Strategy of Balinese Food as a Signature Dish at 5 Star Hotel in Ubud Bali

DOI

10.2991/978-2-38476-202-6_14How to use a DOI?

Keywords

Local specialties; signature dish; Strategy; SWOT

Abstract

The study entitled “Strategy of Balinese Local Food as a Signature dish at 5 Star Hotels in Ubud Bali” aims to identify Balinese local food that sell in the hotel in Ubud as well as strategies of Balinese local food as a signature dish at 5 star hotels in Ubud Bali. This research is a combination of quantitative and qualitative research where data collection is done by questionnaires, interviews and documentation. The research location is in Ubud, Bali. The determination of the respondents was carried out by purposive sampling and using the SWOT analysis technique. After analyzing the data obtained using the IFAS and IFAS matrices then the total score are entered into IE matrix to know the current position of the local food as the signature dish. After that the strengths and weaknesses as well as opportunities and threats are entered into the SWOT matrix so that alternative strategies can be formulated, namely SO, WO, ST and WT strategies. The results of this research show that the strength factor is found in; Using recipes passed down from generation to generation, the quality of the taste of food is maintained, traditional processing methods, using ingredients from local Balinese sources, slightly engineered in manufacturing, abundant and sustainable raw materials available, while the weakness is that many food presentation doesn’t maintains the traditional way and a variety of local food sold still little and there are no special local food outlets available. While the opportunity component includes strong national and global economic conditions. Bali has very varied local food for products in restaurants, abundant natural resources as local food ingredients, The role of the community in preserving local food, the tendency of tourists to try regional specialties visited, government programs to elevate local food prestige to world level, policies government in handling local food, advances in information technology, advances in transportation technology, there are restaurants selling similar products in the Ubud area. Meanwhile, the threat factor is that foreign food products are offered more. Based on the results of the SWOT analysis, alternative strategies that can be developed are as follows: SO strategy is a strategy to promote local Balinese specialties as a regional characteristic, ST strategy is to add more local food variations. WO Strategy: develop traditional local food outlet and WT strategy: providing training / upgrading skills regarding to make it as a signature dish.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Made Suardani
AU  - I. A. Kd. Werdika Damayanti
AU  - Luh Linna Sagitarini
PY  - 2024
DA  - 2024/02/15
TI  - Strategy of Balinese Food as a Signature Dish at 5 Star Hotel in Ubud Bali
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2023 (iCAST-SS 2023)
PB  - Atlantis Press
SP  - 94
EP  - 101
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-202-6_14
DO  - 10.2991/978-2-38476-202-6_14
ID  - Suardani2024
ER  -