Digital Branding Halal Food Tourism sebagai Strategi Pemberdayaan Ekonomi UMKM Kuliner Tradisional Semanggi di Kota Surabaya

Abstract

This study aims to analyze the development of halal food tourism as a strategy for the economic empowerment of traditional Semanggi culinary MSMEs on Jalan Tunjungan, Surabaya. Semanggi is one of Surabaya’s traditional culinary products with cultural value and potential to be developed as a culinary tourism attraction. Jalan Tunjungan, as one of Surabaya’s iconic tourism areas, provides opportunities for Semanggi MSME actors to improve marketing and increase their income. However, its development still faces several challenges, including limited product and packaging innovation, less optimal marketing, business competition, and limited understanding of halal aspects in product processing and serving. This study employs a descriptive qualitative method, with data collected through observation, interviews, and documentation. The data were analyzed through data reduction, data presentation, and conclusion drawing. The results indicate that the development of halal food tourism can be carried out through improving product quality and halal assurance, developing innovative packaging, strengthening traditional culinary identity, utilizing digital marketing, and improving the capabilities of MSME actors. These strategies are expected to increase the attractiveness of Semanggi as a culinary tourism product, expand market reach, increase MSME income, preserve traditional culinary heritage, and support the economic sustainability of traditional culinary MSMEs on Jalan Tunjungan, Surabaya.