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All Journal Media Wisata Jurnal Manajemen Pelayanan Hotel Jurnal Kepariwisataan Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Jurnal Pengabdian Masyarakat Aufa (JPMA) Jurnal Mata Pariwisata Jurnal Mekar Pariwisata Budaya: Jurnal Ilmiah Pariwisata Agama dan Budaya Jurnal Keker Wisata: Kegiatan Pengabdian Kepada Masyarakat
Fatimah, Zahara
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EXPLORING RAMADHAN MSME TRENDS AS A TOURIST ATTRACTION IN BATAM CITY Lubis, Arina Luthfini; Wibowo, Andri; Fatimah, Zahara; Wardani, Yudha; Pratama, Oktora Aji
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 3 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i3.3035

Abstract

Ramadhan-based micro, small, and medium enterprises (MSME) grow rapidly in major cities as seasonal economic activities, yet their potential as culinary tourism attractions remains underexplored. This study aims to explore the potential of Ramadhan MSME in Batam City and propose development strategies within the framework of sustainable tourism. A mixed method approach was used, involving 195 tourist respondents through questionnaires and 30 vendors selected purposively for interviews. Data were gathered through field observation, documentation, and analyzed using descriptive and thematic techniques. Findings show that MSME activities peaked in the first three weeks of Ramadhan, with popular products including snacks and full meals. Most vendors were micro-enterprises managed independently, earning daily turnovers of IDR 500,000–1,000,000. Tourists valued service and the Ramadhan atmosphere as key attractions, although cleanliness and facilities need improvement. Pasar Mega Legenda was the most visited site. Recommended strategies include product innovation, integration into tourism packages, digital branding, and ongoing training. This study highlights that Ramadhan MSME have strong potential to become part of Batam’s inclusive, creative, and sustainable tourism ecosystem.
Co-Authors Andri Wibowo Andri Wibowo Andriyatno, Valensia Devinsa Asman Abnur, Asman Falky, M. Faredz Frangky Silitonga Lubis, Arina Luthfini Novianti, Jenni Pratama, Oktora Aji Pristiwasa, I Wayan Thariqy Kawakibi Simamora , Bangun Paruntungan Sitorus, Sri Wahyuningsih Supardi Togatorop, Josua Reza Fernando Wulanda, Olivia Diva Yudha Wardani