RESTAURANT MANAGEMENT AND SERVICE AS A CULINARY TOURISM ATTRACTION IN THE GADING SERPONG AREA
Samenvatting
Culinary tourism has become an important component of tourism development in a
region. Gading Serpong, Tangerang, known as a residential and business district,
also holds culinary tourism potential through its distinctive restaurants that are
capable of attracting visitors. This article aims to analyze the role of service
management at four iconic restaurants in Gading Serpong—Pecel Lele Si Oma, Soto
Oseng Abing, Artirasa, and Bao Bao—in developing culinary tourism attractiveness.
The study employs a qualitative approach using a case study method through
observation and semi-structured interviews. The findings indicate that the four
restaurants successfully create attractiveness through a combination of menu
uniqueness, sensory experiences (taste, aroma, and presentation), and service
management that emphasizes comfort and personalized experiences. However,
variations exist in their management approaches. Restaurants with specific themes,
such as Bao Bao with its modern dim sum concept, place greater emphasis on
aesthetics and ambiance, while home-style restaurants such as Pecel Lele Si Oma rely
more heavily on authentic flavors and personal interactions. The discussion relates
these findings to theories of culinary tourism and service management. This article
provides recommendations for restaurant managers and regional stakeholders to
optimize the culinary tourism potential of Gading Serpong.
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Copyright (c) 2026 Desak Made Pavita Nayaka Wiranta, Jessica Lai Suryadi, Marsyella Wilena Wijaya
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