TRANSFORMASI DIGITAL DI SEKTOR HOSPITALITY: MENGIDENTIFIKASI TANTANGAN DAN PELUANG UNTUK BISNIS KELUARGA SKALA UMKM
DOI:
https://doi.org/10.46369/logistik.v15i1.4234Keywords:
UMKM, digitalisasi, bisnis keluarga, hospitality, systematic literature reviewAbstract
Penelitian ini bertujuan untuk mengidentifikasi tantangan dan peluang digitalisasi dalam bisnis keluarga skala Usaha Mikro, Kecil, dan Menengah (UMKM) di sektor hospitality. Transformasi digital dinilai krusial bagi pelaku usaha di kota wisata seperti Bandung, mengingat masih banyak penginapan dan usaha serupa yang belum mengadopsi teknologi secara optimal. Penelitian ini menggunakan pendekatan kualitatif melalui metode Systematic Literature Review (SLR) dengan pedoman PRISMA. Proses seleksi dilakukan terhadap 506 artikel dari database akademik (Emerald, ScienceDirect, dan Springer), hingga diperoleh 20 artikel relevan untuk dianalisis secara mendalam. Hasil penelitian menunjukkan bahwa keterbatasan sumber daya, kurangnya pengetahuan teknologi, dan resistensi terhadap perubahan menjadi tantangan utama dalam proses digitalisasi. Namun demikian, digitalisasi juga menawarkan peluang strategis, seperti efisiensi operasional, peningkatan visibilitas merek, dan inovasi layanan. Penelitian ini juga mengidentifikasi strategi yang dapat diterapkan, termasuk pelatihan digital, penggunaan media sosial, dan pengembangan model bisnis berbasis teknologi. Kebaruan penelitian ini terletak pada fokusnya terhadap bisnis keluarga skala UMKM di sektor hospitality Jawa Barat yang belum banyak diteliti. Temuan ini diharapkan dapat memberikan rekomendasi praktis bagi pemilik usaha dan menjadi referensi akademik dalam merumuskan kebijakan digitalisasi UMKM ke depan.
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