Ekonomi pengalaman dalam sektor gastronomi dari lensa komuniti setempat (Experience economy in the gastronomy sector from the lens of local community)

Abstract

Abstrak

Gastronomi merupakan salah satu sektor dalam pelancongan yang kini mendominasi perkembangan ekonomi pengalaman. .Ekonomi pengalaman, yang diperkenalkan oleh Pine dan Gilmore (1998), mencadangkan bahawa pengguna mencari   The Four Realms   yang terdiri daripada empat unsur; pendidikan, hiburan, estetik dan kelainan   semasa mendapatkan barangan atau  perkhidmatan. Walau bagaimanapun, bagaimana penduduk tempatan mengungkapkan ekonomi pengalaman dalam konteks sektor gastronomi masih tidak jelas walaupun lokasi mereka telah terkenal diiktiraf sebagai destinasi gastronomi. Artikel ini bertujuan untuk menilai prestasi pengalaman ekonomi dalam sektor gastronomi, terutaman di restoran dan kafe premis di Bandar Baru Bangi.  Kawasan kajian ini dipilih kerana ia terkenal dan diiktiraf sebagai destinasi gastronomi bukan sahaja dalam kalangan penduduk setempat tetapi juga masyarakat luar.   Hasil kajian  diperolehi melalui pemerhatian di lapangan dan survei ke atas 382 responden yang terdiri daripada komuniti setempat   di Bandar Baru Bangi menggunakan persampelan bertujuan. Hasil kajian menunjukkan bahawa pengalaman estetik dan kelainan lebih menonjol daripada pengalaman pendidikan dan hiburan. Penduduk merasakan bahawa premis gastronomi melibatkan banyak unsur pengalaman berbentuk fizikal dan langsung seperti menikmati hidangan autentik. Sebaliknya, pendidikan dan pengalaman hiburan kurang dirasakan dalam sektor ini, kerana ia melibatkan pengaruh penyerapan dalam minda pelanggan.  Dapatan kajian ini boleh digunakan oleh usahawan sektor gastronomi untuk meningkatkan kualiti perkhidmatan dan kemudahan, dan memposisikan sektor gastronomi  sebagai ekonomi pengalaman yang dominan.

Katakunci: Bandar Baru Bangi, ekonomi pengalaman, komuniti, perkhidmatan, sektor gastronomi, The Four Realms.

Experience economy in the gastronomy sector from the lens of local community

Abstract

Gastronomy is one of the dominating tourism sectors contributing to the experience economy. Experience economy, introduced by Pine and Gilmore (1998), suggests that consumers favour The Four Realms of experiences which comprise four elements; education, entertainment, esthetic and escapist during any transactions of travel or tourism. However, how local residents perceived experience economy in the context of gastronomy sector remains unclear even though their locality was famously recognized as gastronomy destination.   The   article aimed to evaluate the performance of experience economy in the gastronomic sector, particularly, on the restaurant and café premises in Bandar Baru Bangi. This study area is chosen as it is famously recognized as gastronomy destination among the residents and non-residents.  The results of this study are obtained through the field observations and a survey of 382 residents of  Bandar Baru Bangi using a purposive sampling method. The results of the study suggest that  the esthetic and escapist experiences are more prominent than the educational and entertainment experiences. The residents felt that the gastronomic premises involved a lot of immersion where the experience is brought in a physical form like enjoying   authentic meals.  On the other hand, education and entertainment experiences were less felt as this involved absorption into the minds of the customers.  The results obtained in this study can be used by the entrepreneurs in the gastronomy sector to improve their quality of services and facilities, and further, position the gastronomy as the dominating experience economy.  

Keywords: Bandar Baru Bangi, community, experience economy, services, gastronomic sector, The Four Realms