Abstract :
This study examines how the gastronomic values embedded in traditional Chinese, Dayak, and Malay (Tidayu) cuisine can be leveraged to enhance culinary experiences and improve hotel profitability in Pontianak City. Adopting a qualitative exploratory design, the study draws on in-depth interviews, observations, and document analysis involving hotel managers, chefs, and guests in star-rated hotels. The findings suggest that gastronomic practices are not merely functional but constitute symbolic systems that encode cultural values such as harmony, social cohesion, spirituality, and ecological consciousness. When strategically curated within hotel services, these values reconfigure culinary offerings into immersive, meaning-laden experiences that extend beyond consumption. This process enhances customer perceived value by integrating functional, emotional, and symbolic dimensions. The study argues that the commodification of culturally grounded gastronomy can serve as a strategic mechanism for differentiation and sustained competitive advantage. It contributes to the literature by bridging cultural theory and hospitality management, demonstrating how local food heritage can be operationalized as a value-creation strategy that aligns experiential consumption with long-term profitability and cultural sustainability.
Keywords :
Culinary Experience, Cultural tourism, Gastronomy, Hotel Profitability, Local Wisdom, Tidayu Cuisine.References :
- Alonso, A. D. (2015). Cultural heritage and food identity: The culinary triangle revisited. Journal of Gastronomy and Tourism, 2(3), 167–183.
- Amri, M., Rahman, A., & Suryadi, B. (2021). Kearifan lokal dalam pelestarian budaya Nusantara. Deepublish.
- Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.
- Dewi, T. (2011). Kearifan lokal dalam kuliner tradisional Indonesia. Balai Pustaka.
- Dokhi, M., Hartati, S., & Faiz, M. (2016). Nilai dan kearifan lokal dalam budaya Indonesia. Alfabeta.
- Faiz, M., & Soleh, A. (2021). Nilai kearifan lokal dan pendidikan karakter di Indonesia. Prenadamedia Group.
- Geertz, C. (1973). The interpretation of cultures. Basic Books.
- Hjalager, A. M., & Richards, G. (2002). Tourism and gastronomy. Routledge.
- Januariawan, D. (2021). Kearifan lokal dalam masyarakat Indonesia: Nilai dan implementasi. UB Press.
- (2009). Pengantar ilmu antropologi. Rineka Cipta.
- Kotler, P., Bowen, J. T., & Makens, J. C. (2017). Marketing for hospitality and tourism (7th ed.). Pearson Education.
- Lee, H. (2019). Food symbolism in Chinese festivals: A study of cultural meaning. Asian Folklore Studies, 78(2), 203–220.
- Lévi-Strauss, C. (1966). The culinary triangle. Partisan Review, 33(4), 586–595.
- Lili Kasmini, & Mulyani, I. (2025). Analisis kandungan, penamaan, dan makna dari makanan tradisional Aceh. Universitas Syiah Kuala Press.
- Lailatul Muniroh, N., & Handayani, S. (2025). An exploratory study on the philosophy, nutritional content, and food value in traditional ceremonies of the Tengger tribe. Journal of Indonesian Cultural Studies, 5(1), 11–22.
- Marwanti, D. (2024). Strategi inovasi kuliner tradisional dalam industri pariwisata. Jurnal Pariwisata Indonesia, 16(2), 77–90.
- Miles, M. B., & Huberman, A. M. (1992). Qualitative data analysis: An expanded sourcebook. SAGE Publications.
- Moleong, L. J. (2007). Metodologi penelitian kualitatif. PT Remaja Rosdakarya.
- (2014). Kearifan lokal dalam perspektif budaya dan pendidikan. Jurnal Pendidikan Islam, 3(2), 267–283.
- Pine, B. J., & Gilmore, J. H. (1999). The experience economy: Work is theatre and every business a stage. Harvard Business School Press.
- Rudi Setiawan. (2016). Filosofi dan nilai sosial dalam makanan tradisional Nusantara. Universitas Airlangga Press.
- Rummar, L. (2022). Local wisdom and environmental sustainability in Indonesia. Environmental Humanities Journal, 9(1), 54–68.
- Santich, B. (2004). The study of gastronomy and its relevance to hospitality education and training. International Journal of Hospitality Management, 23(1), 15–24.
- Suryanakti, D. (2024). Makna simbolik dalam makanan tradisional Tionghoa di Indonesia. Jurnal Antropologi Indonesia, 45(3), 190–205.
- Šimonek, J., & Šimoneková, M. (2020). Culinary tourism as an effective strategy for a profitable cooperation between agriculture and tourism. Tourism Economics, 26(6), 1047–1061.
- Sulistyawati, A., & Prianta, P. A. (2023). The influence of Chinese culinary culture on culinary development in the archipelago. Journal of Indonesian Food.
- Virginija, J., & Liorančaitė, S. (2025). Food as cultural identity: Emotions and memories in culinary heritage. Journal of Cultural Studies, 12(1), 34–48.
- Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139–153.
- Yang, Y., & Zhang, J. (2022). Culinary experience and cultural identity: The role of food in tourism satisfaction. Tourism Management Perspectives, 43, 100971.

