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All Journal Jurnal Kajian Pariwisata dan Bisnis Perhotelan Jurnal Pariwisata Tourista
Disma, Fatimatuz Zahra
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Humanities Decision Sciences, Operations Research & Management Education Social Sciences

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Strategi pemasaran Roti Ganjel Rel sebagai objek wisata gastronomi di kota Semarang Jawa Tengah Adiyanti, Assyifa Shafia; Disma, Fatimatuz Zahra; Turgarini, Dewi; Kusumati, Pippin
Jurnal Pariwisata Tourista Vol. 4 No. 2 (2024): Oktober 2024
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jt.v4i2.15014

Abstract

The trend of culinary tourism is growing with cities seeking to explore the richness of their culinary culture. However, challenges arise in maintaining the sustainability of traditional foods amidst diverse consumer preferences. It is crucial for traditional food vendors to innovate, maintain quality, and keep prices stable to stay appealing, as seen in efforts to preserve Roti Ganjel Rel as a unique culinary attraction in Semarang. This study uses a qualitative approach to examine the preservation of traditional food culture of Roti Ganjel Rel and its marketing strategies in Semarang, utilizing interviews, literature reviews, documentation studies, and questionnaires. The study aims to develop marketing strategies to enhance the gastronomic appeal of Roti Ganjel Rel. Through SWOT Matrix analysis, important insights are gained to address product portion and texture variability by developing more consistent production standards, product diversification, improving production capacity, and supply chain efficiency. Growth opportunities exist through education, promotion, and product innovation, despite threats from product competition and market uncertainty. It is also recommended to leverage social media advertising services and enhance brand image through customer reviews on platforms.
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 Adiyanti, Assyifa Shafia Dewi Turgarini  Kusumati, Pippin Kusumawati, Pipin Widiyanto, Nur