The Influence of The Gastronomic Narrative of Chicken Merangkat, Culinary Taste, and Destination Image on Tourist Satisfaction in the Green Tourism Village of Bilebante, Indonesia

Abstract

As an industry that continues to grow, tourism requires business actors in tourist destinations to continue developing strategies to increase tourist' satisfaction. This study examines the relationship between the gastronomic narrative of chicken merangkat, culinary taste and destination image on tourist satisfaction. This study also investigated the effect of tour guide communication skills as a moderation variable on consumer satisfaction. This type of research is associative quantitative research. In this study, the population observed were tourists who had visited the Bilebante Tourism Village area of Central Lombok. The number of samples in this study was 85 respondents. The sampling technique in the study used purposive sampling. Data analysis in this study uses a Structural Equation Model approach based on Partial Least Square using SMART PLS software. The results prove that gastronomic narratives, culinary tastes, and destination images positively and significantly affect tourist satisfaction in the green tourism village destination of Bilebante Central Lombok. The study also found that tour guides did not reinforce the variables of gastronomic narrative and destination image on tourist satisfaction.Meanwhile, the tour guide strengthens the variable of culinary taste to tourist satisfaction. Tour guide strengthens culinary taste to tourist satisfaction, showing that tour guide variables strongly influence the formation of culinary taste.Meanwhile, the tour guide strengthens the variable of culinary taste to tourist satisfaction. Tour guides reinforce culinary taste to tourist satisfaction, showing that tour guide variables strongly influence the formation of culinary taste. The residents' pride in tourist destinations is the culinary taste of the green tourist destination Bilebante.