<![CDATA[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.]]>
