ANALYSIS OF THE INFLUENCE OF CULINARY TOURISM ON DESTINATION IMAGE IN THE PETAK ENAM CHANDRA GLODOK AREA

Abstract

The purpose of this study is to determine the influence of culinary tourism on destination image. This research was conducted in the Petak Enam Chandra Glodok area, West Jakarta. This research uses a quantitative type of research using primary data in the form of a questionnaire. The respondents of this research are 100 visitors who had visited and were currently visiting the Petak Enam Chandra Glodok area. The data analysis technique for this research uses simple linear regression. The results of the research were carried out using the SPSS Version 25 Program test, showed that the independent variable produced a sig value. smaller than the alpha value. So it can be interpreted that there is a significant influence of the independent variable/culinary tourism on the dependent variable/destination image. In testing a simple linear regression test, it was stated that culinary tourism was significant and also had a positive effect on destination image. Meanwhile, in the T- test, there is a significant influence of variable (X) on variable (Y). It can be concluded that the results of the determination coefficient value of the Destination Image variable (Y) can be explained by the Culinary Tourism variable (X) of 43.4%. The researcher's suggestion is to promote and maintain the culinary heritage in the Petak Enam Chandra Glodok area so that visitors who come here can be interested in doing the existing culinary heritage activities. In addition, in the Destination Image variable, researchers suggest improving the quality of infrastructure such as roads and public transportation so that they can be easily accessed by tourists.