Strategi Pengelola Wisata Kuliner Pasar Kamu dalam Pemberdayaan Pelaku Usaha di Desa Denai Lama

Abstract

This study aims to describe the strategies of culinary tourism managers at Pasar Kamu in empowering business actors in terms of customer service in Denai Lama Village, Pantai Labu District, Deli Serdang Regency. The study is motivated by differences in service quality among business actors, which could potentially affect visitor experience. The research uses a qualitative method with a case study type. The research subjects consist of one manager and two business actors selected through purposive sampling. Data were collected through observation, in-depth interviews, and documentation, with data validity tested through technique triangulation. The research results show that: (1) the managers formulate strategies by identifying service problems and agreeing on the 5S standards (Smile, Greet, Salute, Polite, Courteous) together with business actors through deliberation forums; (2) the managers implement the strategies through regular guidance such as briefings, post-operation discussions, and Wednesday night meetings, as well as direct supervision during operational activities; and (3) the managers carry out continuous evaluations through discussions with business actors to assess service developments. The evaluation results show positive changes in service behavior for both business actors, although the implementation of the 5S principles is not yet fully consistent in a busy market setting. This study concludes that a participatory, continuous, and guidance-oriented empowerment strategy is able to improve the service capacity of business actors in village-based culinary tourism destinations.