An exploration of grassroots gastrodiplomacy: Indonesian ethnic restaurants, destination image and intention to visit Indonesia

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Purpose This study aims to examine how Indonesian ethnic restaurants in Australia function as instruments of gastrodiplomacy, shaping perceptions of Indonesia and influencing visit intentions. Design/methodology/approach Semi-structured interviews captured diners’ experiences in Indonesian restaurants in Queensland, Australia. Non-Indonesian adults were recruited through purposive and convenience sampling. Findings Findings show that restaurants enhance Indonesia’s destination image by conveying authenticity, cultural representation and hospitality. Meaningful staff interaction, diverse menus and authentic ambience shaped positive cognitive and affective perceptions and increased interest in visiting Indonesia. Originality/value This study addresses limited research on diaspora restaurants as grassroots sites of gastrodiplomacy and destination image formation. Prior studies often overlooked the co-creation of food images through interactions among diners, staff, owners and diaspora communities and the role of cuisine as cultural heritage in image formation outside the destination itself (Lai and Khoo-Lattimore, 2020). This paper shows how restaurant stimuli can become cognitive-affective images of Indonesia and influence visit intentions among non-Indonesian diners in Australia, while incorporating a Stimulus-Organism-Response (SOR) based framework to explain the grassroots gastrodiplomacy process.