Sundanese Food Culinary Tourism Marketing Strategy in Tasikmalaya City (Case Study: Saung Ranggon Restaurant, Saung Gunung Jati Restaurant, and Liwet Asep Stroberi Restaurant in Tasikmalaya)

This study aims to analyze the marketing strategies and the development of Sundanese food marketing at the restaurants Saung Ranggon, Saung Gunung Jati, and Liwet Asep Stroberi in Tasikmalaya. The method used in this research is qualitative analysis through IFAS, EFAS matrix analysis, and SWOT diagrams. The research was conducted through interviews based on interview guidelines and documentation with the managers of Saung Ranggon, Saung Gunung Jati, and Liwet Asep Stroberi in Tasikmalaya. The conclusions of this study indicate that Saung Ranggon, Saung Gunung Jati, and Liwet Asep Stroberi have implemented the 4P marketing mix strategy (product, price, place, promotion). However, none of these restaurants have collaborated with distribution channels for deliveries outside the city. Recommendations for the development of Sundanese food marketing from these three restaurants include the need for more aggressive promotions, one of which could be collaborating with tour agencies or tour operators to attract tourists to visit the restaurants and taste the dishes fresh. With a strategic location (Place), Tasikmalaya can serve as a transit point, making these restaurants one of the best choices for tourists visiting the surrounding areas.