The Influence of Consumer Behavior and Service Quality on Visit Intention A Study of Gudeg Culinary Tourism in Yogyakarta

¹ Universitas Bina Sarana Informatika, Indonesia
² Ambarrukmo Tourism College, Indonesia
³ Dharma Nusantara Sakti Tourism Academy, Indonesia

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Abstract

This study investigates the influence of consumer behavior and service quality on visit intention to visit gudeg culinary tourism in Yogyakarta. As a local culinary icon, Gudeg attracts many tourists. However, competition among vendors demands a thorough understanding of the factors influencing consumer choices. This study used quantitative methods by distributing questionnaires to 150 respondents who had visited the Gudeg restaurants in strategic areas of Yogyakarta. The data were examined using multiple linear regression to test the hypotheses.. The findings indicate that consumer behavior, including online reviews, word-of-mouth recommendations, and social media influence, positively and significantly impacted the intention to visit.. The more positive information received, the higher the individual’s interest in trying the food was. Furthermore, service quality (including food quality, cleanliness, speed of service, and staff friendliness) significantly influenced customer satisfaction. Good quality not only creates a pleasant experience but also increases customer loyalty. This study concludes that to maintain and increase the appeal of culinary tourism, business owners must focus on managing their online and offline reputations and continuously improve overall service quality.