LOCAL FOOD ENJOYMENT AND CUSTOMER DELIGHT: KEYS TO REVISIT INTENTION
Article Sidebar
Main Article Content
Abstract
Jawa Tengah telah lama dikenal sebagai salah satu pusat pertumbuhan ekonomi di Indonesia. Salah satu kota terbesar di kawasan ini, juga dikenal sebagai salah satu tujuan wisata paling populer di tanah air, adalah Yogyakarta. Penelitian ini bertujuan untuk mengetahui peran kenikmatan makanan lokal dan sukacita pelanggan terhadap niat berkunjung kembali wisatawan Yogyakarta, khususnya kawasan Malioboro. Penelitian kuantitatif ini menggunakan purposive sampling; kuesioner online disebarkan kepada 193 pengunjung Malioboro, Yogyakarta. Penelitian ini menggunakan PLS-SEM untuk menganalisis data. Hasil dari penelitian ini mengungkapkan bahwa: 1) Kenikmatan makanan lokal memiliki pengaruh positif terhadap sukacita konsumen 2) Kenikmatan makanan lokal memiliki pengaruh positif terhadap niat berkunjung kembali 3) Sukacita konsumen memiliki pengaruh positif terhadap niat berkunjung kembali dan 4) Sukacita konsumen memediasi hubungan antara kenikmatan makanan lokal dan niat berkunjung kembali. Wisata kuliner melalui promosi makanan lokal dapat dimanfaatkan untuk meningkatkan ketahanan masyarakat lokal di masa pandemi COVID-19.
Central Java has long been known as one of the centres of economic growth in Indonesia. One of the largest cities in the region, also known as one of the most popular tourist destinations in the country, is Yogyakarta. This research aimed to investigate the role of local food enjoyment and customer delight on tourists' revisit intentions to Yogyakarta, especially the Malioboro area. This quantitative research used purposive sampling; online questionnaires were distributed to 193 visitors of Malioboro, Yogyakarta. This study utilized PLS-SEM to analyse the data. The results of this research reveal that: 1) Local food enjoyment has a positive effect on customer delight 2) Local food enjoyment has a positive effect on revisit intention 3) Customer delight has a positive effect on revisit intention and 4) Customer delight mediates the relationship between local food enjoyment and revisit intention. Culinary tourism, which promotes local foods, has the potential to improve local community resilience during the COVID-19 pandemic.
Article Details
References
Adrianty, O. N., & Chairy, C. (2021). Factors affecting tourist revisit intention in Bali. Jurnal Muara Ilmu Ekonomi dan Bisnis, 5(1), 171-178. https://doi.org/10.24912/jmieb.v5i1.10977
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior, Englewood Cliffs, NJ: Prentice-Hall.
Arsil, P., Li, E., & Bruwer, J. (2014). Perspectives on consumer perceptions of local foods: a view from Indonesia. Journal of International Food and Agribusiness Marketing, 26(2), 107-124. https://doi.org/10.1080/08974438.2012.755725
Barnes, D.C., Collier, J.E., & Robinson, S. (2014). Customer delight and work engagement. Journal of Services Marketing, 28(5), 380-390. https://doi.org/10.1108/JSM-02-2013-0051
Berman, B. (2005). How to delight your customers. California Management Review, 48(1), 129-151. https://journals.sagepub.com/doi/pdf/10.2307/41166331
Chairy, C. & Syahrivar, J. (2019). Bika Ambon of Indonesia: history, culture, and its contribution to tourism sector. Journal of Ethnic Foods, 6(2), 1-6. https://doi.org/10.1186/s42779-019-0006-6
Chairy, C., Raharja, C., Syahrivar, J., & Ekananda, M. (2020). Waste not: selling near-expired bread in Indonesia. International Review on Public and Nonprofit Marketing, 17(4), 391-407. https://doi.org/10.1007/s12208-020-00253-4
Crotts, J. C., Pan, B., & Raschid, A. E. (2008). A survey method for identifying key drivers of guest delight. International Journal of Contemporary Hospitality Management, 20(4), 462-470. https://doi.org/10.1108/09596110810873552
Dusoruth, V., Peterson, H.H., & Schmitt, J. (2018). Estimating a local food waste baseline. Journal of Food Products Marketing, 24(5), 654-680. https://doi.org/10.1080/10454446.2018.1472698
Finn, A. (2005). Reassessing the foundations of customer delight. Journal of Service Research, 8(2), 103-116. https://doi.org/10.1177/1094670505279340
Goswami, S., & Sarma, M. K. (2019). Modelling customer delight in hotel industry. Global Business Review, 20(2), 405-419. https://doi.org/10.1177/0972150918825396
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: updated guidelines. Industrial Management and Data Systems, 116(1), 2-20. https://doi.org/10.1108/IMDS-09-2015-0382
Horng, J. S., & Tsai, C. T. S. (2010). Government websites for promoting East Asian culinary tourism: A cross-national analysis. Tourism Management, 31(1), 74-85. https://doi.org/10.1016/j.tourman.2009.01.009
Islamiyati, D., & Chairy, C. (2021). the Influence of Memorable Souvenirs Shopping Experience and Place Identity on Revisit Intention (the Case of Yogyakarta). Jurnal Muara Ilmu Ekonomi dan Bisnis, 5(1), 205-213. https://doi.org/10.24912/jmieb.v5i1.11054
Ji, C., & Prentice, C. (2021). Linking transaction-specific satisfaction and customer loyalty–the case of casino resorts. Journal of Retailing and Consumer Services, 58, 102319. https://doi.org/10.1016/j.jretconser.2020.102319
Jung, T., Ineson, E.M., Kim, M., & Yap, M.H. (2015). Influence of festival attribute qualities on Slow Food tourists’ experience, satisfaction level and revisit intention: The case of the Mold Food and Drink Festival. Journal of Vacation Marketing, 21(3), 277-288. https://doi.org/10.1177/1356766715571389
Kim, M., Vogt, C. A., & Knutson, B. J. (2015). Relationships among customer satisfaction, delight, and loyalty in the hospitality industry. Journal of Hospitality and Tourism Research, 39(2), 170-197. https://doi.org/10.1177/1096348012471376
Kim, S. B., Sun, K. A., & Kim, D. Y. (2013). The influence of consumer value-based factors on attitude-behavioral intention in social commerce: The differences between high-and low-technology experience groups. Journal of Travel and Tourism Marketing, 30(1-2), 108-125. https://doi.org/10.1080/10548408.2013.751249
Kim, Y.G., Eves, A., & Scarles, C. (2009). Building a model of local food consumption on trips and holidays: A grounded theory approach. International Journal of Hospitality Management, 28(3), 423-431. https://doi.org/10.1016/j.ijhm.2008.11.005
Loureiro, S.M.C., & Kastenholz, E. (2011). Corporate reputation, satisfaction, delight, and loyalty towards rural lodging units in Portugal. International Journal of Hospitality Management, 30(3), 575-583. https://doi.org/10.1016/j.ijhm.2010.10.007
McDaniel, T., Soto Mas, F., & Sussman, A. L. (2021). Growing Connections: Local Food Systems and Community Resilience. Society and Natural Resources, 1-19. https://doi.org/10.1080/08941920.2021.1958965
McNeilly, K.M., & Barr, T.F. (2006). I love my accountants–they're wonderful: understanding customer delight in the professional services arena. Journal of Services Marketing, 20(3), 152-159. https://doi.org/10.1108/08876040610665607
Nakamura, E.M., & Hanazaki, N. (2017). Protected area establishment and its implications for local food security. Human Ecology Review, 23(1), 101-122. https://www.jstor.org/stable/26367966
Oliver, R.L., Rust, R.T., & Varki, S. (1997). Customer delight: foundations, findings, and managerial insight. Journal of Retailing, 73(3), 311-336. https://doi.org/10.1016/S0022-4359(97)90021-X
Purnomo, B. R., Adiguna, R., Widodo, W., Suyatna, H., & Nusantoro, B. P. (2021). Entrepreneurial resilience during the Covid-19 pandemic: navigating survival, continuity and growth. Journal of Entrepreneurship in Emerging Economies, 13(4), 497-524. https://doi.org/10.1108/JEEE-07-2020-0270
Rianingrum, C. J., Sachari, A., & Widodo, P. (2014). Tradition concept in Kauffman Yogyakarta settlement as a representation of Javanese cultural values. Arts and Design Studies, 21, 22-30.
Sambodo, A. P., & Utami, D. W. (2019, November). Potential Use of Student’s Travel Pattern for Integrated Transportation System Planning in Yogyakarta. In ASEAN/Asian Academic Society International Conference Proceeding Series (pp. 442-447).
Su, W. S., Hsu, C. C., Huang, C. H., & Chang, L. F. (2018). Setting attributes and revisit intention as mediated by place attachment. Social Behavior and Personality: an international journal, 46(12), 1967-1981. https://doi.org/10.2224/sbp.6861
Syahrivar, J., Genoveva, G., Chairy, C., & Manurung, S. P. (2021). COVID-19-Induced Hoarding Intention Among the Educated Segment in Indonesia. SAGE Open, 11(2), 21582440211016904. https://doi.org/10.1177/21582440211016904
Taber, K. S. (2018). The use of Cronbach’s alpha when developing and reporting research instruments in science education. Research in Science Education, 48(6), 1273-1296. https://doi.org/10.1007/s11165-016-9602-2
Tsai, C.T.S., & Wang, Y.C. (2017). Experiential value in branding food tourism. Journal of Destination Marketing and Management, 6(1), 56-65. https://doi.org/10.1016/j.jdmm.2016.02.003
Wijaya, S. (2019). Indonesian food culture mapping: a starter contribution to promote Indonesian culinary tourism. Journal of Ethnic Foods, 6(1), 1-10. https://doi.org/10.1186/s42779-019-0009-3
Yusuf, M. (2017). Measuring tourist’s motivations for consuming local Angkringan street food in Yogyakarta, Indonesia. Journal of Indonesian Tourism and Development Studies, 5(2), 65-72. https://doi.org/10.21776/ub.jitode.2017.005.02.01