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All Journal Journal of Applied Sciences in Travel and Hospitality
Wawan Gunawan
Politeknik Pariwisata NHI Bandung, Indonesia
Social Sciences

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Community and MSMEs empowerment model through cultural tourism events in West Java, Indonesia Wawan Gunawan; Cecep Ucu Rakhman; R. Wisnu Rahtomo
Journal of Applied Sciences in Travel and Hospitality Vol. 9 No. 2 (2026): JASTH: Journal of Applied Sciences in Travel and Hospitality (In Press)
Publisher : Unit Publikasi Ilmiah, P3M, Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/jasth.v9i2.175-188

Abstract

This study examines the Ngaraga Budaya Festival as a model of community and MSME empowerment through cultural tourism events in Kertawangi Village, West Bandung Regency, Indonesia. A qualitative descriptive approach with a case study design was employed. Data were collected through participatory observation, in-depth interviews with nine key informants, and documentation analysis. Informants included community leaders, festival organizers, tourism office representatives, local residents, MSME actors, and cultural practitioners. Data were analysed using the Miles and Huberman interactive model, comprising data reduction, data display, and conclusion drawing. The findings indicate that the festival serves as an integrative empowerment platform linking cultural preservation, community participation, and local economic activation within a community-based tourism framework. Cultural capacity building is demonstrated through programs such as child puppeteer training and collaborative artistic performances, which support intergenerational knowledge transfer and strengthen local cultural identity. MSME participation through product exhibitions and culinary bazaars was perceived by informants to increase economic activity and market access, although the absence of formal sales records means that these economic benefits cannot be quantified. The study further highlights the importance of collaboration among local government, community groups, educational institutions, and cultural actors in sustaining empowerment initiatives. This research contributes to a cultural event-based empowerment model that integrates cultural, social, and economic dimensions and offers a practical framework for sustainable rural tourism and community development.
Co-Authors Cecep Ucu Rakhman R. Wisnu Rahtomo