DESCRIPTIVE ANALYSIS OF LOCAL FOOD CONSUMPTION VALUE IN WEST SUMATRA (SURVEY ON DOMESTIC TOURISTS)

Abstract

This research aims to determine domestic tourists' assessment of local food value in West Sumatra. The local food consumption value variable consists of 7 subvariables, namely quality value, health value, price value, emotional value, prestige value, interaction value and epistemic value that is felt when domestic tourists visit West Sumatra. The research method used is descriptive analysis by measuring each sub-variable. The sampling technique used was purposive sampling with the criteria being that the respondent was 17 years old. The total sample was 193 respondents. The research results reveal that the sub-variable quality value is perceived by domestic tourists as local food that provides high-quality raw materials and that local food has high quality standards. In the health value sub-variable, domestic tourists give a high assessment that local food restaurants provide food that is safe for health and prices are commensurate with the value of the money spent. In the emotional value subvariable, domestic tourists stated that they were very impressed with local food because it tasted delicious and spicy. In the prestige value variable, respondents stated that by eating local culinary delights they would share this experience with other people by showing their photos. Likewise with the interaction value subvariable, they agreed that by enjoying local culinary delights, respondents felt it was easier to interact with other people. In the epistemic value subvariable, respondents considered that local food provided an opportunity to learn about the local culture of West Sumatra.