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An Analysis of Culinary Destination Image in Bandung: Perspective Resident and Tourist
Irine Veronika Meilani (2018) | Skripsi | Manajemen
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The development of the creative economy has an impact on economy of Indonesia. One that contributes greatly to the creative economy is culinary. Culinary becomes a necessity for human physiology so that culinary business can survive for a long time so it should be developed to be able to compete globally. The stiff competition needs a good understanding of culinary destination image so it can know the needs and wants of costumers. This study aims to discuss the relationship between destination images (cognitive image, affective image and overall image), customer satisfaction, and buying intention. This study uses 414 resident and tourist samples in Bandung by using stratified random sampling method. Data analysis in this study is demographic analysis, descriptive analysis, validity and reability test and path analysis. The results are cognitive image and affective image affect overall image, cognitive image and affective image affect customer satisfaction, overall image and cognitive image do not affect buying intention, and affective image affects buying intention. Keywords: Culinary, destination image, customer satisfaction, buying intention.