I Putu Hardani Hesti Duari
AMPTA Yogyakarta Tourism Colloge
Abstract
This research aims to explore the product innovations of Tourism Travel Business (UPW) in responding to the trend of Generation Z solo travelers. A qualitative approach was used with a multiinformant case study method in several UPWs in Yogyakarta. Data is collected through in-depth interviews and documentation, and then a SWOT analysis. The results of the study show that UPW's product innovation is manifested in three main dimensions, namely service personalization, itinerary flexibility, and security guarantee. Personalization is done through individual preference-based plans, interactive digital communications, and add-on options. Flexibility is realized through modular itineraries, open schedules, and optional activities. Meanwhile, security guarantees are implemented through transparent information, optional mentoring, and adaptive safety protocols. The SWOT analysis shows strengths in authentic local experiences and opportunities from solo travel trends and digitalization, with weaknesses in the rigidity of conventional packages and the threat of Online Travel Agent (OTA) dominance. These findings confirm that the success of innovation is determined by the integration of experiential value, cocreation, and service flexibility in increasing the competitiveness and sustainability of tourism products.
