Tourismpreneurship: Local Wisdom-Based Innovation And Market Expansion For Silver Jewelry In Bali

Sang Ayu Putu Shinta Setia Dewi (Institut Pariwisata dan Bisnis Internasional)
Bagus Putu Wahyu Nirmala (Institut Pariwisata dan Bisnis Internasional)
Putu Wibby Prasetya (Institut Pariwisata dan Bisnis Internasional)

Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management
Vol. 9 No. 1 (2026): Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and

The creative economy industry, particularly the craft and fashion sectors, continues to show positive growth in Bali as a world tourism center. This study aims to analyze product development strategies and market expansion of silver jewelry SMEs facing global challenges and digital disruption. The object of this research is Atma Silver Jewelry, which innovated through the "Luwih Jewelry" product line. Using a descriptive qualitative approach with data collection through documentation of business proposals, financial reports, and observation of marketing activities, the study finds that innovation based on Balinese cultural wisdom (Tri Hita Karana) and feminine aesthetics successfully meets the needs of the modern market. Furthermore, the implementation of digital marketing through social media and marketplaces, as well as collaboration with influencers, has succeeded in expanding the market reach internationally. Consequently, this business model not only generates profit but also empowers local artisans in Celuk Village and supports sustainable business practices.