Intercultural communication and innovation in women’s empowerment within the Madurese gastronomy industry
Keywords:
Intercultural communication, Innovation, Women’s empowerment, Madurese culinary, Madurese gastronomyAbstract
Intercultural communication is pivotal in fostering innovation for women's empowerment, particularly within the traditional culinary industry deeply rooted in local cultural values. This qualitative study investigates how Madura women entrepreneurs utilize intercultural communication competencies to innovate their products and marketing strategies for Madura's signature cuisine. Through in-depth interviews and participatory observation with womenpreneurs and customers from diverse cultural backgrounds, the findings reveal that womenpreneurs' ability to understand and adapt to cultural differences significantly expands their market reach. Innovations include flavor adaptations tailored to international consumers' preferences, product packaging reflecting Madura's cultural values, and marketing narratives based on local cultural storytelling. The study also highlights that cross-cultural collaborations, both locally and internationally, are key factors in promoting Madura's culinary heritage to global markets. The implications suggest that empowering women through intercultural communication training not only strengthens local cultural identity but also enhances the economic sustainability of local communities, offering new insights into intercultural communication as an instrument of innovation in women’s empowerment and traditional culinary branding, alongside a practical framework for culturally-based policy development.
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