FOOD SOUVENIRS FROM BALI – WHAT MATTERS FOR TOURISTS FROM JAKARTA?

Diena Mutiara Lemy, Debbie Darmawan, Julio Putra Tjokromulia

Abstract


Bali is one of the popular destinations in Indonesia. It is not only popular for the international tourists, but also for domestic tourist. One large segment of Bali domestic tourist is from Jakarta. This segment like to buy food souvenir from Bali, even though the food do not presenting Balinese local food.

The purpose of this research is to determine the degree of influence from brand image, brand awareness and dimension of food souvenirs from Bali towards buying decisions of Tourist from Jakarta when they are in Bali. Usually, product with good brand image and good brand awareness could attract people to buy the products.

This research uses descriptive quantitative approach, where the data is collected through questionnaire and observations. To analyze the data, multiple linear regression analysis using SPSS program was applied. The result will determine if the brand awareness and brand image of food souvenirs really influence buying decision of tourist from Jakarta or not. The benefit of this research is expected that it will be a beneficial insight for the tourism industry in Bali in making a strategy for increasing tourist expenditure, from the food souvenirs sector.


Keywords


Food Souvenirs, Bali, Brand Image, Brand Awareness, Buying Decision, Tourism.

Full Text:

PDF

References


Altintzoglou, T., Heide, M., & Borch, T. (2016). Food souvenirs: buying behaviour of tourists in Norway. British Food Journal, 118(1), 119–131. https://doi.org/10.1108/BFJ-05-2015-0190

Dobbs, R., Remes, J., Manyika, J., Roxburgh, C., Smit, S., & Schaer, F. (2012). Urban world: Cities and The Rise of The Consuming Class. McKinsey & Company.

Durianto, D. (2004). Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT. Gramedia Pustaka Utama.

Gordon, B. (2004). The souvenir: Message of the extraordinary. Journal of Popular Culture, 20, 135.

Julita, Lemy, D. M., & Ingkadijaja, R. (2018). The Influence Of Brand Performance And Service Quality Towards Guest Decision To Stay At Four-Star Hotel In Tangerang, (November), 8–10.

Kim, S., & Littrell, M. A. (2001). Souvenir buying intentions for self versus others. Annals of Tourism Research, 28(3), 638–657. https://doi.org/10.1016/S0160-7383(00)00064-5

Litirell, M. A., Baizerman, S., Kean, R., Gahring, S., Niemeyer, S., Reilly, R., & Stout, J. (1994). Souvenirs and Tourism Styles. Journal of Travel Research, 33(1), 3–11. https://doi.org/10.1177/004728759403300101

MacCannell, D. (1989). The Tourist: A New Theory of the Leisure Class. Schocken Books.

Pfoertsch, W., & Kotler, P. T. (2010). Ingredient Branding: Making The Invisible Visible. Springer Science & Business Media.

Rochaety, E., & Tresnati, L. R. (2007). Metodologi Penelitian Bisnis dengan Aplikasi SPSS. Jakarta: Mitra Wacana Media.

Suhartanto, D., Chen, B. T., Mohi, Z., & Sosianika, A. (2018). Exploring loyalty to specialty foods among tourists and residents. British Food Journal, 120(5), 1120–1131. https://doi.org/10.1108/BFJ-09-2017-0485

Suryana, D. (2012). Bali: Bali dan Sekitarnya. CreateSpace Independent Publishing Platform

Swanson, K. K. (2004). Tourists’ and retailers’ perceptions of souvenirs. Journal of Vacation Marketing, 10(4), 363–377. https://doi.org/10.1177/135676670401000407

Zauberman, G., Ratner, R. K., & Kim, B. K. (2009). Memories as Assets: Strategic Memory Protection in Choice over Time. Journal of Consumer Research, 35(5), 715–728. https://doi.org/10.1086/592943


Cited by:


DOI: http://dx.doi.org/10.22334/jbhost.v5i2.169

DOI (PDF): http://dx.doi.org/10.22334/jbhost.v5i2.169.g155

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


Visited Number: Web
Analytics JBHOST Stats