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Yutsa Zukhrufil Ula Freshgraduate of Korean Language Department, Gadjah Mada University Tel : (+62) 85643371184 Email :

Abstract This study focuses Surabaya, and aims to explore the potential relationship between food and culinary tourism development strategies, marketing strategies of developing culinary tourism from an RBT perspective. Surabaya tourist attractions offer city tour experience more than others, like Kampong Arab in Ampel Denta, Pecinan or Chinatown in Kembang Jepun, or blocks of the enchanting Dutch colonial architecture along Jalan Rajawali which are known as the Old Town of Surabaya, while natural attractions are mostly in neighbouring cities, like Malang or Lamongan. Surabaya does have a diverse food and cultural background. For Surabaya people themselves eating is one way of entertainment. Kampong Ampel offers various range of Arabian food like kebab or Indian cuisine Nasi Briyani as there are many Arabian and Indian etnics residents living there. Chinese-Indonesian people brought their Peranakan culinary in Chinatown. Surabaya specialties, such as rujak cingur, gado-gado and pecel are usually sold in hawker style. Urban Maduranese residents are identic with Sate Kambing. This study proposes suggestions on presenting the image of Surabaya’s culinary style to be innovative, diverse, and attracts tourists by combining tourism and creativity. Public and private sectors can design strategic alliances to enhance tourism attractiveness through different marketing strategies. The methodology is mainly through in-depth interviews with event planners from local radio and television company who launched an event called “ Suroboyo Kota Kuliner” (Surabaya the Culinary City) to celebrate Surabaya’s 720th anniversary in 2013, and supported with content analysis of academic documents and media publications on tourism to explore possible marketing strategy of culinary tourism in Surabaya. Keywords : Surabaya, Culinary Tourism, Tourism Industry