PELATIHAN PENGEMBANGAN SERVICE INNOVATION UNTUK MENINGKATKAN DAYA SAING GUEST HOUSE LOKASARI UBUD

Abstract

Increasing competition in the accommodation industry requires business operators to continuously improve service quality through the development of innovative and adaptive human resources. Based on observations and interviews, Guest House Lokasari Ubud faced challenges related to the limited ability of employees to develop innovative services and create memorable guest experiences. Most services were still focused on standard operational procedures, resulting in underutilized opportunities to provide added value and enhance customer satisfaction. This community service program aimed to improve employees’ understanding and competencies in developing service innovations to strengthen business competitiveness. The methods employed included observation, interviews, training sessions, group discussions, service simulations, and evaluations through pre-training and post-training assessments. The program involved 15 employees engaged in the operational activities of Guest House Lokasari Ubud. The results indicated a significant improvement in participants’ understanding of service innovation concepts, as reflected by an increase in the average score from 66.8 to 87.0, representing an improvement of 30.24 percent. Furthermore, participants successfully generated several service innovation ideas, including the provision of Bali herbal welcome drinks, guest communication services through WhatsApp Business, digital tourist information services for Ubud destinations, a guest experience feedback program, and Bali cultural activity packages. These innovations were designed to support service personalization, service digitalization, and the enhancement of culture-based guest experiences. Therefore, the service innovation development training proved effective in improving employee competencies and supporting the enhancement of the competitiveness of Guest House Lokasari Ubud.