Articles
DOI DOI: 10.62441/actainnovations.vi.635

The Integration of Local Cultural Character and Digital Transformation of Micro, Small, and Medium Enterprises for Sustainable Marine Tourism in Panggang Island, Seribu Islands

Siti Gomo Attas1, Siti Ansoriyah1, Gres Gracia Azmin2, Bambang Prasetya Adhi2, Saiful3
  1. 1 Universitas Negeri Jakarta
  2. 2 Universitas Negeri Jakarta , Indonesia
  3. 3 Universitas Negeri Jakarta, Indonesia

Abstract

The integration of local cultural identity and MSME digital transformation represents a strategic pathway to enhance sustainable marine tourism in small island destinations. This ethnographic study examines how the coastal cultural character of Panggang Island in the Seribu Islands, Indonesia, particularly the Silat Mandar tradition, communal values, and maritime heritage as a core asset for community-based marine tourism. In spite of rich cultural resources and active MSME participation in the tourism value chain, local enterprises face persistent challenges, including low digital literacy, limited market access, weak product innovation, and minimal adoption of digital technologies. Employing a qualitative ethnographic approach supplemented by descriptive quantitative secondary data from the local MSME registry, this study conducted six months of fieldwork involving 10 in-depth interviews, three focus group discussions, participant observation, and cultural documentation. Data were analyzed using thematic analysis to develop a culturally grounded integrative framework. Findings reveal that while Silat Mandar and coastal values constitute significant yet underutilized symbolic capital, MSME digitalization remains extremely low, with most businesses relying on traditional word-of-mouth marketing. The study proposes a Culture–Digital–Tourism Integrative Model consisting of five interconnected layers: (1) Cultural Identity, (2) Digital Empowerment, (3) Tourism Integration, (4) Immersive Technology, and (5) Policy & Institutional Support. This model positions MSMEs as active co-creators of authentic tourism experiences through digital storytelling, visual branding, marketplace utilization, and AR/VR applications. Theoretically, this research advances the integration of the Technology-Organization-Environment (TOE) framework, cultural capital theory, and Community-Based Tourism (CBT) perspectives in small island contexts. Practically, the proposed model offers actionable guidance for policymakers, MSME practitioners, and tourism operators to transform latent cultural assets into competitive advantages while ensuring environmental and social sustainability. The framework can serve as a replicable reference for other archipelagic communities in Indonesia and beyond.

How to Cite

Gomo Attas, S., Ansoriyah, S., Gracia Azmin, G., Prasetya Adhi, B., & Saiful. (2026). The Integration of Local Cultural Character and Digital Transformation of Micro, Small, and Medium Enterprises for Sustainable Marine Tourism in Panggang Island, Seribu Islands. ACTA INNOVATIONS, 61, 1–16. https://doi.org/10.62441/actainnovations.vi.635
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