Culinary Image of Yogyakarta Palace: Netnographic Study of Culinary Image at Bale Raos Restaurant Yogyakarta

Culinary is an important part of cultural identity that plays a strategic role in attracting tourists. In Yogyakarta, Bale Raos restaurant stands out as a representative of the palace's culinary specialties, reviving the cultural heritage of Mataram through traditional recipes inherited from Sri Sultan Hamengkubuwono VII to X. Using a netnographic approach, this study examines how the image of palace culinary specialties is formed, perceived, and promoted in the digital space, especially through online reviews and social media. The results show that Bale Raos has succeeded in building a strong identity through the authenticity of taste, traditional nuances, and cultural experiences offered. Visitors appreciate the atmosphere that is thick with palace values, although some operational aspects such as service efficiency still need improvement. The restaurant also utilizes innovative digital marketing strategies, including collaboration with the Yogyakarta Palace and serving exclusive menus. These findings provide strategic insights for the management of culture-based culinary in supporting sustainable tourism in the modern era.