CHAPTER I INTRODUCTION. Tourism is one of the largest industries worldwide. This industry could give

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1 CHAPTER I INTRODUCTION 1.1.Background Tourism is one of the largest industries worldwide. This industry could give multiplier effects in one country. For several countries, tourism has become the main source of income and employment, especially for developing countries. In Indonesia, tourism could help the growth of economy. In 2014, the total of foreign tourists reached 9.4 million and in 2015 it increased into 10.4 million tourists (Ministry of Tourism, 2015). In 2014, tourism is at 4 th position in foreign exchange rank with the number of 11.3 million USD after oil and gas, bricks, and palm oil commodity (Ministry of Tourism, 2015). It indicates that tourism plays an important role for the economy development in Indonesia. As the world s largest archipelago country, Indonesia has more than 17,000 exotic islands to offer to tourists. Endowed with forests, mountains, waterfalls, wildlife, and beaches, this archipelago country has become one of the listed destinations for tourists from all over the world who want to unwind and escape from routine in their leisure time. Among international tourists, Indonesia is renowned for its destinations which have natural beauty, cultural diversity, friendly locals, luscious cuisines, and budget friendly spots. The most popular destinations in Indonesia which have been visited by international tourists are Bali, North Sumatra, Lombok, and Yogyakarta (Ministry of Tourism, 2015). 1

2 2 Yogyakarta is one of the popular destinations in Indonesia that has been rapidly growing and well developed. This could be seen from the number of both domestic and international tourists arrival that have always increased for five consecutive years. It could be proven from the table below. Table 1.1 Total Number and Growth of International Tourist That Visited DIY Tourist International 169, , , , ,485 Domestic 1,438,129 2,162,422 2,602,074 3,091,967 3,813,720 Growth (%) ,80 20,24 17,91 23,19 Source: Tourism Statistics by Tourism Department of DIY (2015) The growth of tourist arrival indicates that Yogyakarta could provide many types of tourism that could fulfill the tourists needs, such as cultural tourism, historical tourism, wellness tourism, sport tourism, culinary tourism, etc. Among other types of tourism, culinary tourism is a phenomenal type of tourism, which nowadays, has become a growing trend in travel business. It could be proven from the Global Tourism Industry (2013) that shows culinary tourism is at the 3 rd rank and earned $350 to 550 billions after cultural tourism and wellness tourism.

3 3 Figure 1.1 The Global Tourism Industry (2013) Source: The figure above indicates that the tourists are loyal to spend their money on culinary experience. They seek for authentic food in the places they visit in order to get new experiences or to know and learn the culture of each place, for it has its own historical and cultural meaning that sometimes becomes the icon of the place. As the tourists could find local food sold by the street, it is also known as street food. The term "Street Food" describes a wide range of ready-to-eat food and beverages sold and prepared in public places, notably streets. It often reflects traditional local cultures and the vendors' stalls are usually located outdoors or under a roof which is accessible from the street (Winarno and Allain, 1991: 11).

4 4 Malioboro Street or known as Jalan Malioboro is the most famous street in Yogyakarta, whose length is around 1 kilometer long. The area itself becomes the main tourist destination in Yogyakarta. Located in the center of the city, there are so many options of hotels, malls, local market, souvenirs stalls, restaurants and also street food vendors along the side of the road. Mostly, Malioboro Street is the famous place for both domestic and international tourists who want to experience local food of Yogyakarta such as angkringan,lesehan, bakpia, gudeg, etc. To put the development and improvement of street food on Malioboro Street in accordance with international tourists, the tourists perceptions of perceived value (hygiene, affection, food quality, service quality, price) and satisfaction must be considered since it could affect the tourists intention to revisit the street food on Malioboro Street. Morley (1990) believes that tourists experiences could give impact on word of mouth information, recommendation and repeat visit (Ross, 1998:9). Thus, international tourists perceptions are needed for the development and improvement of street food on Malioboro Street, for it could give an impact for them to revisit the destination and spread recommendation once they return to their country. No research has been conducted about the issue of international tourists perceptions towards street food on Malioboro Street. Therefore, the writer wants to conduct a research entitled Analysis of International Tourist Perceptions on Street Food in Malioboro Street, Yogyakarta.

5 Problem Formulation 1) What are the profiles of international tourists who visit street food on Malioboro Street, Yogyakarta? 2) What are the travel characteristics of international tourists who visit street food on Malioboro Street, Yogyakarta? 3) How are the international tourists perceptions toward street food on Malioboro Street, Yogyakarta? 1.3.Research Scope In order to get a clearer and more specific data, the restrictions on material are needed. Restrictions are divided regarding the material which is discussed, location of research, time of research and respondent of research. a. Research materials that will be discussed in this undergraduate thesis are international tourists profiles, travel characteristics and perceptions towards street food on Malioboro Street, Yogyakarta. b. The location of this research is on Malioboro Sreet, Yogyakarta, Indonesia. c. Period of time to conduct the research is in March 2017 April d. Respondents of the research are international tourists over the age of 17 years visiting street food on Malioboro Street, Yogyakarta.

6 6 1.4.Research Purpose The purposes of this undergraduate thesis are on this following. 1) To identify the profiles of international tourists who visit street food on Malioboro Street, Yogyakarta. 2) To identify the travel characteristics of international tourists who visit street food on Malioboro Street, Yogyakarta. 3) To analyze the international tourists perceptions towards street food on Malioboro Street, Yogyakarta. 1.5.Research Benefits The benefits of the research are divided into theoretical benefits and practical benefits. a. Theoretical Benefits This undergraduate thesis is expected to give an academic knowledge in tourism studies concerning international tourists profiles, travel characteristics and their perceptions towards culinary tourism (street food). This research result is expected to know the perceptions of international tourists towards street food on Malioboro Street. Furthermore, it could be used for the development and improvement of culinary tourism (street food) which is accordance with demand of the tourists, especially in D.I. Yogyakarta. b. Practical Benefits This undergraduate thesis is expected to give feedbacks and suggestions for street

7 7 food sellers on Malioboro Street and also Tourism Department of Yogyakarta in order to manage and organize the street food on Malioboro Street, Yogyakarta Literature Review Several previous researches have been conducted by other researchers regarding tourists perceptions towards street food. These researches are related and have a similar topic with the recent research. The several previous researches are on this following. A thesis by Nashruddin (2011) analyzes the influence of culinary products quality towards the motivation of tourist to visits lesehan on Malioboro. The focus of this research is to analyze the influence between the culinary products in lesehan Malioboro towards tourist motivation visiting lesehan Malioboro. In this research, the methods used by the author s are quantitative and qualitative descriptive, resulting that culinary product is not the factor that affected the tourist motivation visiting lesehan Malioboro. The reason is because lesehan Malioboro itself is located in the area of Malioboro as the tourism icon of Yogyakarta. However, this research is different from the writer s research because the writer s research focuses on the perceptions of international tourists towards street food on Malioboro Street. Therefore, not only lesehan Malioboro, but the other street food vendors are also analyzed in this research. Another similar research is an undergraduate thesis by Mahastrajaya (2016) which analyzes domestic tourist s perceptions towards night culinary tourism in the area of Malioboro. The aim of this research is to know the domestic tourists perceptions regarding product, price, place and the service of night culinary

8 8 tourism on Malioboro area and to know the direction for the development of night culinary tourism. The object that is used is the same as the writer s object of research. However, this research is different from the writer s research on the subject and methods of research that are used. On the other hand, a research by Chavarria and Phakdee-auksorn (2016) entitled Understanding International Tourist s attitudes Towards Street Food in Phuket Island reveals the general attitude of international tourists and the dimensions that are most important in predicting tourist behavioral intentions. To analyze this study, the author surveyed 249 international tourists and used multiple regression method. This research identified out of six predictors: hygiene, affection, food quality, service quality, satisfaction and value; affection is the most important predictor of tourist's behavioral intentions towards street food in Phuket. Furthermore, a research by Karim et al (2011) entitled Food image, satisfaction, and behavioral intentions: the case of Malaysia s Portuguese cuisine is different from the writer s research. This research studies the relationship between perceived image, overall satisfaction and behavioral intentions using simple linear regression analysis. Meanwhile, the writer s research studies perceived value, satisfaction and intention to revisit using quantitative descriptive statistics analysis. Therefore, it could be determined that the research that is conducted by the writer entitled "Analysis of International Tourist s Perceptions on Street Food in Malioboro Street, Yogyakarta" has never been conducted before.

9 9 1.7.Theoretical Basis Culinary Tourism Tourism has developed rapidly in this globalization era. It increases the tourist demands as well as the tourist needs. Thus, many kinds of tourism are offered to tourists in order to fulfill their needs. Many types of tourism are offered such as leisure tourism, cultural tourism, eco-tourism, religious pilgrimage tourism, health tourism, culinary tourism, etc. The type of tourism which nowadays becomes a global trend is culinary tourism, where the food becomes the focus of the tourists who travel. Food tourism, which is also referred as culinary tourism and gastronomic tourism, has increased in significance in recent years (Mynttinen et al, 2015:455). Culinary tourism is about food as a subject and medium, destination and vehicle for tourism; it is about individuals exploring food new to them as well as using food to explore new cultures and ways of being (Long, 2004:20). Long (1998:195) also stated that it allows an individual to experience the Other on a sensory level, and not just an intellectual one. It could be interpreted that food is also a representative of a culture. From the statement above, it could be known that culinary tourism is related to local cuisine and local product, and also food could be the tool for tourism sector, either it could be the reason for people to visit a destination or the way to experience and learn a culture. Local cuisine and local product could be easily found or sold in the street, or best known as street food or hawkers. On Malioboro Street, there are a lot of street food vendors that sell numerous authentic local foods. From the explanation

10 10 above mentioning culinary tourism, Malioboro Street could be categorized as culinary tourism destination because the product that is offered to tourists is authentic local food Tourist Profiles and Travel Characteristics Every tourist who comes to Malioboro Street in order to experience street food has a different profile and travel characteristic, either domestic tourists or international tourists. To determine tourist profile, Seaton and Bennet (1996) on Suwena and Widyatmaja (2010:39) has grouped them into two broad categories; the characteristic of the journey (Trip Descriptors) and the characteristics of the tourist (Tourist Descriptors). Tourist descriptors contain socio-demographic profile, geographic profile, psychographic profile, and trip descriptors contain the travel characteristics. To analyze the international tourists profiles and travel characteristics, the theories which are used by the writer are the tourist descriptors and trip descriptors. The first is socio-demographic profile including age, gender, level of education, occupation, and monthly income. Next, there is geographic profile which is used to know the tourist s place of origin. Third, there is psychographic profile which is used to know the source of information from where the tourist heard the object. The last is travel characteristics which is used in order to know the type of tourists who interested to try street food on Malioboro Street, including the length of stay, travel companion, types of accommodation, and frequency of visit.

11 Tourist Perceptions Different profiles and characteristics of tourists lead different perceptions of tourists in order to experience street food. Certain perceptions could affect the decisions of tourists to revisit the destination in the future. To analyze the international tourists perceptions, the theory used by writer is adapted from the theory of reason action (TRA) by Azjen and Fishbein (1980) that has been modified by Kim et al (2011) as an examination of food tourist s behavior. Kim et al (2011) explain how the modified TRA was employed to examine the effects of perceived value, and satisfaction on tourist s intention to revisit. The modified theory reveals that the perceptions of tourists are based on the perceived value and satisfaction, as it relates to their intention to revisit. The model of the theory is on this following. Figure 1.2 Model by Kim et al (2011) Source: Kim et al (2011) To determine tourists perceptions, writer s research adapts the model by Kim et al (2011). Thus, the dimensions used by writers in order to analyze the

12 12 tourists perceptions are perceived value, satisfaction and intention to revisit. Those three dimensions determine the perceptions of International tourists towards street food on Malioboro Street. Zeithaml (1988:13) identified four definitions of value: (1) value is low price, (2) value is whatever I want in a product, (3) value is the quality I get for the price I pay, and (4) value is what I get for what I give. However, from those four definitions of value, it could be captured in one overall definition: perceived value is the consumer s overall assessment of the utility of a product based on perceptions of what is received and what is given (Zeithaml, 1988:14). In this research, the perceived value dimension consists of elements that the writer has modified from the previous research by Chavarria and Phakdee-auksorn (2017), including hygiene, affection, food quality, service quality, satisfaction and value as a predictor factor of international tourist attitude towards street food. The elements that the writer applies in order to determine the perceived value of international tourists are: 1) Hygiene, in this case, the tourists perceptions of hygiene includes physical environment cleanliness, staff cleanliness, and food hygiene. 2) Affection, the tourist perceptions of affection determines how good, happy, and fun is the experience. 3) Food quality includes the smell, freshness, variety, appealing presentation, texture, juiciness, serving temperature and

13 13 healthiness (Mosavi and Ghaedi, 2013: 1845). 4) Service quality includes the speed and efficiency of the service staff, their friendliness and disposition to help (Chavarria and Phakdee-auksorn, 2017:66) 5) Price, the tourist perceptions of price determine how good is the value for money and how affordable is the product. The level of perceptions of the people after comparing their expectation before trying a product and a product performance after they have tried a product is known as consumer satisfaction (Suryadana and Octavia, 2015: 90). In this research, the tourist is the one who buy the product. Thus, to determine tourist perceptions of satisfaction, it includes the satisfaction of service and satisfaction of quality to be applied. Perceived value and satisfaction were measured to predict food tourists intention to revisit in the future (Kim et al, 2011: 1161). When the tourists are satisfied with their experience, they might have an intention to revisit the destination in the future, and also might give a recommendation to their friends or others. In this research, the tourists perceptions of intention to revisit include a recommendation to friends or others and how likely the tourists are going to revisit the destination in the future.

14 Research Methodology Type and Source Data Type of research that is conducted by the writer is a quantitative research. It is already stated that the writer have a clear subject and object to undergo the quantitative research along with a list of questions in order to get the information that will be used in this research Methods of Data Collection a. Observation Observation that is held by the writer is to observe the subject and the object of research. The subject of research is international tourist and the object of research is Malioboro Street, Yogyakarta. b. References Data is collected from literature review, books, website, or any written report related to the object of research along with some researches such as journal research, undergraduate research, thesis research that have been conducted before and correlated with the object of the research by the writer. c. Questionnaires Data in this research is collected by questionnaires. The distributed questionnaires use Likert Scale in order to determine tourists perceptions. It is widely used to measure the attitude, opinion, and perception of respondent on the object (Utama and Mahadewi, 2012:16). There are 5 point of scales that are used; 1 for strongly

15 15 disagree, 2 for disagree, 3 for neutral, 4 for agree and 5 for strongly agree. Respondents of the questionnaires are the international tourists who visit street food on Malioboro Street, Yogyakarta. The statement list on the questionnaire is adapted from the model of questionnaire by Chavarria and Phakdee-auksorn (2017) that has been tested before. The distribution of sample is accidental sampling, where the writer distributed the questionnaire to international tourists in the area of Malioboro Street. The questionnaire is in English. To determine the sample size, Slovin s formula is used. The formula is on this following. Description: n = sample N = population N n = 1 + N(e) 2 e = margin error (5%-10%) The population size of research is based on the number of international tourists who visited tourism object in Yogyakarta city. It is stated that in 2015 the number of international tourists visiting tourism object in Yogyakarta city are 230,879 (Tourism Department of DIY, 2015). Thus, the population for this formula is 230,879 and the margin error is 10% n = 230, ,879( )2

16 16 n = 230, ,879(0,01) n = 230, n = 230, n = n = 100 Thus, 100 questionnaires are distributed to international tourists on Malioboro Street Data analysis The method used in this research is quantitative descriptive statistics. Descriptive statistics is statistics used to analyse data in a way to describe or depict the data that has been collected as it is without intending to make valid conclusions to the public or generalizations (Sugiyono, 2013:147). The data that will be processed is the questionnaires filled by the international tourists. After the questionnaires are collected, data is processed by SPSS 22 (Statistical Product and Service Solution) software in order to input the data and obtain the result of research. 1.9.Writing Layout The writing layout presented in this undergraduate thesis consists of four chapters. The writing systematic layout is on this following. CHAPTER 1 INTRODUCTION

17 17 Chapter one consists of research background, problem formulation, the scope of research, the purpose of research, the benefits of research on both theoretical benefit and practical benefit, literature review, theory framework, research methodology, and data analysis method. CHAPTER II OVERVIEW Chapter two consists of general overview about the research object and research subject. It contains the general description of Yogyakarta geographical condition, international tourists in Yogyakarta, the history of Malioboro Street, Malioboro Street as tourist destination and street food vendors on Malioboro Street. CHAPTER III DISCUSSION Chapter three consists of research result using quantitative analysis to analyze tourist profiles referring to; age, gender, educations, occupation, place of origin, monthly income, source of information, travel characteristics referring to; length of stay, travel companion, types of accommodation, frequency of visit, and analysis of tourists perceptions referring to perceived values (hygiene, affection, food quality, service quality and price), satisfaction and intention to revisit. CHAPTER IV CLOSING Chapter four consists of research conclusions and a recommendation taken from the result of the research.