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Abstract
The tourism and hospitality sectors are rapidly expanding, contributing significantly to global economic growth. Within these sectors, the food and beverage (food and beverage) industry holds a critical role, not only providing food and drink services but also enhancing tourists’ experiences and shaping destination images. This paper explores the importance of the food and beverage industry in tourism, positioning it as both an amenity and an attraction. For example, iconic food and beverage brands like Gudeg Yu Djum in Yogyakarta and Bali's thriving culinary scene demonstrate how food can become a destination’s trademark, drawing in tourists and boosting local economies. The paper also examines Karen’s Diner, a unique food and beverage brand that defies conventional hospitality standards by offering deliberately poor service. Despite or perhaps because of this, Karen's Diner has become a popular tourist attraction, offering an entertaining and novel experience. This case study highlights how unconventional service approaches can succeed in the evolving food and beverage landscape, demonstrating the industry's adaptability and the dynamic nature of tourism. Additionally, the paper addresses challenges faced by the food and beverage industry, including increasing competition and global disruptions like the COVID-19 pandemic. Adaptations such as innovative packaging, delivery services, and culinary festivals are discussed as solutions that have allowed the industry to continue thriving despite setbacks. These innovations underscore the industry's ability to evolve and meet shifting consumer preferences. In conclusion, the food and beverage industry remains a key pillar of tourism, contributing significantly to both local economies and the overall tourism experience. Continued innovation and strategic adaptation will be essential to sustain growth and relevance in this competitive and dynamic sector.