Strategi Branding Gastronomi Kudapan Tradisional Bugis-Makassar pada Hotel Berbintang
DOI:
https://doi.org/10.37276/sjss.v3i2.328Kata Kunci:
Gastronomi, Hotel, Kudapan Tradisional, Strategi BrandingAbstrak
Penelitian ini bertujuan untuk mengetahui strategi branding gastronomi kudapan tradisional Bugis-Makassar pada hotel berbintang. Penelitian ini menggunakan analisis kualitatif induktif. Analisis induktif merupakan pendekatan yang dimulai dari fakta lapangan, menganalisisnya berdasarkan teori dan argumentasi yang relevan, dan pada akhirnya menghasilkan suatu kesimpulan. Hasil penelitian menunjukkan bahwa kudapan tradisional Bugis-Makassar telah berhasil diposisikan sebagai elemen penting dalam industri perhotelan, khususnya di Sulawesi Selatan. Strategi branding yang diterapkan oleh beberapa hotel berbintang melibatkan aspek gizi, warna, bentuk, tata letak, dan rangkaian potongan yang tidak hanya memadukan kearifan lokal dengan standar internasional tetapi juga menonjolkan keunikan dan keautentikan kuliner tersebut. Penyajian yang menarik secara visual dan memenuhi standar gizi, diintegrasikan dengan kearifan lokal dalam setiap aspeknya, menunjukkan bagaimana kudapan tradisional Bugis-Makassar dapat meningkatkan pengalaman kuliner yang ditawarkan oleh hotel-hotel berbintang, sekaligus memperkuat identitas gastronomi tradisional dalam konteks global. Oleh karena itu, direkomendasikan kepada stakeholder terkait untuk memperluas penerapan strategi branding gastronomi kudapan tradisional Bugis-Makassar. Chef diharapkan terus mengembangkan inovasi dalam penyajian yang meliputi aspek gizi, warna, bentuk, tata letak, dan rangkaian potongan untuk mempertahankan serta meningkatkan minat wisatawan terhadap kudapan tradisional. Wisatawan diimbau untuk menjadikan kudapan tradisional sebagai bagian penting dari pengalaman wisata mereka. Budayawan diharapkan dapat memberikan preferensi jenis kudapan tradisional Bugis-Makassar lainnya yang mulai tergerus bahkan tidak ditemukan lagi di era modern saat ini kepada chef, sehingga dapat dipertimbangkan untuk direvitalisasi dan dihidangkan kembali dalam menu. Selain itu, strategi ini dapat diterapkan tidak hanya di hotel berbintang tetapi juga dalam acara-acara budaya, festival kuliner, dan sektor-sektor terkait lainnya untuk meningkatkan pengakuan dan apresiasi terhadap kudapan tradisional Bugis-Makassar pada skala yang lebih luas.
Unduhan
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