Developing Micro-Enterprises Based on Traditional Culinary in the Face of COVID-19 Pandemic Disruption: Insights from Indonesia

Abstract

The research aimed to develop a micro-enterprise business strategy in the traditional culinary field suitable for implementation during the COVID-19 Pandemic. Like many other business processes, traditional culinary micro-enterprises tourism sub-sectors in Indonesia have been affected by government policies for the last two years to curb the spread of COVID-19. However, the pandemic policy has a positive side. Business actors were forced to maximize their ability to innovate by transforming business strategies adaptable to conditions and changes in consumer behavior due to the pandemic. The qualitative approach using the library research data collection method was used in this study. The findings show that a micro business strategy appropriate during a pandemic in the traditional culinary field is characterized by three elements: locally sourcing ingredients and materials, using local traditional recipes, and the production process carried out according to local community cultural methods. This will be a form of empowerment based on locally available resources. This service concept can utilize digital technology support in product promotion, ordering, and distribution while adhering to strict health protocol standards. The theoretical implications resulting from the research can contribute to science in the field of tourism, especially those related to traditional food and beverage businesses. This study's importance lies in its practical relevance to traditional culinary micro-enterprises during situations similar to the COVID-19 pandemic, its emphasis on local empowerment and sustainability, and its integration of digital technology. The study will expand new business model for traditional culinary micro-enterprises that can be implemented during the pandemic.