Development of Bronok (<i>Acaudina molpadioides</i>) as a New Tourism Product and Signature Food in Muar, Johor

Abstract Kerabu bronok in Langkawi has become one of the most popular signature foods among the locals and tourists. The recent discovery of its main ingredient i.e. the sea cucumber species bronok ( Acaudina molpadioides ) in Muar waters may create new opportunities in Muar in particular and in Johor in general not only in food industry, tourism development, and economic growth among residents; but also, everything that is related to biodiversity and conservation. Therefore, the main objectives of this study were to identify the potential of bronok as a tourism product in the context of Southern Peninsular Malaysia and measure the local community’s perception of introducing bronok as the main ingredient in a new signature food in Muar, Johor through survey, exhibition, and sensory test. Statistical analysis was carried out using paired t-tests with Microsoft Excel. This study offers insightful information about the opinions of 86 Muar public respondents through a survey, as well as the views of 49 participants who took part in an in-person site visit to an exhibition along with a sensory test at Universiti Tun Hussein Onn Malaysia (UTHM) Pagoh Branch Campus dated November 21, 2023. Besides collecting local perceptions and knowledge regarding bronok , the exhibition managed to increase awareness about its conservation. The outcomes gathered before and after the exhibition suggested that the event helped to raise people’s awareness on the presence of bronok in Muar and increase people’s knowledge of the species. Furthermore, the possibility of serving Javanese kerabu bronok as a side dish in Muar has been acknowledged, given that most survey respondents expressed good interest towards the acceptance of the dish. The respondents were very excited to taste the kerabu bronok when local Javanese recipe was innovatively used, therefore we would like to suggest the name of urap bronok for the dish as a Johorean signature name. The name of urap bronok can also attract key agencies and stakeholders to do investment in local tourism. The findings are expected to contribute more to sustainable tourism development through the introduction of urap bronok , thus further supporting local fisheries communities and restaurant operators in Muar as the Southern Heaven of Food.