Main Article Content
Abstract
Culinary tourism has developed into a key strategy in building destination appeal and reviving local cultural heritage. This study aims to analyze how food and beverage service (F&B) innovations can encourage the revitalization of Batak gastronomy in North Sumatra through the role of sustainability mediation and tourist experience. This study uses a mixed methods approach, with qualitative data collection through in-depth interviews and participatory observations on culinary business actors, as well as quantitative surveys of 200 domestic tourists. Multiple regression analysis and mediation tests (Sobel and Bootstrap) were used to test the relationships between variables. The results show that F&B service innovations, such as the insertion of cultural narratives, digitization of services, and the organization of culinary workshops, have a significant effect on the perception of sustainability and the quality of tourist experience. Sustainability that includes environmental, social, and economic aspects partially mediates the relationship between innovation and revitalization, while the traveller's experience is the most dominant mediator. The conceptual model developed shows that the combination of innovation, sustainability, and tourism experiences forms a culinary service system that is culturally relevant, market-attractive, and long-term resilient. The conclusions of this study emphasize the importance of an integrative approach in the development of local culinary tourism. Local governments, destination managers, and the culinary community need to collaborate in designing F&B service strategies that focus not only on increasing competitiveness, but also on preserving cultural identity and applying sustainability principles. This study recommends the replication of this model in the context of other ethnic cuisines in Indonesia as a strategic framework towards inclusive and sustainable tourism development.