DEVELOPING BANDUNG AS CULINARY DESTINATION
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Date
2015-11-05
Journal Title
Journal ISSN
Volume Title
Publisher
"The Fourth International Conference on Entrepreneurship and Business Management (ICEBM 2015), Universitas Tarumanagara, Universiti Sains Malaysia, Dusit Thani College, Kun Shan University, Universitas Ciputra
Abstract
Food has become an increasingly important element in the tourism industry and becomes important aspect of the
travel experience and a vital destinations choice factor for tourists. The primary purpose of this study was to investigate
food image and its relationship to satisfaction and loyalty in Bandung, Indonesia. A survey was conducted for
collecting data through a questionnaire containing 21 items that was completed by 168 randomly selected respondents
who visited Bandung and multiple regression analysis was used for data analysis. The results revealed that the all
elements of food image marketing were directly associated with customer satisfaction and tourists’ satisfaction towards
Bandung traditional food has direct effect on loyalty. Therefore it is reasonable to conclude that in order to make
Bandung as a culinary tourism destination all stakeholders such as government, food providers and community should
create positive food image of Bandung traditional food.
Description
Keywords
food image, satisfaction, loyalty, Bandung traditional food