PENGARUH KEUNIKAN PRODUK, DAYA TARIK KULINER, DAN GREEN ECONOMY TERHADAP MINAT KUNJUNGAN WISATAWAN KE PASAR KULINER DHOPLANG KABUPATEN WONOGIRI

Abstract

This study examines the influence of product uniqueness, culinary attractiveness, and green economy implementation on tourist visit interest at Dhoplang Culinary Market, Wonogiri Regency, Indonesia. The market represents a distinctive traditional culinary destination characterized by a wooden-coin payment system, the use of natural serving materials such as banana leaves and bamboo, and a Sunday-morning-only operating schedule designed to create a sense of exclusivity. A quantitative approach was employed using accidental sampling, with the sample size determined through the Cochran formula, resulting in 100 valid respondents. Data were collected through a five-point Likert-scale questionnaire distributed both on-site and via Google Forms, and subsequently analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 3 software. The measurement model evaluation confirmed that all indicators satisfied the criteria for convergent validity, discriminant validity, and construct reliability. Structural model results indicate that product uniqueness (β = 0.215, t = 2.028, p = 0.043), culinary attractiveness (β = 0.377, t = 2.777, p = 0.006), and green economy (β = 0.314, t = 2.324, p = 0.021) each exert a positive and significant effect on tourist visit interest, with an R² value of 0.724, classified as substantial. Culinary attractiveness emerged as the most dominant predictor among the three variables. These findings confirm that community-based traditional culinary destinations can strengthen tourist visit interest by simultaneously preserving authentic cultural identity, enhancing the quality of the culinary experience, and maintaining consistent, visible environmental commitments.

Keywords : product uniqueness, culinary attractiveness, green economy, tourist visit interest, PLS-SEM, culinary tourism.