Innovation and Entrepreneurship Strategies in Traditional Product Educational Tourism: A Case Study of Omah Jadah Kaliurang
Palabras clave:
Educational Tourism, Product Innovation, MSMEs, Entrepreneurship, Jadah TempeResumen
Omah Jadah Kaliurang is a micro, small, and medium enterprise (MSME) in Yogyakarta that promotes the concept of culinary edutourism featuring traditional jadah tempeh products. This study aims to identify the challenges faced by Omah Jadah and develop innovation and entrepreneurship strategies to improve competitiveness. The methods used were field observations and interviews with the managers and advisors of Omah Jadah. The results of the study show that Omah Jadah faces several major problems, namely limited product diversification, unattractive edutourism designs, suboptimal production layouts, and limited marketing efforts. Therefore, a number of innovation strategies are recommended, including diversifying tempeh products, improving the design of educational tourism through the concept of an educational tourism park and cultural gallery, rearranging the layout of the production space to improve efficiency and food safety, and strengthening the Penta Helix marketing partnership model. The implementation of these strategies is expected to increase the appeal of Omah Jadah's edutourism, expand its market reach, and support business sustainability.
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