STRATEGI PELESTARIAN BUDAYA MELALUI IDENTITAS KULINER: Studi Cultural Sustainability pada Nasi Jamblang di Kota Cirebon

Najwa Adisty Marsha Qatrunada, - and Taufik Abdullah, - (2025) STRATEGI PELESTARIAN BUDAYA MELALUI IDENTITAS KULINER: Studi Cultural Sustainability pada Nasi Jamblang di Kota Cirebon. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk mengkaji strategi pelestarian budaya melalui identitas kuliner tradisional Nasi Jamblang di Cirebon, Jawa Barat. Pelestarian kuliner tradisional menjadi bagian penting dalam upaya menjaga keberlanjutan budaya sekaligus mendukung daya tarik pariwisata lokal. Penelitian ini dilatarbelakangi oleh kebutuhan untuk memahami bagaimana praktik pelestarian dijalankan oleh pelaku lokal di tengah tantangan modernitas dan perubahan sosial. Dengan menggunakan pendekatan kualitatif dan metode studi kasus, data dikumpulkan melalui wawancara mendalam terhadap pelaku usaha, komunitas lokal (duta pariwisata), dan institusi pemerintah, serta dokumentasi terkait. Temuan menunjukkan bahwa pelaku usaha memainkan peran penting dalam menjaga nilainilai tradisional melalui praktik pewarisan lintas generasi, konsistensi penyajian, serta narasi historis yang melekat pada usaha. Komunitas lokal berkontribusi dalam promosi budaya melalui kegiatan kreatif dan kolaboratif, sementara pemerintah berperan sebagai fasilitator melalui kebijakan, dukungan promosi, dan program kemitraan. Selain itu, strategi pemasaran berbasis budaya yang diterapkan mencakup storytelling, penggunaan media sosial, dan pemaknaan nilai-nilai tradisional sebagai daya tarik. Penelitian ini memberikan kontribusi terhadap kajian tentang cultural sustainability, identitas kuliner, dan pemasaran berbasis budaya, dengan menekankan bahwa pelestarian budaya dapat tumbuh dari inisiatif akar rumput yang kolaboratif, adaptif, dan kontekstual. This study aims to examine strategies for cultural preservation through the culinary identity of Nasi Jamblang, a traditional dish originating from Cirebon, West Java. The preservation of traditional culinary heritage plays a crucial role in maintaining cultural sustainability while supporting the development of local tourism. This research is motivated by the need to understand how local actors engage in preservation practices amidst the challenges of modernity and social change. Using a qualitative approach and a case study method, data were collected through indepth interviews with culinary entrepreneurs, local community representatives (tourism ambassadors), and government institutions, as well as through the analysis of relevant documentation. The findings reveal that culinary entrepreneurs play a vital role in sustaining traditional values through intergenerational transmission, consistency in culinary presentation, and the integration of historical narratives into their business practices. Local communities contribute to cultural promotion through creative and collaborative activities, while the government acts as a facilitator through policy support, promotional strategies, and partnership programs. Furthermore, cultural-based marketing strategies are implemented through storytelling, digital media engagement, and the reinterpretation of traditional values as a unique cultural appeal. This study contributes to the academic discourse on cultural sustainability, culinary identity, and culturally driven marketing by emphasizing the potential of grassroots initiatives to foster cultural preservation through collaborative, adaptive, and context-specific approaches.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Najwa+Adisty+Marsha+Qatrunada# ID SINTA Dosen Pembimbing: Taufik Abdullah: 6127535
Uncontrolled Keywords:	Nasi Jamblang; identitas kuliner; pelestarian budaya; strategi pemasaran; cultural sustainability. Nasi Jamblang, culinary identity, cultural preservation, marketing strategy, cultural sustainability.
Subjects:	G Geography. Anthropology. Recreation > GT Manners and customs L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User:	Najwa Adisty Marsha Qatrunada
Date Deposited:	04 Nov 2025 06:42
Last Modified:	04 Nov 2025 06:42
URI:	http://repository.upi.edu/id/eprint/143196

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