Inovasi Model Bisnis UMKM Akomodasi dan Kuliner Wisata Halal di Kota Padang

Padang City has considerable potential for halal tourism, but accommodation and culinary MSMEs face challenges in communicating verifiable halal assurance, integrating visitor services, and utilizing digital marketing channels. These challenges highlight the need for a more coordinated business model. This study examines business model innovation for micro, small, and medium enterprises (MSMEs) in the accommodation and culinary sectors to support halal tourism in Padang City, West Sumatra. Using a descriptive qualitative design based on document analysis of secondary data and previous studies, the study maps the existing business model of these MSMEs and formulates innovations using the nine-block Business Model Canvas (BMC). The results show that Padang has strong halal tourism potential, yet its ecosystem is still immature: of 20,237 culinary MSMEs, only 301 were recorded as involved in halal certification during 2017–2021 (about 1.5%), the tourism office has no official halal tourism regulation, and obstacles include low halal awareness, administrative requirements, and limited digital literacy. The BMC mapping indicates that the value proposition of these MSMEs remains generic and halal assurance is not yet communicated as a core value. The proposed innovation comprises an integrated Muslim-friendly accommodation–culinary package, halal assurance as a key resource, digital channels, and collaborative partnerships among government, halal inspection bodies, universities, and platforms. These outputs are conceptual proposals derived from secondary sources, rather than field-tested models. Primary-data validation with accommodation providers, culinary enterprises, and tourists is necessary before effectiveness or commercial impact can be claimed.