ABSTRACT
A majority of Tionghoa food is not halal. However, the food has to be adapted in the majority of Muslim countries, such as Indonesia, in order to become a culinary (gastronomy) attraction. The objective of this study examines tourist motivation for having Tionghoa halal food as one unique acculturation culture brand identity for promoting sustainable gastronomy tourism in Bandung, Indonesia. Using a regression analysis of 109 respondents, the results indicate that identity of food, good experience, and exploration have positive significant effect to construct the tourist motivation, while restaurant physical and ambience, food quality and service, halal awareness and certification, and promotion have affected the tourist motivation insignificantly. These results suggest that the curiosity about the food becomes the prominent motivation for the tourist. However, the collected data in this research is limited because of social distancing during the Covid-19 pandemic. Thus, the other large data for this model might be caused by difference results.
