Value Orchestration Platform: Promoting Tourism in Batik Industrial Cluster Solo

Batik industry constitute of one of 14 classified creative industries in Indonesia. As part of creative industry, batik design and the batik product is possible continuously develop. In this research, we focus on Batik Industrial Cluster in central Java, Solo. This research aim is to model value co-creation process and value orchestration platform as a hierarchical service by using service science perspective. We argue value orchestration management strategies to promote Solo as batik industrial clusters to world favourite tourist destination. To achieve it, we first examine and express the situation from batik industrial cluster in Solo by using qualitative approach. Then, we analyze a process model of value co-creation consisting of four phases, i.e., co-experience, co-definition, co-elevation and co-development. The model describes interactive relationship among stakeholders in Batik industrial cluster by involving value co-creation process to supporting such collaboration. Finally, we apply three management strategies of value orchestration platform for orchestrating value co-creation process, i.e., involvement, curation and empowerment strategies.