION TO CUSTOMER LOCAL FOOD: CULINARY TOURISM IN BANDUNG CONTEXT

Abstract

The aim of this research is to investigate the tourist motivation in consuming local food in the sense of culinary tourism. This research seeks to give meaningful comprehension about culinary tourist characteristics, motivation in consuming local food, and expectations for restaurants. Study on tourist motivation and culinary tourism can be the basis to understand tourist behaviour in culinary tourism. It can be used to explain the intention of tourist in consuming local products or services in destination. This research employed quantitative approach with survey method to gain required information. Questionnaires were distributed to respondents who qualified as culinary tourists. The results from primary research were compared with the results from secondary research of literature review. There are several factors that motivate tourists to consume local food in a destination, including quality of taste, traditional, appearance, price, variety of foods, and distinction to others. Lastly, there are some recommendations for restaurateurs to improve their competence in providing local foods, including give the opportunity for tourists to taste before ordering, promote restaurant that use traditional methods in serving foods, put information about local food in menu, and increase the knowledge of local food to restaurant staff. Keywords: local food, motivation, culinary tourism, Bandung