Journal of Tourism, Culinary, and Entrepreneurship (JTCE) Vol.1, No.2, October 2021, 140-159 140 MARKET EXPLORATION OF BAKSO CULINARY TOURISTS IN MALANG CITY, INDONESIA Ahmadintya Anggit Hanggraito * State Polytechnic of Banyuwangi *Corresponding author’s e-mail: ahmadintya.anggithanggraito@poliwangi.ac.id Abstract Bakso is one of the top Indonesian local culinary from Malang City. This study tries to reveals types of food-related behaviour and culinary experiences in psychographic segmentation for bakso culinary tourism in Malang City. In addition, identifying the motivational factors of Bakso Malang tourists is useful for the development of culinary tourism. The study employed qualitative descriptive method a method. This study using 210 samples for explaining a statistic of bakso culinary tourists in Malang city. The result of study reveals the main type food-related behaviour in bakso market segmentation in Malang city namely, Experiencers. Then, the main motivational factor of bakso culinary tourists in is related to hedonism and leisure. this result represented an exploration of market segmentation and motivation factors of bakso culinary tourists. That could be an in-depth consideration of the bakso restaurant even for culinary development strategies in Malang City. Bakso Malang's consistent understanding of market management will provide important intangible capital for the development of culinary products in Malang City. Keywords: Bakso; Culinary Tourism; Market Segmentation; Motivational Factors; Local Culinary 1. INTRODUCTION At this time, local food products have contributed to the development of culinary tourism from a tourism destination. UNWTO (2017), explained that there are many things that attract tourists to visit a culinary-based cultural tourism destination. Furthermore, tourist motivation when visiting culinary tourism destinations is as much as 63% to travel to culinary places or food tours, and as many as 62% learn local food through direct practice (cookery workshops) (UNWTO, 2017). In addition, UNWTO (2017) states that an estimated 30% of tourism revenue