MAKNA HOSPITALITY LOKAL DALAM STRATEGI PEMASARAN RUMAH MAKAN: STUDI FENOMENOLOGIS

Bambang Sri Wibowo

doi:10.37849/midi.v25i1.476

Authors

Bambang Sri Wibowo Sekolah Tinggi Ilmu Ekonomi Mahardhika

DOI:

https://doi.org/10.37849/midi.v25i1.476

Keywords:

Hospitalitas Lokal, Strategi Pemasaran, Restoran Tradisional, Pendekatan Fenomenologis, Service Dominant Logic

Abstract

Penelitian ini bertujuan untuk mengeksplorasi makna keramahan lokal sebagai bagian dari strategi pemasaran di Warung Keres Bu Ayu, Surabaya, menggunakan pendekatan fenomenologis. Keramahan lokal dipahami sebagai praktik keramahan dan interaksi pribadi yang mengandung nilai-nilai budaya khas yang membedakan restoran tradisional dari pesaingnya. Data dikumpulkan melalui wawancara mendalam dengan pelanggan dan manajer serta observasi partisipatif, kemudian dianalisis menggunakan metode fenomenologis Colaizzi. Hasil menunjukkan bahwa keramahan yang tulus, penggunaan bahasa lokal, dan interaksi yang dipersonalisasi menciptakan kedekatan emosional yang kuat antara pelanggan dan warung, yang berkontribusi pada loyalitas dan rekomendasi dari mulut ke mulut. Keramahan lokal ini tidak hanya merupakan bentuk layanan, tetapi juga strategi pemasaran alami yang mampu memperkuat citra dan daya saing warung. Temuan ini mengonfirmasi relevansi teori Service-Dominant Logic yang menekankan penciptaan nilai bersama melalui interaksi. Penelitian ini memberikan kontribusi teoretis dan praktis dalam pengembangan pemasaran pengalaman dan nilai budaya lokal, serta menjadi acuan bagi bisnis restoran dalam meningkatkan kualitas layanan dan hubungan pelanggan melalui pendekatan budaya.

References

Ahmad, S. Z., & Saber, H. (2015). Understanding marketing strategies with particular reference to small- and medium-sized hotel businesses in the United Arab Emirates. Tourism and Hospitality Research, 15(2), 115–129. https://doi.org/10.1177/1467358414567799

Akhoondnejad, A. (2024). During-experience involvement and dining experience. Tourism and Hospitality Research. https://doi.org/10.1177/14673584241259972

Alexander, M., & Vallström, N. (2023). Value co-destruction: Problems and solutions. AMS Review, 13(3–4), 200–210. https://doi.org/10.1007/s13162-023-00269-z

Ashaduzzaman, M., Thaichon, P., Weaven, S. K. W., Jebarajakirthy, C. D. P., Ross, M., Maseeh, H. I., & Hoque, I. (2024). Service‐dominant logic and customer engagement based value proposition framework in peer‐to‐peer accommodation: A two‐study approach. Journal of Consumer Behaviour. https://doi.org/10.1002/cb.2399

Baker, M. A., & Magnini, V. P. (2016). The evolution of services marketing, hospitality marketing and building the constituency model for hospitality marketing. International Journal of Contemporary Hospitality Management, 28(8), 1510–1534. https://doi.org/10.1108/IJCHM-01-2015-0015

Belhaj, M., & Lehman, K. (2024). Conceptualising experiential marketing strategies in tourism and hospitality. Tourism and Hospitality Research. https://doi.org/10.1177/14673584241310044

Biswas-Diener, R., Kushlev, K., Su, R., Goodman, F. R., Kashdan, T. B., & Diener, E. (2019). Assessing and understanding hospitality: The Brief Hospitality Scale. International Journal of Wellbeing, 9(2), 14–26. https://doi.org/10.5502/IJW.V9I2.839

Calder, B. J. (2022). Customer interaction strategy, brand purpose and brand communities. Journal of Service Management, 33(4/5), 747–757. https://doi.org/10.1108/josm-11-2021-0410

Caruelle, D., Shams, P., Gustafsson, A., & Lervik-Olsen, L. (2024). Emotional arousal in customer experience: A dynamic view. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2023.114344

Catrina, S. (2016). Branding an authentic rural Maramureş in tourism practices: Interplay of hospitality, heritage and social memory. Tourism and Hospitality Research, 16(3), 267–281. https://doi.org/10.1177/1467358415622683

Cetin, G., & Okumus, F. (2018). Experiencing local Turkish hospitality in Istanbul, Turkey. International Journal of Culture, Tourism and Hospitality Research, 12(2), 223–237. https://doi.org/10.1108/IJCTHR-06-2017-0070

Chau, S., & Yan, L. (2021). Destination hospitality indicators. Journal of Destination Marketing and Management, 19, 100537. https://doi.org/10.1016/J.JDMM.2020.100537

Choi, J., Park, J., Jeon, H., & Asperin, A. (2021). Exploring local food consumption in restaurants through the lens of locavorism. Journal of Hospitality Marketing & Management, 30(8), 982–1004. https://doi.org/10.1080/19368623.2021.1923608

Ciocoiu, P. E., Ivasciuc, I. S., & Ispas, A. (2024). Decoding Consumer Minds in the Age of Online Accommodation Reviews: A Client Profiling Approach. Sustainability, 16(24), 11085. https://doi.org/10.3390/su162411085

Davari, D., Alaedini, P., & Cai, L. A. (2023). Conceptualizing destination-community hospitality: an illustrated framework leveraging Persianate culture. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/ijchm-02-2023-0179

de Beer, M. (2018). Local social value creation by neighborhood-based entrepreneurs: Local embeddedness and the role of social networks. Social Enterprise Journal, 14(4), 450–469. https://doi.org/10.1108/SEJ-01-2018-0005

Dixit, S., & Prayag, G. (2022). Gastronomic tourism experiences and experiential marketing. Tourism Recreation Research, 47(3), 217–220. https://doi.org/10.1080/02508281.2022.2065089

Dodgson, J. E. (2023). Phenomenology: Researching the Lived Experience. Journal of Human Lactation, 39, 385–396. https://doi.org/10.1177/08903344231176453

Gupta, A., Sunitha, B. K., Sobti, S. N., Zaveri, B., Gupta, S., Mohammed, S. M., & Sharma, D. (2024). Analyzing the Effectiveness of Marketing Culture Dimensions on Restaurant Performance. Evolutionary Studies in Imaginative Culture, 929–939. https://doi.org/10.70082/esiculture.vi.1182

Home, R., Oehen, B., Käsmayr, A., Wiesel, J., & der Meulen, N. Van. (2020). The Importance of Being Local: The Role of Authenticity in the Concepts Offered by Non-Themed Domestic Restaurants in Switzerland. Sustainability, 12(9), 3907. https://doi.org/10.3390/SU12093907

Jackson, C., Vaughan, D. R., & Brown, L. (2018). Discovering lived experiences through descriptive phenomenology. International Journal of Contemporary Hospitality Management, 30(11), 3309–3325. https://doi.org/10.1108/IJCHM-10-2017-0707

Jia, S. (2021). Local Food Campaign in a Globalization Context: A Systematic Review. Sustainability, 13(13), 7487. https://doi.org/10.3390/SU13137487

Kandampully, J., Zhang, T., & Jaakkola, E. (2017). Customer experience management in hospitality: A literature synthesis, new understanding and research agenda. International Journal of Contemporary Hospitality Management, 30(1), 0. https://doi.org/10.1108/IJCHM-10-2015-0549

Kim, J.-H., & Jang, S. (Shawn). (2016). Determinants of authentic experiences: An extended Gilmore and Pine model for ethnic restaurants. International Journal of Contemporary Hospitality Management, 28(10), 2247–2266. https://doi.org/10.1108/IJCHM-06-2015-0284

Kirillova, K. (2018). Phenomenology for hospitality: theoretical premises and practical applications. International Journal of Contemporary Hospitality Management, 30(11), 3326–3345. https://doi.org/10.1108/IJCHM-11-2017-0712

Kwon, W. (2022). A co-created value scale for the hospitality service: applying a text mining approach. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/ijchm-04-2022-0458

Kwon, W., Kim, Y., & Lee, G. (2025). EXPRESS: The interaction effect of self-service technology and firms’ facilitating conditions on co-created value: A service-dominant logic perspective. Journal of Hospitality & Tourism Research. https://doi.org/10.1177/10963480251313490

López-López, I., & Ruiz-de-Maya, S. (2023). Low and high outcome quality in co-created hospitality services: Two explanations for consumer satisfaction. Journal of Vacation Marketing. https://doi.org/10.1177/13567667231181466

Malone, S., McKechnie, S., & Tynan, C. (2018). Tourists’ Emotions as a Resource for Customer Value Creation, Cocreation, and Destruction: A Customer-Grounded Understanding. Journal of Travel Research, 57(7), 843–855. https://doi.org/10.1177/0047287517720118

Mars, M. M. (2022). Community and Cultural Entrepreneurship and Value Co-Creation in the Local Food Marketscape. Sustainability, 14(24), 16744. https://doi.org/10.3390/su142416744

McCartney, G., & Yoke, A. L. K. (2024). Lights, camera, action! Adding showmanship to the hospitality servicescape and experiencescape to attract customers: a management perspective. British Food Journal. https://doi.org/10.1108/bfj-01-2024-0049

Mody, M. A. (2023). Hospitality as the bridge: advancing transformative service research towards human flourishing. Service Industries Journal, 43(7–8), 423–453. https://doi.org/10.1080/02642069.2023.2197222

Oren, O., Robinson, R. N. S., Novais, M. A., & Arcodia, C. (2024). ‘Commensal scenes’: Problematizing presence in restaurants in the digital age. International Journal of Hospitality Management. https://doi.org/10.1016/j.ijhm.2024.103794

Paulauskaite, D., Powell, R., Coca-Stefaniak, J. A., & Morrison, A. M. (2017). Living like a local: Authentic tourism experiences and the sharing economy. International Journal of Tourism Research, 19(6), 619–628. https://doi.org/10.1002/JTR.2134

Roy, S. K., Gruner, R., & Guo, J. (2020). Exploring customer experience, commitment, and engagement behaviours. Journal of Strategic Marketing, 1–24. https://doi.org/10.1080/0965254X.2019.1642937

Setyaningsih, R., Rahmanto, A. N., & Pawito, W. (2024). Food Communication to Strengthen Cultural Identity: A Case Study on Saparan Bekakak Traditions in Indonesia. Evolutionary Studies in Imaginative Culture, 871–884. https://doi.org/10.70082/esiculture.vi.977

Seyfi, S., Vo‐Thanh, T., & Zaman, M. (2024). Hospitality in the age of Gen Z: a critical reflection on evolving customer and workforce expectations. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/ijchm-01-2024-0035

Shulga, L. V, Busser, J. A., & Chang, W.-H. (2022). Relational energy and co-creation: effects on hospitality stakeholders’ wellbeing. Journal of Hospitality Marketing & Management, 31(8), 1026–1047. https://doi.org/10.1080/19368623.2022.2091706

Stošić, T., Tešanović, D., Pivarski, B. K., Paunić, M., Jaraković, S. G., Lazarević, J., Ivanović, V., & Šmugović, S. (2025). The Impact of Pairing Local Food and Wine on the Sustainability of Hospitality Businesses in the Wine Region of Srem (Vojvodina, R. Serbia). Sustainability, 17(2), 476. https://doi.org/10.3390/su17020476

Tadajewski, M., & Jones, D. G. B. (2021). From goods-dominant logic to service-dominant logic? Service, service capitalism and service socialism: Marketing Theory, 21(1), 113–134. https://doi.org/10.1177/1470593120966768

Tresidder, R. (2015). Experiences Marketing: A Cultural Philosophy for Contemporary Hospitality Marketing Studies. Journal of Hospitality Marketing & Management, 24(7), 708–726. https://doi.org/10.1080/19368623.2014.945224

Veloso, M., & Gómez-Suárez, M. (2023). Customer experience in the hotel industry: a systematic literature review and research agenda. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/ijchm-04-2022-0517

Virto, N. R., & Arróspide, C. V. (2024). Culinary destination enchantment: The strategic interplay of local gastronomy in regional tourism development. International Journal of Gastronomy and Food Science, 36, 100931. https://doi.org/10.1016/j.ijgfs.2024.100931

Wang, M., Li, Y.-Q., Ruan, W.-Q., & Zhang, S. (2022). How B&B experience affects customer value cocreation under the social servicescape: an emotional psychological perspective. Tourism Review, 78(1), 72–88. https://doi.org/10.1108/tr-05-2022-0218

Watson, A. L. (2024). A Postmodernist Qualitative Research Approach: Choosing Between Descriptive and Interpretive Phenomenology.

Journal of Advanced Nursing. https://doi.org/10.1111/jan.16730

Wijaya, S., King, B., Morrison, A., & Nguyen, T.-H. (2017). Destination encounters with local food: the experience of international visitors in Indonesia. Tourism Culture & Communication, 17(2), 79–91. https://doi.org/10.3727/109830417X14966810027526

Wilden, R., Akaka, M. A., Karpen, I. O., Karpen, I. O., & Hohberger, J. (2017). The Evolution and Prospects of Service-dominant Logic: An Investigation of Past, Present, and Future Research. Journal of Service Research, 20(4), 345–361. https://doi.org/10.1177/1094670517715121

Wong, I. A., Wan, Y. K. P., & Sun, D. (2023). Understanding hospitality service aesthetics through the lens of aesthetic theory. Journal of Hospitality Marketing & Management, 32, 410–444. https://doi.org/10.1080/19368623.2023.2180469

Yayusman, M. S., Mulyasari, P. N., & Trihartono, A. (2023). Culinary Diaspora: An Anchor for Indonesian Gastrodiplomacy in the Netherlands. The Hague Journal of Diplomacy, 1–26. https://doi.org/10.1163/1871191x-bja10167

Yayusman, M. S., Yaumidin, U. K., & Mulyasari, P. N. (2023). On considering Australia: exploring Indonesian restaurants in promoting ethnic foods as an instrument of Indonesian gastrodiplomacy. Journal of Ethnic Foods, 10. https://doi.org/10.1186/s42779-023-00207-1

Zollet, S., & Qu, M. (2024). Creative newcomers and local food culture: revitalization, sustainability, and place-making between rural and urban. Food, Culture and Society: An International Journal of Multidisciplinary Research, 1–19. https://doi.org/10.1080/15528014.2024.2443331