EXPLORING LOCAL CULINARY: THE ROLE OF TAJIN SOBIH IN BANGKALAN'S BRANDING IDENTITY

This study aimed to describe the characteristics of Tajin Sobih and explore its potential as a culinary destination in Bangkalan. Utilizing a descriptive qualitative approach with purposive sampling, data was collected through interviews, observations, documentation, and literature reviews. Data analysis followed Miles and Huberman's techniques, with source triangulation for validity. The findings reveal that Tajin Sobih is a cherished traditional dish, known for its unique flavor and traditional presentation. Its preservation should be prioritized, especially by the local government. Strategies to promote Tajin Sobih as a culinary tourism attraction include hosting culinary competitions, enhancing product marketing in hotels and restaurants, and utilizing social media for promotion. Establishing Tajin Sobih as a culinary icon in Sobih Village is essential for increasing public and tourist awareness. Collaboration among entrepreneurs and government is crucial for the development of culinary tourism.