Porter's Five Forces Analysis: Potential of Extreme Night Culinary

Tourism

Repa Kustipia

and Shandra Rama Panji Wulung

Dept. Community Nutrition Faculty of Human Ecology, IPB University, Bogor, Indonesia

Tourism Education, Universitas Pendidikan Indonsia, Bandung, Indonesia

Keywords: Porter’s Five Force Analysis, culinary night, gastronomic experience, extreme culinary

Abstract: The potential for extreme night culinary tourism is part of a different gastronomic experience in urban areas,

especially in Jakarta as the Indonesian Capital. Night culinary in Jakarta has become a routine for local and

foreign tourists to enjoy organoleptic satisfaction which includes taste, color, texture, and aroma with unusual

food dishes such as snake meat and processed snakes served accompanied by an evening culinary attraction

that is in demand by tourists. This study aims to identify the potential strengths of extreme night culinary

tourism in Jakarta. Data obtained by combining the triangulation of qualitative and quantitative methods to

25 tourists. The analytical method uses SPSS to determine the correlation and regression of the potential

strengths of extreme night culinary tours in Jakarta. The study found that is a strong positive relationship

between the perception of tourists with the potential for extreme night tourism in Jakarta with evidence of an

interest in re-visiting extreme culinary tourism in Jakarta by promoting, inviting families and close relatives.

Discovering different taste experiences with direct visualization that is complemented by extreme food

processing attractions and the shortcomings of extreme night culinary tourism in Jakarta is the legality of the

practice of using unusual and unnatural food ingredients and even lack of permission and protection for

animals used in extreme night culinary in Jakarta and not guaranteed food safety and halal labels for certain

tourists.

1 INTRODUCTION

The Study on the Potential of Extreme Night Culinary

Tourism in metropolitan areas, namely Jakarta, is a

destination that breaks the potential of the tourist

market for foreign and foreign tourists who offer

special satisfaction to enjoy the night of the

metropolitan area, street food is a culinary offered

from the mainstream. Ant mainstream, even extreme

culinary that serves a variety of unusual snacks that

are consumed daily, in the course of this eating

experience the dish consists of snake meat, snake

blood, monitor lizards, and monkeys offered by

processing snacks that will be enjoyed by visitors

who need menus For extreme night culinary sellers in

Jakarta who are visited in the "Mangga Besar" area in

Central Jakarta. As a variety of instruments to analyse

the competitive environment of night tourism, the

mini can invite information about culinary

promotions offered, access to information obtained

bravely, the extreme night culinary community that

brings together food lovers.

This study chooses the Five Force Analysis

Porter for the best analysis to determine the potential

of an activity or manager of the night sector offered

in the metropolitan area, from this analysis produces

an external quality of the potential of extreme night

culinary tourism in Jakarta by focusing on the quality

of the potential offered by observation.

2 BACKGROUND

Tourism organization can support tourism activity

because tourism has made a signiﬁcant contribution

to the economy of many communities around the

world due to its ability to generate income and

employment (Sirakaya, 2011). In this case tourism is

very promising considering that Indonesia, especially

Jakarta, as the capital city has a strategic location and

increasing visitors both foreign and domestic tourists.

The enchantment of Jakarta has become a reference

material and destination for tourists to choose from in

terms of the culinary night that is offered with a

Kustipia, R. and Wulung, S.

Porter’s Five Forces Analysis: Potential of Extreme Night Culinary Tourism.

DOI: 10.5220/0010213901550158

In Proceedings of the 1st NHI Tourism Forum (NTF 2019) - Enhancing Innovation in Gastronomic for Millennials, pages 155-158

ISBN: 978-989-758-495-4

155

variety of prices, facilities obtained, different

experiences, social media presence, quality

documentation, and getting to know the habits of the

urban community that makes the extreme culinary

night tourism model unforgettable appeal. For this

reason, the strength of the tourism community must

be able to socialize the idea of the experience of

enjoying night-time attractions with unusual and

controversial tourism offerings, but tourism holds a

control for the benefits that are obtained in a balanced

manner in terms of enjoying culinary.

The competitor in terms of running an extreme

night culinary event in Jakarta is seeing packages or

details of the event and facilities offered to visitors or

tourists with the strength of the background of the

event and attractions regarding gastronomy or dining

experience, satisfaction that will be obtained, interest

in learning and mingling with the community urban

in Jakarta who enjoy culinary tourism and at the same

time relieve fatigue from work activities, the

entertainment and motivation of the target will be

easily carried out by the owner of this idea.

These community competitors will look for

loopholes to add the essence of other interests to

tourists who enjoy or to visitors with a very effective

promotional strategy and bombard sales from all

social media to declare a trade war in the field of

tourism services with an interesting culinary or

gastronomy in accordance with the era with health

claims tactics, alternative medicines, rare things, and

offer a deep cultural exploration and price

competition and the experience offered is a separate

reason for competitors to take the opportunity. This is

in line with community tourism with a sustainable

nature must aim at improving the living standards of

residents while optimizing local economic benefits,

minimizing the adverse effects of tourism, protecting

the natural and built environment and providing a

quality experience to visitors.

3 METHODS AND MATERIALS

Research design outlines the methods used for data

collection, measurement and analysis to obtain

answers to research questions. The researcher

collected data from selected various respondents

sampled in the study using descriptive survey design

and this study aims to identify the potential strengths

of extreme night culinary tourism in Jakarta. Data

obtained by combining the triangulation of qualitative

and quantitative methods to 25 tourists.

A triangulation of both quantitative and

qualitative approach was used because the expected

information from the field will involve factual

elements that were presented using descriptive and

inferential statistics. Triangulation comes up with

gastronomy perspective data rich information that

enriches study (Podsakoff, 2008).

Analysis of data started with editing so as to

identify errors made by respondents such as spelling

mistakes and any wrongly answered or unanswered

questions. After this, the data was show by

qualitative data generated from open-ended

questionnaires was organized into various themes and

patterns, evaluated and analysed. The results

were

then be compared with the literature review to

Table 1: Indicators of Porter’s Five Forces Analysis

Bargaining Power of

Suppliers

Threat of New

Entrants

Rivalvy Among

Exiciting Competitors

Bargaining

Power of Buyers

Threat of

Substitute

Products

(Service):

Number of

promotion

The tourism

business starts with a

ready-made concept

and starts to be

executed.

Number of competitors

threatening the

continuity of activities

(strength of the concept

offered).

Tourists are loyal

customers.

The same services

offered to tourists

as an alternative

activity.

Package options are

offered for tourists

have a choice in

activity satisfaction

Already have travel

ideas and dining

experiences from

extreme night

culinar

Personal Branding from

the community

(testimonials from event

participants / tourists).

Minimum

participants to take

part in extreme

night culinary

The uniqueness of

the event offered

Business license from

the tourism

community (tour

guides) or government

institutions.

Grants /

sponsorship

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establish the application of Porter’s Five forces

analysis. Qualitative analysis is the rational,

explorative and intuitive approach to research.

Qualitative analysis was used in this case since the

study entails research questions and objectives that

focus on uncovering people’s experiences, opinions

and attitudes towards the five forces model. Repeated

choices, comments, and preferences were analysed

and grouped into themes that form the basis for

making conclusions.

There was a strong positive correlation between

the Five Forces Analysis as shown by the R value of

0.5. The F value of 0.019 and a small significance

value of 0.419 that is P = 0.419 > α = 0.05, indicates

that there is a regression relationship between the

dependent variable and the predictor variables. The

standardized coefficients of 0.70 show there is effect

of the Five Forces Analysis in the performance

potential of extreme night culinary in Jakarta.

4 RESULTS

The concentration of suppliers and the availability of

substitute suppliers are important factors in

determining supplier power. The tourists as

businesses or just usual tourist are in a better position

when there are a multitude of suppliers. Sources of

supplier power also include the switching share cost

from tourist and location of the destination in extreme

night culinary as a potential area in Jakarta.

The threat of new entrants in the extreme night

culinary in Jakarta can be considered as medium to

high. Moreover, new entrants need licenses,

insurances, distribution channels and other

qualifications that are not easy to obtain when you are

new tourism community in urban area, which is in

Jakarta have a qualification of area like slum area,

marginal area and urban area actually in central and

south Jakarta, there are a lot of culinary destination

with great target market and business oriented. A new

entrant is likely to not have this kind of expertise,

therefore creating a competitive disadvantage right

from the start the activity but the starting is to make

sure meeting point, schedule and rundown. New

entrants in an industry bring new capacity and the

desire to gain market share.

This is the Porter’s Five Forces examines how

intense the current competition is in the tourism

community. Rivalry is high when there are a lot of

competitors in tourism sector to make a balance.

Buyers or enthusiasts of tourism who are offered

unnatural attractions and culinary facilities will feel

the packages and activities can help give this new

experience a line. The bargaining power of

consumers is also higher when what is purchased is a

standard or undifferentiated product. When

conditions are like this, consumers can often

negotiate selling prices, warranty coverage and

accessory packages to a higher level.

In many industries, companies compete closely

with substitute product manufacturers in different

industries. The existence of a substitute product

creates the highest price limit that can be charged

before the consumer switches to a substitute product.

Competitive pressure from substitute products

increases with decreasing relative prices of substitute

products and as consumer costs of switching to other

products decrease, the best way to measure the

competitive strength of substitute products is to

monitor the market share gained by these products,

also by monitoring the company's plan to increase

capacity and market penetration.

5 CONCLUSIONS

The researcher made the following

recommendations: In line with the first research

question, the study concludes that there is a strong

positive relationship potential from Porter Five

Forces Analysis. The F value of 0.019 and a small

significance value of 0.419 that is P = 0.419 > α =

0.05, indicates that there is a regression relationship

between the dependent variable and the predictor

variables. The standardized coefficients of 0.70 show

there is effect of the Five Forces Analysis in the

performance potential of extreme night culinary in

Jakarta.

Based on the findings of the study, the study

suggests that detailed research could be done to

ascertain the effect of each component of the Five

Forces individually and not all of them in a package

as were the case in this study. A study could also be

conducted on individual players within each force

such as different taste experiences with direct

visualization that is complemented by extreme food

processing attractions and the shortcomings of

extreme night culinary tourism in Jakarta is the

legality of the practice of using unusual and unnatural

food ingredients and even lack of permission and

protection for animals used in extreme night culinary

in Jakarta and not guaranteed food safety and halal

labels for certain tourists.

Porter’s Five Forces Analysis: Potential of Extreme Night Culinary Tourism

157

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