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Abstract

In 2019, the Indonesian Government proposed Ubud in Bali to become the United Nations World Tourism Organization (UNWTO) 's prototype for a world gastronomic destination. It turned out that, despite its rich inventory of gastronomic assets and attractions, Ubud met with challenges when convincing UNWTO to give it the title. To deal with this problem, the Indonesian Government practised gastrodiplomacy to influence UNWTO to endorse Ubud as the world gastronomic destination. This research, therefore, aims to explain the implementation of Indonesia's gastrodiplomacy. By using a qualitative method with interpretative analysis in place, I argued that the Government used gastrodiplomacy to introduce diverse culture, history and tradition behind Balinese culinary delights, including the story about the spice trail, and used them as soft power to convince UNWTO that Ubud had ticked all the criteria of the world gastronomic destination. The Government saw the spice trail story as the strength of Ubud's gastronomic tourism because it can explain why Balinese dishes are rich in flavour, cultural and historical values. The Government also invited non-state actors to take part in the project. Though they did different strategies for implementing gastrodiplomacy, their collaboration strengthened Indonesia's gastrodiplomacy in convincing UNWTO to promote Ubud as the world gastronomic destination.

Bahasa Abstract

Pada tahun 2019, pemerintah Indonesia mengajukan Ubud di Bali sebagai prototipe destinasi gastronomi dunia ke Organisasi Pariwisata Dunia Perserikatan Bangsa-Bangsa (UNWTO). Meskipun Ubud memiliki inventaris aset dan atraksi gastronominya yang kaya, Indonesia ternyata menghadapi sejumlah tantangan ketika meyakinkan UNWTO bahwa Ubud layak mendapatkan gelar tersebut. Untuk mengatasi masalah ini, pemerintah melakukan diplomasi gastronomi atau gastrodiplomasi untuk mempengaruhi UNWTO agar mendukung Ubud sebagai tujuan gastronomi dunia. Penelitian ini, oleh karena itu, ingin menjelaskan implementasi gastrodiplomasi Indonesia untuk mencapai tujuan tersebut. Dengan menggunakan metode kualitatif dengan analisis interpretatif, penulis berargumen bahwa, pemerintah menggunakan gastrodiplomasi untuk memperkenalkan beragam budaya, sejarah dan tradisi di balik kelezatan kuliner Bali, termasuk cerita tentang jalur rempah di Bali, dan memanfaatkannya sebagai kekuatan lunak (soft power) untuk meyakinkan UNWTO bahwa Ubud telah memenuhi semua kriteria prototipe destinasi gastronomi dunia. Pemerintah melihat kisah tentang jalur rempah sebagai kekuatan dalam pariwisata gastronomi Ubud karena jalur ini bisa menjelaskan mengapa hidangan Bali kaya akan rasa, budaya, dan nilai-nilai sejarah. Pemerintah juga melibatkan aktor non-negara dalam gastrodiplomasi. Meskipun mereka melakukan strategi yang berbeda dalam implementasi diplomasi gastronomi, kolaborasi mereka ternyata mampu memperkuat gastrodiplomasi Indonesia dalam meyakinkan UNWTO untuk mempromosikan Ubud sebagai destinasi gastronomi dunia.

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