<![CDATA[The Senggigi tourism area possesses considerable potential for creative economy development through pearl artisans, traditional weaving artisans, and local culinary MSMEs. However, these businesses continue to face fragmented marketing practices, inconsistent destination branding, limited digital storytelling capabilities, and weak collaboration among business sectors, reducing their contribution to the sustainable tourism value chain. This community service program aimed to strengthen the competitiveness and collaborative capacity of 36 artisan MSMEs in Senggigi through participatory capacity building, destination branding, digital storytelling, mentoring, and collaborative marketing. The program employed a Participatory Action Research approach involving needs assessment, capacity building, mentoring and co-creation, and evaluation and reflection. The results indicate improved participant awareness of destination branding, increased ability to develop product narratives and digital promotional content, and stronger opportunities for cross-promotion and product bundling. The program also produced a Community Empowerment Model integrating community-based tourism, destination branding, digital storytelling, collaborative marketing, and a sustainable tourism value chain.]]>
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