Tourism Destination Branding through Heritage Culinary: The Case Study of Denpasar The Capital City of Bali Indonesia

Abstrak

Purpose: This research investigates the integral role of heritage culinary in shaping the brand identity of Denpasar, the capital city of Bali, as a thriving tourism destination. Emphasizing the relevance of culinary traditions, this study aims to demonstrate how the rich and diverse food culture of Denpasar contributes significantly to the city's overall brand strategy in the competitive tourism market.

Methods: Employing a qualitative approach, this research employs a case study methodology focused on Denpasar's tourism destinations. A triangulation technique is applied, utilizing observational data, stakeholder interviews, and documentation to provide a comprehensive understanding. Utilizing interactive approaches/models such as data collection, condensation, display, and conclusion, the study assesses the obtained data to underline the significance of heritage culinary in destination branding.

Results: The findings highlight the cultural and culinary richness of Denpasar, showcasing traditional dishes like Nasi jinggo, various lawar, various type of sambal, soup and various traditional cake (klepon,  kue  putu,  lak-lak,  jaje  uli,  sumping  waluh, batun bedil). The meticulous preservation of traditional techniques in sourcing raw materials, processing, storing, and presenting these culinary delights underscores the authenticity and cultural depth inherent in Denpasar's food heritage.

Implications: The unique and diverse culinary offerings in Denpasar emerge as a compelling Unique Selling Point (USP) for establishing a robust destination brand identity. By emphasizing the relevance of heritage culinary traditions, Denpasar can differentiate itself in the tourism market, attracting visitors seeking an authentic and culturally rich experience. This research contends that leveraging the city's culinary heritage is not only crucial for competitive advantage but also serves as a powerful means to promote Denpasar's unique identity and cultural charm as a premier tourism destination in Bali, Indonesia.

Keywords: Denpasar; Heritage Culinary; destination branding