Tourist Perceptions of the Quality of Traditional Culinary Products

in Priority Tourism Destinations in Borobudur Central Java

Ayu Nurwitasari, Nuraeni Handayaningrum, Endang Komesti Sinaga, Cucu Kurniati, Nur Komariah

Prodi D3 Tata Boga, Prodi D4 Manajemen Pengaturan Perjalanan Sekolah Tinggi Pariwisata Bandung, Jl. Dr. Setiabudhi

186, Bandung, Indonesia

Keywords: Tourism Perception, Quality of Culinary Products, Culinary Tourism

Abstract: One of the tourism products that is being actively developed in the Borobudur Region is Culinary Products.

Deputy of Nusantara Tourism Development said that the Borobudur region's culinary products raised many

elements of the local cultural flavor of the local community. Unfortunately there are no studies that study

how the quality of food offered at the Central Java Borobudur Priority Tourism Destination. With

information about the quality of culinary products offered at Borobudur priority destinations, it is hoped that

the government can improve the competitiveness of Borobudur priority areas on the national and

international tourism arena. This study aims to determine the Perception of Tourists About the Quality of

Traditional Culinary Products in the Priority Tourism Destinations of Borobudur, Central Java. The research

method used in this study uses the Importance-Performance Analysis method. The sample in this study were

tourists visiting the Borobudur culinary tour of 100 people. From the results of this study it can be seen that

based on the perceptions of tourists on the performance of the quality of traditional culinary products in the

Central Java Tourism Destination Borobudur Priority measured by descriptive analysis as a whole is in the

Good category that is equal to 75.62%. In addition, based on research using Important Performance

Analysis (IPA) in the Cartesian diagram there are one main priority attribute in quadrant A, four attributes

with low priority in quadrant C and one redundant attribute in quadrant D which must be improved to

improve tourist perceptions of product quality culinary namely as follows: a. Quadrant A (Top Priority),

which is a culinary product that is presented has an appropriate nutritional content, quadrant C (Low

Priority) 1) Presentation of the culinary product that is served, 2) The level of maturity of the food served, 3)

The texture of the culinary product served, 4) Appearance color of culinary products. c. Quadrant D

(Excessive) 1) The taste of the food served.

1 INTRODUCTION

Culinary products are one of the values that develop

in an area that shows the identity of the human

groups that live in it. Some anthropologists believe

that cooking has been around 250 thousand years

ago when the stove was first discovered. Since then,

cooking techniques have continued to develop and

each region in the world has its own cooking

techniques and food variations. This makes food as a

thing that has a function as a cultural product.

(National culinary development plan 2015-2019).

In addition to high taste and innovation in a

culinary product, tourists now also expect quality

culinary products. The popularity of Indonesian

traditional cuisine had declined but again rose in the

early 2000s when the position of food and drinks

which is a basic human need began to shift for most

of Indonesian society. Hadisantosa (1993) in Sabana

(2007: 2) defines traditional food as daily culinary

consumed by ethnic groups and specific regions,

processed based on recipes that are hereditary. Local

culinary products are considered better than other

culinary that is not authentic and is considered

unable to describe the cultural richness of a

destination. That is because local culinary products

are considered able to meet the needs of tourists who

want to know the uniqueness of a destination

through food that is commodified and meets culinary

production standards. (Blakey, 2006: 3).

The Ministry of Tourism (Kemenpar) has

designated the Borobudur Region as Indonesia's

leading tourist destination. This was conveyed by

the Deputy for Tourism and Tourism Investment

Destination and Development Sector at the National

Coordinating Meeting of the Ministry of Tourism

100

Nurwitasari, A., Handayaningrum, N., Sinaga, E., Kurniati, C. and Komariah, N.

Tourist Perceptions of the Quality of Traditional Culinary Products in Priority Tourism Destinations in Borobudur Central Java.

DOI: 10.5220/0009802801000105

In Proceedings of the 1st NHI Tourism Forum (NTF 2019) - Enhancing Innovation in Gastronomic for Millennials, pages 100-105

ISBN: 978-989-758-495-4

"sel acceleration of Tourism Development in the

Context of Achieving the Target of 12 Million

Tourists and 260 Million 2016 Tourists". The main

development of the Borobudur Tourism Industry

refers to the development of tourism, increasing the

competitiveness of tourism business products,

increasing tourism business partnerships, developing

environmental responsibility and increasing tourism

investment. The target is to make Borobudur Region

Tourism make Indonesia a world tourism

destination, contribution to GDP (WTTC), foreign

exchange, work opportunity contribution to the

community.

Figure 1: Tourism Destination Development (Source:

Ministry of Tourism, 2016).

Based on Figure 1 above it can be seen that one

of the tourism products that is being actively

developed in the Borobudur Region one of which is

Culinary Products. Deputy of Nusantara Tourism

Development said that the Borobudur region's

culinary products raised many elements of the local

cultural flavor of the local community. This is in line

with what is stated in Law Number 10 of 2009

concerning Tourism which states that the

Implementation of Tourism is intended to increase

national income in order to improve the welfare and

prosperity of the people, expand and equalize

business and employment opportunities, encourage

regional development, introduce and utilize tourist

objects and attractions in Indonesia and foster a

sense of love for the motherland and strengthen

friendship between nations. Unfortunately there are

no studies that study how the quality of food offered

at the Central Java Borobudur Priority Tourism

Destination. With the information on the quality of

culinary products offered at Borobudur priority

destinations, it is hoped that the government can

improve the competitiveness of Borobudur priority

areas on the national and international tourism

scene.

Based on this background, it is necessary to

know how the Tourist Perception of the Quality of

Traditional Culinary Products in the Priority

Tourism Destinations of Borobudur, Central Java.

By knowing the tourists' perceptions of the culinary

products of the Borobudur Region, the Government

and stakeholders can develop strategies so that the

culinary products of the Borobudur Region can

become one of the leading tourism products, and can

increase the attractiveness of the Borobudur Region

as a tourist destination.

1.1 Research Formulations

1. What about traditional culinary tourism

products in the Borobudur Region in Central

Java?

2. How is the quality of traditional culinary

products in Borobudur, Central Java?

1.2 Research Purposes

1. To find out the quality of traditional culinary

products in Borobudur, Central Java

2. To find out tourists' perceptions of the quality of

traditional culinary products in the Central Java

Borobudur Region

2 LITERATURE REVIEW

2.1 Food Quality

Pauli (1979: 11) states the quality or quality of food

is influenced by:

1) Presentation, which is an attractive appearance

of food will arouse appetite so that there will be

a desire to enjoy it. For example the right

arrangement and color combination and the

appropriate presentation.

2) Taste and flavor, namely the aroma of food that

is delicious raises the desire to taste the food.

The taste and aroma of the food served must be

in accordance with the main ingredients,

seasonings and sauces used in processing.

3) Good food texture is according to the type of

food. Proper cooking methods and food

ingredients can affect texture.

4) The temperature of serving food must be in

accordance with the temperature of the type of

food such as hot food served hot or cold food

served cold.

Tourist Perceptions of the Quality of Traditional Culinary Products in Priority Tourism Destinations in Borobudur Central Java

101

5) Color of Food is an interesting color of food

that is fresh and natural will cause appetite

compared to burnt or pale colored food. And the

Character of Food is to distinguish one type of

food from another, so each food has its own

character or characteristics, such as the taste,

aroma of the food, decoration, sauce, and

texture of the food.

6) technological, microbiological and organoleptic

properties.

According to West, Wood and Harger, Gaman

and Sherrington and Jones in Margaretha and Edwin

(2012, 1) in general, the factors that influence food

quality are as follows:

a. Color

The colors of the ingredients must be combined

in such a way that they don't look pale or the

colors don't match. Color combinations are very

helpful in consumer appetite.

b. Appearance

Food must be well seen while on a plate, which

is an important factor. The freshness and

cleanliness of the food served is an important

example that will affect the appearance of the

food whether or not to be enjoyed.

c. Portion

In each serving of food the standard portion has

been determined which is called the standard

portion size.

d. Temperature

Consumers like variations in temperature

obtained from one food to another. Temperature

can also affect the taste, for example the sweet

taste in a food will be more felt when the food is

still warm, while the salty taste in the soup will

be less pronounced when the soup is still hot.

e. Texture

There are many food textures including smooth

or not, liquid or solid, hard or soft, dry or moist.

The level of thin and smooth and shape of food

can be felt through the pressure and movement

of receptors in the mouth.

f. Flavor

The flavor is a reaction from food that will

affect consumers before consumers enjoy food,

consumers can smell the food.

g. Level of maturity

The level of food maturity will affect the texture

of the food. For example carrots that are boiled

enough will be soft than carrots that are boiled

faster. For certain foods such as steak, each

person has their own taste about the level of

steak maturity.

h. Taste

The taste point of the tongue is the ability to

detect the basis of sweet, sour, salty, bitter. In

certain foods, these four flavors are combined to

make one unique and interesting taste to be

enjoyed.

3 RESEARCH METHODOLOGY

This research is a quantitative research.

Questionnaires were distributed to tourists visiting

Borobudur priority destination areas. Secondary data

includes information obtained from the government,

tourist attractions management, and literature

review. Data were analyzed using the Importance-

Performance Analysis method. The use of the

Importance-Performance Analysis method is to

measure the level of satisfaction of culinary products

included in the quadrants on the Importance

Performance Matrix map. In this method the

measurement of tourist perceptions of culinary

products in the Borobudur priority destination is

measured.

4 RESULTS AND DISCUSSION

4.1 Validity and Reliability Test

The results of validity testing with SPSS 25 show

that each question is valid, because it meets the

requirements of r count> r table (0.1966) so that all

statement items can be used in research. And also

considered reliable because the value of Cronbach’s

Alpha> 0.6 is 0.791 and 0.655.

4.2 Descriptive Analysis

Figure 2: Continuous Line of Reality

NTF 2019 - The NHI Tourism Forum

102

Figure 3: Expectation Line of Hope

Obtained the results of the calculation of the

performance attributes of Traditional Culinary

Product Quality in Borobudur Priority Tourism

Destinations in Central Java by 75.62% and from the

continuum line it can be seen the results of the

calculation of Product Quality performance are

stated "Good". As well as the results obtained by

calculating the expectation attribute of the Quality of

Traditional Culinary Products in the Central Java

Borobudur Priority Tourism Destination by 92.84%

and from the continuum line the results of the

expected calculation of Product Quality are stated to

be "Very Good".

4.3 Gap Analysis (GAP)

Table 1: Gap Calculation Results (GAP)

Based on the table above, it can be seen that all

statements are negative, which means that all

statements have gaps. This shows that the perception

of performance on Product Quality is currently

below the expectation of Quality of Traditional

Culinary Products in Borobudur Priority Tourism

Destinations Central Java.

4.4 Importance-Performance Analysis

(IPA)

To be able to see the position of the analyzed data it

can be seen in the Cartesian diagram. The existence

of the cartesian diagram will facilitate management

in an effort to improve product quality attributes that

are considered important by tourists in the following

diagram. Importance Performance Analysis Diagram

to find out the priority attributes in developing the

quality of traditional culinary products in the Central

Java Borobudur Priority Tourism Destination,

namely:

Figure 4: IPA Diagram

From the Cartesian diagram above it can be

seen the location of the attributes of Product Quality

attributes that influence tourist perceptions of the

quality of traditional culinary products in the Priority

Tourism Destinations of Borobudur, Central Java.

The interpretation of the Cartesian diagram can be

explained as follows:

Quadrant A shows the factors or attributes that

are considered to influence the perception of

tourists. Including service elements that are

considered very important. However, management

has not done it in accordance with the wishes of

tourists so that it is disappointing or it can be said

that consumers are not satisfied. There is one

attribute that is included in this quadrant, namely:

Item 9 (The culinary products served have the

appropriate nutritional content), according to tourists

the nutritional content of a culinary product is very

important but in reality the value of the nutritional

content of the culinary product is not given enough

attention by its managers.

Quadrant B shows the basic service elements

that have been successfully carried out by the

company. For this reason it must be maintained.

There are four attributes that are included in this

quadrant as follows:

1. Item 2 (The aroma of culinary products served),

the aroma of culinary products already feels

delicious so that it arouses the appetite of

tourists.

Tourist Perceptions of the Quality of Traditional Culinary Products in Priority Tourism Destinations in Borobudur Central Java

103

2. Item 6 (Temperature of culinary products

served), when presenting culinary products the

management has paid attention to the

temperature of the food temperature so it is

comfortable for consumption by tourists.

3. Item 8 (Culinary products are presented

reflecting local wisdom / local culture), tourists

have felt the food and culinary peculiarities of

the area or place they visited and visited.

4. Item 10 (Culinary products that are served are

safe for consumption), the manager has

produced quality food products, safe for

consumption and in accordance with tourist

demands.

Quadrant C shows several factors that are less

important influence for tourists. Its implementation

by ordinary companies and is considered less

important and less satisfying. There are four

attributes included in this quadrant, namely:

1. Item 3 (Presentation of culinary products

presented), the layout (plating) of culinary

product dishes has not fulfilled the wishes of

tourists because tourists not only pay attention

to the taste of the food but also enjoy the food

through its appearance.

2. Item 4 (Maturity level of food served),

according to tourists is still not right. The level

of maturity will certainly affect the taste of

food, and the level of maturity must also be

adjusted to the type of food ingredients.

3. Item 5 (Texture of culinary products presented),

according to tourists' perceptions is not as

expected, so compositions such as textures need

to be considered properly.

4. Item 7 (Appearance of color from culinary

products), tourists consider the color play of

food to be considered lacking because

contrasting, bright and bright colors can give a

fresh and tempting impression.

Quadrant D shows several factors that are

considered not too important and or not too

expected, so the management needs to allocate the

resources associated with these factors to other

factors that have higher priority management. There

is one attribute that is included in this quadrant is as

follows: Item 1 (The taste of the food served),

according to tourists the taste of food is too

excessive for example when giving spices, saltiness,

and other flavorings.

5 CONCLUSIONS

The level of perception of tourists is measured in

expectations and performance aimed at Traditional

Culinary Products in Borobudur Priority Tourism

Destinations in Central Java, with an average

expectation of 4.64 while the perceived performance

of tourists with an average score of 3.78. Then it can

be concluded that the perception of tourists about the

quality of culinary products is still not good because

the average value of expectations is greater than the

average value of performance.

Based on research using Important Performance

Analysis (IPA) in the Cartesian diagram there are

one main priority attribute in quadrant A, four

attributes with low priority in quadrant C and one

redundant attribute in quadrant D that must be

improved to improve tourist perceptions of the

quality of culinary products. At the gap level (GAP)

between performance and expectations, each

statement indicator item has a gap level (GAP),

because all the scores are negative. This shows that

the actual level of performance is still below the

expectations of tourists. This shows that tourist

perceptions of product quality are still not good, so

the company must be able to improve all the

attributes of each indicator of the statement.

REFERENCES

Ali Hasan, (2009), Edisi Baru Marketing, Yogyakarta:

Media Pressindo.

Assauri, Sofyan, (2002), Manajemen Pemasaran (dalam

konsep dan strategi),

Jakarta: Rajawali Grafindo.

Ascherio A, Rimm EB, Hernan MA, Giovannucci E,

Kawachi I, Stampher MJ, et al. Relation of

consumption of vitamin E, vitamin C, and caotenoids

to risk for stroke among men in the United States, Ann

Intern Med. 1999; 130: 963-970.

Blakey, E. dan S. Spence. Developing Metacognition in

ERIC Digest. http://www.erc.ed.goy/contentdelivery/

Buchari Alma, (2007), Manajemen Pemasaran dan

Pemasaran Jasa, Edisi. Revisi, Bandung: Alfabeta.

Dharmmesta, Basu Swastha dan Irawan. Manajemen

Pemasaran Modern, Edisi Kedua,. Yogyakarta 2001

Dharmmesta, Basu Swastha T. Hani Handoko, (2000),

Manajemen Pemasaran “ Analisa perilaku konsumen

“. Edisi pertama cetakan ketiga. BPFE Yogyakarta;

Yogyakarta.

Buchari Alma, (2007), Manajemen Pemasaran dan

Pemasaran Jasa, CV. Alfabeta: Bandung.

Ernayanti, dkk., (2003), Ensiklopedi Makanan Tradisional

di Pulau Jawa dan Pulau Madura. Deputi Bidang

Pelestarian dan Pengembangan Kebudayaan.

NTF 2019 - The NHI Tourism Forum

104

Eugen, Pauli, (1979), Classical Cooking The Modern Way.

New York.

Fiani, Margaretha S. & Edwin Japarianto, (2012), Analisa

Pengaruh Food Quality & Brand Image terhadap

Keputusan Pembelian Roti Kecik Toko Roti Ganep’s

di Kota Solo. Jurnal Manajemen Pemasaran.

Gardjito, M (Editor), (2006), Labu Kuning Sumber

Karbonhidrat Kaya Vitamin A, Yogyakarta: Tridatu

Visi Komunikasi.

Imam Maulana & Arus Reka Prasetia. (2016) Strategi

Kreatif Usaha Kuliner Indonesia Untuk Memperluas

Ke Kawasan Asia Tenggara Dalam Era Masyarakat

Ekonomi ASEAN (MEA)

John M. Echols dan Hasan Shadili, (1993), Kamus Inggris

Indonesia, Jakarta:

Gramedia. Ganti jurnal

Koentjaraningrat, (1996), Kebudayaan Mentalis dan

Pembangunan, Jakarta: Gramedia Pustaka Utama.

Kotler, Philip. (2000), Manajemen Pemasaran, Jakarta ;

PT.Prenhallindo.

Kotler, Philip & Armstrong, Gary, (2006), Prinsip-

prinsip Pemasaran, Edisi Keduabelas, Erlangga:

Jakarta.

Kotler, Philip, (2008), Manajemen Pemasaran Edisi 12

Jilid 2, Jakarta: Indeks.

Kotler, Philip and Gary Armstrong, (2008), Prinsip-

prinsip Pemasaran, Edisi 12, Jilid 1. Jakarta: Erlangga.

Kotler, Philip and Gary Armstrong, (2012) Prinsip-

prinsip Pemasaran, Edisi13, Jilid 1. Jakarta: Erlangga.

Kotler, Philip and Amstrong, Gary, (2009), Principles of

Marketing 13

edition, New Jersey: Prentice Hall.

Pendit, S. Nyoman, (1994), Ilmu Pariwisata. Jakarta:

Pradnya Paramita.

Pride & Ferrel , (1995) Pemasaran : Teori dan Praktek

Sehari-hari, Jakarta : Binapura Aksara.

Rangkuti, Freddy, (2002), Measuring Customer

Satisfaction, Jakarta : PT. Gramedia Pustaka Utama.

Sabana, Choliq, (2007), Analisis Pengembangan Kota

Pekalongan Sebagai Salah Satu Kawasan Andalan di

Jawa Tengah, Tesis S2 tidak dipublikasikan,

Semarang: Universitas Diponegoro.

Stanton, Robert, ( 2007), Teori Fiksi, Yogyakarta:

Pustaka Pelajar.

Schiffman dan Kanuk, (2007), Perilaku Konsumen.Edisi

Kedua. Jakarta: PT. Indeks Gramedia

Tjiptono, Fandy dkk, (2006), Pemasaran Strategik,

Yogyakarta; Andi.

Tjiptono, Fandy , (2005), Pemasaran Jasa, Edisi pertama,

Yogyakarta; Bayumedia Publishing.

Walgito, B, (2002), Pengantar Psikologi Umum, Ed. 3.

Yogyakarta: Adi.

WA, Marsum, (1991), Restoran dan segala

permasalahannya, Yogyakarta: Andi

Offset.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D, (2006),

Services Marketing Integrating Customer Focus

across the Firm. Boston: MA McGraw-Hill.

Paradiso, Tourism & Transportation News. (2017, 16

April), Kemenpar Dukung Penuh Promosi Kuliner

dan Budaya di Tanjung Lesung. Diperoleh 25

Februari 2018, dari http://paradiso.co.id/kemenpar-

dukung-penuh-promosi-kuliner-dan-budaya-di-

tanjung-lesung.html

Pembangunan Destinasi Pariwisata Prioritas 2016 - 2019

UU No. 10 Tahun 2009

WTO

Tourist Perceptions of the Quality of Traditional Culinary Products in Priority Tourism Destinations in Borobudur Central Java

105