STRATEGI INOVASI RESTORAN DI YOGYAKARTA DALAM MENGHADAPI PANDEMI COVID-19

Abstract

The COVID-19 pandemic has had a profound impact on all aspects of people's lives. Tourism is the sector most affected, one of the tourism supporting businesses that are directly affected is the restaurant business. It can be said that during this pandemic, restaurant entrepreneurs must be creative in innovating to be able to maintain their existence because the situation that surrounds them has really undergone drastic changes. This paper aims to discuss the impact of COVID-19 on restaurant management and marketing practices in Yogyakarta. This paper is based on a review of the literature relevant to restaurant management and marketing issues and based on observations of its implementation practices in the COVID-19 pandemic crisis situation. This study uses a qualitative method with a case study approach and data collection techniques, namely interviews, observation, and documentation. This study aims to look at the strategies of restaurant business actors during the Covid-19 pandemic, so that they can still survive in critical situations. The results showed that restaurant entrepreneurs carried out various strategic innovations to survive during the pandemic, namely: implementing health protocols for all parties involved in business operations; innovate production, management, marketing and service to consumers.