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.