Analysis of Culinary Preferences on Customer Satisfaction in Culinary Tourism at Kampung Solor Night Market, Kupang City
Ariance Ana Lasibey, S.Pd., M.Pd(1)Christina Mariana Mantolas(2)Veronika A. S. M. FloraS.Sos.,MM (3) Nova Yunike Ndollu (4)3)

a) Kupang State Polytechnic
Jl. Adisucipto P.O.BOX 139 Telp/Fax: (0380) 8031590 - 881246
b) Tourism Department : Hospitality Major

Abstract

This research aims to examine the influence of preference factors on culinary tourism customer satisfaction at the Kampung Solor Night Market, Kupang City, and measure the level of customer satisfaction based on these preferences. This research was conducted through four main stages: observation, interviews, social media analysis, and descriptive and inferential statistical analysis. Research Method Observation: Observing customer behavior, the variety of most favored menus, and the interactions between customers and vendors. Interviews: Providing in-depth insights into customer preferences and expectations. Social Media Analysis: Offering an overview of customer preferences and satisfaction online. Descriptive and Inferential Statistical Analysis: Detailing the characteristics of culinary preferences and customer satisfaction, and drawing broader conclusions from the obtained data. Research Results Customer Demographic Characteristics: Age: Most customers are 20-40 years old. Gender: 60% of customers are women, 40% men. Place of Origin: The majority of customers come from Kupang City and surrounding areas, with a few international tourists. Occupation: Various, including students, office workers, and self-employed individuals. Culinary Preferences: Favorite Menu: Seafood, especially grilled fish and grilled squid. Desired Accommodation: Comfortable seating and clean areas. Stay Time: The average customer spends 1-2 hours at the Kampung Solor Night Market. Inferential Analysis: The Influence of Preference Factors on Customer Satisfaction: Food quality y(&#946-=0.45, p<0.01) has a significant influence on customer satisfaction. Price (&#946-=0.35,p<0.05) also shows a significant influence on customer satisfaction .Cleanliness (&#946-=0.25,p<0.05) has a positive effect on satisfaction, but with a lower level of significance. Customer Satisfaction Level: Overall customer satisfaction is at a high level, with an average score of 4.2 out of 5. Customers who rate food quality and cleanl

Keywords: Culinary Preferences - Customer Satisfaction - Culinary Tourism - Kampung Solor Night Market

Topic: Sustainable development

Plain Format | Corresponding Author (Ariance Ana Lasibey)

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