Sustaining Businesses on the Historic Braga Street, Bandung, Indonesia: An Exploratory Study Using Experience Economy Concept

This paper explores the application of the Experience Economy concept by business owners on the historic Braga Street in Bandung, Indonesia. It involved 11 respondents, including business owners and staffs, with whom in-depth interviews were conducted. Findings suggest that the strategic location of Braga Street became the primary reason for setting up the businesses in the area. However, some respondents were aware of the special characteristic of Braga Street and its old buildings, which they deemed to have contributed to the unique atmosphere of the businesses. Thus, Experience Economy is present as part of the products sold on Braga Street. Several aspects that can be used to sustain businesses on Braga Street include local communities’ support, product innovation, provision of public infrastructures and facilities as well as maintaining cleanliness, and continuous marketing using the latest technology, such as social media. This study contributes to the heritage tourism domain, and can be improved by involving more respondents and ample time for further exploration of the phenomenon.