Against all odds: how small entrepreneurs in Indonesia’s coastal regions blend culture and code to survive

Purpose This study aims to explore how small enterprises in Indonesia’s coastal tourism sector survived the COVID-19 crisis by leveraging community solidarity, cultural innovation and digital transformation. The research addresses a critical gap in understanding how informal businesses in vulnerable regions develop resilience through hybrid strategies that combine tradition and technology. Design/methodology/approach The study adopted a qualitative approach, involving in-depth interviews with owners of 26 micro and small enterprises across tourism-related sectors in Pangandaran, Indonesia. Data were thematically analyzed to uncover patterns of resilience and adaptation during and after the pandemic. Findings The findings reveal that emotional endurance, commercial agility and cultural rootedness played key roles in sustaining businesses. While digital platforms opened new market opportunities, many entrepreneurs faced constraints such as low digital literacy and limited access to infrastructure. Notably, integrating local cultural elements into products and services enhanced both market appeal and cultural preservation. Research limitations/implications As the study is based on a small sample of enterprises from one coastal region in Indonesia, the findings may not be generalizable across other contexts. Future research could expand to comparative studies in other informal economies to validate and enrich the hybrid resilience framework proposed here. Originality/value This research contributes to the growing body of knowledge on informal entrepreneurship and crisis adaptation by highlighting how cultural capital and digital adaptation coalesce in coastal communities. The study offers practical insights for policymakers and development practitioners aiming to support resilient, culturally grounded small business ecosystems in regions at risk.