Prof. Andriani Kusumawati, S.Sos., M.Si is Inaugurated as the Professor in the Field of Marketing Science

Prof. Andriani Kusumawati, S.Sos., M.Si was inaugurated as Professor in the field of Marketing Science

Prof. Andriani Kusumawati, S.Sos., M.Si was inaugurated on Tuesday (16/1/2024), at the Samantha Krida Building, Brawijaya University (UB). She was confirmed as a Professor in the field of Marketing Science at the Faculty of Administrative Sciences (FIA). Prof. Andriani is the 13th active Professor at the Faculty of Administrative Sciences (FIA) and the 202nd at UB, as well as the 363rd Professor of all Professors produced by UB.

She created the concept of Food Selfie-posting Citizenship Behavior to promote city branding through gastronomic tourism in the digital era.

Gastronomy is a value proposition to attract tourists. Therefore, the extra and voluntary role of consumers in the food selfie-posting culture needs to be utilized in a positive direction to promote and position themselves as part of city branding. This is done by showing the value and experience of popular food and dishes, which are part of cultural identity.

However, there is still little attention in the context of gastronomic tourism which examines food selfie-posting citizenship behavior which has a positive impact on other people, especially helping companies and not only highlighting the negative sides of individual consumers themselves such as narcissism, exhibitionism and self-esteem.

Therefore, by emphasizing co-creation value between consumers and companies, Prof. Andriani attempts to bridge this gap by proposing a collaborative model of the concept of food selfie-posting behavior via social media with the concept of customer citizenship behavior in the context of gastronomic tourism, which is named Food Selfie-posting Citizenship Behavior (FSPCB).

This model will later help the parties involved in marketing tourism and branding their city by highlighting the unique side of their destination through the gastronomy served to attract more tourist visits.

The weakness of this idea is that its application requires suitability to the industry used, although it is possible for this model to be applied to other forms of tourism besides gastronomy or other industries besides tourism. This requires some adjustments to its implementation since each industry has different unique characteristics. [Irene/ UB PR/ Trans. Iir]