This study aims to analyze the strategy of local food marketing development as a typical souvenir of Dairi Regency. The data in this study is taken from the population of the restaurant manager and the community engaged in the culinary field by random sampling. Population amounted to 100 and the total sample of respondents was 60 people after random sampling. The research method is a descriptive analysis research method using SWOT analysis. The formulation of the problem of this research is 1) How is the readiness of the community in preparing local food as a typical souvenir of Dairi Regency? 2) How is the prospect of local food industry business as a typical souvenir of Dairi Regency? 3) How is the economic impact for the community in preparing local food as a typical souvenir of Dairi Regency? The results show that 1) the community is not ready to develop the marketing of local food as a typical souvenir of Dairi Regency, 2) The community does not understand the prospects of the local food industry as a typical souvenir of Dairi Regency, 3) The public has not felt the economic impact in preparing local food as a typical souvenir of Dairi Regency.
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