PENGARUH PERSEPSI GASTRONOMI TERHADAP NIAT BERKUNJUNG KE DANAU TOBA (STUDI PADA PENGGUNA INSTAGRAM GENERASI Z)
Keywords:
Keywords: Gastronomic perception, intention to visit, generation Z, Lake Toba, social mediaAbstract
This study aims to examine the impact of gastronomic perception on the intention of Generation Z to visit Lake Toba as a culinary tourism destination. Generation Z has a strong interest in traditional cuisine, and social media plays a significant role in shaping their travel decisions. This research employs a quantitative approach by distributing questionnaires to 384 respondents who are active Instagram users with an interest in culinary and tourism. The results indicate that gastronomic perception significantly influences Generation Z's intention to visit Lake Toba. Instagram can attract Generation Z's interest in culinary destinations, and innovation in presenting traditional food can enhance tourism appeal. Therefore, it is important for the government and tourism stakeholders to utilize social media as a promotional strategy for local cuisine and culture to increase tourist visits to Lake Toba.
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