Analisis Minat dan Perilaku Pengunjung pada Event Kuliner Terbesar Asia Tenggara di Pangkalpinang

This study aims to analyze visitor interests and behavior at Southeast Asia's largest culinary event in Pangkalpinang. The development of the culinary industry in the digital era has made culinary events not only a place to consume food but also a means of entertainment, social interaction, and a part of the modern lifestyle. Social media such as TikTok and Instagram play a significant role in shaping public interest in viral food and culinary events. This study used a qualitative approach with a descriptive design. Data were obtained through direct interviews with five culinary event attendees selected using a purposive sampling technique. In addition to the interviews, the researchers also conducted field observations to observe visitor conditions and activities during the event. Data analysis techniques used the Miles, Huberman, and Saldaña model, which includes data condensation, data presentation, and drawing conclusions. The results show that visitor interest was influenced by viral culinary trends, social media promotions, live music entertainment, and the engaging atmosphere of the event. The majority of visitors learned about the event through TikTok and Instagram. Visitor behavior tended to be consumptive and impulsive, as purchasing decisions were more influenced by viral trends and attractive food displays than by actual needs. Furthermore, culinary events were also used as a place for entertainment, gathering with friends and family, and creating social media content. This research also identified several challenges, such as long queues, relatively high food prices, limited seating, and overcrowded areas. Therefore, event organizers need to improve the quality of service and facilities to ensure visitor comfort. In general, modern culinary events have evolved into a lifestyle that prioritizes experiences, entertainment, and social interaction.