Jumaidin, J., Suwardi, D., Hariono, H. and Martina, C. (2026) “STRATEGIC TRANSFORMATION PERSONAL SELLING AND PERCEPTION OF CRAFT PRODUCT VALUE IN THE UBUD ART MARKET: SWOT ANALYSIS FROM THE PERSPECTIVE OF MERCHANTS”, Jurnal Ilmiah Hospitality, 15(1), pp. 23-32. doi: 10.47492/jih.v15i1.4116.