Introductions: Indonesia has many traditional types of food which makes it a preferred culinary tourism destination. The role of food in Indonesian culture is an expressive activity that reaffirms people's social relations with life, and with trust, the economy, technology, and its various differences. Background Problems: Identify consumer's preferences on Indonesian culinary, estimate the market share of Indonesian culinary, determine the most preferred culinary, and determine market

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... ion of Indonesian culinary. Research Method: The conjoint analysis was used to evaluate and measure customers' preferences for culinary design attributes included food origin, taste, freshness, price, and serving. Findings: The findings of this study were Indonesian food which most be preferred was in the combination of "salty & crispy, fresh, expensive, serving with waitress", which most be preferred by consumer in the age between 25 years old and 40 years old, woman, originally from Europe, in the medium income level. Conclusion: Most consumers prefer "fresh food" more than "not fresh food". With respect to the "price," consumers prefer the cheapest culinary. The market share of Indonesian food viewed consumers who placed it as their most preferred was 28.85%, occupied at the second rank subsequently to western food.