International Journal of Horticulture, Agriculture and Food Science (IJHAF) ISSN: 2456-8635 [Vol-7, Issue-5, Sep-Oct, 2023] Issue DOI: https://dx.doi.org/10.22161/ijhaf.7.5 Peer-Reviewed Journal Article DOI: https://dx.doi.org/10.22161/ijhaf.7.5.3 (Int. j. hortic. agric. food sci.) https://aipublications.com/ijhaf/ Page | 10 A Consumer Preferences in Culinary Tourism Fresh Tuna Fish Chest and Jaw Bones Case Study in Manado City, North Sulawesi Province Florence Verra Longdong 1 , Reiny Antonetha Tumbol 2 , Djuwita R.R. Aling 3 1,3 Department of Fisheries Agribusiness, Faculty of Fisheries and Marine Sciences, Sam Ratulangi University, Manado. Indonesia 2 Department of Aquaculture, Faculty of Fisheries and Marine Sciences, Sam Ratulangi University Manado. Indonesia Email correspondent: florencevera88@unsrat.ac.id Received: 20 Aug 2023; Received in revised form: 20 Sep 2023; Accepted: 03 Oct 2023; Available online: 14 Oct 2023 ©2023 The Author(s). Published by AI Publications. This is an open access article under the CC BY license (https://creativecommons.org/licenses/by/4.0/) Abstract— The fishery products produced are not necessarily only for export purposes but are intended for national consumption. This research aims to analyze consumer preferences for processed fresh tuna products, namely the breast and jaw portions of tuna and identify consumer attitudes towards their choice of processed fresh tuna. The data in this research are primary data and secondary data. The sampling technique is based on purposive sampling and accidental sampling. Quantitative descriptive data analysis was carried out to analyze consumer attitude preferences. Based on the results of data processing between the menu attributes of tuna jaws and breasts, it turns out that consumers prefer tuna jaws compared to tuna breasts, the reason most likely lies in the sensation they get when eating tuna jaws. Even if asked about taste, both are equally tasty. The results obtained in this research show consumer preferences for tuna jaw and breast products on the food menu. Respondents preferred the processed Tuna Jaw menu where a utility (positive) value was obtained of 0.470 compared to the Tuna Breast menu with a utility (negative) of - 0.470. In food variants, respondents preferred processed Burn Rica where the utility value was obtained at 3,690 compared to Woku at -0.642 and gravy at only -3,048. In the food price variable, respondents prefer food at a price of 50 thousand, where the utility value is 0.873 compared to the price of 45 thousand, the utility is 0.617, whereas at the price of 40 thousand it is only -0.995, and at the price of 60 thousand the utility value is -0.495, both of which are negative. The conclusion of this research is that consumer preferences for processed fresh tuna jaw and tuna breast fish products show that consumers prefer the processed Jaw Tuna menu where a utility value (positive) is obtained of 0.470 compared to the Tuna Breast menu with a utility (negative) of -0.470 . Keywords— Preferences, consumers, culinary tourism, tuna fish I. INTRODUCTION Manado City is an area of North Sulawesi Province, which consists of 11 sub-districts and 87 sub-districts, located on the main mainland of the island of Sulawesi and has one sub-district in the form of an archipelago. Has an area of 157.26 km2, to the north it borders North Minahasa Regency; to the east it borders North Minahasa Regency and Minahasa Regency; to the south it borders Minahasa Regency and to the west it borders the Sulawesi Sea (BPS Manado City, 2022). Based on 2021 KKP statistics, it is recorded that fish consumption in North Sulawesi Province from 2017 to 2019 has increased, where fish consumption in 2017 was 60.24, in 2018 it rose to 62.63 and in 2019 it became 66.75. , in 2020 it was 66.82 and in 2021 it increased to 67.28 kg/capita/year (KKP, 2021). The development of culinary centers in an area is closely related to the increase in tourism in that area. Culinary centers cannot be separated from the variety of food menus they sell. Fishery products are known to be so complete that they provide