Perception of People on Modernized Traditional Culinary in Yogyakarta

Abstract

Yogyakarta is famous for its various traditional culinary as the main tourist attraction. These traditional culinary has wide local and international market in line with local branding of “Jogja Istimewa”. Parallel with the technology development, traditional culinary had been modernized in packaging. This innovation mainly impact on product attraction and market preference. Nevertheless, the studies about this topic are rarely found. Therefore, a study about market preferences in product attraction is needed, especially about modernized traditional culinary. Perception data acquisitions are including taste, preservation, prices, and product quality. Data is collected through questionnaire and depth interview methods. Questionnaire samples are selected by using purposive sampling which consist 30 samples from Yogyakarta city and 30 others from outside Yogyakarta city. Informants for depth interview are selected from local modernized-traditional-culinary entrepreneur. Questionnaire data are analysed using quantitative method by arranging crosstab between variables, meanwhile depth interview data are analysed using qualitative method. Relationship among variables is presented in crosstab. Local people’s perception about modernized-traditional- culinary is presented by pie chart. This study aims to identify local people perspective about modernized-traditional-culinary, so that strategies for development of local economy enterprises can be determined. The right development strategies will increase product competitiveness and trigger industrial inovation which lead to higher economic growth. These are parallel with Sustainable Development Goals, particularly on “Decent Work and Economic Growth” and “Industry, Inovation, and Infrastructure”.