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Abstract
This analytical study explores the push and pull factors influencing culinary tourism in Yogyakarta, a city renowned for its cultural and culinary heritage. Culinary tourism, also known as food tourism, has emerged as a significant segment of global tourism, allowing travelers to engage deeply with local food traditions, ingredients, and cultural practices. To investigate the motivations behind culinary tourism in Yogyakarta, a field survey was conducted with a non-probability sampling method, distributing questionnaires to 300 respondents who had prior culinary experiences in the city. This study examines push and pull motivations by calculating the mean agreement level for each statement and assessing the internal consistency of responses using Cronbach’s Alpha. Data were recorded in Google Spreadsheets and analyzed with SPSS software to ensure statistical accuracy. The findings reveal a near-equal influence of push and pull factors, with 51% of respondents driven by internal motivations (push factors) such as seeking new experiences and escaping daily routines, while 49% were motivated by external attributes (pull factors) like Yogyakarta’s authentic cuisine, high-quality service, and unique dining atmosphere. This balance highlights the importance of both types of motivations in tourists' decisions to visit culinary destinations. The study suggests that enhancing the promotion of Yogyakarta’s culinary attractions and creating more immersive dining experiences could further strengthen its appeal to visitors. By examining the role of push and pull factors, this research provides valuable insights for developing targeted marketing strategies and effective tourism management. The study advocates for sustainable culinary tourism practices that support local economic growth, preserve cultural heritage, and enhance tourist satisfaction, positioning Yogyakarta as a competitive culinary destination in the global tourism market.