PEMASARAN MAKANAN LOKAL SEBAGAI PRODUK DAYA TARIK WISATA KULINER DI KAWASAN WISATA TANAH LOT

Abstract

Tanah Lot typical cuisine such as traditional snacks klepon, bendu, bubuhsumsum, pisang rai,Laklak, the star among lovers of traditional snacks. In addition, the existence of local dishes such as jukut ares, jukut urab, tipat cantok, satay Invert Selection, sea satay, pork roll, and betutu. Traditional foods have become a menu that is always looking for local and international tourists. The existence of local food in the area of Tanah Lot is contributing revenue for Tabanan. Local food marketing research in the area of Tanah Lot is done because there is still some complaints managers and tourists. The existence of which is constantly increasing, bringing the number of tourist perception towards local food in Tanah Lot tourist attraction. Thus, in this study using questionnaires which are distributed randomly in each of the restaurants and eating houses and presenting results of the research will be described in the narrative, factual and actual. To obtain the results of the questionnaire using Likert scale calculations. Use of the theory of perception and the marketing mix theory is used to solve the problem of the perception of tourists and marketing. Distribution of questionnaires were determined from four variables renewal of the marketing mix 4P product, price, place, promotion can be concluded that the perception of tourists satisfied with the variable product and price. That is because the product being offered is equivalent to the price given, covers the delicacy of food, food hygiene, procedures for serving food, the price of food, the service provided, and the comfort given all of that to get a good perception or satisfied for any traveler who enjoy and shop for food at four local restaurants place to do research. The next two variables that place and promotion to get unfavorable perception is bad. Perception is obtained because, according to travelers who fill out questionnaires place and promotion of local food is still very poor and need the extra attention. Such as the cleanliness of the place, the location, access to the dining area, where knowing the existence of the restaurant. A visit to the restaurant and the desire to re-visit the restaurant. This restaurant is not concerned with the promotion of their way to find a buyer, they just wait for buyers to come directly to them without doing any promotions that make tourists leave a bad perception in the variable promotion. Conclusion of research is the local food very attracted tourists, but the manager is less noticed his place of business and the promotion of their premises. So travelers are less reach out and find out.