Abstract
Esteemed for its culture, Ubud has developed its image as culinary destination in Bali. The creation of this new branding of Ubud is attached to the dedication of its local talents who consistently serves Balinese food to tourists. Seeing these ongoing developments, this study analyzes the following aspects (1) Ubud and it’s development as culinary destination, (2) innovation showed by local culinary talents, and (3) thin line between cultural enrichment and deprivation. Using critical
 qualitative, this research was conducted by implementing indepth
 interviews to selected interviewes.Theories used are cultural tourism and sustainable tourism approaching to related aspects such as experience economy, millennial generation; community based tourism, and invented tradition. Results of this study are (1) the development of Ubud as culinary destination in Bali is not only supported by changes in tourist’s motivation but also the ability of it’s local talents to productively innovate (2) innovation in products, promotions and experiences are the keys in promoting sustainability of these local businesses, and (3) the growth of local culinary enrich cultural experience and is proven to strengthening Ubud’s image as a cultural tourism destination.
Highlights
Ubud has developed its image as culinary destination in Bali
The creation of this new branding of Ubud is attached to the dedication of its local talents
innovation showed by local culinary talents
Summary
Baik Bu Oka (Babi Guling Bu Oka), Ibu Mangku (Nasi Ayam Kedewatan Ibu Mangku) maupun Ibu Puspa (Paon Bali Cooking Class), tidak pernah melakukan promosi secara khusus. Konsep dasar promosi ini disebut sebagai word of mouth. Referensi dan endorsement melalui teman dan keluarga inilah yang merupakan “nafas” eksistensi usaha warung makan lokal. Perkembangan teknologi dan informasi akhirnya memunculkan situs-situs online yang memperkuat eksistensi warung lokal di Ubud. Terhadap penciptaan word of mouth, para pengusaha lokal kini dibantu oleh para netizen yang turut mempopulerkan ragam kuliner Bali di Ubud. Secara garis besar terdapat 3 jenis promosi tidak berbayar yang dilakukan oleh para netizen baik domestik maupun mancanegara yaitu melalui TripAdvisor, Google (melalui blog dan website personal), dan media sosial. Ketiga aktivitas promosi tersebut dijabarkan dalam tabel berikut ini. Inovasi Promosi yang Memperkuat Branding Kuliner Lokal di Ubud
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