DESTINATION
By
Muhammad Nugraha 13309102
BACHELOR’S DEGREE in
BUSINESS ADMINSTRATION - HOTEL AND TOURISM MANAGEMENT CONCENTRATION
BUSINESS ADMINISTRATION AND HUMANITIES
SWISS GERMAN UNIVERSITY EduTown BSD City
Tangerang 15339 Indonesia
Revision after the Thesis Defense on January 12, 2015
Muhammad Nugraha STATEMENT BY THE AUTHOR
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
Muhammad Nugraha
_____________________________________________
Student Date
Approved by:
Munawaroh, SE, MM
_____________________________________________
Thesis Advisor Date
Vishnuvardhana S. Soeprapto, BA, MA
_____________________________________________
Thesis Co-Advisor Date
Prof. Eric Jos Nasution, MBA, MA, Ph.D
_____________________________________________
Dean Date
Muhammad Nugraha ABSTRACT
ANALYSIS OF BANDUNG AS A PLACE FOR CULINARY TOURISM DESTINATION
By
Muhammad Nugraha Munawaroh, SE, MM, Advisor
Vishnuvardhana S. Soeprapto, BA, MA, Co-Advisor SWISS GERMAN UNIVERISTY
Visitor come to Bandung mostly looking for culinary experience, this demand gives the culinary industry in Bandung continued to increase in the future. The first phase of the research involves questionnaires distribution to respondents who visit the city. This action was done to analyze the topic based on respondents’ perception. To validate answers, the researcher use SPSS software to test the data collected from 111 respondents. By analyzing the pull and push factors, the researcher is expecting to try to answer the research objective which is Bandung as a place for culinary tourism destination based on visitors perceptions. The result shows there is significant relationship between two independent variables which are push factors; eating experience, families and friends togetherness, study about culinary fun and excitement and full factors; traditional cuisines, facilities, accessibilities and price to the dependent variable which is Bandung as a place for culinary tourism destination. This will allow the city government reckons visions and missions for Bandung as a culinary tourism destination. From the pull factors only facilities that give 58.6 % influence to people choosing Bandung as a place for culinary tourism.
Keywords: Culinary Tourism, Tourism Destination, and Push and Pull Factors
Muhammad Nugraha
© Copyright 2015 by Muhammad Nugraha
All rights reserved
Muhammad Nugraha DEDICATION
I dedicate this thesis to Allah SWT, My Prophet Nabi Muhammad SAW, My beloved parents’ H. Muchtar Nurdin and Anny S. Muchtar who has supported me all the time.
Muhammad Nugraha ACKNOWLEDGEMENTS
There are a number of people without whom this thesis might not have been written, and to whom I am greatly indebted. A major research project like this is never the work of a person alone. The contributions of many different people, in their different ways, have made this possible.
Also, I would like to extend my appreciation especially to the following.
First of all, a sincere gratitude to my advisor Mrs. Munawaroh for the continuous support, for her time, patience, motivation, and immense knowledge. Her guidance during 5 years make me imagined having foster mother in SGU campus. Once again thank you Madam I will not forget you.
Besides my advisor, I would like to thank to Mr. Vishnuvardhana as my co-advisor who already give his time to discuss and give me some suggestion for my thesis.
To all HTM lecturers and administrative Mrs. Karina Aviana, thank you to you all.
Head of department who work in FA 208, thanks for supported me during hard time.
To James Hunt an English lecture who help me with my grammatical error and turn this thesis into a perfectly written English report.
Last but not the least. My special thanks also to my friends and my big family who always support and pray for my graduate in my study.
Muhammad Nugraha TABLE OF CONTENTS
Page
STATEMENT BY THE AUTHOR………....2
ABSTRACT………....3
DEDICATION………...5
ACKNOWLEDGEMENT………...6
TABLE OF CONTENTS………....7
LIST OF FIGURES………...11
LIST OF TABLES………...12
CHAPTER 1 – INTRODUCTION………...13
1.1 Background………...13
1.2 Research Problem………...16
1.3 Research Objective………...16
1.4 Significance of Study………...17
1.5 Research Question………...17
1.6 Research Hypothesis………...17
1.7 Thesis Structure………...18
CHAPTER 2 – LITERATURE REVIEW……...20
2.1 Framework of Thinking………...20
2.2 Theoretical Perspectives………...21
2.2.1 Tourism………...21
Muhammad Nugraha
2.2.2 Destination………..26
2.2.3 Culinary Tourism……….29
2.2.4 Introducing Bandung………..34
2.2.5 Motivation………...45
2.3 Theory Perception………...46
2.4 Previous Empirical Research……….….47
2.5 Research Model………...50
2.6 Hypothesis………...51
CHAPTER 3 – RESEARCH METHODS………..…..52
3.1 Research Process………...52
3.2 Type of Research...53
3.3 Type of Data………...53
3.4 Data Collection………...53
3.5 Question Design………...54
3.6 Population and Sample………...57
3.6.1 Population………...…57
3.6.2 Research Object………...58
3.6.3 Sample Size………...58
3.6.4 Sampling Method………...59
3.7 Data Testing………...60
3.7.1 Pre-Testing...60
3.7.2 Post-Testing………...60
3.8 Validity and Reliability………...60
3.8.1 Validity………...60
Muhammad Nugraha
3.8.2 Reliability……….63
3.9 Data Analysis………..64
CHAPTER 4 – RESULTS AND DISCUSSIONS………...65
4.1 City Profile………...65
4.1.1 Culinary Areas in Bandung…………...69
4.2 Respondent Profile………...70
4.2.1 Gender………...71
4.2.2 Age………..72
4.2.3 Education………...73
4.2.4 Occupation………...74
4.2.5 Spending per Month………...75
4.3 Validity and Reliability Analysis………...76
4.3.1 (Pre-Testing)………....76
4.3.1.1 Validity………...76
4.3.1.2 Reliability………...78
4.3.2 (Post-Testing)………...79
4.3.2.1 Validity………...79
4.3.2.2 Reliability………...80
4.3.2.3 Normality Test………...82
4.4 Research Questions and Hypothesis Analysis...82
4.4.1 Research Question Testing………...82
4.4.2 Hypothesis Testing………...…..84
4.5 Analysis of Bandung as A Place for Culinary Tourism………...86
4.6 Analysis of Bandung has A Positive Market Image for Culinary Tourism...87
Muhammad Nugraha
CHAPTER 5 – CONCLUSIONS AND RECOMMENDATIONS………..88
5.1 Conclusions………....88
5.2 Recommendations………..89
GLOSSARY………....91
REFERENCES………....93
APPENDINCE………....96
CURRICULUM VITAE………...109
