This study aims to analyze local tourists’ perceptions of the service quality of food vendors in the Tamendao culinary area, Gorontalo City. A descriptive quantitative approach was employed, utilizing the SERVQUAL model which includes five core dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Data were collected through structured questionnaires distributed to 100 respondents, supported by non-participant observation. The results revealed that all service dimensions showed negative GAP values between tourists’ perceptions and expectations. The reliability dimension had the highest GAP (-0.60), followed by empathy (-0.50), while tangibles, responsiveness, and assurance also displayed service gaps, though to a lesser extent. These findings indicate that the current service quality does not fully meet the expectations of local tourists. To address this, service improvement strategies are recommended, including regular vendor training, the implementation of standardized service procedures, physical infrastructure upgrades, and the provision of incentives for outstanding vendors. This study is expected to contribute to the development of Wisata Kuliner Tamendao as a culinary tourism destination based on customer experience.

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