Research Article
Descriptive Analysis of Visitors to Payakumbuh as The City of Rendang Through City Branding and Food Image Measurement
@INPROCEEDINGS{10.4108/eai.17-12-2022.2333323, author={V Verinita and Ranny Fitriana Faisal and Hasra Hijratul Adha}, title={Descriptive Analysis of Visitors to Payakumbuh as The City of Rendang Through City Branding and Food Image Measurement}, proceedings={Proceedings of the International Conference on Economic, Management, Business and Accounting, ICEMBA 2022, 17 December 2022, Tanjungpinang, Riau Islands, Indonesia}, publisher={EAI}, proceedings_a={ICEMBA}, year={2023}, month={6}, keywords={city branding; food image; authenticity; the city of rendang}, doi={10.4108/eai.17-12-2022.2333323} }- V Verinita
Ranny Fitriana Faisal
Hasra Hijratul Adha
Year: 2023
Descriptive Analysis of Visitors to Payakumbuh as The City of Rendang Through City Branding and Food Image Measurement
ICEMBA
EAI
DOI: 10.4108/eai.17-12-2022.2333323
Abstract
This study aims to assess visitor perceptions of Payakumbuh city as The City of Rendang from the variables of city branding and food image. The research method uses descriptive analysis by measuring each variable with a frequency distribution. The sampling technique used purposive sampling with 200 respondents. The results show that city branding of Payakumbuh is perceived by visitors as a comfortable city to visit, with cool weather, likes Payakumbuh city because of the attractiveness of various tourist destinations. The food image, visitors give the perception that rendang is a delicious food, a hygienic food, culinary is something that adds comfort in traveling in Payakumbuh city, as well as being a distinctive and authentic traditional local food. It can be concluded that city branding and food image are perceived with high value by visitors. City image and food image has been formed to the community and stakeholders through social media.
