Pola Komunikasi Gastronomi dalam Pengembangan Pariwisata Kota Malang
Abstract
Tujuan penelitian ini untuk mengidentifikasi karakteristik demografis sosial wisatawan lokal yang mengunjungi Kota Malang serta menganalisis persepsi wisatawan lokal terhadap potensi gastronomic tourism Kota Malang. Penelitian ini menggunakan metode paradigma positivistik dengan pendekatan kuantitatif. Penelitian ini menggunakan metode survei dengan menyebarkan kuesioner terhadap 100 mahasiswa yang berasal dari 5 Universitas terbesar di Kota Malang. Hasil penelitian menunjukkan bahwa, 53% responden menyatakan bahwa eksplorasi wisata kuliner merupakan tujuan yang ditetapkan untuk tinggal di Kota Malang selama menempuh aktivitas pendidikan. Sebesar 60% wisatawan hanya mampu mengenali Bakso Malang sebagai kuliner asli Kota Malang, sementara hanya 2% lainnya yang mengetahui kuliner asli Kota Malang seperti Orem-Orem dan Cwi Mie. Simpulan penelitian ini menunjukkan bahwa meningkatkan kegiatan pendidikan dapat meningkatkan kualitas makanan lokal, dan jika dikombinasikan dengan promosi sistemik, strategi pariwisata dapat menciptakan branding dan reputasi positif. Hal ini juga memberikan wawasan untuk pengembangan pariwisata di industri pariwisat, menekankan pentingnya kualitas makanan lokal melalui kegiatan promosi dan partisipasi aktif dari pemerintah setempat.
Kata Kunci: Daya Tarik Wisata, Gastronomic Tourism, Kota Malang, Pemasaran Pariwisata.
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