A Comprehensive Micro, Small, and Medium Enterprise Empowerment Model for Developing Sustainable Tourism Villages in Rural Communities: A Perspective

This study investigates the factors driving micro, small, and medium enterprise (MSME) empowerment, tourism development, and sustainable tourism villages, focusing on Ponggok Tourism Village as a case study. The purpose is to address gaps in understanding how leadership, innovation, governance, collaboration, capacity building, and technology contribute to empowering MSMEs and achieving sustainability in rural tourism contexts. Using a mixed-methods approach, the study combines quantitative analysis of survey data and thematic analysis of interviews with MSME actors, facilitators, and local government officials. Key findings reveal that leadership and innovation are critical drivers of MSME empowerment, with technology in service quality significantly impacting tourism development. However, technology in governance and transparency shows limited direct influence on tourism, emphasizing the need for better alignment with tourism strategies. Additionally, MSME empowerment strongly influences both tourism development and the sustainability of tourism villages, creating a mutually reinforcing relationship. This study provides a novel framework for integrating leadership, technological advancements, and governance improvements with local tourism strategies. By highlighting Ponggok’s village potential as a model, the findings offer practical insights for policymakers and practitioners seeking to enhance rural tourism through MSME empowerment. Future research could explore scaling this framework to other contexts and refining technological tools for governance in tourism.