Exploring Opportunities and Challenges in the Development of Culinary Tourism Packages in Jakarta

Purpose of the Study: Culinary tourism serves as a strategic approach for urban destinations lacking natural attractions. Jakarta, Indonesia, as a culinary hub, displays potential for gastronomic tourism but faces challenges including underdeveloped offerings and fragmentation. This study investigates culinary tour package development in Jakarta by identifying existing packages, analyzing stakeholder relationships, and assessing challenges and opportunities. Methodology: Employing a qualitative ethnographic approach, data were gathered from February 2023 to December 2024 through participatory observation, in-depth interviews, surveys (n=125), and document analysis. Principal Findings: Culinary tourists in Jakarta are primarily educated (79% have higher degrees), female (65%), and aged 31–40 (34.6%). Their motivations include food exploration (40.2%) and social interaction (28%). Restaurant-based tours are favored (60%), driven by guide interaction and food quality. Actor-Network Theory reveals weak institutional coordination, minimal government support, and limited digital infrastructure. Application of the Study: Opportunities for product diversification, market segmentation, and digital marketing exist. Without structured governance, Jakarta's culinary tourism remains informal. Strategic policy support and stakeholder collaboration are essential to enhance competitiveness. Novelty: This research uniquely combines Spradley’s ethnography with Actor-Network Theory, providing one of the first empirical analyses of Jakarta’s culinary tour ecosystem.