Abstract : This study examines how the gastronomic values embedded in traditional Chinese, Dayak, and Malay (Tidayu) cuisine can be leveraged to enhance culinary experiences and improve hotel profitability in Pontianak City. Adopting a qualitative exploratory design, the study draws on in-depth interviews, observations, and document analysis involving hotel managers, chefs, and guests in star-rated hotels. The findings suggest that gastronomic practices are not merely functional but constitute symbolic systems that encode cultural values such as harmony, social cohesion, spirituality, and ecological consciousness. When strategically curated within hotel services, these values reconfigure culinary offerings into immersive, meaning-laden experiences that extend beyond consumption. This process enhances customer perceived value by integrating functional, emotional, and symbolic dimensions. The study argues that the commodification of culturally grounded gastronomy can serve as a strategic mechanism for differentiation and sustained competitive advantage. It contributes to the literature by bridging cultural theory and hospitality management, demonstrating how local food heritage can be operationalized as a value-creation strategy that aligns experiential consumption with long-term profitability and cultural sustainability.
Meri et al. (Sat,) studied this question.