This study aims to determine the significance of gastronomic in improving the destination's image and to determine the factors that attract tourists to Ampenan Beach, Lombok Island. Researchers used a qualitative method with a descriptive analysis approach, which is a strategy for analyzing data by describing the data that has been collected. The method of data collecting consisted of three steps: first, observation in the form of nonparticipatory observation at Ampenan Beach, Lombok. Second,

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... terviews with 10 informants representing the public sector, managers, and the commercial sector by means of purposive sampling, and 20 tourists by means of incidental sampling. Third, the compilation of material and papers pertaining to Ampenan Beach tourism attractions. According to the results, gastronomic plays a part in enhancing the image of Ampenan Beach as a tourist attraction. This is seen by the number of tourists who visit in order to sample the local cuisine, and by the number of tourists who frequently return. Tourists are satisfied by the merchants' commitment to provide superior service. Moreover, the quality of the food's flavor is a feature that attracts travelers to Ampenan Beach, where they may experience a variety of Lombok-style spicy regional dishes.