Manifestasi kek lapis Sarawak dalam proses pemerkasaan psikologi pengusaha wanita di Kampung Gersik, Kuching

Abstract

The manifestation of tourism food products is an expression of identity for a tourism destination. However, little attention had been given to the relationship between tourism food products and women entrepreneurs in tourism-based businesses in the context of psychological empowerment. This study explores the manifestation of the Sarawak layer cake as a psychological empowerment catalyst for women entrepreneurs in tourism-based businesses in Kampung Gersik. The objectives of this study are to examine the meaning behind the manifestation of Sarawak layer cake designs and the contribution towards women psychological empowerment as well as the impact on destination branding at Kampung Gersik, Kuching. Qualitative methods were used in this research. A total of ten women entrepreneurs of Sarawak layer cake were selected from the study area. Another five participants were chosen as community representatives as they were indirectly affected by this industry. The entrepreneurs and participants were interviewed using semi-structured interview and the collected data were then analysed using thematic analysis. The results of the analysis revealed that the Sarawak layer cake came in three basic types, which are ‘Traditional’, ‘Contemporary’, and ‘Fusion’. These manifestations have eventually led to the psychological empowerment of women entrepreneurs as they strive for ‘meaningfulness’ and ‘perfection’ in their final product. The findings also revealed that, the design and motifs of Sarawak layer cake symbolise the passion and identity of women entrepreneurs which is a critical component in the process of destination branding as an inspiration for future sustainable tourism development of Kampung Gersik.