Service Innovation and Design: A Case Study of SMEs in the Tourism Sector

Authors

  • Azzahra Aurely Salsabilla Ardyani Universitas Muhammadiyah Surakarta
    Indonesia
  • Dian Puspita Sari
  • Fajar Widhiyatmoko
  • Ivan Arya Nugraha
  • Respati Amongrogo Dwi Wineka

DOI:

https://doi.org/10.23917/determinasi.v4i2.622

Keywords:

Service Innovation, MSMEs, tourism, service design, customer experience

Abstract

This study explores the role of service innovation and design in enhancing the competitiveness of micro, small, and medium enterprises (MSMEs) in the tourism sector. In a market increasingly driven by experiences, service innovation has become a strategic tool not only for differentiation but also for fostering sustainable customer engagement. This journal adopts a qualitative approach using literature review and case synthesis methods, highlighting best practices and practical challenges faced by tourism MSMEs. The findings show that co-creation, personalization, digital integration, and service blueprinting significantly contribute to service improvement and customer satisfaction. The study concludes with concrete recommendations for MSMEs to redesign their service experiences in response to evolving consumer expectations and market trends.

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References

[1]. P. Kotler and K. L. Keller, Marketing Management, 15th ed., New Jersey: Pearson, 2016.

[2]. C. Stickdorn, M. Hormess, A. Lawrence, and J. Schneider, This is Service Design Doing: Applying Service Design Thinking in the Real World, O'Reilly Media, 2018.

[3]. OECD, Oslo Manual 2018: Guidelines for Collecting, Reporting and Using Data on Innovation, Paris: OECD Publishing, 2019.

[4]. B. J. Pine and J. H. Gilmore, The Experience Economy, Boston: Harvard Business Review Press, 2019.

[5]. R. Gallouj and O. Weinstein, “Innovation in Services: A Review,” Service Industries Journal, vol. 37, no. 5–6, pp. 329–347, 2017.

[6]. ASEAN SME Academy, “Service Innovation in ASEAN Tourism,” 2022.

[7]. Kementerian Pariwisata dan Ekonomi Kreatif, “Indonesia Tourism Outlook 2023,” 2023.

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Published

2026-06-16

How to Cite

Ardyani, A. A. S., Sari, D. P., Widhiyatmoko, F., Nugraha, I. A., & Wineka, R. A. D. (2026). Service Innovation and Design: A Case Study of SMEs in the Tourism Sector. Determinasi: Jurnal Penelitian Ekonomi Manajemen Dan Akuntansi, 4(2), 766–775. https://doi.org/10.23917/determinasi.v4i2.622

Issue

Vol. 4 No. 2 (2026)

Section

Articles

License

Copyright (c) 2026 Azzahra Aurely Salsabilla Ardyani, Dian Puspita Sari, Fajar Widhiyatmoko, Ivan Arya Nugraha, Respati Amongrogo Dwi Wineka

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.