<![CDATA[Elpidius Ricky, 202544037, An Analysis of the Potential and Development of Night Culinary Tourism in the Gajah Mada Street Area, Pontianak City. The Jalan Gajah Mada area is one of the night culinary centers in Pontianak City that develops organically without planned arrangement. This research aims to analyze the potential of night culinary tourism, identify supporting and inhibiting factors for its development, and formulate development efforts that can be carried out. The research uses a qualitative approach with a descriptive method. Data were collected through observation, in-depth interviews, and documentation of five informants selected by purposive sampling. The data analysis used the Miles and Huberman models, while the validity of the data was tested through triangulation of sources, techniques, and time. The results of the study show that this area has strong culinary tourism potential through distinctive culinary, identity as a non-halal culinary center, and a nighttime atmosphere that supports social interaction. Supporting factors include product uniqueness, merchant reputation, word-of-mouth and social media promotions, community support, and good accessibility. The inhibiting factors include limited service capacity, dining areas, parking, cleanliness, and lack of government guidance. Development efforts are directed at arranging cleanliness and parking, regulating stalls, strengthening regional identity, and increasing the role of the government. It was concluded that the main challenge of the region is not in potential, but in management that is not optimal.]]>
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