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All Journal Jurnal Manajemen Bisnis Jurnal Pariwisata Terapan Jurnal Bisnis Terapan Jurnal Nuansa Akademik: Jurnal Pembangunan Masyarakat JELAJAH: Journal of Tourism and Hospitality
Handayani Rahayuningsih
Diploma Kepariwisataan, Sekolah Vokasi, Universitas Gadjah Mada
Religion Humanities Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Jurnal Manajemen Bisnis

 1 
THE ROLES OF PUBLIC FIGURE IN FOOD BRANDING: A CASE STUDY Rahayuningsih, Handayani
Jurnal Manajemen Bisnis Vol 10, No 1: March 2019
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.10170

Abstract

To make the experiences of visiting tourist destination become tangible, tourists are inclined to bring some souvenirs for their family and friends. Such big target market is enough reason to make businesses which provide souvenirs such as goods and foods in the tourist destinations. At the moment, there is an ongoing trend in Indonesia which uses celebrity or famous public figures’ names as a part of the souvenirs’ marketing appeal. Malang Strudel, Jogja Scrummy, and Surabaya Snowcake are a few examples of foods, especially pastries, as souvenir that are specifically marketed for the visitors of a particular city, and use famous actors and  actress’  as owner  and  their  brand ambassadors. The  construction  of  foods identity and products branding of food as souvenir were the focus of this research. The data were collected through interview, documentation, and observation. The results indicate that public figures are extremely important in creating the identity of food as the souvenir of a particular city, although the product itself is not originally from the city. Moreover, tourists who buy the food as souvenir were influenced by the public figures’ name.
Co-Authors Anggit Novitariasari Anik Nuryani Ashila Fitra Hani Aufi Nidau Sholihah Bayu Aji, Khusnul Bramanti Aditya Fatkurrohman Febri Handoyo Iban, Carlos Marsono Maulida Chairunnisa R. V Nuryani, Anik Nuryuda Irdana Qonita Putri Firdausa