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All Journal Journal of Indonesian Tourism, Hospitality and Recreation Jurnal Kajian Pariwisata dan Bisnis Perhotelan
Kusumawati, Pipin
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Humanities Decision Sciences, Operations Research & Management Education Health Professions Social Sciences Other

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The Meaning of Giving Food Souvenirs: From the Perspective of Generation Z Immigrants in Yogyakarta City Kusumaningrum, Haritsah; Kusumawati, Pipin; Tyas, Dyah Wahyuning; Fitriana, Fitriana
Journal of Indonesian Tourism, Hospitality and Recreation Vol 7, No 2 (2024): Journal of Indonesian Tourism, Hospitality and Recreation (October)
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/jithor.v7i2.70868

Abstract

ABSTRACTYogyakarta city's rich cultural history, historical significance, and developing tourism sector have led to a substantial demand for food souvenirs. This study aimed to assess the importance of food souvenirs obtained by Generation Z migrants in Yogyakarta City. The study conducted a quantitative descriptive analysis. The sample comprised 100 respondents who were Generation Z citizens, held non-DIY ID cards, and had personally purchased food souvenirs from Yogyakarta for giving to their family or friends in their homeland. This research employs dependent variables defined by the provided variables, while the independent components comprise emotional variables and cultural habits. The statistical analysis was employed to determine the extent to which the significance of a food souvenir motivates an individual's act of gifting. Multiple linear regression was used in the study, along with tests to look for deviations from common assumptions, including heteroscedasticity, multicollinearity, and autocorrelation. The research findings indicated that respondents had persisted in the tradition of giving food souvenirs to their families or loved ones. This illustrated that Generation Z has continued to maintain the tradition of presenting food souvenirs, reflecting the morals and traditions of Eastern culture.ABSTRAKYogyakarta selain terkenal sebagai kota pendidikan, juga merupakan kota budaya, kota perjuangan, dan kota pariwisata yang berdampak pada permintaan akan oleh-oleh makanan yang sangat besar. Penelitian ini bertujuan untuk mengetahui makna oleh-oleh makanan yang dibeli para penduduk generasi Z (lahir pada 1997–2012) pendatang di Kota Yogyakarta. Jenis penelitian ini adalah deskriptif kuantitatif. Responden penelitian berjumlah 100 orang yang merupakan penduduk generasi Z di DIY yang memiliki KTP non-DIY dan pernah membeli oleh-oleh makanan dari Yogyakarta secara langsung (bukan melalui e-commerce/ marketplace) untuk diberikan kepada keluarga/ teman di tempat asalnya. Intrumen penelitian digunakan variabel memberi sebagai variabel dependen, sedangkan variabel emosional dan variabel budaya sebagai variabel independen. Analisis statistik dilakukan untuk mengetahui seberapa besar makna oleh-oleh makanan menjadi dasar seseorang memberikannya. Metode yang digunakan adalah regresi linear berganda didukung dengan pengujian penyimpangan asumsi klasik, yaitu heteroscedasticity test, multicollinearity test, dan autocorrelation test. Hasil penelitian diketahui bahwa responden masih menganut dan menerapkan budaya memberi oleh-oleh kepada keluarga atau seseorang yang spesial bagi mereka. Membuktikan bahwa generasi Z masih memegang teguh budaya memberi oleh-oleh makanan karena hal tersebut adalah cerminan budaya timur dan nilai-nilai kebaikan tersebut diajarkan juga dalam keluarganya.
Wisata Gastronomi Berbasis Budaya Lokal Sebagai Upaya Pengembangan Makanan Tradisional Di Kota Pekalongan Disma, Fatimatuz Zahra; Widiyanto, Nur; Kusumawati, Pipin
JURNAL KAJIAN PARIWISATA DAN BISNIS PERHOTELAN Vol 6 No 1 (2025): Jurnal Kajian Pariwisata dan Bisnis Perhotelan
Publisher : Departemen Pariwisata Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/jkpbp.v6i1.77872

Abstract

Gastronomy tourism, particularly that based on traditional food in Pekalongan City, has not developed optimally. This is due to the weak integration of local cultural identity into culinary tourism development, as well as the lack of synergy among stakeholders such as the government, business actors, academics, communities, and the media. As a result, both locals and tourists tend to choose food from outside the region or modern cuisine that is more popular. This study aims to identify the inhibiting factors in the development of culture-based gastronomy tourism and to formulate effective strategies for preserving and developing traditional food as a tourism attraction in Pekalongan City. The method used is a descriptive qualitative approach with in-depth interview techniques involving various relevant informants. The results of the study show that the potential of Pekalongan’s traditional culinary products—such as megono, tauto, gemblong, kopi tahlil, and other local snacks—has not been fully optimized. The main problems include the lack of integrated promotion and branding, low innovation among business actors, and challenges posed by modern culinary trends. Traditional food has not been able to attract the interest of the younger generation and tourists due to low community participation in gastronomy tourism development. In addition, the packaging and presentation remain conventional. The conclusion of this study emphasizes that effective gastronomy tourism development strategies must integrate local cultural values into a holistic gastronomic approach. Active community involvement, education through culinary storytelling, product and packaging innovation, as well as the utilization of digital technology, are key to adaptive preservation. Cross-sector collaboration through the Nona Helix approach is necessary to strengthen cultural identity and enhance the competitiveness of traditional food as a sustainable tourism asset in Pekalongan City
Co-Authors Disma, Fatimatuz Zahra Fitriana Fitriana Kusumaningrum, Haritsah Tyas, Dyah Wahyuning Widiyanto, Nur