Rejuvenating Cultural Tourism Through Gastronomic Creative Tourism in Ubud Bali

Abstract

The Ubud area has long been developed and is known as a cultural tourism destination. This is not surprising because Ubud has many artistic and cultural attractions to offer for tourists. However, in the last two decades, Ubud is also known as a culinary tourism destination. In fact, the Gianyar Regency government and the Ministry of Tourism and Creative Economy have promoted Ubud as gastronomic tourism. This article analyzes the role of gastronomic tourism in supporting cultural tourism in Ubud. Does the new Ubud label as gastronomic tourism fade the image of Ubud as cultural tourism or does it increase its charm and attractiveness? This qualitative study collects data by interview, observation, and literature study. They were analyzed from the light of creative tourism. The article concludes that gastronomy tourism such as cooking class and food festival that has developed in Ubud is a form of creative tourism that help in rejuvenating the image of Ubud as cultural tourism. This happens because food and all the cooking processes as well as all the stories and values system of local wisdom attached to the local foods are part of the culture. This article contributes in providing an understanding of strengthening the image of Ubud tourist destinations as cultural tourism through creative tourism known as gastronomic tourism.

Preservation of Gastronomic Heritage ''Brongkos Kambing'' in Nglipar Gunung Kidul District, Yogyakarta

“…Rejuvenating Cultural Tourism Through Gastronomic Creative Tourism in Ubud, Bali (Bestari et al, 2022). The research approach with qualitative methods is used in this study to explore Ubud gastronomic tourism in the context of rejuvenating Ubud cultural tourism.…”

Event Ubud Writers & Readers Festival Sebagai Promosi Destinasi Ubud

“…Belakangan, Ubud menunjukkan dirinya sebagai destinasi wisata kreatif dengan munculnya banyak kegiatan cooking class. Wisatawan yang datang ke Ubud tidak hanya untuk menikmati alam, budaya, makanan, tetapi juga memiliki peluang untuk ikut belajar memasak makanan lokal lewa program cooking class yang kental dengan dmensi budaya Bali (Bestari et. al.…”

“…Lebih dari itu, UWRF juga merangsang munculnya festival atau event lain di Ubud seperti Bali Spirit Festival, Jazz Festival, Ubud Food Festival yang dengan keunikan masing-masing secarabersama-sama menyumbangkan promotion power (tenaga promosi) untuk Ubud khususnya dan Bali pada umumnya. Mengikuti argumentasi Bestari et. al.…”

Antecedent Gastronomic Satisfaction And Consequences In Visitor Loyalty

“…Menurut penelitian sebelumnya yang dilakukan oleh (Bestari et al, 2022), (Pérez-Priego et al, 2019), (Musawantoro et al, 2020) dan (Pangestu, 2017) dan (Juliana, 2019) menunjukkan hasil bahwa Gastronomic image berpengaruh signifikan terhadap Gastronomic Satisfaction H2: Gastronomic Image diduga berpengaruh positif terhadap gastronomic Satisfaction.…”

“…Dengan demikian, dapat menjelaskan bahwa pengunjung sangat sangat berkomitmen dan merasa puas pada gastronomic di Pontianak. Sesuai dengan penelitian (Prabandari, 2020) (Bestari et al, 2022), (Pérez-Priego et al, 2019), (Musawantoro et al, 2020) dan (Pangestu, 2017) menunjukkan hasil bahwa Gastronomic image berpengaruh signifikan terhadap Gastronomic Satisfaction.…”