Towards empowered, independent, and sustainable tourism MSMEs through a three-level social commerce intervention strategy model

Arfah Sahabudin; Muhammad Ramli; Nabila Rahma Dani; Ananda Reyka Kodao

doi:10.26905/jpp.v11i1.16177

Authors

Arfah Sahabudin Program Studi Bisnis Digital, Institut Teknologi dan Bisnis Muhammadiyah Polewali Mandar https://orcid.org/0009-0003-4383-3416
Muhammad Ramli Program Studi Bisnis Digital, Institut Teknologi dan Bisnis Muhammadiyah Polewali Mandar
Nabila Rahma Dani Program Studi Bisnis Digital, Institut Teknologi dan Bisnis Muhammadiyah Polewali Mandar
Ananda Reyka Kodao Program Studi Bisnis Digital, Institut Teknologi dan Bisnis Muhammadiyah Polewali Mandar

DOI:

https://doi.org/10.26905/jpp.v11i1.16177

Keywords:

tourism SMEs, social commerce, digitalization, digital literacy, developing regions

Abstract

The digital era presents vast opportunities for tourism SMEs through social commerce, combining social media and online transactions. However, in regions like Polewali Mandar, West Sulawesi, digital readiness remains low. This study explores the adoption of social commerce among 23 tourism SMEs across 12 destinations using qualitative methods surveys, interviews, and observations. Findings show that most SMEs are still developing digital literacy, facing key challenges such as poor content quality, low customer engagement, limited use of social commerce features, minimal adoption of digital payments, and inconsistent training. Despite these barriers, opportunities emerge from high social media penetration, youth involvement, strong community ties, and rich cultural heritage. To support digital transformation, the study proposes a three-level empowerment model: (1) improving basic digital skills, (2) enhancing content and engagement strategies, and (3) optimizing branding and operations through data-driven insights. This model offers a practical, adaptable roadmap for tourism SMEs in Polewali Mandar and holds potential for replication in other developing regions with similar conditions.

Downloads

Download data is not yet available.

References

Asmawati, A., Ahmad, I., Suwarni, E., Alita, D., & Hasrina, C. D. (2024). Online Marketing Readiness of MSMEs in Indonesia: A Perspective of Technology Organizational Environmental Framework. VENTURA, Journal of Economics, Business and Accountancy, Vol. 27(No. 1). https://journal.perbanas.ac.id/index.php/jebav/article/view/3399

Asy’ari, R., Larasati, A. R., Permadi, R., Tamrin, I., & Sumarahadi, S. A. (2025). Pendampingan Tata Kelola Destinasi Pariwisata di Desa Wisata Dayun, Kabupaten Siak, Provinsi Riau. Jurnal Pengabdian Sosial, Vol. 2(8), 3836–3843. https://doi.org/https://doi.org/10.59837/j8hwps77

Braun, Virginia; Clarke, V. (2021). Thematic Analysis: A Practical Guide. SAGE Publications Ltd.

Canevari-Luzardo, L. M. (2019). Value chain climate resilience and adaptive capacity in micro, small and medium agribusiness in Jamaica: a network approach. Regional Environmental Change, 19(8). https://doi.org/10.1007/s10113-019-01561-0

Creswell, J. W. (2018). Qualitative Inquiry and Research Design: Choosing Among Five Approaches (4th ed.). SAGE Publications.

Esmaeili, L., Mardani, S., Golpayegani, S. A. H., & Madar, Z. Z. (2020). A novel tourism recommender system in the context of social commerce. Expert SyA Novel Tourism Recommender System in the Context of Social Commercestems with Applications, 149. https://doi.org/10.1016/j.eswa.2020.113301

Giyatmi, G., Widiati, E., & Levyda, L. (2022). Optimasi E-Commerce dan Kualitas Kuliner Untuk Mendukung Wisata Kuliner di Provinsi Bangka Belitung. ABDI MOESTOPO: Jurnal Pengabdian Pada Masyarakat, 5(1). https://doi.org/10.32509/abdimoestopo.v5i1.1819

Hadi Putra, P. O., & Santoso, H. B. (2020). Contextual factors and performance impact of e-business use in Indonesian small and medium enterprises (SMEs). Heliyon, 6(3). https://doi.org/10.1016/j.heliyon.2020.e03568

Halawani, F. M., Soh, P. C. H., & Halawani, Y. M. (2020). The Effects of Social Commerce Utilization on Business Performance: A Study of Hotels in Lebanon. Information Resources Management Journal, 33(3). https://doi.org/10.4018/IRMJ.2020070101

Ibrahim, M., & Musadad. (2021). Promosi Objek Wisata Oleh Dinas Pariwisata Dan Kebudayaan Kabupaten Kampar, Provinsi Riau. Jurnal Pariwisata Pesona, 6(2).

Indrajaya, T., Kartini, D., Kaltum, U., Mulyana, A., & Wiweka, K. (2021). An exploratory study of the influence between stakeholders orientation, strategic capabilities, and shared value creation towards competitiveness through digital business strategies in banten cultural tourism destination. Systematic Reviews in Pharmacy, 12(3). https://doi.org/10.31838/srp.2021.3.91

Lei, J., Indiran, L., & Haiyat Abdul Kohar, U. (2023). Barriers to Digital Transformation among MSME in Tourism Industry: Cases Studies from Bali. International Journal of Academic Research in Business and Social Sciences, 13(3). https://doi.org/10.6007/ijarbss/v13-i3/16575

Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE Publications.

Marasco, A., De Martino, M., Magnotti, F., & Morvillo, A. (2018). Collaborative innovation in tourism and hospitality: a systematic review of the literature. In International Journal of Contemporary Hospitality Management (Vol. 30, Issue 6). https://doi.org/10.1108/IJCHM-01-2018-0043

Miles, B. M., Huberman, A. M., & Saldana, J. (2014). Qualitative Data Analysis: A Methods Sourcebook (3 rd ed). Sage Publications.

Mobini, H., Crozat, D., Shabani, B., & Haghi, M. (2024). Social content as a key factor for the efficiency of digital tourism systems. International Journal of Human Capital in Urban Management, 9(1). https://doi.org/10.22034/IJHCUM.2024.01.01

Munikrishnan, U. T., Imm, N. S., Ann, H. J., & Yusof, R. N. R. (2019). Disintermediation threat: Do small medium traditional travel agencies in Malaysia embrace ICT adequately? Pertanika Journal of Social Sciences and Humanities, 27(1).

Pigosso, D. C. A., Schmiegelow, A., & Andersen, M. M. (2018). Measuring the readiness of SMEs for eco-innovation and industrial symbiosis: Development of a screening tool. Sustainability (Switzerland), 10(8). https://doi.org/10.3390/su10082861

Purnomo, S., Nurmalitasari, & Nurchim. (2024). Digital transformation of MSMEs in Indonesia: A systematic literature review. Journal of Management and Digital Business, 4(2), 301–312.

Puteh, N., Din, J., Baharom, S., & Abdullah, D. (2021). Identifying Social Commerce Features towards Improving a Social Commerce Website. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(3). https://doi.org/10.17762/turcomat.v12i3.1073

Rahmadiane, G. D., & Utami, U. S. (2022). ANALISIS PEMANFAATAN SOCIAL COMMERCE BAGI PENGEMBANGAN UMKM DI INDONESIA. AdBispreneur, 6(3). https://doi.org/10.24198/adbispreneur.v6i3.29114

Rahman, A., Fauzia, R. N., & Pamungkas, S. (2020). Factors Influencing Use of Social Commerce: An Empirical Study from Indonesia. Journal of Asian Finance, Economics and Business, 7(12). https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.711

Rebuya, N. R., & Gasga, K. P. (2022). SWOT Analysis as a Strategic Tool for Local Tourism Development Planning: A Destination Review of a Municipality in the Philippines. OALib, 09(12). https://doi.org/10.4236/oalib.1109612

Sa’adah, S. R., Widjaja, S. U. M., Wahyono, H., Hermawan, A., & Najib, M. T. A. (2023). Education Model of Wise-Consumption for Elementary School. Pegem Journal of Education and Instruction, 13(3). https://doi.org/10.47750/pegegog.13.03.08

Satrya, I. D. G., Sudiarta, I. N., Utama, M. S., Suardana, I. W., Karya, D. F., & Rusadi, N. W. P. (2024). The Impact of Social Media Promotion, Cultural and Natural Motivation, and Destination Attributes on the Image and Attractiveness of Urban Farming Edu-tourism: Evidence from Denpasar, Bali. Journal of Logistics, Informatics and Service Science, Vol. 11 (2(No. 8,), 303–319. https://doi.org/10.33168/JLISS.2024.0818

Scott, N., Burgess, S., Monday, A., O’Brien, P., Baggio, R., Sellitto, C., & Bank, D. (2010). Helping Tourism SMEs Plan and Implement Information and Communication Technology. In STCRC Tech Report.

Tao, M., Alam, F., Lahuerta-Otero, E., & Mengyuan, C. (2024). Get Ready to Buy With Me: The Effect of Social Presence Interaction and Social Commerce Intention on S-commerce Live Streaming. SAGE Open, 14(1). https://doi.org/10.1177/21582440241232751

Utama, I. G. B. R., Trimurti, C. P., Junaedi, I. W. R., & Krismawintari, N. P. D. (2025). Concept of Participation Model in Community-Based Ecotourism Programs Adjacent to Conservation Forests. Sustainability & Economics EJournal. https://doi.org/10.53935/jomw.v2024i4.371

Wang, Z., Jian, Z., & Ren, X. (2023). Pollution prevention strategies of SMEs in a green supply chain finance under external government intervention. Environmental Science and Pollution Research, 30(15). https://doi.org/10.1007/s11356-023-25444-4

Wardhani, S. A. K., & Subriadi, A. P. (2020). Consumer Behavior in Social Commerce Adoption: Systematic Literature Review. 2020 3rd International Seminar on Research of Information Technology and Intelligent Systems, ISRITI 2020. https://doi.org/10.1109/ISRITI51436.2020.9315335

Zirar, A., Jabbar, A., Njoya, E., & Amoozad Mahdiraji, H. (2024). Smart contract challenges and drawbacks for SME digital resilience. Journal of Enterprise Information Management, 37(5). https://doi.org/10.1108/JEIM-02-2023-0082