TREN DAN PREFERENSI WISATAWAN PADA USAHA JASA MAKANAN DAN MINUMAN DI SAKAPATAT BREW HOUSE & RESTO YOGYAKARTA

Putri, Amelia Tri Anindya (2025) TREN DAN PREFERENSI WISATAWAN PADA USAHA JASA MAKANAN DAN MINUMAN DI SAKAPATAT BREW HOUSE & RESTO YOGYAKARTA. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

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Abstract

This study aims to gain an in-depth understanding of the trends and preferences of tourists in selecting food and beverage service businesses at Sakapatat Brew House & Resto Yogyakarta. The background of this research is based on the growing public interest in nighttime culinary tourism, particularly in urban areas such as Yogyakarta, which is well known as a cultural and culinary tourism destination. This research employs a descriptive qualitative approach, with data collection techniques including indepth interviews, observation, and documentation. Information was obtained from seven tourist respondents and four informants from the management side. Data analysis was conducted using the SWOT analysis model to identify internal and external factors influencing the attractiveness of the business. The findings reveal that tourist preferences are influenced by the comfortable atmosphere, quality of service, menu variety, recurring annual trends at Sakapatat, and the business’s clear legal status. In addition, the nighttime tourism trend and the presence of live music entertainment further enhance the attraction. The SWOT analysis indicates that Sakapatat holds strengths in service and product quality; however, it needs to improve promotional efforts, manage queues during peak hours, classify weekly popular menus, and provide staff training to ensure a consistent and high-quality experience. This study is expected to serve as a reference for culinary business practitioners and tourism destination managers in understanding consumer behavior and designing more optimal service strategies.

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