Integrasi Produk Lokal dan Pariwisata Berkelanjutan melalui Transformasi Pemasaran Digital di Kota Bandung
DOI:
https://doi.org/10.55606/jumbiku.v6i2.7660Keywords:
Digital entrepreneurship, Digital marketing, Local products, Sustainable tourism, Tourism experienceAbstract
Digital transformation creates new opportunities for micro, small, and medium enterprises to connect local products with urban tourism while supporting sustainability. This study explores how digital entrepreneurship and digital marketing integrate local products into tourism experiences in Bandung, Indonesia. The study used a qualitative case study design. Data were collected in 2026 through semi-structured interviews with an academic, an MSME actor, and a community member or tourist, supported by observation and document analysis. The data were processed through condensation, coding, categorization, thematic analysis, and source and method triangulation. The findings identify four connected themes: digital business capability, digital marketing transformation, local product and tourism integration, and local empowerment for sustainable tourism. Social media, digital storytelling, e-commerce, live shopping, and cross-sector collaboration improve product visibility and strengthen local cultural identity. However, limited digital literacy, capital, infrastructure, and market access constrain adoption. The study proposes an integrative model that links strategic digital resources, digital entrepreneurship, marketing implementation, tourism experience creation, and sustainable outcomes. The model implies that coordinated capacity building, stakeholder collaboration, and culture-based content strategies are needed to generate local economic, social, cultural, and environmental value.
Downloads
References
Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108
Bharadwaj, A., El Sawy, O. A., Pavlou, P. A., & Venkatraman, N. (2013). Digital business strategy: Toward a next generation of insights. MIS Quarterly, 37(2), 471–482. https://doi.org/10.25300/MISQ/2013/37:2.3
Cahyani, I. P., Mardani, P. B., & Widianingsih, Y. (2023). Digital storytelling in cultural tourism: A sustainable communication approach at the Lasem Heritage Foundation. International Journal of Management, Entrepreneurship, Social Science and Humanities, 6(1), 45–69. https://doi.org/10.31098/ijmesh.v6i1.1348
Clemente-Almendros, J. A., Nicoara-Popescu, D., & Pastor-Sanz, I. (2024). Digital transformation in SMEs: Understanding its determinants and size heterogeneity. Technology in Society, 77, 102483. https://doi.org/10.1016/j.techsoc.2024.102483
Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015). Smart tourism: Foundations and developments. Electronic Markets, 25(3), 179–188. https://doi.org/10.1007/s12525-015-0196-8
Jokom, R., Semuel, H., & Wijaya, S. (2025). Sustainable tourism experiences: The role of digital technology and government support in creating tourists’ memorable experiences. Cogent Business & Management, 12(1), 2482026. https://doi.org/10.1080/23311975.2025.2482026
Kahveci, E. (2025). Digital transformation in SMEs: Enablers, interconnections, and a framework for sustainable competitive advantage. Administrative Sciences, 15(3), 107. https://doi.org/10.3390/admsci15030107
Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006
Kraus, S., Durst, S., Ferreira, J. J., Veiga, P., Kailer, N., & Weinmann, A. (2022). Digital transformation in business and management research: An overview of the current status quo. International Journal of Information Management, 63, 102466. https://doi.org/10.1016/j.ijinfomgt.2021.102466
Kraus, S., Palmer, C., Kailer, N., Kallinger, F. L., & Spitzer, J. (2019). Digital entrepreneurship: A research agenda on new business models for the twenty-first century. International Journal of Entrepreneurial Behavior & Research, 25(2), 353–375. https://doi.org/10.1108/IJEBR-06-2018-0425
Krittayaruangroj, K., Suriyankietkaew, S., & Hallinger, P. (2023). Research on sustainability in community-based tourism: A bibliometric review and future directions. Asia Pacific Journal of Tourism Research, 28(9), 1031–1051. https://doi.org/10.1080/10941665.2023.2276477
Kumar, S., Kumar, V., Kumari Bhatt, I., Kumar, S., & Attri, K. (2024). Digital transformation in tourism sector: Trends and future perspectives from a bibliometric-content analysis. Journal of Hospitality and Tourism Insights, 7(3), 1553–1576. https://doi.org/10.1108/JHTI-10-2022-0472
Kusumawardhani, Y., Hilmiana, H., Widianto, S., & Azis, Y. (2024). Smart tourism practice in the scope of sustainable tourism in emerging markets: A systematic literature review. Cogent Social Sciences, 10(1), 2384193. https://doi.org/10.1080/23311886.2024.2384193
Madzík, P., Falát, L., Copuš, L., & Valeri, M. (2023). Digital transformation in tourism: Bibliometric literature review based on machine learning approach. European Journal of Innovation Management, 26(7), 177–205. https://doi.org/10.1108/EJIM-09-2022-0531
Marx, S., Flynn, S., & Kylänen, M. (2021). Digital transformation in tourism: Modes for continuing professional development in a virtual community of practice. Project Leadership and Society, 2, 100034. https://doi.org/10.1016/j.plas.2021.100034
Matarazzo, M., Penco, L., Profumo, G., & Quaglia, R. (2021). Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective. Journal of Business Research, 123, 642–656. https://doi.org/10.1016/j.jbusres.2020.10.033
Nambisan, S. (2017). Digital entrepreneurship: Toward a digital technology perspective of entrepreneurship. Entrepreneurship Theory and Practice, 41(6), 1029–1055. https://doi.org/10.1111/etap.12254
Perelygina, M., Kucukusta, D., & Law, R. (2022). Digital business model configurations in the travel industry. Tourism Management, 88, 104408. https://doi.org/10.1016/j.tourman.2021.104408
Plekhanov, D., Franke, H., & Netland, T. H. (2023). Digital transformation: A review and research agenda. European Management Journal, 41(6), 821–844. https://doi.org/10.1016/j.emj.2022.09.007
Ratna, S., Saide, S., Putri, A. M., Indrajit, R. E., & Muwardi, D. (2024). Digital transformation in tourism and hospitality industry: A literature review of blockchain, financial technology, and knowledge management. EuroMed Journal of Business, 19(1), 84–112. https://doi.org/10.1108/EMJB-04-2023-0118
Santarsiero, F., Carlucci, D., & Schiuma, G. (2024). Driving digital transformation and business model innovation in tourism through innovation labs: An empirical study. Journal of Engineering and Technology Management, 74, 101841. https://doi.org/10.1016/j.jengtecman.2024.101841
Valdez-Juárez, L. E., Ramos-Escobar, E. A., Hernández-Ponce, O. E., & Ruiz-Zamora, J. A. (2024). Digital transformation and innovation, dynamic capabilities to strengthen the financial performance of Mexican SMEs: A sustainable approach. Cogent Business & Management, 11(1), 2318635. https://doi.org/10.1080/23311975.2024.2318635
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889–901. https://doi.org/10.1016/j.jbusres.2019.09.022
Wani, M. D., Dada, Z. A., & Shah, S. A. (2024). Can consumption of local food contribute to sustainable tourism? Evidence from the perception of domestic tourists. International Journal of Sustainable Development & World Ecology, 31(2), 163–178. https://doi.org/10.1080/13504509.2023.2262950
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Manajemen, Bisnis dan Kewirausahaan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
