Social and Behavioral Sciences Commons^™

Representation Of Gastronomy Brandingthrough “Aruna And Her Palate” Film, Melisa Bunga Altamira

Journal of Indonesian Tourism and Policy Studies

Indonesia is one of the well-known international tourist destinations, one of which is through its culinary diversity. The variety of culinary culture in Indonesia cannot be separated from the historical stories and characteristics of each region. With these peculiarities, Indonesian cuisine must of course receive special attention in the promotion process. In the world of culinary marketing, there is a concept known as gastronomy branding. This concept briefly means doing marketing communication activities about food. Mass media, especially films, can be a channel for mass communication to carry out this gastronomy branding activity. Through its reach, films can convey a …