Authors:
Hubertus Oja, Yohanis E. Teturan
Addresses:
Department of Public Administration, Musamus University, Merauke, South Papua, Indonesia.
Abstract:
This study aims to analyse the empowerment of local micro, small, and medium enterprises (MSMEs) in Wasur Village through tourism development. This research is a field study using a qualitative approach and was conducted in Wasur Village with 12 informants. Data were collected through interviews and field observations and analysed using an interactive model comprising data reduction, data display, and conclusion drawing. The findings indicate that the empowerment of local tourism-based MSMEs in Wasur Village has not been optimally implemented. This condition is influenced by the low capacity and competitiveness of local MSME actors, as well as the limited integration between local economic actors and the tourism activities developing in the area. Additionally, inconsistent assistance and a lack of program sustainability have constrained marketing processes and hindered product innovation. The absence of digital promotion and limited partnership networks with travel agents and tourism marketing platforms has further weakened the position of local MSMEs. Therefore, strengthening market access through digital marketing strategies and integrating MSME products into local tourism packages is urgently needed.
Keywords: Field Observations; Medium Enterprises; Sustainable Tourism; Digital Innovation; Digital Marketing; National Park; Tourism Sector; Local Economy.
Received: 06/11/2024, Revised: 27/01/2025, Accepted: 20/04/2025, Published: 09/09/2025
DOI: 10.64091/ATISL.2025.000204
AVE Trends in Intelligent Social Letters, 2025 Vol. 2 No. 3 , Pages: 134-141